Batteries not included

Last night, Microsoft launched its Surface ad campaign with a one-minute advertisement during playoff baseball. The ad focuses on one thing: the Touch Cover. Based upon the ad, I assumed that the Touch Cover was an included component of the Surface. You know what they say about assumptions.

Microsoft announced pricing for the Surface this morning: $499 for the base 32GB model without Touch Cover. To get a Touch Cover bundled with the Surface, it costs an extra $100. To get an unbundled Touch Cover (or a color other than black), it costs $120. Bad move.

The way I see it, Microsoft had two options:

  1. Use the Touch Cover as the focus of the Surface ad campaign and include it for free (or make it relatively cheap).
  2. Don’t rely on the Touch Cover as the focus of the Surface ad campaign and charge $100-120 for it.

Microsoft is currently doing the third option: make your customers feel ripped off right out of the gate.

By way of contrast, another well-known technology company also has a new commercial focused on a product accessory. And it comes free in the box.