When Microsoft launched its first All-in-one PC, the Surface Studio, the market as well as the media were impressed. But the starting price point of $2,999 was a little less digestible, considering the average price of a reasonably specced PC is about half that.
However, despite the pricing hurdle and the fact that this was considered to be a niche product, Microsoft has done exceedingly well in terms of sales. Over the quarter that Surface Studio was released, Microsoft expected to ship no more than 15,000 units.
But the demand was so strong that they may have actually shipped double that number of Surface Studio PCs. This information came from Microsoft’s Taiwanese components suppliers via DigiTimes, who also said that Microsoft has asked for another shipment of 30,000 units for the first quarter of 2017.
Assuming steady demand, 120,000 units of Surface Studio will be shipped in the first year after launch. Not a bad number, but not anywhere close to the 3.5 to 4 million units that the iMac line from Apple ships. To be fair, though, Apple has been making personal computers for no less than three decades, while Microsoft only started three months ago.
That said, the demand for all-in-one PCs is getting softer, and there’s no indication that things will turn around on that front. So, how is Microsoft able to show strong sales soon after launching Surface Studio?
The answer to that is two-fold. The first reason is that, despite everyone calling this a niche product, that niche is actually quite big. Consider the various use cases for such a PC: graphic design, architectural design, engineering, fashion design, 3D design, game design, media publication, photography and videography, book design, advertising…the list is practically endless.