Microsoft Surface price outed on Swedish retail website [Update: Not really]

Update: The price was "made up" by the store as discovered by Techie Buzz. We're still no closer to knowing how much these devices actually cost, with the company releasing a statement (below) that the prices are just placeholders. We're glad that's out of the way.

“Our customers are very interested in pre-ordering these products, so we have set a high preliminary pricing for the line-up so that they may be able to pre-order them.

Just to clarify, we have not received any pricing from Microsoft regarding MRSP or purchasing net cost, and any people who have booked the Surface at this high price will of course have their order adjusted before any product is shipped. So we’re not going to overcharge anyone for being an early adopter.”

When the surface was announced there was and still is speculation over what the appropriate retail price will be, and we originally assumed the price of the cheaper Windows RT model would be around £400 ($620), but according to Swedish retail website, Webhallen.com, we seemed to have got that wrong.

The Swedish site has the ARM-based Windows RT tablet with 32GBs of space priced at £648 ($1000) – this model is meant to be the cheaper model. However, there are explanations for the unusually high price point; for one, Sweden’s tax costs are higher for electronic devices, which means that we could be expecting to see the device at £599, which is also the price of the iPad’s higher-end model – but despite that, do you feel the price is right for Microsoft’s new tablet?

The price for the higher-end, non-ARM-based Windows 8 pro tablet is £1,500 ($2,300) for the 128GB model and £1,200 ($1,900) for the 64GB version according to Webhallen. It does feel like we’re spending a lot more just to stay in relevance with the latest applications and features, rather than for hardware and peripherals, so you could say that we could be overpaying for the experience surface will give us.

Sure, Windows 8 and Windows RT are full operating systems and are built for commercial applications which means that it doesn't need to compete with the price points of other devices, but should the Windows RT model be cheaper? We believe that Windows 8 and Windows RT are best enjoyed on touch-enabled devices, but the price may prove to be the game-changer in Microsoft’s Surface success if it matches the Swedish pricing.

Via: WPCentral
Source: Webhallen

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84 Comments

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Like others have said, the reactions to this are crazy - this is one website most of us have never heard of, it's not a Microsoft-endorsed website, no other stores we can find are selling it... seems like a pretty good way for them to stir up a lot of interest and visits to their website. For me - thanks but I'll wait until Microsoft make an announcement on release date and price before I say "it's too expensive, I'm out".

there's no way its this expensive. MS has learned people wont pay a premium because its by Microsoft. Apple and Samsung are the only ones that could charge a premium.

passajked said,
Webhallen usually posts upcoming products without knowing anything about pricing:

http://www.webhallen.com/se-sv...5975-playstation_4_basenhet
http://www.webhallen.com/se-sv...60/142333-xbox_720_basenhet

So they don't have a clue.

Wait a minute, the Playstation 4 and Xbox 720 have been announced?! And oh great, they'll both cost the same price - $1000 (according to Google's currency converter). That's too expensive! Both will flunk! The Wii U will be the only one left standing! Hahahahaha!

Good observation there...

#1) These are for Microsoft specific devices, they are going to be a premium price, unless the cost can be subsidized.

#2) This is NOT indicative of Windows 8 RT or Windows 8 Tablets coming from other MFRs, as there are x86/x64 tablets in the works that will hit in the netbook price points, especially tablets produced that are subsidized by B&N for example or another content supplier. The Kindle Fire is cheap because it is subsidized, not because Amazon likes to lose money.

#3) Why people DO NOT get that a tablet or netbook class tablet running Windows 7 produced today with a touch screen that sells for around $300 will NOT be anymore expensive with Windows 8. This thinking defies logic.

---------------------------------
Important
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The other really important thing that is getting overlooked is that these are full NT based OS devices. Not iOS and not Android or some other low end functionality OS. So the OS itself has 100x the functionality of Android or iOS and with Windows 8, better performance as well.


Do you really think people are going to complain about spending the SAME price on a Windows 8 tablet that they are spending on Android or iPads, when on the Windows 8 device they can run Photoshop and run Crysis on it? I don't think so...

