Recent statistics show that PC shipments in the last quarter of 2022 experienced a cliff-like decline, down 28.1% year-on-year to 67.2 million units. With the exception of Apple, all manufacturers saw double-digit percentage declines. For many manufacturers, the current PC market is cold.
While content creation and artificial intelligence have both driven the market in the past few years, Microsoft’s Surface lineup has seen little change in recent years. Microsoft set a new standard in the PC market with its first Surface product in 2012, paving the way for other laptop makers, but it is now lagging behind, says PC World.
During the last quarter, the revenue of the Surface product line has also decreased significantly, and the CEO of Microsoft, Satya Nadella also mentioned that “our hardware mix will change.” The Surface line is simply out of date and in need of a reboot.
In fact, since 2017, Microsoft’s annual regular update of Surface products has changed very little and has become more conservative. If these devices are placed together, I think it will be difficult for many users to distinguish them at first glance. Other than the port and thickness changes, the exterior hasn’t changed much, and the interior is more of a regular upgrade. We must know that Surface products in 2012 led the PC industry in design and brought many new design ideas.
In contrast, other OEMs are still trying to experiment with various possibilities, full of “futuristic feeling”, such as Lenovo’s Yoga Book 9i, which is a dual-screen laptop like a book, or ASUS ProArt StudioBook 16. Equipment with the naked eye 3D OLED Screen. With the decline in the PC market, Microsoft’s hardware sales are struggling, which could be the perfect opportunity to reshape the Surface product line.