“Five days after Microsoft Corp. opened preorders for its first-ever laptop, the Surface Book has sold out,” Jennifer Booton reports for marketWatch. “The 13.5-inch device, which Microsoft has compared to Apple Inc.’s Macbook Pro, headlined Microsoft’s product event on Oct. 6 and immediately went on sale on the company’s website.”
“‘We’ve seen strong demand for Surface Book and have sold out of pre-order supply for October 26 availability,’ a company spokesperson said,” Booton reports. “This doesn’t necessarily mean there has been an overwhelming surge in demand for Microsoft’s first laptop. It could also mean the company did not provide sufficient supply, likely protecting itself after its embarrassing $900 million writedown in 2013 for the Surface RT.”
MacDailyNews Take: Microsoft “sold out” of the five units they made for their little demo.
“‘It’s always hard to know whether a device is sold out because of overwhelming demand or underwhelming supply. I suspect in this case it’s the latter,’ said Jan Dawson, chief analyst at Jackdaw Research,” Bootn reports. “‘All depends on how many they have ordered,’ said Richard Windsor, an analyst at Edison Equity Research. ‘Being out of stock right after launch is a classic marketing trick pioneered by Apple.'”
Full article here.
MacDailyNews Take: Of course, despite supply constraints, Apple then goes on to sell 74.5 million in the 3 months following the launch.
Good luck pulling off the real magic of Apple’s so-called “classic marketing trick,” Microsoft.