What Apple Gets Wrong About Microsoft’s Surface
Back in 2012 when Microsoft rolled out the first Surface model, only a handful of companies actually believed in this concept. Apple itself was one of those who didn’t, with Tim Cook saying at that point that using a tablet with a keyboard was just like mixing a toaster and a refrigerator.
A few years later, Apple decided that mixing a toaster and a refrigerator was actually an excellent idea, so it launched its very own 2-in-1 device by attaching a keyboard to the iPad and creating the so-called iPad Pro.
But despite this super-familiar approach, Apple said it didn’t copy Microsoft’s Surface. Not even when releasing the Pencil, its own Surface Pen-like stylus, to let users draw and write on the iPad Pro just like they’d normally do on a piece of paper.