SAN FRANCISCO -- Though Apple is sure to dominate the news cycle with the rollout of new iPads on Tuesday, Microsoft didn't want the coinciding launch of its Surface 2 tablet to go uncelebrated. So it went ahead and decided to throw a simultaneous nationwide in-store launch event -- as is now the fashion with high profile hardware launches these days.
Though unlike its Cupertino competitor, Microsoft's event didn't drive droves of people to pull out their wallets when the clock ticked twelve. In fact, nearly no one I talked with was interested in buying the Surface 2 tonight.
For the company on the verge of a CEO changeover and maneuvering the aftermath of its $7.2 billion Nokia acquisition, the launch of the Surface marks a time when Microsoft is looking to stand steady on its feet and tout its strengths. It's also an opportunity to play up the cool factor it hopes its tablet line can embody and exemplify.
