Currently, Microsoft just launched its latest version of Surface Studio PC, with updated Windows 10, longer battery life, and new added 3D creation and editing tools which promise more graphic power. As a high-end desktop, it owns new hardware and innovative tech design, particularly referring to the feature of a touch screen and a transformable base that can into a position resembling an artist’s canvas or drafting table. “The creative-friendly touches go beyond its flexibility,” being favoured and actively craved by designers. In the meantime, Apple also recently announced its newest line of MacBook laptops. Other than making them a smidge thinner and lighter than previous models, only a few changes were made and will be adapted by unclear amount of non-Apple developers.
An inevitable comparison exists. Some commentators noted that Microsoft surface studio’s gains will be Apples’ loss since Microsoft is a braver and more innovative company than Apple with sleeker design and more appealing technology to consumers. As someone stated that Microsoft is looking like the new Apple, we can clearly realize that Microsoft, indeed, is taking away market share of Apple, who originally dominated the high-end market before having real competitors. The main reason behind the competition is that Microsoft and Apple share similar value propositions and therefore are targeting similar customer segment. As they have similar and expensive price due to product features, their uniqueness of products appears to be significant in terms of comparative advantages. PoPs help you get into the party, and PoDs help you bet notices in the party. That is the reason why the graphic features of Surface Studio newly introduced by Microsoft is a surprise to not only designers but also ordinary consumers, “grabbing high-end mindshare” while Mac has never had such features.
The success of Surface Studio is based on the opportunity of competition given by Apple. Only if Apple has attracted that many consumers being interested in high-end electronic computers, Surface Studio could enter the niche market and aggressively break the monopoly. After Surface Studio is successfully launched, Windows, as a whole, can be elevated and reach more opportunities.
From a broader aspect, the market of all electronic devices, some enter while some are kicked out. Inspired by Bamboo Lyu’s blog, I noticed that the launching of “Pixel” allows Google to enter a new battle field as a freshman while the explosive issues with Samsung Note 7 harm the brand reputation and put Samsung in a dangerous and emergent situation that immediate responses and actions are necessary. As a market becomes more saturated, both risks and opportunities grow.
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embedded link of classmate’s blog:
reference list:
Ore, Jonathan. “Microsoft’s Surface Computers Take Aim at Apple’s MacBook Domain – Technology & Science – CBC News.” CBCnews. CBC/Radio Canada, 28 Oct. 2016. Web. 30 Oct. 2016. <http://www.cbc.ca/news/technology/apple-microsoft-macbook-surface-1.3826178>