Microsoft Corp.’s first personal computer, the Surface tablet, provides further evidence that Apple Inc.’s strategies and success continue to shake up the tech sector.
The software giant is for the first time emulating Apple’s longtime practice of managing both elements in a computing device—one that will directly compete with products from its biggest customers.
Though insisting it remains committed to helping other hardware companies make successful tablets using its software, Microsoft also endorsed Apple’s philosophy in forceful terms.
“We believe that any intersection between human and machine can be made better when all aspects of the experience—hardware and software—are considered and working together,” said Steve Ballmer, Microsoft’s chief executive, during the Surface launch event Monday.