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Microsoft reportedly plans to remove some of the Surface products from its lineup, according to XDA Developers. The decision was made after the company concluded that these products weren’t profitable.
The Surface department at Microsoft has undergone serious changes. Windows and Surface chief Panos Panay left the company a few days ago after nearly 19 years while he was appointed to the Senior Leadership Team (SLT) two years ago. Microsoft executives Pavan Davuluri, Mikhail Parakhin, and Yusuf Mehdi are now in charge of the Surface department.
The sudden departure of this senior executive had fueled whispers of massive changes at Microsoft. Now, sources report that the Redmond tech giant wants to ditch some “experimental” Surface products.
While Microsoft firmly confirms it’s committed to launching Surface products, the reports suggest that Surface Duo, Surface Studio, and Surface Headphones are more likely to be removed from the company’s lineup. Of course, the products aren’t officially canceled yet, but they will no longer get new product launches. In other words, they’re no longer a priority for Microsoft.
Microsoft to remove ‘experimental’ Surface products from its lineup
This week, Microsoft held its Surface Event to introduce Surface Laptop Go 3, Surface Laptop Studio 2, Surface Hub 3, and other AI-driven initiatives. This proves Microsoft keeps the Surface brand alive, but the strategy will change.
Back in January, Microsoft confirmed that Surface sales plunged, and they expect the decline to continue. Again, in April’s report, the company said its Surface revenue has dropped by 30%. However, the company didn’t mention which Surface products are falling behind in sales. The collapse of the Surface business will make the Redmond tech firm want to narrow its focus and develop products that drive sales.
The impacted Surface products failed to meet the company and customer’s demand for various reasons. For example, the Surface Duo had many build quality issues and software bugs. The Surface Studio also had a mind-blowing price tag that automatically led customers to rival products like the Apple iMac. It remains to be seen if Microsoft’s decision could impact its declining Surface business.