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The Verge recently had a conversation with Panos Panay, Microsoft's Director of Product, often regarded as the visionary behind the Surface computing brand.
This year marks the 10th anniversary of Surface, and Microsoft has just unveiled the 9th generation of its versatile Windows-powered tablet a few days ago. Over the past decade, it's quite evident that whether in small increments or significant leaps, Surface has played a pivotal role in shaping the Windows device market for a diverse user base.
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In the week leading up to the debut of the very first Surface tablet, at a time when the device was still a closely guarded secret in Microsoft's development room, a room devoid of windows, a video content creator was tasked with filming an introduction clip for the new product. He had to capture every angle of the product: the stand, the connectivity ports, and most importantly, the fabric-covered keyboard that doubled as a screen protector. Then, to add flair to the video, he decided to dismantle the entire device to film all the internal components.
That was not the most enlightened decision.
According to Ralf Groene, the Director of Research for Devices and Product Design at Microsoft: 'The Surface RT's battery is tightly attached to the magnesium shell of the device. So, the person in the video took a screwdriver to pry the battery up. In the end, there was just a small explosion.' The battery was physically tampered with, leading to a combustion. The entire building had to be evacuated urgently.Fast forward to 2022, when Microsoft introduced its latest generation of Surface devices. Among them, there's, of course, a tablet with a foldable keyboard cover, maintaining a layout not much different from the first device launched in 2012. The only changes are in the aesthetics and sharper angles, reflecting a modern influence.Nowadays, there are numerous devices resembling a tablet with a foldable cover keyboard: Dell XPS 13 2-in-1, Asus ExpertBook, and, of course, even the Apple iPad.Looking back a decade ago, the Surface RT resembled Microsoft's 5 wins and 5 losses gamble. Many doubted its repairability or even its operational capabilities similar to a conventional laptop. Fortunately for Microsoft, 10 years later, it turns out they have excelled in many aspects of the product introduced over the past decade.
However, just like the battery mishap 10 years ago, the Surface development team sometimes pushes the boundaries, aiming to shape a product that defines the entire market. Now, they are still experimenting based on the experiences gained to shape the Windows experience for the coming years.This process sometimes leads to quirky products.
The Surface Pro 9, Surface Laptop 5, and Surface Studio 2 Plus embody the visionary creations of Microsoft's product development team from a decade ago.
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Panos Panay, the mastermind behind Surface, states: “We started with a tablet, and then expanded to include both desktop and laptop experiences.” The initial vision of Surface was to bring Windows 8 to everyone with devices designed based on software functionality, featuring an OS-owned user-friendly touch interface. However, Windows 8 fell short of that ambition: “Each device had a unique detail that Windows 8 could deliver, but two out of the three Surface machines failed to provide a satisfying experience. We simply set our goals too far beyond our capabilities.”
Embarking on the journey of crafting a universal formula for Windows tablets, their aspirations were not limited. The engineers aimed not only to bring Windows tablets to life but also to make Windows ARM ubiquitous. They envisioned delivering a robust battery experience, powering a chip capable of running smartphone functionalities on large-screen devices. The ambition was clear – transforming Windows tablets into a widespread phenomenon, a feat already demonstrated by the iPad.Reflecting on that time, Panay remarked, “It was a bit challenging. We had to learn hardware design from scratch. Despite having Xbox and various peripheral accessories, the Surface device was in a league of its own. No test device featured a magnetic keyboard or kickstand like ours,” Panay recalled.In the end, the goal became straightforward – ensuring smooth operation of Microsoft Office on the tablet: “Office is the most crucial application that almost everyone needs on a tablet. So, at that time, we oriented our thinking in that direction,”Introducing the timeless combo of the past decade: The upright machine stand, keyboard cover, and touchscreen display.Surface RT made its debut with mixed reactions, but by the time Surface Pro 3 was launched two years later, everything started heading in the right direction. Technology product reviewers praised its operational capabilities as a true laptop, dispelling any doubts within the community that lingered from the first two Surface generations.Suddenly, with the Pro 3 generation, choosing Surface for work became a sensible idea.
Surface, a brand synonymous with success for Microsoft, continues its triumphant journey. In the fiscal year 2021 alone, these devices generated a staggering $6 billion in revenue for the conglomerate, with a remarkable 13% growth in the recent Q3. However, resting on laurels is not an option. Microsoft's engineers are constantly envisioning new features and experiences to keep Surface relevant in the future, staying attuned to emerging trends.The outcome of this ongoing brainstorming process often yields products that are, at times, quirky. Yet, none of Microsoft's machines has garnered as much positive market response as the Surface Pro lineup. Innovation is the key, and Microsoft understands the pulse of the market, constantly pushing boundaries.
Let's rewind the clock a decade to a pivotal moment. Surface RT made its debut in October 2012, designed as a Windows ARM-friendly solution with a touch screen. However, it turned out to be too early to harness the potential of ARM chips running Microsoft's operating system. Windows RT itself proved cumbersome. Overconfidence led Microsoft to overproduce, resulting in excess inventory and a lackluster market reception.
The aftermath of that incident forced Microsoft to wipe off a billion USD from its books, marking the first-generation Surface development investment as an asset incapable of delivering value to the corporation.
Immediately after the revelation, Panay held a tense meeting with the 300 members of the Surface computer development team: “I simply said, let's move forward, and everyone unanimously followed. Then I emphasized that we have a plan, don't give up, don't stop. We will succeed. We have a plan, just stick to it.”