If that's the price, MS is screwed. No one will buy it. Even the MS fanboys will have a hard time. I'm a fanboy and I wouldn't buy RT for that. Nope! It absolutely must be priced in line with or lower than iPad. MS is going to have to take a loss at first, if they want to bump Apple. $399 anyone? Then we'll talk.

Hey, but they are getting all this attention... These prices are completely crazy. There is no way these posted prices are correct. I'm holding off until the REAL prices are reviled by Microsoft and if those prices reflect anywhere near the prices on that site, I'll be grabbing me a very nice ultra-book.

I live in Sweden and while this is a well known and reputable website I doubt they would have gotten prices before the rest of the world.

Sweden has 25% VAT. So you need to divide those numbers by 1.25 to compare it with the US prices.

They are still expensive but when you exclude VAT, it is less so.

They'll price them selves right out of the market if these are true. Win RT devices need to compete with iOS and Android tablets - $400 - $699.

abysal said,
They'll price them selves right out of the market if these are true. Win RT devices need to compete with iOS and Android tablets - $400 - $699.

And how does the posted $599 price not compete?

Math is not really this hard.

thenetavenger said,

And how does the posted $599 price not compete?

Math is not really this hard.

Reading and comprehension; you fail at both.

"The Swedish site has the ARM-based Windows RT tablet with 32GBs of space priced at £648 ($1000) - this model is meant to be the cheaper model. However, there are explanations for the unusually high price point; for one, Sweden's tax costs are higher for electronic devices, which means that we could be expecting to see the device at £599, which is also the price of the iPad's higher-end model "

This is my one issue with Neowin. The lack of credibility checking creates disinformation, and that spreads. Stop the baloney and report actual Microsoft-related news, please.

Lol at all the people shocked by the fake prices. You guys really believe what this random website is telling you? As if they somehow magically know the price before Microsoft even announced it.

LOL... this article is so dumb. Microsoft said themselves they are selling it only at their own stores. Second, even if they did sell through them in Scandinavia, everything's crazy expensive there.

This makes ABSOLUTELY no sense and is likely totally bogus.

Microsoft may do some stuff wrong but there's a f..king limit to stupidity. Such pricing strategy would simply be suicidal.

There is NO WAY this is real. Mark my words.

-Alex- said,
Jake, you seem to have forgotten that everything is extortionately expensive in Scandinavia.

I didn't forget it, I just didn't have a reference to other products being this highly priced . I think it varies on devices/ manufacturers. However, the VAT is pretty high in Scandinavia, so I'll give you that .

Webhallen is misstyped in many places in the article including the URL, e.g. "Webhalen.com" should be "Webhallen.com". As mentioned above there is a 25% VAT included here in Sweden. Also I would not read to much into prices of unreleased products. It's not uncommon that web shops in Sweden announces a price that is basically quite much higher than whatever their estimation is that the price is going to be, and starts accepting preorders. By setting a price you will end up as a shop in prisjakt.se which is a very good thing.

Reference: http://www.prisjakt.nu/#rparams=ss=microsoft%20surface

Anthony Tosie said,
I don't believe these prices, personally. Microsoft's not dumb -- they know it'd never sell at those prices.

Agreed. Scandinavian prices are often over-pricey anyway, but not all the time. I guess this is a prime example though. I just wish a retail price was decided on at the unveiling of Surface - life would be much easier for both consumers and the people reporting the news.

Zeikku said,

Agreed. Scandinavian prices are often over-pricey anyway, but not all the time. I guess this is a prime example though. I just wish a retail price was decided on at the unveiling of Surface - life would be much easier for both consumers and the people reporting the news.

I've seen a couple of other websites do comparisons of items on their website, and a poster above is correct that there is about a 25% markup in prices (most like VAT).

However if the listed prices are correct, that still puts the Surface RT at $750 (which most people assumed the Pro would be at, and the low-end Pro at ~$1400. Still way too expensive.

A couple of items on this **** poor "reporting". The original poster should mention explicitly that there is a 25% VAT included. So at a minimum, subtract 25% off that price tag for the states. An even bigger omission is that Microsoft stated the Surface will be initially only available at the MS store online and at MS retail locations.

