While the details of Microsoft’s event remain cryptic, there are several expectations and possibilities:
- New Surface Devices: It’s likely that Microsoft will showcase new additions to its Surface lineup, including successors to the Surface Laptop 5 and Surface Pro 9. The Surface Laptop Studio 2, aimed at digital creatives, and the affordable Surface Go 4 and Surface Laptop Go 3 could also make an appearance.
- Windows 11 Updates: Microsoft may discuss upcoming updates to Windows 11, sharing new features and improvements. An early version of the AI-powered Windows Copilot tool is expected to be part of the update.
- AI Integration: Microsoft has been incorporating AI capabilities across its products, such as the Bing Chat AI chatbot in the Edge web browser. Expect Microsoft to highlight further AI integration and the benefits it brings to its ecosystem.
- Competition with Apple: While Microsoft doesn’t directly compete with the iPhone since discontinuing Windows Phones, it does compete with Apple’s iPad and MacBook products through its Surface lineup. Microsoft will likely emphasize the advantages of its Surface devices over Apple’s offerings.
- Challenge for Mindshare: Microsoft’s challenge will be capturing mindshare in a month filled with tech releases, including Apple’s iPhone 15 launch. While Surface devices have been well-received, they haven’t gained the same level of public attention as Apple’s products.
- AI as a Differentiator: Given Apple’s emphasis on privacy and lack of visible interest in AI so far, Microsoft could use AI as a selling point for its Surface devices over Apple’s devices. The integration of AI across various functions could set Surface devices apart.
Both Apple and Microsoft will be vying for attention and consumer interest in September. How successful their launches are will likely depend on the unique features and innovations they bring to the table, as well as how well they communicate the value of their products to consumers.
