Is Microsoft now ‘cool enough’ to take on Apple?

Microsoft believes perceptions of the brand have changed, with consumers now seeing it as “cool”, thanks to product innovations, such as the Surface Pro 4 tablet, Surface Pro Studio desktop and Hololens virtual reality technology.
With this in mind, Microsoft is focusing on execution rather than product launches this Christmas, targeting a millennial audience with products it now says are “premium”.
“Last year we released the Surface Pro 4, the first time we had a b