MICROSOFT yesterday unveiled faster, more powerful versions of its Surface tablet computer in an effort to boost poor sales of its flagship hardware product and mount a stronger challenge to Apple’s iPad.
In a move criticised by many analysts, the company showed off the revamped devices that come less than a year after it brought out its own computers for the first time and failed to put a dent in the market.
Microsoft racked up only $853m (£531m) in sales from its last tablet offering while generating a $900m write down in unsold inventory.
Analysts said the products failed to offer compelling reasons for consumers to purchase them.
“Insanity is doing the same thing over and over again and expecting different results. And that’s exactly what Microsoft are doing,” said analyst Benedict Evans from Enders Analysis.
Microsoft unveiled two new machines and a range of accessories promising faster processing, better battery life and more apps.
The new Surface 2, which runs on a chip designed by Arm Holdings, starts at $449 for the 32 GB version.