In response to a suggestion by some industry analysts and even Microsoft's own partners that the company may be looking to shutter its Surface business, Panay suggested the claim was a tabloid rumour.
Speaking at a conference, execs from Microsoft OEMs Dell and Lenovo, alongside the CEO of market analysis firm Canalys, suggest the company may kill the Surface line before the turn of the decade.
Figures for Q4 2014 show that Windows devices now make up 9% of the global tablet market with over 6 million shipments, including over 2 million Surface tablets - and further growth is predicted.
A new report from Canalys claims that 68 percent of tablets shipped in the second quarter of 2013 had screens of less than nine inches, which Microsoft might want to consider for the next Surface RT.
Canalys has released its forecasts for global smartphone OS market share, predicting that by 2017, Windows Phone will have 12.7% of the market, with Apple declining from 19.5% to 14.1%.
A new report out from Canlays believes that Windows Phone is on the cusp of a massive growth adoption over the next 4 years to take 12.7% of the marketshare by 2017.
Microsoft hopes to sell "a few million" new Surface tablets, but tech market analysts Canalys believe the new devices will be a market failure, drawing comparisons with Microsoft's Zune music players.
According to the latest analyst reports, global smartphone sales overtook those of traditional (and not so traditional) PCs during 2011, outselling their larger cousins by almost 73 million units.