• Home
  • Latest
  • Fortune 500
  • Finance
  • Tech
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia

Trendingnow

1

Pentagon accuses Alibaba, Baidu and BYD, three of China's biggest companies, of supporting the Chinese military

2

'We are rapidly running out of time': Watchdog sounds Social Security alarm after 22% cut confirmed for 2032

3

Costco CEO Ron Vachris rose from forklift driver to the C-suite without a college degree: ‘Don’t chase a title’ is the career advice that got him there

1

Pentagon accuses Alibaba, Baidu and BYD, three of China's biggest companies, of supporting the Chinese military

2

'We are rapidly running out of time': Watchdog sounds Social Security alarm after 22% cut confirmed for 2032

3

Costco CEO Ron Vachris rose from forklift driver to the C-suite without a college degree: ‘Don’t chase a title’ is the career advice that got him there

Microsoft’s Surface tablets: A trip down memory lane, via Apple

By
Philip Elmer-DeWitt
Philip Elmer-DeWitt
Down Arrow Button Icon
By
Philip Elmer-DeWitt
Philip Elmer-DeWitt
Down Arrow Button Icon
July 20, 2013, 10:22 AM ET

FORTUNE — I don’t spend a lot of time writing about Microsoft (MSFT) these days, but the company’s re-entry into the tablet market last summer felt like news I should be covering.

After all, Apple (AAPL) had succeeded where Microsoft had, for so many years, failed. And now Redmond was back, gunning for the iPad.

So I watched Microsoft introduce the Surface RT and the Surface Pro last June, curious to see what they might mean for Apple, and I wrote a series of blog posts tracking the progress of the new devices.

Now that we have solid evidence — in the $900 million write-down Microsoft announced Thursday to account for unsold Surface RTs — that the company’s latest forays into the tablet market have been less than a stellar success, this may be a good time (and the perhaps the only time) to look back at my Surface stories.

In chronological order:

  • Video: Microsoft unveils its answer to Apple’s iPad. ” It’s easy to forget that Bill Gates announced the specs for Microsoft’s first tablet computer in 2001, nearly a decade before Apple came out with the iPad.” June 19, 2012
  • Microsoft’s new tablet: The unseemly chortling of the Apple partisans. “The Surface is greeted with guffaws and catcalls from a camp that ought to know better.” June 19, 2o12
  • Gartner sees Microsoft stealing market share from Apple. “By 2016, it predicted in April, Windows 8 will be No. 3 in tablets and No. 2 in smartphones.” June 20, 2012
  • Why Microsoft is building its own tablet computers. “There is no longer enough profit, writes John Gruber, in selling software alone.” June 21, 2012
  • Apple lovers kick Microsoft’s Surface while it’s down: “One minute and 18 seconds of awkwardness draws millions of viewers on YouTube.” June 22, 2012
  • Poll: Which comes first, Microsoft’s Surface or Apple’s television set? “One is vaporware. The other a rumor.” June 25, 2012.
  • Macalope v. Winotaur on the Microsoft Surface: “WINOTAUR: You’re just upset because now we’re the most exciting company in tech. MACALOPE: Uh-huh.” June 26, 2012
  • 11 Apple iPads per hour vs. zero Microsoft Surface tablets: “A survey compared sales at an Apple Store and a Microsoft Store in the Mall of America.” Nov. 26, 2012
  • Interest in the Surface fell 53% after its price was announced: “Meanwhile, 44% of tablet shoppers plan to buy an iPad versus 24% for Kindle Fire.” Dec. 13, 2012
  • Microsoft’s Surface Pro: The reviews are in: “The verdicts range from ‘magnificent, a classic’ to ‘hefty and costly and power-hungry.'” Feb. 8, 2013
About the Author
By Philip Elmer-DeWitt
See full bioRight Arrow Button Icon

