14 DAY TRIAL // Microsoft’s Surface Studio seems to be pretty successful despite its high price, and the Redmond-based tech giant has now doubled its orders, as it expects strong sales to continue in 2017.
A report by Digitimes and citing sources close to Taiwanese makers reveals that Microsoft originally ordered a total of 15,000 units to its suppliers, but given the success that the device records these days, the company has increased its orders to 30,000 units. The firm reportedly wants these units to be shipped in the first quarter of next year in order to cope with growing demand projected for early 2017.
The Surface Studio, which was launched in October, has been considered a very expensive device, with the top-of-the-range model exceeding $4,000 in price.
And while the value it offers for the money can’t be contested, many expected the Surface Studio to sell in lower volumes, especially given this high price. But it turns out that the all-in-one Microsoft PC is actually exceeding expectations and Microsoft has every reason to ask its suppliers to build more units.
Apple’s investments in the iMac
One reason for the Surface Studio becoming very successful is Apple’s lack of reaction to Microsoft investing in the PC market, as the Cupertino firm hasn’t yet released hardware upgrades for its iMac series of devices. In this context, Microsoft’s Surface Studio continues to be the most powerful option in the premium all-in-one PC business, and some of the buyers are likely to come from Apple’s user base.
Apple, on the other hand, has already announced that it’s working on upgrades for iMacs in 2017, but given the company’s investments in traditional input methods, it’s unlikely for these new models to come with touch support or other features that have been introduced by Microsoft on its Surface series.
Without a doubt, Apple urgently needs to upgrade its iMac lineup to remain relevant in this market, as Microsoft seems very keen on continuing its hardware efforts, and the Surface Studio is the perfect example.