Microsoft Surface, Will it kill the i-pad? Options

[Licentia Per Ori...]

So unless you have been hiding under a rock for the last couple of months you will know that Microsoft are planning to jump into the tablet space.

This is currently dominated by Apple.
Will Microsoft take apples crown?

many people are of the opinion that it's going to give apple a serious kicking, and will migrate more people to the microsoft eco-system, resulting in lower future sales of i-phones and i-pods to boot.

Personally i think it will do more, It has the capabilities to dominate the tablet market.

my reasoning is that.
1. It works at work.
I pad is great and that, but if you work in an office chances are you use windows there. You will use MS office,
The i-pad does not work well with Windows, The surface will be designed to work with it seamlessly.

2. It out specs the i-pad.
Microsoft are releasing two versions with the pro version packing an Ivy bridge i5!
It's a serious but of kit.

3. the keyboard.
Yea it's a tablet, but putting the keyboard on it.
(and crucially giving it away for free)
make the windows tablet a true contender for laptop replacement.
Even the biggest apple fan-boi out there will admit that the i-pad is good for consuming content (watching and reading things)
but is completely crap when it comes to creating content (like forum posts)

So what are your thoughts?
are Microsoft going to dominate in the hand-held market?
the i-phone 5 is launching, and no one is excited about it.
But the new Nokia phones are far more exciting,
and will having your PC, Tablet, Phone and Games console all operate on a single integrated eco system attract customers to Microsoft?

[Licentia Per Ori...]

Well Some interesting Market information there, But I am not sure it is entirely relevant.
The markets reflect what the situation of a company is now / value, and of course an idea of the value in the future.

I don't think the markets are a very good indicator of future success if i am honest.

Personally, I think Apple is existing on borrowed time at the moment, and If I owned shares I would get ready to sell them.

The reason i think Apple is going to find itself in some seriously hot water is as follows.

1. Innovation
They don't do any. Apple spend almost nothing on R&D compared to other tech companies. The i-macs, I-pods and I-phone were all very revolutionary. but that's pretty much it.
The tech that it is releasing is behind the curve, the i-phone 5 for example doesn't pack as much power as the Samsung Galaxy 3, and the S4 is already on the horizon.

2. People and technology
The current belief held by many is that "apple is easy to use and simply works" and you know what, that's true.
But it's not unique to apple.
I think another thing is that not too long ago, "ignorance of tech was a status symbol".
"Oh i don't understand technology", or "oh i'm not really into technology so i just got an apple."
But this core market is starting to wane. Already the Apple eco system no longer has dominant market share in the smart phone market.
Whats more being "tech savvy" is now being considered more cool than it was before.
Certainly more cool than having no clue.

3. The glow will wear off.
There is only so long you can overcharge for a lesser product, Apple has an amazing marketing dept. And this is their strength. Apple sales are almost exclusively dependent on the apple marketing and PR team.
And when you look at some the award winning material they have produced

you can see why they have been so successful.
It starts with apple being some kind of freedom fighter against the uniform / monopoly etc. of Windows / IBM
(you could, and people have written entire essays/dissertations on that one advert)

Mac then became a lifestyle brand.
Had it's aspirations in all the right places,

Again, it was a massive win. Apple = cool, PC = looser/geek
except geeks are cool now.

what is the big message apple is pushing now?
honestly i don't see one, It seems that apple is concentrating on selling to it's existing customers,
Also relying on being an aspirational brand.

But this is far from sustainable in the long run.
And with a marketing machine out of ideas from apple.
Not to mention the PR disaster that is the multiple lawsuits apple are filing
(which goes completely against the ethos from the 1984 advert,
If anything the roles have revered, they are now the large monopoly who are sending heavies after any trespasser)
it's certainly not a case of certain seas ahead for apple.

That's not to say that they can't come out swinging and winning,
But if they are faced with a serious marketing pr salvo from a cash rich giant like Microsoft
It may be the moment that turns the tide.