So, considering MS said it would only be available at MS Stores and MS Online Store and that they would not sell through other retail channels, why should we believe this is true?

Also, the pricing does not make sense. $2300 for a x86 tablet? Even if it came with Office 2013 Home and Student, it is still way overpriced.

I think that people are forgetting that Microsoft are not trying to directly compete with the surface tablet. Having competitive pricing will ruffle the feathers of their OEM partners. The surface tablet is benchmark hardware like the Nexus lineup, designed to preserve the experience that Microsoft envisioned with Windows 8.

considering you can buy a desktop for $300 with 4gb RAM / 250gb HDD / etc. Why in the world would I pay $1000 for something that does less?

the420kid said,
considering you can buy a desktop for $300 with 4gb RAM / 250gb HDD / etc. Why in the world would I pay $1000 for something that does less?

The same question: why would anyone buy an iPad that costs $399, but yet has *only* a 10in screen, 16GB storage and 512MB of RAM? Considering I can buy a desktop for $300 with 4gb RAM / 250gb HDD / etc. Why in the world would I pay $99 more for something that does less? It costs too much!!! /s

Heh people will pay for portability, if Ultrabooks mean anything. But seriously this pricing is so high, I doubt it's accurate.

Obviously this is a retailer close to Microsoft and knows their intended pricing, even though MS said they will be selling the Surface in their own stores. Website is correct, no question. /s

efjay said,
Obviously this is a retailer close to Microsoft and knows their intended pricing, even though MS said they will be selling the Surface in their own stores. Website is correct, no question. /s

XD ....Well played, Sir.

Did anyone expect MS to undercut their OEM channel partners? Just because they do this for the xBox (no OEM channel) doesn't mean they'll do it for surface. Surface is, I believe, not intended to sell massively itself, its meant as a guide post for the OEM's to match, a beacon of quality and for consumers to possibly buy if they feel that the OEM's models are not quality enough for them.

It's about choice people, and there will be plenty of it!

JamesWeb said,
Windows Surface?

LOL I know right? It's funny how people will believe anything on the net. Just wait for official pricing.

Too expensive. Most people/businesses will just opt for the iPad at that price point. The base model would need to come in at around $100 less than the equivalent iPad for it to succeed, even if that meant taking an initial loss on the hardware (after a while manufacturing prices get cheaper etc).

Hackersoft MS MVP said,
Too expensive. Most people/businesses will just opt for the iPad at that price point. The base model would need to come in at around $100 less than the equivalent iPad for it to succeed, even if that meant taking an initial loss on the hardware (after a while manufacturing prices get cheaper etc).

Nope the RT tablet does not have to be cheaper than the ipad, especially for business users. Now they get a real os, that can connect to unc shares, print to network printers, connect usb devices, run applications side by side and get Office 2013 included. The Surface could easily be a hundred US higher and still succeed.

Having said that, I call ******** on these prices.
.

It says on the overview of those items that "Pris, bild, produktbeskrivning och releasedatum är preliminära och kan komma att ändras." which basically means "Price, image, product description and release date are preliminary and are subject to change." So the price might change a bit before release. Just wanted to point that out

Caserv said,

It says on the overview of those items that "Pris, bild, produktbeskrivning och releasedatum är preliminära och kan komma att ändras." which basically means "Price, image, product description and release date are preliminary and are subject to change." So the price might change a bit before release. Just wanted to point that out


that's EXTREMELY good - I've sent the company an email asking for more info; hopefully they'll get back to me soon.
But if this pricing is right, I really have no idea why Microsoft said it would be "comparative to Ultrabook pricing" when I've never seen a $2,000 ultrabook o.o

Just wait till MS officially released the price. This is just rumour. I'll still get one, I am sure MS can subsidized it, if it follow ipad route

if that's true, then i probably won't be buying one. too expensive... i thought it would be like: rt for 500-600 and pro for around 800-1000.

greenwizard88 said,
Wow. I guess I won't be getting one anymore.

Question: Will anyone get a surface at that price point?

Not an RT at launch, I'll wait for the app library to spin up a bit. Intel, close to that price. Sure.

