Microsoft’s Surface Studio

This is a response to Jeffrey Dastin’s post on BNN:

http://www.bnn.ca/microsoft-launches-surface-studio-its-first-ever-desktop-computer-1.592482

Microsoft is aiming to jump ahead of the creative market and virtual reality market with their new products. The Surface Studio, their new operating system, and their virtual reality head set are targeted at artists and video gamers.  Microsoft’s new product gives users more tools to express themselves artistically, but at a costly price.  Will this product’s launch change the game in creative design or will it prove unsuccessful?

The Surface Studio with the Windows 10 Creators Update, releasing in 2017, showcases a feature in which creators can scan an object on all sides and be viewed in a new software program “Paint 3D”.  Within Paint 3D, artists can rotate, edit, and present the scanned object in a PowerPoint presentation.  With the Surface Studio, Microsoft targets to steal the consumers from their longtime rival, Apple Inc.  The new desktop computer comes with a touch screen monitor with the ability to be drawn on with a stylus, similar to Microsoft’s Surface Pro.  Historically, Microsoft products have been known as “workhorses”; according to Jan Dawson, they have been used to complete more systematic tasks.  With the help of the Surface Studio, the company can appeal to more art-based users and professionals.

The product’s price has been set at US$2,999 to make the Surface Studio “out of reach for the vast majority of consumers”.  Microsoft looks to draw in individuals who specialize and are more serious in creative design.  Although Microsoft is gaining an edge on Apple’s 3D tech, I believe the high price will scare away potential customers.  Another setback for Microsoft is that the majority of Windows users are still using the Windows 7 operating system.  In my experience, I found it daunting switching from Windows 7 to Windows 10; the enormous change delayed me months before upgrading to Windows 10.  These main factors are limiting the range of potential customers due to the high price and the long process of upgrading through two Windows programs.  Surface Studio currently targets users in three minorities: professional artists, individuals who can afford the product, and those who are using the latest operating system.

Microsoft’s Chief Executive Satya Nadella mentioned: “[Microsoft is] building Windows for each of us (and enabling) people to experience computing in new ways”.  I look forward to seeing the impact of Microsoft’s sudden burst of new technology on the future of creativity and design.

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Picture:

https://tctechcrunch2011.files.wordpress.com/2016/10/surface-studio-pen.jpg