Microsoft has finally realised it needs to copy Apple - but does it have what it takes?

The Surface represents a new direction for the company.

With a couple of days to digest the news that Microsoft is launching – and, more importantly, building – an iPad competitor, a consensus seems to have emerged: Microsoft has learned from Apple.

The most obvious thing about the news is that Microsoft is kicking its OS licensees in the face. As John Gruber writes, although the move was driven by Apple, it is actually an attack on companies like HP, Dell and Asus which previously worked with the company and now find themselves in competition with it. Microsoft has made tablet operating systems since before Apple, and have always been in competition with the iPad; it just hasn't done a very good job of it.

The reason why is clear:

After 37 years, Microsoft agrees with Alan Kay: “People who are really serious about software should make their own hardware.”

As Jason Kottke points out, to succeed in the tablet ecosystem requires more than Microsoft could promise as the provider of software only. An entire ecosystem needs to build around the tablet, from content provision and sister devices to an OS built for a specific hardware setup, rather than one-size-fits-all software, and that was something that the company simply couldn't guarantee without building its own.

Not that there is that much risk in pissing off their erstwhile allies. When it comes to tablets, Microsoft has seen that it's "own the OS or bust", so aren't particularly concerned about the prospect of competition from OEMs running generic OSes; and when it comes to PCs, there remains no alternative.

But there remains a sense that Microsoft has finally accepted what a "post-PC" era means, and – although three years late – are preparing to retool their business towards that. Frankly, it's just a case of following the money. Horace Deidu does the maths:

If we simply divide revenues by PCs sold we get about $55 Windows revenues per PC and $68 of Office revenues per PC sold. The total income for Microsoft per PC sold is therefore about $123. If we divide operating income by PCs as well we get $35 per Windows license and $43 per Office license. That’s a total of $78 of operating profit per PC.

Now let’s think about a post-PC future exemplified by the iPad. Apple sells the iPad with a nearly 33% margin but at a higher average price than Microsoft’s software bundle. Apple gives away the software (and apps are very cheap) but it still gains $195 in operating profit per iPad sold.

Microsoft has shown that it knows where to head. But, as the video starting this post demonstrates, it's not yet clear that they have the competency to get there. Beyond hedging their bets on things like launch dates, pricing, and specs, they didn't allow journalists much hands on time (only a couple of minutes), and none at all with the keyboard cover which appears to be one of their largest selling points. They now need to spend the time until launch ensuring that they can live up to the promises made there.

The Microsoft Surface from behind

Alex Hern is a technology reporter for the Guardian. He was formerly staff writer at the New Statesman. You should follow Alex on Twitter.

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The UK must reflect on its own role in stoking tension over North Korea

World powers should follow the conciliatory approach of South Korea, not its tempestuous neighbour. 

South Korea’s president Moon Jae-in has done something which took enormous bravery. As US and North Korean leaders rattle their respective nuclear sabres at one another, Jae-in called for negotiations and a peaceful resolution, rejecting the kind of nationalist and populist response preferred by Trump and Kim Jong-un.

In making this call, Jae-in has chosen the path of most resistance. It is always much easier to call for one party in a conflict to do X or Y than to sit round a table and thrash through the issues at hand. So far the British response has sided largely with the former approach: Theresa May has called on China to clean up the mess while the foreign secretary Boris Johnson has slammed North Korea as “reckless”.

China undoubtedly has a crucial role to play in any solution to the North and South Korean conflict, and addressing the mounting tensions between Pyongyang and Washington but China cannot do it alone. And whilst North Korea’s actions throughout this crisis have indeed been reckless and hugely provocative, the fact that the US has flown nuclear capable bombers close to the North Korean border must also be condemned. We should also acknowledge and reflect on the UK’s own role in stoking the fires of tension: last year the British government sent four Typhoon fighter jets to take part in joint military exercises in the East and South China seas with Japan. On the scale of provocation, that has to rate pretty highly too.

Without being prepared to roll up our sleeves and get involved in complex multilateral negotiations there will never be an end to these international crises. No longer can the US, Britain, France, and Russia attempt to play world police, carving up nations and creating deals behind closed doors as they please. That might have worked in the Cold War era but it’s anachronistic and ineffective now. Any 21st century foreign policy has to take account of all the actors and interests involved.

Our first priority must be to defuse tension. I urge PM May to pledge that she will not send British armed forces to the region, a move that will only inflame relations. We also need to see her use her influence to press both Trump and Jong-un to stop throwing insults at one another across the Pacific Ocean, heightening tensions on both sides.

For this to happen they will both need to see that serious action - as opposed to just words - is being taken by the international community to reach a peaceful solution. Britain can play a major role in achieving this. As a member of the UN Security Council, it can use its position to push for the recommencing of the six party nuclear disarmament talks involving North and South Korea, the US, China, Russia, and Japan. We must also show moral and practical leadership by signing up to and working to enforce the new UN ban on nuclear weapons, ratified on 7 July this year and voted for by 122 nations, and that has to involve putting our own house in order by committing to the decommissioning of Trident whilst making plans now for a post-Trident defence policy. It’s impossible to argue for world peace sat on top of a pile of nuclear weapons. And we need to talk to activists in North and South Korea and the US who are trying to find a peaceful solution to the current conflict and work with them to achieve that goal.

Just as those who lived through the second half of the 20th century grew accustomed to the threat of a nuclear war between the US and Russia, so those of us living in the 21st know that a nuclear strike from the US, North Korea, Iran, or Russia can never be ruled out. If we want to move away from these cyclical crises we have to think and act differently. President Jae-in’s leadership needs to be now be followed by others in the international community. Failure to do so will leave us trapped, subject to repeating crises that leave us vulnerable to all-out nuclear war: a future that is possible and frightening in equal measure.

Caroline Lucas is the MP for Brighton Pavilion.