Surface Pro $100 price cut to apply to UK?

Surface Pro

Microsoft has cut the price of the Surface Pro by $100 in several markets, but UK buyers will still have to pay full whack for the time being.

The Surface Pro pricing promotion is operating in the US, Canada, China, Hong Kong and Taiwan until 29 August, and has seen the price of the 64GB model fall to $799. The 128GB version, meanwhile, is retailing at $899.

IT Pro contacted Microsoft to ask about the likelihood of the Surface Pro price promotion being extended to the UK, but was told the company has "nothing further to share" on the topic at the moment.

The software giant announced a 30 per cent price cut for the Surface RT tablet last month, which resulted in the device retailing at 279.99 and 359 in the UK for the 32GB and 64GB versions of the device, respectively.

At the time, a Microsoft spokesperson said the drop in price was designed to help the firm capitalise on the success of similar promotions in other parts of the world.

"We've been seeing great success with pricing and cover promotions over the past several months on the Surface RT in the US and other markets," the spokesperson said.

Over the past few months, Microsoft has been heavily discounting the products at its developer and user conferences, prompting many attendees to queue for several hours to snap one up.

It has been suggested the price cuts are part of Microsoft's plan to clear out its product inventory ahead of the launch of the Surface 2.

This is a theory that has gathered momentum following the disclosure of a slide at the vendor's Worldwide Partner Conference in July, which suggested the firm is gearing up for a refresh of its tablet line in 2014.

News of the latest price cut will no doubt delight the analyst community, who have repeatedly hit out at Microsoft's pricing strategy for the tablets.

IDC warned Microsoft earlier this year that the high cost of the Surface RT could stop the device being a success.

Fellow analyst Canalys also name checked the device during its second quarter tablet market report, claiming even with the Surface RT price cut in place the device is still too expensive for many.

Speaking to IT Pro, Clive Longbottom, service director at market watcher Quocirca, said the Surface's problem is that it is not attractive enough to warrant its iPad-like price tag.

"Microsoft has found itself in a position of needing to try and get the Windows 8 touch experience out there, and to try and get some better percentage points of the market, particularly against Android," he explained.

"Offloading the RT and Pro may seem like the only way to do this, but it will mean heavily undercutting its OEM device partners. And, unless Microsoft can give them the Windows 8 licenses for their devices free of charge, many will decide to go down the Android route."

*This article was published on 05 August, and updated on the same day to included Microsoft's response to the story.*

Caroline Donnelly is the news and analysis editor of IT Pro and its sister site Cloud Pro, and covers general news, as well as the storage, security, public sector, cloud and Microsoft beats. Caroline has been a member of the IT Pro/Cloud Pro team since March 2012, and has previously worked as a reporter at several B2B publications, including UK channel magazine CRN, and as features writer for local weekly newspaper, The Slough and Windsor Observer. She studied Medical Biochemistry at the University of Leicester and completed a Postgraduate Diploma in Magazine Journalism at PMA Training in 2006.