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Microsoft has introduced an end-to-end redesign of its Surface devices, including an update to its popular two-in-one laptop models, as part of an effort to become a bigger force in hardware. computer science.
The new line, unveiled at an event on Wednesday, refreshes three of its hybrid portable-tablet devices, adds 5G to its Surface Duo phone and launches a new Laptop Studio device focused on professionals.
The tech giant is gearing up for the holiday season, seeking to challenge devices from Apple, Samsung Electronics and Google.
While some consumers and technology analysts were skeptical of Microsoft’s entry into computer hardware after a decades-long focus on software, the Redmond, Wash., Based company saw its portfolio and its share. market increase.
Yet Microsoft has not entered the realm of the six major computer makers, according to recent data from Gartner Inc.
The sector is dominated by Lenovo Group, HP and Dell Technologies, which each hold more than 15% of the market. Apple, Acer Inc. and Asustek Computer each hold 5-10%.
In July, Microsoft reported quarterly revenue of $ 1.5 billion, the lowest in a year.
The company is therefore looking to regain its momentum and make new inroads in the market.
A key part of this push is the Surface Pro 8, the latest iteration of Microsoft’s original tablet-laptop hybrid device.
It has new main and graphics processors that the tech giant says will deliver a performance boost of over 40% and graphics that are 74% faster.
The screen is also 11% larger at 13 inches, and has a higher refresh rate of 120 hertz for smoother scrolling.
The device’s camera system has also been improved and it has Thunderbolt 4 ports for faster data transfers via cables.
The Surface Go 3, the company’s low-end tablet, will get faster processor options and an extra hour of battery life.
While the Pro 8 and Go 3 rely on Intel Corp. processors, Microsoft continues to use chips designed by Arm Ltd. in its Pro X range.
This model wins a cheaper Wi-Fi-only option, rather than using cellular connectivity, and a lower price of $ 899. It’s $ 100 less than the previous version.
The Pro X had been criticized for its limited software support, but Microsoft says its new Windows 11 operating systems will bring it more applications.
Adobe Inc., Zoom Video Communications Inc., and others also endeavor to provide additional support.
Microsoft’s most important new product is a Surface Laptop Studio, replacing the company’s Surface Book.
The Surface Book had a tablet-like screen that detached from a laptop base, but the Laptop Studio has a screen that can tilt or close into a tablet when connected to the base.
The laptop-tablet crossover has a 14.4-inch screen and is essentially a laptop version of its Surface Studio desktop – where the screen can tilt for easier drawing or viewing videos. The company claims that the machine’s processors – Intel’s 11th generation Core H series and Nvidia Corp.’s GeForce RTX graphics. – are among the fastest to date.
The company also touted the system’s speakers with Dolby Atmos technology.
Microsoft’s new Duo phone rivals Samsung’s latest line of foldable devices and will compete with Apple’s iPhone 13 line and Google’s upcoming Pixel 6 phones.
New laptops have also beaten Apple’s new generation models in the market.
The company plans to unveil its biggest MacBook Pro redesign in about five years in the coming weeks, Bloomberg News reported.
Apple started selling faster iPad Pros earlier this year, while a new entry-level iPad and revamped iPad mini went on sale this month.
Microsoft’s follow-up to its first phone, the Surface Duo, addresses complaints about two key features: cellular connectivity and cameras.
The new model adds support for 5G and a dedicated rear camera system.
The first model used 4G and relied on the same cameras for video conferencing and taking photos.
The phone has two separate screens that open, unlike Samsung, which only has one consistent display.
The new screens open up to 8.3 inches, compared to 8.1 inches on the original model.
Microsoft’s first Duo phone was mostly a flop and drew criticism for its slow processor, buggy software, complex user interface, and hefty $ 1,399 price tag.
The weak sales of the phone led Microsoft to ultimately lower the price to $ 699. The new version, however, will cost $ 1,499.
Microsoft also introduced an updated Surface Slim Pen with improved writing and drawing performance, a new mouse, and stickers that can be placed on its devices for better accessibility..
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