So who is this tiny Surface Go actually made for? It depends on who you ask at Microsoft, but the short answer seems to be: anybody and everybody.
Urbanowicz, the product marketing manager, says Go is about “reaching more audiences, and embracing the word ‘and’: I can be a mother, and an entrepreneurial badass; I can be a student, and a social justice warrior.” Kyriacou, when describing the Go’s cameras, says to “think about the front line worker in the field—a construction worker, architect, they can capture what they need to or even scan a document.” You can also dock the Go, Kyriacou points out, using the Surface Connect port, which makes it ideal for business travelers. Groene talks about reading, about drawing, about running software applications like Adobe Photoshop and Illustrator. Almost everyone talks about watching Hulu and Netflix on it.
Panos Panay initially has a philosophical answer to this. It’s his “dream,” he says, to just get Surface products to more people. “I mean, that’s not my ultimate dream. But there are these blurred lines of life and work that are happening, and if you collect all that, Go was an obvious step for us.”
The evening before Panay and I chatted, he went to the Bellevue Square shopping center with his son, and at one point, had to pull out his LTE-equipped Surface Go to address what he said was an urgent work issue. His son asked if it was a new product, and Panay, realizing the blunder of having the thing out in public, tucked the Go in his jacket. To him, that’s the perfect anecdote: The lines between work and family time were blurred, he had to do something quickly, and when he was done, he could make his computer disappear.
Panos Panay, Microsoft’s chief product officer.
Panay’s team also has a lot more insight into how people are using Surface products than it did eight years ago, he says, when Surface was still just a concept being developed in a dark lab. To be sure, Microsoft has been making hardware for decades—keyboards, mice, web cameras, Xbox consoles. But when Microsoft made the decision to start making its own PCs (and ultimately, take more control over how its software ran on laptops), it was a new hardware category for the company. It was a chance to get consumers excited about Microsoft again, not just enterprise customers.
The first few years of Surface were rocky. The first one, known as Surface RT, seems to be something that Microsoft executives would rather forget about; I don’t see it anywhere in the product lineups that Microsoft’s PR team has laid out ahead of my visit. Its 2012 launch coincided with the rollout of Windows 8, which had an entirely new UI from the previous version of Windows. It ran on a 32-bit ARM architecture, which meant it ran a version of the operating system called Windows RT. Depending on who you ask, the Surface RT was either a terrible idea or ahead of its time. (Panay says it was visionary.) Microsoft ending up taking a massive write-down on it the following year.
Since then, Microsoft has rolled out a series of Surface products that, due to the company’s design ethos, a newer operating system, and plain old Moore’s Law, have only gotten better. In 2013 it introduced the Surface Pro line, which are still detachables, but are built to perform like a premium laptop and can cost anywhere from $799 to $2,600. There’s the Surface Book line; the Surface Book 2 starts at $1,199 and clocks in around 3.5 pounds, making it a serious commitment of a laptop. The Surface Studio is a gorgeous, $2,999, all-in-one desktop PC, aimed at creative types. The Surface Laptop is Microsoft’s answer to Apple’s MacBook Air. It starts at $799, and got largely positive reviews when it launched last year.
Even still, Microsoft’s Surface line has struggled to make a significant dent in the market for personal computing. HP and Lenovo dominate the broader PC market, while Apple leads in the tablet category (including both detachables and slate tablets).“From a shipment perspective, the entire Surface portfolio has been fairly soft,” says Linn Huang, an IDC research director who tracks devices and displays. “It was growing tremendously, and then the iPad Pro launched and Surface shipments have either been negative, year-over-year, for the past several quarters, or flat.”
Microsoft has new competition to worry about, too: Google’s inexpensive Chromebooks, which in a short amount of time have taken over a large share of the education market.
“Do I think about Chromebooks? Absolutely,” Panay says, when I ask him about them. “Do I think about iPads? Absolutely. I use multiple devices. It’s exhausting. But this product is meant to bring you a full app suite.” Panay is highlighting one of the drawbacks of lightweight Chromebooks: Their lack of local storage. Meanwhile, he says, Surfaces are designed to let people be productive both locally on the device, and in the cloud when they need to work in the cloud.
And, while Panay says he’s keeping an eye on Chromebooks, he insists that Microsoft didn’t build Go to compete with Chromebooks. That said, Surface Go will have a school-specific software option: IT administrators for schools can choose whether they want a batch of Go’s imaged with Windows 10 Pro Education, or Windows 10 S mode-enabled.
Panay wouldn’t comment on Microsoft’s plans for the future beyond Surface Go, although there have long been rumors of a possible Microsoft handheld device, codenamed Andromeda. If the Surface Go is something of a return to a smaller, 10-inch detachable, then a pocketable device that folds in half, one that could potentially run on an ARM processor, would be something of a return to mobile for Microsoft. Qualcomm has also been making mobile chips that are designed to compete directly with Intel’s Core processors for PCs.
For now, though, Panay is throwing all his chips behind the Surface Go, and making a big bet that this little device is the one that will make the masses fall in love with Surface. He tends to chalk up past Surface products, even the ones that didn’t do well, as simply before their time. Now, with the Go, he says, “it’s time.”
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