Microsoft launches smaller, cheaper Surface Go Tablet

Microsoft isn't "going for" the low end PC market. Neither is it trying to take on Apple's iPad. Nor is it making a bid for more hardware business.

The last thing Microsoft wants is for its hardware to grow into a significant business.

That's why its marketing, sales and distribution is very low key and rather limited.

The whole point of the Surface line is to create reference designs
and test market response that the main IHVs can copy and proliferate.

It's a tough balancing act: do a new type of device and show that there's enough of a market for the IHVs to do similar things, but not grow the business too large so that it cramps opportunity for the IHVs. A key element is setting a price ceiling by intentionally pricing at the high end, thereby creating room for IHVs to sell into that space hopefully in volume.
 
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