Two years later, Microsoft's Surface development team seemed to reclaim their position in the meeting after the Surface RT launch. At that time, alongside the Surface Pro 3, Microsoft also planned to unveil the Surface Mini. Despite collaborating with supply chain partners to produce thousands of units, just weeks before the official launch, CEO Satya Nadella decided against introducing the Surface Mini.
“Back then, Nadella's adept steering greatly assisted us. The performance of Office on the Surface Mini was subpar, and the product's value fell short of expectations.” Originally, the Surface Mini was supposed to be Microsoft's answer to the iPad, resembling a notebook in size. The cancellation of the Surface Mini launch was a blow to the engineers and designers in the development team. However, Panay's encouraging words proved to be the motivating force that helped everyone overcome it, much like when Microsoft considered the initial $1 billion investment in the Surface project a wasted venture.
What impresses users and the community most about the Surface development process is that their successful devices seem to appear as frequently as products that raise questions about why they were created in the first place.
The Surface Book featured a solid keyboard, a version that felt more traditional compared to the Surface Pro, but this idea didn't quite succeed. Later, the Laptop Studio was introduced, replacing the Surface Book with a different concept featuring two modes of operation: laptop and drawing tablet with a 'floating' screen. This concept itself has been adopted by several other companies, but only on a very small scale, lacking the coverage to become a trend.
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Meanwhile, the Surface Duo and Surface Neo may be Microsoft's most ambitious devices. The dual-screen Android device depicts Microsoft's vision for the future of mobile devices. The second generation of the Surface Duo has seen significant improvements, although not perfect, it is truly a unique product. If history repeats itself, by the third generation, Microsoft could create a truly must-have device, similar to the impact of the Surface Pro 3.
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On another note, the inner workings of the Surface Neo aim to redefine the Windows interface on dual-screen devices. However, the product didn't meet success not due to technological or engineering limitations, but rather the impact of COVID-19. The global pandemic forced Microsoft to temporarily halt the project's development, channeling all efforts into creating laptops and desktops to cater to billions working from home.According to Panay, the Surface Neo is currently positioned somewhere in Microsoft's development and product launch roadmap. The future undoubtedly holds a place for the product, but the exact timing remains uncertain: 'Whether it's dual screens or foldable displays, I believe there's a future for such products. Even scrollable screens might have their place. I haven't made a decision on that yet, but it's essential to prioritize user-centric form factors first.'Postponing the project doesn't mean wasting the accumulated experiences. Thanks to the Surface Neo development, Microsoft introduced Windows 10X, specifically designed for dual-screen hardware. Subsequently, the feature details found their way into Windows 11, creating a user experience as straightforward as what everyone is currently witnessing.Over the years, tech journalists have engaged in conversations with Panos Panay, who has always been elusive about the future of Surface, providing only vague hints. However, observing the launch, existence, and evolution of Microsoft Surface reveals a clear trend. The future of Windows in general, and Surface in particular, depends on chips built on ARM architecture. Despite the challenges Microsoft has faced in creating a perfect Windows ARM version over the past decade, it hasn't stopped them from unveiling the Surface Pro 9 with an SQ3 chip based on Snapdragon 8cx and 5G connectivity support.
According to Panay, ARM will eventually become a standard choice similar to CPU solutions from Intel or AMD, rather than something 'exotic' as it used to be. An essential factor boosting Microsoft's confidence in ARM architecture is the productive outcomes achieved through Microsoft's work, utilizing deep learning and artificial intelligence applications tailored for Surface devices running on ARM chips. The Surface Pro 9 with SQ3 boasts features that the Intel chip lacks, such as Voice Focus and noise filtering without compromising CPU and GPU performance.Director of Development Ralf Groene stated: 'We are at a point where everything is unfolding in a completely different manner than in the past. Previously, we had to learn how to use computers. Now, computers are learning how to serve us. Everything will be radically different, akin to the era when humans transitioned from typewriters to laptops. Although the experience may seem similar, the way machines serve humans will be vastly different.'Certainly, the realms of machine learning and ARM research at Microsoft are still relatively young. The rumors surrounding Microsoft's production of ARM chips for servers and Surfaces remain unconfirmed. Currently, Microsoft collaborates with Qualcomm, yet the Surface computer manufacturer believes that the NPU chip clusters operating within the Surface Pro 9 will revolutionize personal computing in the future.
Explore more: Looking back now, skepticism about the success of the Surface has been widespread. Earlier, CEO Tim Cook even publicly criticized Microsoft's efforts to develop touch interfaces on Windows 8, describing the experience of combining tablet and laptop as somewhat forced: “You can put a toaster and a refrigerator together, but those two will never serve the user well.”Panos expressed his gratitude, “Thank you all for providing motivation throughout our journey. Don't misunderstand me, the development team occasionally deserves serious criticism, but everything will change in the next hardware generation. We always believe in the original vision.”That belief will undoubtedly help create future Surface hardware, generating experiences not currently considered, combining hardware power with AI processing capabilities. This implies that the Surface experience in the next 10 years will be vastly different, even including the creation of Surface's unique language and tablet stand. “I think features in the next 10 years will only exist when someone needs them. The Surface tablet stand is the same; it exists because someone needs it. But more importantly, how the product evolves and changes to meet your needs.”According to The Verge