MrHumpty said,
Not an RT at launch, I'll wait for the app library to spin up a bit. Intel, close to that price. Sure.

If the sales of the Surface (and perhaps other Win8 devices) doesn't materialize, will the app library every spin up?

greenwizard88 said,
Wow. I guess I won't be getting one anymore.

Question: Will anyone get a surface at that price point?

Yes. Steve Ballmer.

greenwizard88 said,
Wow. I guess I won't be getting one anymore.

Question: Will anyone get a surface at that price point?


Yes, it would be an excellent addiction to my tech equipment (got a house full).

I don't see why. The upper end iPad pricing is what I expected since its the easy choice for me considering the (corporate) features. Unlike Apple, MS is an infrastructure company, and it shows. My debate is going to be ultrabook vs full surface at the higher price point.

Dashel said,
I don't see why. The upper end iPad pricing is what I expected since its the easy choice for me considering the (corporate) features. Unlike Apple, MS is an infrastructure company, and it shows. My debate is going to be ultrabook vs full surface at the higher price point.

It may be an easy choice for most members of Microsoft-leaning website but in the real world people don't really care for Windows' advanced features on a tablet, Microsoft have condemned the Surface to an ultra-niche product.

Well, since there hasn't been a real tablet device in that market space, that's a very interesting prediction to make.

The Laughing Man said,
If this pricing is true then I guess I won't be getting one afterall.

Same here. Pricing needs to be lower than iPad if Microsoft has any hopes of capturing the tablet market.

sanke1 said,

Same here. Pricing needs to be lower than iPad if Microsoft has any hopes of capturing the tablet market.

Pricing lower than iPads? Forget about it

sanke1 said,

Same here. Pricing needs to be lower than iPad if Microsoft has any hopes of capturing the tablet market.

It doesn't have to be lower, but it does have to be close.

sanke1 said,

Same here. Pricing needs to be lower than iPad if Microsoft has any hopes of capturing the tablet market.
Whatever you are smoking, please give me as much of it as you can. I want to think just like you. Then again no I don't.

Question. You actually want a full x86 tablet whre the CPU and GPU cost MORE than ARM versions of the same, offers USB and has more RAM, more storage to cost less than an iPad? Oh and it runs full x86 applications from as far back as Windows XP? And you think all that capability will be cheap?

Iam sure the ARM version will be about $599, which is not costly considering you still can run a full desktop browser and full desktop Office suit. Something you will NEVER be able to do on an iPad.

Here in the USA, I expect the x86 version to start at $799 for the 32GB model with the 64 and 128GB models coming in as high as $1300. Those 2 will like have dedicated cards and high resiolutions, like full HD. Which is acheievable on Inv Bridge very easily.
personally would pay as much as $1500 for the 128GB version. We are talking a FUL PC here in a tablet the size of a thin book. That kind of technology isn't going to be cheap liek an iad. The iPad is just a iPod Touch with a 10 in screen. It is suppose to be cheap. It can't do nothing beyond playing little cheap $5.00 games. We are talking a full PC that can run Appliocatiosn that cost $1000 of dollars at a time.

TechieXP said,
Whatever you are smoking, please give me as much of it as you can. I want to think just like you. Then again no I don't.

Question. You actually want a full x86 tablet whre the CPU and GPU cost MORE than ARM versions of the same, offers USB and has more RAM, more storage to cost less than an iPad? Oh and it runs full x86 applications from as far back as Windows XP? And you think all that capability will be cheap?

Iam sure the ARM version will be about $599, which is not costly considering you still can run a full desktop browser and full desktop Office suit. Something you will NEVER be able to do on an iPad.

Here in the USA, I expect the x86 version to start at $799 for the 32GB model with the 64 and 128GB models coming in as high as $1300. Those 2 will like have dedicated cards and high resiolutions, like full HD. Which is acheievable on Inv Bridge very easily.
personally would pay as much as $1500 for the 128GB version. We are talking a FUL PC here in a tablet the size of a thin book. That kind of technology isn't going to be cheap liek an iad. The iPad is just a iPod Touch with a 10 in screen. It is suppose to be cheap. It can't do nothing beyond playing little cheap $5.00 games. We are talking a full PC that can run Appliocatiosn that cost $1000 of dollars at a time.

