Dvorak: ‘Microsoft’s Surface tablet isn’t the Apple iPad, so it shouldn’t be priced like one’

“Microsoft [yesterday] revealed its Surface tablet pricing,” John C. Dvorak writes for PC Magazine. “The 32GB is $499 with no keyboard or an additional $119 to $129 (depending on the color) bundled with the cover, which probably costs all of $7 to manufacture in China. The loaded 64GB model comes with a cover for $699.”

“Yes, if this was an Apple product, it would be priced similarly,” Dvorak writes. “But it isn’t, and to compete with an Apple product, it must be priced aggressively lower. Apple always prices at a premium. It has made an art out of premium prices. Microsoft has not and cannot price the same way. To make matters worse, the prices are for the ARM-based RT tablet.”

Dvorak writes, “Who knows how costly the actual Windows 8 version will be… Microsoft has made the rookie mistake of pricing the product too high initially. I assure you it will quickly lower the cost, which will make the public think, ‘Oh, it must not be selling. It must be a dog. I won’t buy one now.'”

Enjoy John’s rare moment of lucidity in the full article here.

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43 Comments

    1. On the contrary, MDN was far too kind to Dvorak. They let him get away with perpetuating the “Apple always prices at a premium” myth. Apple’s iOS devices have been price leaders since they were released, and the rest of the industry has struggled in a profitless effort to compete. The only marginal bit of success has been through slavish copying (Samsung).

    1. You are far too generous. A broken (traditional) clock is right more often than Dvorak. This is just a rare and intended aberration of partial lucidity. I don’t recommend that you raise your expectations, or give this self-admitted Apple-baiter any hits at all.

  1. I say well done M$. This is a perfect price and ideal launch. When customer compare the iPad and Surface it will make for an easy decision.
    We need M$ to come out with products like this on a regular basis. It is important that M$ continues to strive for mediocrity and spend their ill gotten gains from Windoze and Orifice by pouring money down the drain.

  2. The iPad did not debut at a premium price. In fact the low price caught many off guard and destroyed the netbook market. Further, there is a distinction between a premium price and a premium product at a reasonable price. The latter is what so few of Apple’s competitors (and many analysts and journalists) fail to understand.

    1. You nailed it, @currentinterest. You would think Dvorak, a freaking TECHNOLOGY JOURNALIST, would have the ability to remember that everyone expected the iPad to launch at ~$1k.

      “An art of premium pricing,” right.

  3. Why worry about what Microsoft does? I know it captivates the attention of Fanboys but in the end who really cares? I’m just happy to see that Apple continues to make quality products. Superior quality products. Thus the ability to price and sell said product. I agree with the article, Microsoft will drop its prices soon. And it will look like a loser.

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