#1 would be to scrap their incredibly idiotic ad campaign. Obviously, they are targeting die-hard Applephiles (who have about the strongest brand loyalty of ANY market). They need to start selling the product instead of a hipster image! But I agree with the other posters here: they are way out of line price-wise.
"Microsft should drastically lower the price of the Surface Pro, to bring it more in line with the iPad's price (maybe $100 premium over the iPad would be acceptable), and might consider discontiuing the Surface RT altogether. Either that, or price the RT no more than a Kindle."
The sad part is they cant/wont do it. selling a surface pro @ ~500$ and making good margins are nearly impossible and will destroy the notebook market altogether.
I think it's always been clear what Microsoft should have done/should do now. The Surface Pro tablet is a clear improvement upon other tablets, a good alternative to notebooks and netbooks, and can obviously distinguish itself. The Surface RT is a little more flexible that the other ones, but still too resticted and way too expensive, considering what it can do.
Microsft should drastically lower the price of the Surface Pro, to bring it more in line with the iPad's price (maybe $100 premium over the iPad would be acceptable), and might consider discontiuing the Surface RT altogether. Either that, or price the RT no more than a Kindle.
The way you grab market share, when you're the new kid on the block, is by offering more than the incumbents, for either the same price or less. You don't win by pricing your new product higher than the competition, and even higher than some very attractive notebooks.
I can't be the only person on the planet who has sub-zero interest in an iPad, but considerable interest in Surface Pro.
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