Average Joe stops listening after clearing these questions:

a) Can I surf the web/email/chat?
b) Can I watch Youtube and other media? (photos, music, movies, tv shows)
c) is it an iPad (trolling a little here, but it's true for many many customers out there, they don't buy tablets, they buy iPads)
d) App Store is how big?

Now, all the extra capabilities are sensible for higher price points, but the thing to keep in mind is that Microsoft doesn't start in an even playing field, they need to offer more for less to catch on apart from with the geeks and enthusiasts maybe, or those who knowingly seek to replace their laptops.

GS:mac

The Laughing Man said,
If this pricing is true then I guess I won't be getting one afterall.

There is no way surface is going to be competitive in the ipad-dominated market unless they price them similarly or cheaper than the ipad. It would really be shooting themselves in the foot to do otherwise..

superconductive said,

There is no way surface is going to be competitive in the ipad-dominated market unless they price them similarly or cheaper than the ipad. It would really be shooting themselves in the foot to do otherwise..

Where did I even mention an iPad-dominant anything or any other device?

The Laughing Man said,
If this pricing is true then I guess I won't be getting one afterall.

True but I wouldn't be too disappointed yet, this is probably just a publicity stunt.

The Laughing Man said,

Where did I even mention an iPad-dominant anything or any other device?

Chill dude. I was making a general comment, not directly replying to your statement.

Hell-In-A-Handbasket said,
This falls in line with the pricing announced last year, and brought up again month or 2 ago on Neowin.

And people said i was Trolling, lol

You are trolling, as THIS IS FOR A MICROSOFT SPECIFIC product, not the general pricing for various ARM and x86/x64 based tablets that will range from the 'netbook' pricing of $200 to $2000

Unless are psychic, you had NO WAY to comment on a Microsoft tablet they had NOT YET decided to produce.

thenetavenger said,

You are trolling, as THIS IS FOR A MICROSOFT SPECIFIC product, not the general pricing for various ARM and x86/x64 based tablets that will range from the 'netbook' pricing of $200 to $2000

Unless are psychic, you had NO WAY to comment on a Microsoft tablet they had NOT YET decided to produce.

Did you even read what i said, it was reported a long time ago what range the prices would be as the processor vendors would not budge on their prices, and neither would Microsoft on their price for the OS

Here is just 1 link, you can find the rest on google. http://www.neowin.net/news/win...to-be-priced-as-high-as-999


Edited by Hell-In-A-Handbasket, Jul 25 2012, 8:02pm :

thenetavenger said,

Microsoft does not make the Processors, and they still have to make a buck on the OS, did you just think that a company would be giving something for free? And Microsoft didnt just up and decide they would not be making MS Branded tablets, this was a known thing from the get go. The tablets are still going to be made from other companies like they are now, just not with said companies logo.

Edited by Hell-In-A-Handbasket, Jul 25 2012, 8:36pm :

Didnt they say the "normal' one would cost about as much as a normal tablet and the high end "Pro" would be the cost of an ultrabook?

Hell-In-A-Handbasket said,
This falls in line with the pricing announced last year, and brought up again month or 2 ago on Neowin.

And people said i was Trolling, lol

tpfareavip said,
Didnt they say the "normal' one would cost about as much as a normal tablet and the high end "Pro" would be the cost of an ultrabook?

the RT version would be priced comparable to ARM based tablets, and the Pro based Comparable to Ultra book classed PC's. so yea, but it vague still as far as price as there is a wide range of prices for both.

especially since comparable Intel based tablets are in the 1K range according to Newegg, with ARM based tablets around the $340-$400 for an ARM A9, and Ultrabooks around $750-$1300 , and thats what i just found on NewEgg

so either way only the RT will be in the range of the iPad/Android tablets, the Intel ( Win8 Pro ) will not

Hell-In-A-Handbasket said,
This falls in line with the pricing announced last year, and brought up again month or 2 ago on Neowin.

And people said i was Trolling, lol

The website released an official statement saying that they set the bar high so that people could pre-order them. They admit they have not received any pricing from MS so everyone chill out.