Microsoft’s iPad attack: If tablets are 'easy' why was the Surface a flop?
Back-biting is never a good look, says Joe Minihane.
This week’s blistering attack
by Microsoft’s vice president of communications Frank Shaw on Apple’s
decision to release the new iWork for free, and by extension its new
iPad Air, shows an astonishing level of hubris.
In a blog post that appeared just hours after Tim Cook had gazumped
Microsoft and Nokia’s announcements of new Windows Phones and a new
Lumia tablet, Shaw tore into Apple’s move.
According to the Big M’s man, it showed that the ‘reality distortion
field’ of an Apple event had extended beyond Cupertino, suggesting the
coverage of the decision to free iWork was disproportionate.
This is always a complaint of companies who feel they’ve been treated
unfairly by the media, when in fact they’ve been releasing products
that have simply failed to capture the imagination of tech’s hardcore or
the general public.
But beyond Shaw’s complaints about iWork, it’s his comments about Microsoft Surface that are particularly interesting.
He describes the tablet as a “single, simple, affordable device that helps you both lean in and kick back”.
Surface may well let you ‘lean in and kick back’. But the simple fact
is that it has been an unmitigated disaster for Microsoft.
It had to write down $900 million to cover the cost of the device, making just $853 million from sales up to July.
There’s still no official word on how many were sold, even if the tech giant claims sales doubled in the most recent quarter.
This failure to reveal numbers means the slate has been a flop, make no mistake about that.
If it had been a success, Steve Ballmer would have been shouting from the rooftops.
Shaw’s assertion that “helping folks kill time on a tablet is
relatively easy. Give them books, music, videos and games, and they’ll
figure out the rest. Pretty much all tablets do that,” is also
hilarious.