No Chance Microsoft Will Kill Off The Surface Brand

At least, according to head honcho Panos Panay! Microsoft Surface is a brand that keeps growing with every new model, every new release that comes out the Redmond gates.

Despite this ascension, there are some analysts who believe that the company would eventually kill off Surface. One fine gentleman even believes that this would happen in 2019, as Microsoft is going forward with an increased focus on Office and cloud services.

But if you ask Panay, that is all balderdash. As far as he is concerned, the Surface brand is here to stay.

The chief product office at Microsoft said in a recent interview that Surface is currently a core part of the company’s strategy. Devices that it launches under this brand play a key role in the long term:

“It’s not just a core part of our strategy and at the center of Microsoft, it’s also a core part of how we build products at Microsoft. It’s important that that resonates. It’s important for me to say it.”

Important, indeed.

Panay further goes on to explain that the Seattle based firm changed its approach since the debut of the Surface lineup, and has included this line of hardware in its vision for the future:

“Yes, one hundred per cent. Without hesitation. I think if you asked me five years ago, we were still learning. We were still trying to figure out what hardware should do to bring software to life. But now it’s not just a core part of the strategy.”

He also touched upon and hinted at new categories of products, albeit without providing any specifics:

“Are we completing experiences for people at work and at home? The answer is yes. So, will you see new form factors that can do that, or need to do that? The answer is absolutely. And that’s how it, kind of comes together. For me, work and home equals life, whether the device is in the kitchen at home, in the home office, in your work office or on your body. They’re coming together. So yeah, you’ll see more products that focus on where our customers are going to be.”

Basically, Microsoft wants to work on bringing together the work and personal life of each customer.

Andromeda is one such device that everyone is talking about these days. If things go according to plan, it may see daylight next year. Apparently, there is also another dual screen machine in work. Perhaps even Surface branded webcams, if things are to be believed.

All things considered, this much is certain that 2019 could well be a marquee year for the Surface brand, with new hardware and exciting new features.

The rumors of its demise have been greatly exaggerated!

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  1. Ray C

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