'Microsoft Is Still Searching For Its Own Identity In The Post-PC Era'

Steve Ballmer Microsoft Surface

Photo: AP

Microsoft’s new Surface tablet will do nothing to slow down the iPad, says Apple analyst Brian White of Topeka Capital Markets.In a note this morning, he writes, “If imitation is the sincerest form of flattery, the compliments from Microsoft poured down like a torrential storm on Apple last night. At the same time, this event indicates to us that Microsoft is still searching for its own identity in the post-PC era, something that has come naturally for Apple with the rise of the mobile Internet.”

He says Microsoft’s tablet is a bigger threat to Android than Apple. He also says Microsoft might be able to carve out a spot for itself in the enterprise world where Windows-compatible computers are required.

Microsoft didn’t announce a price, and White thinks it will take a “healthy discount” to get consumers on board with the Surface. He’s sceptical Microsoft can get the Surface under $400, which is how much the iPad 2 is selling for right now.

The development of a tablet is a huge move for Microsoft and may be crucial to its survival, watch the video below to learn why:

Don’t Miss: PHOTOS: Here’s What The Surface Looks Like

NOW WATCH: Tech Insider videos

Want to read a more in-depth view on the trends influencing Australian business and the global economy? BI / Research is designed to help executives and industry leaders understand the major challenges and opportunities for industry, technology, strategy and the economy in the future. Sign up for free at research.businessinsider.com.au.