On May 2, 2017, Microsoft issued a one-two punch at Apple's MacBook, Google for Education and Chromebooks, with the introduction of the Surface Laptop and Windows 10 S.
For decades, Microsoft has dominated personal computing on the desktop in businesses and homes. Its closest rival was Apple, which for more than 30 years strove to reach a mere 10 percent of the PC space. With the advent of the smartphone, both Apple and Google were instrumental in shifting many personal computing tasks to a mobile and app-based platform.
As the dominant players in the smartphone space, this shift resulted in the positioning of Apple's and Google's broader ecosystems in front of millions of users.
Consequently, Apple's and Google's desktop alternatives to Microsoft's PC hegemony have been embraced by users. To Microsoft's dismay, many college students seem to prefer MacBooks over Windows laptops. And schools, particularly in the U.S., have increasingly adopted Chromebooks and the accompanying products and services Google provides.
To stop this progression into its personal computing space Microsoft is positioning the Surface Laptop for college students and the app-based Windows 10 S, along with affordable OEM laptops, for primary and secondary school-aged students. Will it work?
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