Who is Surface Duo for? Don't overthink it.

This week has been rather momentous every bit Microsoft pulled the curtain back on its dual-screen mobile device dubbed Surface Duo. Pricing and availability were revealed, and every bit expected, both did non quite encounter the hopes of many techies.

One question that comes upwardly frequently is who is Surface Duo for – as in, who is expected to buy this thing?

I see a lot of handwaving about how Surface Duo won't sell to the masses, information technology's not a consumer device, it's likewise expensive, grandma won't purchase it, Billy down the street has no need for it, and how LG is a better option (even though no one buys LG phones). But all of this misses the indicate.

The reply to who should purchase Surface Duo is simple, and I think a lot of our core audition is overanalyzing it. Surface Duo is for Surface enthusiasts and those that rely on Microsoft'due south services. Information technology is besides for people who want a different Android experience that is more focused on productivity and inventiveness. That is a niche group, merely niche isn't a bad thing when information technology comes to new technology.

This hypothesis is not me riffing or taking a estimate. Microsoft's principal product officer Panos Panay has said this multiple times.

In an in-depth interview with Fast Company, Panay says matter of factly that Surface Duo is for "Surface fans who live in the Microsoft app ecosystem." Panay reiterates the position once again in the Surface Duo printing presentation (embedded in a higher place), which I implore you to watch. Towards the beginning, Panay states that Duo is most "challenging conventional thinking … that leads to edifice new categories," and subsequently the Surface Duo sizzler reel, he remarks, "We built this product for Surface fans, in that location'south no question about it, for people who dear Microsoft …." Later Panay gives a meta-assay that Duo is "the Microsoft y'all love and the Android you know."

Surface Duo is almost "challenging conventional thinking … that leads to building new categories."

And that's it. Microsoft is non playing 4D chess.

Surface Duo is non here to defeat Samsung or Apple. Surface Duo ways to starting time a new conversation, and information technology's doing that. Surface Duo is about what mobile computing could exist and how it can be better. Surface Duo has a lot of interest and curiosity, even from those with no plans to buy i, which is the whole point of it.

Will that lack of mass purchasing always be the case? Of grade not. I've stated in our podcast that Surface Duo is about testing the theory of dual-screen devices. It's a stripped-downward, cadre feel that will become into real people's hands to see what they do with it. Futurity iterations of Surface Duo will add those features that are glaringly absent in this iteration. Microsoft is also hoping Surface Duo drives other device makers to embrace the concept, too — it's not just for them.

Source: Microsoft

The trajectory and eventual goal for the Surface Duo should exist evident. The first version gets people talking with early adopters, Surface fans, and general tech enthusiasts taking the plunge and buying one. Most people will just look on with marvel. Surface Duo v2 volition ready shortcomings of the beginning model, and more people will consider buying one that fourth dimension around. By the third version, Microsoft, in principle, will have made the dual-screen mobile device that meets the needs of its target demographic.

Surface Duo is meant for a specific demographic. It's for Surface and Microsoft enthusiasts, early on adopters.

Of grade, none of this matters if the core experience of Surface Duo — that 2 screens are better for productivity and creativity — falls flat. That could happen. This possibility is why its price, camera quality, lack of Qi, or NFC does not mater. No 1 tin justify a $1,400 category-defining device if it fails at its core experience fifty-fifty if information technology has a whizbang camera or lets you purchase a Slim Jim at vii-11 without your wallet. Just if the dual-display approach works, adding Qi, NFC, and improving the camera feel afterward is solvable. Getting the foundation right in a new device experience is the difficult part.

Every bit far as price and it sinking sales? There are 3 things to consider:

1. Discounts. Microsoft routinely puts new hardware on sale near the holiday season. This strategy happened last yr with Surface Pro X, Surface Pro 7, and Surface Laptop 3. I suspect we will see Surface Duo drib in price later on this year. Companies often build in a higher price point then they can do this to drive sales. There's as well the whole trade-in thing.
2. Expectations. If Microsoft expects to sell 200,000 Surface Duos and makes that many, but it only sells 80,000 – that'south a big failure. If, however, Microsoft plans to sell ten,000 and sells 9,100, then it is a success. Microsoft learned a hard lesson virtually "big launches" with Surface Pro i and 2, where it had to write downwards $900 million due to overstock. This is why there is no global release. If y'all strictly control inventory and accept it mirror demand, your production is not a failure because you matched expectations. That's a very dissimilar definition from the success of a "mass consumer product," only it is also not wrong.
3. Proprietary everything is expensive. Surface Duo has the world'south thinnest touch display that supports inking in a mobile device. The battery, the motherboard, the inking processor, the dual sensors, the antenna design, are all custom made and non mass-produced. That drives up costs. Anyone who studies the Beak of Materials (BOM) for a smartphone knows the display is the well-nigh expensive part. That's true here likewise, specially when yous have ii, and they have touch, pen support, and a wide color gamut.

Yes, I know those are not the answers yous want to hear, but that is the reality of innovation. New tech is e'er more than than what we desire to pay for information technology. It is why I sat out for Tesla's electrical car revolution until (i) it came down in cost, and (2) the infrastructure was in that location to support it. Both of those things happened in 2022 just were non true in 2022.

Surface Duo is meant to start a new conversation.

Right now, Surface Duo is intended for a specific, narrow demographic. It's for Surface and Microsoft enthusiasts, early on adopters, and those who want to try something new. It'south non complicated. As this platform grows, so volition the audience, with many going from onlookers to participants.

The bottom line is Surface Duo is driving the conversation in a very mature and brackish smartphone market place. There is a reason why those who refuse to buy one are commenting on nearly all our articles. There is as well an explanation of why the tech printing has been quite positive on Surface Duo. The core concept makes sense. Your piqued curiosity is why Surface Duo exists.

Microsoft doesn't need to justify the being of the Surface Duo

Merely if you don't think it's worth it now, that'south fine too. Sit dorsum and relish the ride because information technology is happening.

Preorder today

Microsoft Surface Duo

Two screens are ameliorate than one.

Microsoft delves into the future of foldables with an ambitious dual-screen device, featuring two ultra-thin v.6-inch AMOLED displays spring by a 360-degree hinge. This pocketable inking-enabled Android smartphone marks the latest in the Surface lineup, geared for mobile productivity.

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