There's no doubt that the popularity of Windows 10 on tablets has been on the rise lately. Users demand devices and platforms that allow them to work comfortably, not just browse social media or watch content. Even though Microsoft seems to be heading in the right direction, there are two areas where the ecosystem needs improvement, in our opinion: the mid-range market and applications.
A recent study we reported on last week indicated that the convertible , 2-in-1, and hybrid device market was projected to increase its revenue sevenfold over the next 10 years. While these estimates aren't always accurate, and the figures seem staggering, it makes perfect sense that the keyboard is once again becoming a key component in this segment.
Yesterday we said that the strongest bet in this area is currently held by Windows , with terminals that are already capable of providing a good professional experience , although, at the same time, it seemed extremely strange to us that Google and Apple would let themselves be overwhelmed by Microsoft, and we expect a response from the other two giants to maintain their market share in the coming years.
Meanwhile, Microsoft must face two fundamental problems in which, a priori , it does not depend solely on itself.
Windows 10 on tablets: you need a mid-range to succeed
In recent months, nearly all the major brands— Lenovo , Dell , HP , Acer — have unveiled spectacular hybrid PCs with Intel Kaby Lake processors, typically priced above €1.400. Of course, no one would mind owning one of these gems if it weren't for the cost. For a product to become mainstream, the mid-range market is crucial, and this is where truly reliable brands must operate.
Currently, we have a good example of a mid-range tablet on the market, but it's still too expensive. The Lenovo Yoga Book with Windows 10 would be fantastic if it cost 300 or 400 euros, but it's priced at 600 euros . Meanwhile, Microsoft is far from certain about continuing the series that began with the Surface 3. Intel, for its part, rejected the possibility of building lighter chips for tablets.
We can say that there is a gap that, if the Redmond team doesn't fill, will be filled by Google's Chromebooks ; a format that boasts an extraordinary diversity of models and prices to suit all budgets.
Applications are still missing, like 5 years ago
Of the three major manufacturers, Apple has done the most to bring optimized apps to tablets . Android has benefited from the vast catalog of apps designed for smartphones, and while the large screen wasn't their natural habitat, they could still be used. Windows 10 on tablets, as well as all its previous versions, suffers from an alarming lack of apps.
Many will say, "Okay, fine, you can't play Candy Crush , but why would you want to when you can run Forza Horizon 3 or Resident Evil 7?" The problem is that many of us, in certain circumstances, want the apps available on Android or iOS, either because our friends play them or because, without requiring advanced graphics, they are useful , practical , and necessary. Simply put: My mother doesn't want to play Resident Evil 7; she wants Candy Crush.
The previous section, relating to the mid-range, is something that may arise more or less out of necessity, but developer support is something that requires effort, care and trust, and what Microsoft has achieved in all this time is a really poor result.