How Microsoft changed the Surface Pro conversation from a tablet to a laptop

2018 marks six years for Microsoft's Surface Pro. In that time Surface has gone from "the tablet than can replace your laptop" to "the most versatile laptop?"

Marketing is important to a product's positioning, what products it will compete against and how it's perceived independently and in relation to other products in a category.

Microsoft's Surface Pro was a unique device that was designed to showcase Windows 8, an OS meant to transition seamlessly between the touch-friendly mobility of tablets and the productivity context of laptops. Conceived during a time, per Surface creator Panos Panay when tablets were predicted to replace laptops, Surface was intentionally designed to meet that shift while retaining the productivity forte' of Windows on a laptop form factor.

Putting the full power the PC into a tablet form factor was, therefore, the springboard of the Surface journey.

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