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Does Microsoft have any surprises left to gain back our love?

  • Writer: Kell Claar
    Kell Claar
  • Oct 1, 2018
  • 2 min read

With the Surface event next week in New York, the tech community is waiting to see if Microsoft can answer the one question that everyone is asking: what do you have left to offer?


The Surface brand has been very, very good for Microsoft for a long time. After the fiasco that was Surface RT, the Surface brand has meant solid hardware, premium design, and excellent support. Not only has the Surface brand been a premium name for laptops (SurfaceBook) and tablets (Surface Pro), but it has represented the pinnacle of edgy in the professional world with Surface Studio and Surface Hub.


But, like many brands, it has gotten stale.


Every year, Apple, Samsung, Google, LG, et cetera push out new phones that, while impressive, tend to fall flat due to the lack of excitement. The true excitement comes from the "new" such as the iPhone X design change and the S Pen additional features, and that is a realm the Microsoft needs to find again.


The Surface Pros are still magnificent, and the SurfaceBook is still an excellent computer. The Studio looks amazing, and the Hub is just downright ground-breaking. However, are iterative updates of these devices enough to make us love Microsoft again? I don't think so.


Microsoft is in a tough position, and as a former owner of everything from a Lumia Icon to a Band, it is sad to see. Unfortunately, the consumer market, in a mobile-centric world, is not Microsoft's forte; they need to make a splash again. Will we see something to make us really excited about Nadella and Microsoft? Are there redesigns coming, or possibly some new Surface devices like headphones or monitors? Could a "moment of your time" mean that Microsoft plans to announce the evolution of the Band? Tomorrow, we will know if Microsoft will make waves or just make us disappointed.

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