Microsoft Is Winning the Tablet Laptop Hybrid Game

It’s officially that time of year again. Microsoft and Apple announced the latest editions to their pro tablet lines in recent months. This means more power, new features, and a fresh look at each company’s direction for these devices.

The pro tablet space is relatively new and has struggled with fitting in between laptops and mobile devices. Many have complained that the upgrades provided aren’t worth the cost.

Apple has faced the brunt of this criticism. Since its launch a couple years ago, the iPad Pro line has been popular with many customers. As a dedicated device, however, the Pro has come across as an overpowered tablet and underpowered laptop replacement.

The company is seeking to change this with the latest iPad Pro models, but it’s not working. Going head to head, Microsoft’s previously troubled attempts to exist in the tablet space are finally paying off. More importantly, it has blended the lines between tablets and laptops.

Apple’s Tablet Strategy

It’s no secret that Apple had some influence in the tablet space. They basically invented it. After a few years of relatively stale upgrades to the regular iPads, they decided to infuse some juice into the device. This resulted in the iPad Pro.

The addition of their pro line was supposed to be an upgrade. A more powerful processor and multitasking features propelled it further into the realm of laptop replacements. Unfortunately, the company’s strategic choices limited the potential of this line. Apple wanted to build up from their existing tablets. Instead of creating a hybrid MacBook, they beefed up the iPad with the same iOS and core features.

Trying to turn a tablet into a laptop meant there were many important features lacking that true, usable laptops require. Most people use a laptop for one of two purposes: basic everyday operations or specific, performance heavy tasks. Almost any laptop can be used for checking emails, writing documents, and other daily tasks. More powerful laptops are required for advanced tasks like graphic design and audio work.

The iPad Pro is right in between these two tasks. It can handle many of the daily uses phenomenally, but the price tag is too great for some to justify. In other words, it is easy to see it as an overpriced, overpowered device to use for simple email and word processing tasks.

Even though it has one of the best styluses on the market today, the device also lacks a competitive edge for high-performance tasks. Graphic design and videography work are difficult to do since the iPad lacks the standard programs many artists use.

The latest addition does little to solve these shortcomings. IOS 11 promises to add more features that have existed on laptops for decades like true multitasking, file management, and drag-and-drop options. At best, the latest iOS may finally put the regular and mini iPads at the same level as its Macbook line. Unfortunately, this will only further separate the pro line from the competition.

Microsoft’s Struggles and Success

Microsoft has never enjoyed the trailblazing success that Apple started with in the tablet space. From the start, they lagged behind in both presence and innovation. It wasn’t until the iPad had become a dominating force that they even released their first Surface device.

From the beginning, it was clear that Microsoft wanted to do things differently. They adopted a hybrid approach: incorporating tablet features into their existing Windows platform. For the first few years, this choice had a turbulent record of success. The tablet experience was bulky at best and sometimes completely unusable.

This wasn’t even their first foray into the tablet space. Before the iPad even existed, many PC manufacturers had tried their luck with the PDA and ultra-mobile PC (UMPC) prototype spaces. These devices were often either limited in functionality or difficult to use.

Still, Microsoft stuck to its guns. After phasing out the controversial Windows RT Surface tablets, they went back to the drawing board with Windows 8 to design something truly meant for any device. This gave birth to their popular Surface Pro line.

The latest Surface Pro continues this tradition with Windows 10. Just like any other Windows device, it will run high-demand programs like the Adobe Design Suite. It also has basic features that the iPad has lacked like true multitasking and file management. It’s hard to call it a dedicated tablet, but it certainly accomplishes Microsoft’s design goals.

Given the popularity of the device, it’s clear that the company’s hybrid approach is finally paying off.

The Direction of the Space

It was only a matter of time before tablets and laptops started blending together. Apple and Microsoft clearly saw this future and tried to plan accordingly. The individual design choices each company has made has resulted in some clear successes and challenges.

Apple’s latest iPad Pro clearly show the company is still playing catch-up as a potential laptop replacement. Despite the excitement others have for the inclusion of basic productivity features in iOS 11, it’s a sign they are behind the curve. The clear winner in the space is Microsoft.

Maybe Apple will have better luck with self-driving cars.

Originally published at DevAD Magazine.