“End of an era”… and possible change of strategy for Microsoft, which announced that it is going to stop making “Microsoft” branded peripherals

In particular, as the new technology giant has announced, henceforth all computer peripherals will carry the “Surface” brand, which it also uses for all its computers (and the Surface Duo family).

Microsoft’s announcement was shared by high-tech portal The Verge, denying an earlier Nikkei report that Microsoft is reducing production of Surface-branded peripherals.

Speaking to The Verge, Dan Laylock, senior director of communications at Microsoft, said: “Going forward, we’re focusing on our portfolio of Windows peripherals under the Surface brand. We’ll continue to offer a range of Surface-branded computing peripherals — mice, keyboards, styluses, docks, adaptive peripherals and more. Existing Microsoft-branded peripherals such as mice, keyboards and webcams will continue to be sold in existing markets at existing retail prices while supplies last.”

Change of strategy?

It’s worth noting that Surface-branded peripherals tend to be significantly more expensive of Microsoft-branded ones, since Surface is the company’s flagship brand and most of its Surface PCs are also in the premium category. The company has not specified whether it plans to rebrand some or all of its existing portfolio, at today’s prices, or whether existing high-end ‘Surface’ peripherals will be the only option in the future. If that happens, consumers can expect a definite price hike for some of Microsoft’s peripherals.