Despite the marketing buzz surrounding Microsoft’s Surface tablet, it is having very little retail success, with December quarter sales expected to be below 1 million units. According to Forbes, brokerage firm Detwiler Fenton have concluded that Microsoft’s tablet strategy is “in disarray.”
While sales estimates were approximately 1-2 million sales, it seems that the sales are more in the 500,000 to 600,000 region.
This could be attributed to a few key factors. Firstly, the Surface is only available through Microsoft.com, or in a small number of Microsoft retail stores. Add to this the unfamiliarity of Windows 8 with the majority of customers, and the poor reviews for the device, and the sales are justifiably low.
Fortunately for Microsoft, Windows 8 tablet sales are expected to pick up in the second half of 2013, possibly accounting for this poor start.
For now, it looks like the Surface is not even close to being the ‘iPad killer’ many were expecting.