Why All Of Apple’s New Hardware Releases Are Good News For Microsoft’s Surface

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Why All Of Apple’s New Hardware Releases Are Good News For Microsoft’s Surface

#Apple #Microsoft – Why All Of Apple’s New Hardware Releases Are Good News For Microsoft’s Surface : “First they ignore you, then they laugh at you, then you win.” Somewhere in Redmond, Microsoft’s Surface team will have been watching the keynote from Apple’s Worldwide Developer Conference and decided that Tim Cook and his team had validated Microsoft’s approach to the bleeding edge of technology.

Following years of piloting new idea with the Surface hardware and the integration of Windows 10 with a cloud-based approach, Microsoft has carved out a vision of where it believes the technological world is heading.

Following a few steps behind them is Apple, confirming that Redmond’s moves were the correct ones.

Microsoft Surface Pro 4 (image: Ewan Spence)

The obvious competitor to the Surface Pro machines is the iPad Pro. As Apple once more signals the MacBook Pro is no longer a priority for innovation, the iPad Pro is being pitched as being a suitable computer for everyone. WWDC 2017 saw iOS pick up a number of changes to try to help define the tablet.

The iPad still struggles to answer the question of ‘who is it for?’ There are a number of use cases where it does fit the bill – it’s happy to act as a big video screen for media playback.

It’s excellent for digital comic books and the Apple Pencil has seen the artistic community consider the tablet – but as a general purpose computer it is hampered by the walled-garden nature of iOS both at the development level and at the distribution level.

WWDC saw Apple bolting on changes to iOS to make that iPad feel more like a traditional computer than any previous version of the mobile operating system.

Multitasking and moving between apps has been improved, the desktop-like task switcher from macOS has arrived and there’s something that is close to a file manager.

The iPad Pro, and indeed the whole iPad ecosystem is certainly challenging the MacBooks and MacBook Pros of Apple’s world; but in a comparison to the sea of Windows 10 laptops, convertibles and ultrabooks, a move to replacing the laptop with an iPad is still a risky endeavour.

Microsoft Surface Book (image: Ewan Spence)