Why the Surface RT Failed and the iPad Did Not

At first glance, to most consumers, the Apple iPad and Microsoft Surface RT tablet computer look somewhat similar. But Microsoft announced that it was taking a $900 million write-down to reflect unsold inventory of the Surface RT. That’s a stark comparison to Apple’s iPad, which continues to break record sales and has sold more than 100 million devices. So why is one still succeeding while the other has failed? I have a theory. Impatience.

When Steve Ballmer, Microsoft’s chief executive, announced the Surface tablets last year, he stood on stage and touted a number of new and exciting features to try to separate the company’s offerings from the iPad. Among the new gizmos were additional ports, a USB drive, a microSD memory card slot, the ability to use a pen with the Surface Pro and a built-in flip-up stand. Pens sold by Microsoft also work with the Surface RT. Just thinking about all those options is enough to make your head spin. Today’s consumers don’t want options. They are impatient. They want to tear their new shiny gadget from the box and immediately start using it. They don’t have time to think about SD cards or USB drives or pens or flip stands. The Surface RT didn’t allow that. Customers had to think about it.