But the big take-away innovation here, and the center of their marketing campaign, is that it has a keyboard cover.
This seems to be about 5 years out of sync. 5 years ago, everyone expected the iPhone to fail because it didn't have a physical keyboard like the blackberry.
But after I got my first iPad, the original, I found that I could type at nearly the same speed (possibly faster due to autocorrect) on its on screen keyboard as I can at a regular keyboard... my finger just go to the place the key is, and while feeling a physical key would be nice, the end result on the iPad was about the same speed.
I think this will sell well into markets that are heavily invested in microsoft infrastructure... but I don't see how it is going to take marketshare from the iPad.
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Edit to clarify, since several have responded on this point:
I'm not saying that keyboards have no use. I recognize that many people buy an extra keyboard for their iPad, and prefer that for significant typing.
The point I'm making is what is the differentiating feature here? The UI is different, true, but then its the keyboard.
There are two keyboard covers- one is flat, with no keys which I suspect would be much like typing on the iPAd screen (though of course, not actually on the screen... so a little different) and the other has keys, so similar to buying an external keyboard for the iPAd, only it is slightly more integrated.
Is that really compelling? Compared to buying a wireless keyboard for the iPad, the price is about the same (or cheaper for the iPad).... and the advantage of the Surface is that the keyboard connects to the tablet with magnets?
I just don't see that as being significant enough to really take significant share away from Apple. That's all I was saying.