Bloomberg - Microsoft Corp. has introduced an end-to-end redesign of its Surface devices, including an update to its popular two-in-one laptop models, part of a push to be a bigger force in computer hardware.
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The new lineup, unveiled at an event Wednesday, refreshes three of its hybrid laptop-tablet devices, adds 5 G to its Surface Duo Mobile and launches a new pro-focused laptop studio device.
The tech giant is gearing up for the holidays, looking at challenges to phones from Apple Inc. Samsung Electronics Co. and Google by Alphabet Inc. While some consumers and tech analysts were skeptical of Microsoft s entry into personal-computer hardware after a multidecade focus on software, the Redmond, Washington-based company has seen its portfolio and market share grow.
Still, Gartner Inc. hasn't entered the realm of the top six computer makers, according to recent data from Microsoft. The industry is dominated by HP Inc. and Dell Technologies Inc., which have more than 15% of the market each. Apple, Acer Inc. and Asustek Computer Inc. Hold hold 5% to 10% apiece. In July, Microsoft reported $1.5 billion in quarterly smartphone revenue, the lowest segment in a year for Microsoft.
So the company is looking at rebuilding momentum and make fresh inroads into the market. A key part of that push is the Surface Pro 8, the latest version of Microsoft s original tablet-laptop hybrid device. It has new main and graphics processors that the tech giant says will fuel a 40% gain in performance and 74% faster graphics.
The screen is also 11% larger, measuring 13 inches, and has a higher refresh rate of 120 hertz for smoother scrolling. The device s camera system has also been improved, and it s getting Thunderbolt 4 ports for faster data transfers over cables. The Surface Go 3, the company s low-end tablet, will get an extra power processor and faster battery life.
While Microsoft's Pro 8 and Go 3 rely on Intel Corp. processors, Microsoft continues to use Arm Ltd.-designed chips in its Pro X line. That model is gaining a lower Wi-Fi option, rather than using cellular connectivity, and a cheaper $899 price. That $100 less than the previous one.
The Pro X was the subject of criticism for limited software support, but Microsoft says its new Windows 11 operating system will bring more apps to it. Adobe Inc. and some others are working on offering additional support to Adobe-owned businesses.
The most significant new product from Microsoft is a Surface Laptop Studio, replacing the company s Surface Book. The Surface Book had a tablet-like screen which detached from a laptop base, but the Laptop Studio has a display that can tilt or close into a tablet while connected to the base.
The laptop desk crossover has a 14.4 - inch display and is essentially a laptop version of the Surface Studio Desktop - where the screen tilts for easier drawing or video viewing. The company says a machine’s processors - Intel s 11th generation core H series and Nvidia Corp. s GeForce GTX graphics - are some of its swiftest to date. The company also does sell Dolby Atmos speakers with dolby sound technology.
Microsoft s new Duo phone competes the latest swath of foldable devices from Samsung and will compete with Apple s iPhone 13 line and Google's upcoming Pixel 6 mobiles. The new laptops beat the next generation of Apple s MacBook to market. That company plans to unveil its biggest redesign to the MacBook Pro in about five years over the next several weeks, Bloomberg News reported. Microsoft s follow-up to the Surface Duo handset address complaints about two key features: cellular connectivity and cameras. The new model adds 5G support and a rear camera system. The first model used 4 G and relied on same cameras for videoconferencing and taking pictures. The phone has two consistent screens folding open, and unlike Samsung, which has two distinct displays. The new screens open up to 8.3 inches, versus 8.1 inches on the original model.
Microsoft s first Duo phone was mostly a flop and attracted criticism for its buggy processor, buggy software, complex user interface and hefty $1,399 price tag. The poor sales of iPhone s finally led to Microsoft cutting the price to $699. However, the new version of Windows will cost $1,499.
Microsoft also showed an updated Surface Slim Pen with improved writing and drawing performance, a new mouse and stickers that can be placed on its devices for better accessibility.
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