Microsoft launched on Tuesday a 12-inch Surface Pro 3 device.
BY SAMANTHA MURPHY KELLY
Microsoft unveiled its third-generation Surface Pro 3 device at an event in New York City on Tuesday, with larger surface area than its previous model.
The launch of the Surface Pro 3 comes less than a year after Microsoft unveiled the Surface Pro 2, which received positive reviews for being a powerful PC inside a tablet form factor. It runs Windows 8 Pro instead of Windows RT.
"This is the tablet that can replace your laptop," said Microsoft spokesperson Panos Panay during the event. "We designed it in thinness around every corner. This is faster than the Surface Pro 2 you've loved to date and is much thinner."
The Surface Pro is 12 inches, up from 10.6 inches, to increase productivity.
The company announced the news at its "small" Surface event on Tuesday in New York City, which will likely mark its launch into the into the small-screen tablet market with the Surface Mini. The device aims to take on the Apple iPad mini and Amazon's Kindle Fire.
Panay made it clear that the device aims to be both a tablet and laptop, and get rid of the confusion for consumers deciding which one to buy.
"[Tablets] are designed for you to sit back and watch movies, browsing the web and snacking on apps," said Panay during the event. "Laptops are designed to do something ... editing and making. Sometimes they come out clunky or beautiful, but that is a design point and they are made for that reason."
"It doesn't matter what store you walk into, the conflict exist," he said. "What am I supposed to buy? ... The response is 'what is it you want to do?' ... You've been told you need a tablet, but you know you need a laptop."
Panay noted that 96% of people who own an iPad also own a laptop.
"Today, we are taking this conflict away from people," he said. "It would still have to be thin and light ... it would have to be sexy, feel good ... all in one package ... and maybe a little bigger."