Latest in

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025

Most Popular

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Fortune Secondary Logo
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • World's Most Admired Companies
  • See All Rankings
  • Lists Calendar
Sections
  • Finance
  • Fortune Crypto
  • Features
  • Leadership
  • Health
  • Commentary
  • Success
  • Retail
  • Mpw
  • Tech
  • Lifestyle
  • CEO Initiative
  • Asia
  • Politics
  • Conferences
  • Europe
  • Newsletters
  • Personal Finance
  • Environment
  • Magazine
  • Education
Customer Support
  • Frequently Asked Questions
  • Customer Service Portal
  • Privacy Policy
  • Terms Of Use
  • Single Issues For Purchase
  • International Print
Commercial Services
  • Advertising
  • Fortune Brand Studio
  • Fortune Analytics
  • Fortune Conferences
  • Business Development
  • Group Subscriptions
About Us
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • Facebook icon
  • Twitter icon
  • LinkedIn icon
  • Instagram icon
  • Pinterest icon

Latest in

Jamie Laing thinks tomorrow’s Fortune 500 will be built by creators. He might be right 
C-Suitecreator economy
Jamie Laing thinks tomorrow’s Fortune 500 will be built by creators. He might be right 
By Sam BirchallJune 10, 2026
2 hours ago
Geoffrey von Maltzahn and Kimberly Powell on stage at Fortune Brainstorm Tech
AITerm Sheet
AI drug discovery leaders warn U.S. health funding cuts risk falling behind global rivals
By Lily Mae LazarusJune 10, 2026
2 hours ago
The U.S. strategic petroleum reserve is so low it’s near panic levels
EnergyMarkets
The U.S. strategic petroleum reserve is so low it’s near panic levels
By Jim EdwardsJune 10, 2026
2 hours ago
Today’s top high-yield savings rates: Up to 5.00% on June 10, 2026
Personal FinanceSavings accounts
Today’s top high-yield savings rates: Up to 5.00% on June 10, 2026
By Glen Luke FlanaganJune 10, 2026
3 hours ago
Top CD rates today, June 10, 2026: Lock in up to up to 4.30%
Personal FinanceCertificates of Deposit (CDs)
Top CD rates today, June 10, 2026: Lock in up to up to 4.30%
By Glen Luke FlanaganJune 10, 2026
3 hours ago
A ‘MAGA Warrior’ Texas ag chief is publicly blasting the USDA over a flesh-eating pest threatening America’s beef supply
North AmericaUSDA
A ‘MAGA Warrior’ Texas ag chief is publicly blasting the USDA over a flesh-eating pest threatening America’s beef supply
By Marco Quiroz-GutierrezJune 10, 2026
3 hours ago

Most Popular

Pentagon accuses Alibaba, Baidu and BYD, three of China's biggest companies, of supporting the Chinese military
Asia
Pentagon accuses Alibaba, Baidu and BYD, three of China's biggest companies, of supporting the Chinese military
By Kate O'Keeffe and BloombergJune 8, 2026
2 days ago
'We are rapidly running out of time': Watchdog sounds Social Security alarm after 22% cut confirmed for 2032
Economy
'We are rapidly running out of time': Watchdog sounds Social Security alarm after 22% cut confirmed for 2032
By Nick LichtenbergJune 9, 2026
20 hours ago
Costco CEO Ron Vachris rose from forklift driver to the C-suite without a college degree: ‘Don’t chase a title’ is the career advice that got him there
Success
Costco CEO Ron Vachris rose from forklift driver to the C-suite without a college degree: ‘Don’t chase a title’ is the career advice that got him there
By Preston ForeJune 8, 2026
2 days ago
Current price of oil as of June 9, 2026
Personal Finance
Current price of oil as of June 9, 2026
By Joseph HostetlerJune 9, 2026
24 hours ago
Current price of silver as of Tuesday, June 9, 2026
Personal Finance
Current price of silver as of Tuesday, June 9, 2026
By Joseph HostetlerJune 9, 2026
24 hours ago
Trump, who has repeatedly called climate change fake, is now threatening Brazil with tariffs over the deforestation of the Amazon
Environment
Trump, who has repeatedly called climate change fake, is now threatening Brazil with tariffs over the deforestation of the Amazon
By Sasha RogelbergJune 8, 2026
2 days ago

© 2026 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.