Microsoft loves to talk about anything other than Surface

In June, Microsoft pulled back the covers on one of the company’s biggest surprises in recent history; the Surface tablet was unheard of before the announcement and Microsoft literally pulled an ace from its sleeve.

The hype surrounding the event was, by some estimates, topping that of Apple announcements. Before the event, the Internet was on a witch hunt to uncover information and for the most part, nearly every rumor turned out to be false as Microsoft kept a secret of epic proportions. Well done, Microsoft.

But, since that event, Microsoft has gone quiet on the subject; we still do not know a price for either version of that tablet. That’s fine, we still have time until the end of October to hash that out but it would be highly appreciated to know how many pennies we consumers need to put away to afford the device on launch day.

Not only is Microsoft keeping keeping mum on the topic, but it feels like they are deflecting conversation around the device every time it is brought up. These observations reach back to July in our conversations with Microsoft executives during a couple of Microsoft events spanning up to this previous week.

For a product that is as big as the Surface for Microsoft, you would think they would be salivating at every chance they can get to talk about the product but that is far from the case. Every time we have brought up the product, we are always instantly reminded that OEMs are doing great things too. Fine, maybe they are, but we want to talk about the Surface, not what OEMs are doing and even having the conversation (or forcing the conversation) feels quite awkward as if Microsoft wants to put the focus elsewhere, for now.

This phenomenon has now occurred during four different conversations with Microsoft employees at four different locations. They love to tell you what great things their OEMs are doing but when it comes to the Surface, it almost feels intentional that the conversations are driven off course.

You can’t ignore the Surface advertisements that are popping up all over the US in preparation of the launch and they are working to get the hype machine rolling but the odd fact is Microsoft is not talking about the advertisements either. At one point, they provided no comment on the artwork as if we are supposed to believe that there is group of vigilantes roaming the streets and tagging walls with Surface advertisements.

Ballmer in a recent interview was the most outspoken about the tablet by at least giving a price point generalization but again falling short of any hard details. Beyond that though, Microsoft has remained quiet.

It’s an odd move for Microsoft to go quiet on the single most important hardware launch since the debut of the Zune. You would think the company would want to shout from the rooftops how awesome the Surface is but at this point, it seems they want to talk about anything other than the Surface.  

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At one point, they provided no comment on the artwork as if we are supposed to believe that there is group of vigilantes roaming the streets and tagging walls with Surface advertisements.

lol. I just had this image pop into my head of Microsoft fanboys graffiting walls with images of Surface.

Their product is Windows 8. and Surface is just one small perk (part) of that ecosystem. There are products from Asus, Samsung, HP, DELL and Acer (Yes, Acer Aspire S7) that will be coming alonside Surface to catapult the W8 ecosystem.

What else do you guys want to know? They said the device will ship when windows 8 is launched which is October 25.. can you wait?

onedrummer2401 said,
Incorrect use of literally.

Incorrect use of the comment system.

(Hint: Use the "report a problem" link)

"Microsoft loves to talk about anything other than Surface" ...Hmmm... I can think of several other topics that Microsoft don't like to talk about as well!! ...such as IE10 for Windows 7(!)

I hope they deliver as big on the actual product as they did on the surprise. I don't want to be underwhelmed. I think the trackpad needs to be better than advertised, and the screen resolution needs to be nice to look at. For me it just needs to run Office and I will be happy.

Funny when Apple dont talk about a product its amazing hype when Microsoft do it their not marketing correctally!?

Sylar0 said,
Funny when Apple dont talk about a product its amazing hype when Microsoft do it their not marketing correctally!?

It's the typical double standard that's applied to MS by people for quite some time now.

the truth of the matter tho is when apple has an event like we had in june...that is the unveiling and generally the availability point for the product, boom, done... they dont have an event unveiling the product and then 4 months later have another event for the same product...thats the big diff.

Maybe they'll keep it quiet until the last minute. Then have a press event with final details and almost immediate availability. Maybe another Oprah moment where they give away free surface tablets to the press as well?

Given you have just written an article about it, I think the teased-reveal strategy is working just fine don't you think?

We're all desperate to know something/anything new about it - the suspense is fantastic, I think they've played a blinder tbh.

Keeping quite has always worked for apple. So my guess is they are trying that idea out. It will all come out a couple of weeks before launch.

Snoopy2005uk said,
Keeping quite has always worked for apple. So my guess is they are trying that idea out. It will all come out a couple of weeks before launch.

Aren' t we there already? My understanding is that the device will go on sale at the end of October.... 4/5 weeks from now.

Snoopy2005uk said,
Keeping quite has always worked for apple. So my guess is they are trying that idea out. It will all come out a couple of weeks before launch.

Obviously when Apple remain quite is the most intelligent thing in the world, when Microsoft do it everyone wonders what is going on.

MS is keeping quiet on purpose. They'll drop a huge bomb on everyone like the did when with the surprise reveal.

ahhell said,
MS is keeping quiet on purpose. They'll drop a huge bomb on everyone like the did when with the surprise reveal.

Unfortunately the surprise will probably be that the Surface Pro will cost $1200.

theyarecomingforyou said,

Unfortunately the surprise will probably be that the Surface Pro will cost $1200.


Wow, so cool you already know that.

/s

Isn't this due to be on sale in circa 1 month? You would think they would at least be talking about it by now.... Well Microsoft is traditionally bad at marketing...

LogicalApex said,
Isn't this due to be on sale in circa 1 month? You would think they would at least be talking about it by now.... Well Microsoft is traditionally bad at marketing...

agreed.... they can't wait much longer because the damn thing will be out in roughly a month from now. We need to know the actual price and what accessories will be available from launch and a way to preorder.

jagowar said,

agreed.... they can't wait much longer because the damn thing will be out in roughly a month from now. We need to know the actual price and what accessories will be available from launch and a way to preorder.

and what will be the purpose of the launch if they spill all the beans now? The just sent out invites for win8 launched.. where Surface will be launched too