I don't see it a threat, its entirely different segmentation. Microsoft eats up lower pricepoints through its OEM/ODM partners that it can direct by issuing bes

I don't see it a threat, its entirely different segmentation. Microsoft eats up lower pricepoints through its OEM/ODM partners that it can direct by issuing best practice guidances in fit, finish, features, etc and captures what it likes. It does ultra-premium but occasionally dabbles in lower segments- the thing I'm most curious to see is what it considered in the Surface 3 and other slightly more budget conscious releases. Google was crap at hardware, are they good now? They're hiring like mad right now for hardware PMs from other orgs, and that'll grab some younger talent, but they need pretty seasoned people to rebuild a whole hardware org. They have good hardware design teams but they're fractured from eng, biz, strat and more. You can be good at a network of your ODMs but that doesn't mean the product comes out to target. Chromebooks were positioned as this cheap school thing for a bit, but then the pixel kinda overshot this by a lot.. they need clear segmentation and targeting goals.