The secret is out: Last Monday, in a hush-hush event,
Microsoft unveiled the Microsoft Surface, a tablet the company is producing
itself, allegedly to ‘kill’ the market dominance of the iPad. Can the iPad be
unseated as numero uno, though? Maybe not, but not because the iPad is
unstoppable, but because market conditions do not necessarily allow for Apple’s
product to be easily dislodged from its lofty position. If something is going
to topple the iPad from its pedestal, it should be on the side of what other
claimants to the throne have failed in so far – the loyalty of the best app developers.
Contrary to popular demand, the strength of Apple’s brand,
the company’s savvy in marketing its products, and the cult following is only a
portion of the iPad’s success. What has been quintessential to the dominance of
the late Steve Job’s company, particularly with the iPad and iPhone, is the
ecosystem of apps that is amazingly in tune with the needs of users, making
them come back for more and pledge their allegiance to their white rectangular
devices.
That is not to say that devices running on Google don’t have
this element. In fact, Android developers are set to match, or even outgrow iOS
developers in the coming years. Various development platforms can now make a
single app, for example, Instagram, and make it available for Android gadgets
through Google Play in only a matter of months, with minimal tweaks to the
app’s code. Perhaps, Microsoft can also count on third-party
cross-platform-compatible developer tools to have the support it needs to push
its product down our gadget-hungry throats.
Two issues surface though: Quality and consumer pick-up. Somehow,
apps for Android tablets are not seen as glossy or as appealing as iPad apps. They
appear cheap, and not in an affordable way, but in a rather tacky, dispensable
manner. Take for example, eBook reader apps. For iPad owners who aren’t in love
with the built-in iBook and Kindle apps, there’s Stanza and Bluefire Reader. For
Android, most manufacturers (e.g. Samsung and Asus), aside from their built-in e-reader
app, have Aldiko, FB Reader, and Moon as their alternatives. The difference is,
with e-readers for the iPad, the selection of alternatives is slightly more
limited, while for Android, there seems to be more and more apps for eBook readers
by the week. While the increased selection may be seen as great because it
gives Android owners more choices, some cry a lack of quality control. Reviews
for a lot of apps, not just e-readers, reveal that a lot of them lack a good
number of functions, not to mention sleek and easy-to-use interfaces, which a
majority of tablet users primarily consider (although they might not readily
admit it). On the other hand, the choices for iPads maybe a bit less, but they
maintain a certain glossiness and exclusivity, thanks to the Apple marketing
team.
On the second issue, although developer support within the
first year after the Surface’s launch might still be solid, whether or not consumers
will stand by their Windows devices within that period is not a sure thing,
considering how fickle they are these days, and how there’s a new gadget being introduced
every week!
In the end, Microsoft setting up a Surface vs. iPad scenario
might prove to be too ambitious. I say they should take the cue from overly
confident precedents like HP, Blackberry, and Lenovo that sank even before they
started. Perhaps aiming at easier targets to dislodge like Amazon’s Kindle Fire
might be better. They can then flick their competitors one at a time before
getting into a showdown with the iPad.
Microsoft Surface Images:
Apple iPad Tablet Images:
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