Microsoft To Stop Self-Branded PC Peripherals, Set to Focus on Surface Instead

Microsoft has confirmed that the company will stop selling PC accessories under the Microsoft brand and will focus on premium-priced peripherals sold under the Surface brand. This decision marks a major watershed in the era of Microsoft-badged keyboards and mice that began in 1983. And while the company doesn’t intend to stop producing his PC accessories entirely, the move to Surface represents a much smaller scope. in future products. This shift calls into question the future of Microsoft’s ergonomic peripherals. It’s the company’s traditional niche that has brought some of its most famous (and most loved) PC accessories.

Dan Laycock, senior communications manager at Microsoft, said: The Barge“We will continue to offer a variety of Surface-branded PC accessories, including mice, keyboards, pens, docks, and adaptive accessories. Existing Microsoft-branded PC accessories, including mice, keyboards, and webcams, will continue to be sold in existing markets. existing selling price while supply lasts.”

This statement contradicts information published by Nikkei On Microsoft’s plans to scale back production of Surface branded gadgets.

“The other day, I received a message from a customer [Microsoft] We need to stop making stand-alone keyboards,” an executive at a Microsoft supplier reportedly told Nikkei.

Microsoft confirmed its focus on Surface-branded PC accessories just months after the company announced changes to its hardware portfolio. This was part of about 10,000 job cuts. The PC market is struggling due to macroeconomic challenges and consumer uncertainty. In fact, revenue from Microsoft’s own devices, including Surface, PC accessories and HoloLens, fell 30% year over year in the most recent quarter. The Barge Note.

Microsoft-branded gadgets have been fairly popular in the market over the last four decades, lagging behind suppliers like Logitech, HP, and Dell, but holding their ground, especially in the ergonomics market. Still, given the growing number of players in the PC peripherals segment in general, it’s becoming increasingly difficult for Microsoft to maintain market share. While it’s been dominated by companies like Razer and Logitech, relatively new entrants like Corsair haven’t made Microsoft’s life easier in the last decade with a highly competitive offering.

However, Surface branded peripherals are a separate segment. Not for gamers, not for normal users. Instead, it’s designed for consumers who are willing to pay extra for an advanced experience, or businesses/enterprises who make use of specific features. In fact, even Microsoft’s recently released Surface-badged Thunderbolt 4 hub is apparently designed for businesses that want features like remote management.

Ultimately, Microsoft isn’t going out of the peripherals market entirely, but the change in plans for the future of the company’s hardware accessories seems far more important than just a branding move. Microsoft-designed mice, keyboards, and other devices will continue to live on and focus on premium, but Surface-branded parts are a game-changer for a market Microsoft has been in almost since the dawn of the PC. one is better.