Surface RT: a cheap laptop with a small form factor, an arm processor, a full desktop OS, and a touch screen. And what is that? It’s something we’ve all seen before. It’s a NETBOOK (with a touch screen, and one that freakishly requires the use of a desk to use its keyboard). And how did netbooks fair against the iPad? Oh, that’s right, they don’t make even them anymore!

I think most people just look at the Surface RT and think: “If it needs a keyboard and tracpad to function, why don’t I just get a cheap laptop. And get a bigger screen, a better processor, and a DVD burner for the same price!”

aside from active XBox users and MS fans, who else needs/wants to commit to a fourth ecosystem instead of Apple’s, or Google’s, or Amazon’s? i really can’t think of good reasons … each of those three has special advantages that come with it. and MS has nothing else much or new or better to offer for its ARM tablet. Office is not enough, and an iOS/Android Office app is inevitable anyway.

i also wonder if consumers really just generally prefer 4:3 tablets – nearly all iPads – to the widescreen models, including the Surface.

so to me, the ARM Surface tablet looks like the Zune story all over again.

the Intel Surface Pro is a different animal. it’s really a notebook tablet intended to run third-party desktop W8 applications. but the huge problem is few of those have been fully updated to work well with a tablet UI. and until they are, the Pro will be of extremely limited utility for its prime purpose. that process will take about two years, assuming major software companies do it at all.

so to me, the Intel Surface tablet looks like maybe, someday it will sell – but not yet.

Gateway Stores were interesting, but imitative: “Here’s our stuff. You know what a PC is. Ours is cheaper. Buy it. Come back when you want to buy something else.” That’s a retail model that’s been around a long time. You walk into a store, and “May I help you?” means “What do you want?” and the sales pitch is all about pre-qualification and upselling. There was no innovation. It’s like dating a girl who will only speak to you and go out with you when you’ve got something to give her. Otherwise, she’s got no time for you and talks about you behind your back. “I told him unless he comes back with a necklace or bracelet to stop wasting my time. What a cheap jerk!”

Apple’s approach is different: “Here’s our stuff. You’ve heard about it, but haven’t really seen it. Ours is better. Try it. If you like it, buy it. If you buy it or even if you don’t, you can come back anytime and get help for free, learn more about it, try other things, even just hang out. You’re welcome here.” That’s more like being in a relationship where you can just call or stop by, even with no special reason, and you’re welcome, surrounded by friends, and can make yourself at home.

People will just spend more in an environment like that.

This is different than other premium retailers, who size you up before they even talk to you, and they make you feel cheap even when you spend what for you is a lot of money. Sometimes they even send you to another retailer: “Perhaps you’d be more comfortable at Macy’s or Target.” A lot of premium shops don’t even want you (meaning the average person) to come in and waste their time.

If Apple is a “premium” seller as the pundits declare, then it’s premium with a twist. Everyone is welcome and there’s something here that will make you a customer for life.

I’m not sure Microsoft can sort that out, even though Apple’s shown MS all its moves.