But then that started to blur, too. But was it the tablet? Was it the laptop? Which one was it that worked all day? And which one do I need to use every day? It’s super interesting.
But then that complex started to push itself into people. People. Isn’t that what matters? Isn’t that what we designed them for? Not for us, but everybody.
And then they’d walk into a store. And it doesn’t matter what store. Let me be super clear about that. It does not matter what store you walk into, the conflict exists. It exists. You walk into a store and you walk up to the sales person. And you can stand between two very clear tables and ask a question: What is it that I’m supposed to buy?
And most do, because not everybody knows everything about anything and everything about everything, and people are learning at all times, which is wonderful. And when they walk in, they say, “What am I supposed to buy?” What does the sales rep say almost every time, almost every time, what do they say? Does anyone know? I’m sure you’ve asked. You report on things like this. The response is so common it’s uncanny. It’s so simple, yet so complex.
The response is this: What is it that you want to do? I don’t know. I’m about to spend $1,000. I thought I needed to do everything. And that’s how you feel. But why? That happened because of the conflict that we’re creating every day. And does that conflict need to exist? You’ve been told to buy a tablet, but you know you need a laptop. And that’s happening. That’s a real conflict.
You walk into the store, that conflict is right in front of you. And sometimes you buy two things. Turns out, 96% of the time you buy two things. Maybe not on that day, but you definitely come back when you didn’t have what you needed. And why?
So today we’re going to focus on that and only that. Taking that conflict away. We have to remove it. People need that. But to do it, it’s just not that simple because it would have been done already, wouldn’t it?
To do it, you’d have to have everything in one package. You’d have to not compromise anything when it came to performance. It would still have to be thin and light. This paradigm called battery life, using your products all day, always having it there for you, all that had to still be true. It had to be sexy, sleek, feel good, personal. All this stuff. All of it in one package. It all had to be there.
Maybe it had to be a little bigger. Because, man, these small screens, they look small, and there’s a reason for that. They are.
Today, we take the conflict away and I’m absolutely sure of that. I’d like to introduce you to Surface Pro 3.
Surface Pro 3 – the tablet that can replace your laptop
Ladies and gentlemen, this is the tablet that can replace your laptop. Surface Pro 3. You can just see it over here really quick. Let’s take a quick look at that. Look at how thin it is. Not an illusion, it’s easy to do something like that on stage, done it plenty, but just take a look right here and how thin it is. And I’m just going to walk you through that in just a minute.
So as a point of reference, the best way to kind of look at this device to start is use Surface Pro 2 because you can just kind of see the comparison.
Surface Pro 2 packs a ton of punch. It has all the performance that you needed in your full laptop, and is as performant as anything on market.
We then took that product, we took that exact same performance, increased it, pushed it from the 10.6 millimeters it started at and pushed it down to the 9.1 millimeters you see on stage. Pretty incredible. It is cool.
And we designed in thinness around every corner. And I’m going to talk about that a little bit, and it’s really important that when you do it, you do it that way consciously because to make this the thinnest core product that’s ever been created, you had to take a lot of steps.
But it’s not only the thinnest because you can always make something that’s thin. It’s not actually that complicated, but it is really challenging to keep it as powerful as you possibly can. This product, by definition, is faster than the Surface Pro 2 that you guys have loved so far to date. Yet it still holds all the thinness of any tablet you really need.
But let’s talk about the screen for a minute because that’s pretty important. It’s an absolutely beautiful screen. And when you look at the Surface Pro 2 screen and its 16:9 aspect ratio and you look at the Surface Pro 3 screen, we’ve grown it to a 12-inch diagonal.
Now, I want to explain that to you really quick. Pushing it to 12 inches was critical. If we want to do more, if we want to help people be more, if we want to be more productive, fitting right in between the tablet and the laptop and getting to the point where you can replace your laptop, this is a critical, critical element.
12 inches, it is a beautiful screen. It’s a 3:2 aspect ratio, which we’ll talk about later. It’s something that hasn’t really been done before in this size. It’s a 2160×1440 display. We call it “pixel free.” It is the same clear-type technology that you’ve seen in Surface Pro 2.