The tablet market is slowing down anyway, but that didn’t stop Apple from investing into its line of iPads – targeted both at consumers and creative professionals alike. CEO Tim Cook never missed an opportunity to make people believe that its premium line of iPads offer great consumer satisfaction; however, in a first, the Microsoft Surface has now taken top spot after the latest J D Power satisfaction survey. Also Read - Apple removes a popular Quran app in China: Know reasonAlso Read - Best laptops to buy under Rs 35,000 in October 2021: Asus VivoBook 15, Avita PURA, more
The latest J D Power satisfaction ratings, which are based on consumer feedback, Surface emerged as a clear winner with its users collectively giving it a score of 855 out of a possible 1000. The key elements where the Surface tablet overpowers Apple iPad include variety of pre-loaded apps, internet connectivity, and the availability of manufacturer-supported accessories. In addition to these features, in which Apple fell short, Surface users also appreciated the tablet’s selection of inputs and outputs, and its internal storage. Also Read - Good news for iPhone loves! Apple beats Xiaomi to regain second position in global smartphone market
Meanwhile, Apple iPad users gave the premium tablet a score of 849 on the scale of 1000 points. With this score, the iPad stands second in the list, albeit taking away the company’s pride of being the best till last year. The closest competitors for Apple have always been Microsoft and Samsung. While the company did lose its position to Samsung in 2013, it regained the lead spot in 2014, which continued till 2016. However, the competition had already stiffened with Microsoft’s Surface just one point behind the iPad.
Now, what might come as a hard blow to Apple is that the Microsoft Surface users actually rated the tablet high scores in terms of its design, size, material used, and ergonomics. Since its inception, Apple is known for having an upper hand when it comes to product aesthetics. However, the iPad’s loss in the latest survey along with the company’s surprise acknowledgement of not getting the design right for one of its products, might be an indication that the company should perhaps start re-thinking its design sense.
The Microsoft Surface platform has expanded what tablets can do, and it sets the bar for customer satisfaction, said Jeff Conklin, J D Power s VP of service industries. These tablet devices are just as capable as many laptops, yet they can still function as standard tablets. This versatility is central to their appeal and success, he further added. ALSO READ: Indian tablet market drops by 18 percent with 3.5 million units in 2016: CMR report
Some of the interesting patterns which has emerged out of the survey is that Microsoft Surface owners are more likely to be younger and early adopters of technology. Now this also goes on to explain Apple’s loss in the battle for having overtly marketing its tablet lineup as one meant for creative professionals.
As a report on FastCompany notes, sales of the Apple iPad began to witness a decline three years after its launch in 2013. With disappointing sales figures, the company recently also announced its cheapest iPad ever. At 9.7-inch, the new iPad is priced at $329 for the 32GB variant which makes even the new iPad mini at $399 sound like a pricier deal.
The positive thing that arrives out of the survey results is that there is still some competiton left in the tablet market, which might help the segment gain momentum. As for Apple, after losing its iPad from the top spot, it is expected that with a radical new design charted for its upcoming products, the company might ride up the ladder again.