Will Microsoft’s Surface tablet really start at over $1,000? That is the question that has been on everyone’s mind ever since a listing for the upcoming Microsoft-branded tablet surfaced on Swedish site
. But we need not speculate any further as the Swedish e-tailer’s Surface pricing itself is pretty speculative.
A couple of days back,
spotted product listings for all four Surface SKUs on Swedish shopping site Webhallen. With the cheapest Surface tablet, the 32GB Windows RT model, listed for as high as 6990 SEK (around $1,000), it soon became a hot talking point and some people even went as far as writing obituaries for the Microsoft-branded slate.
But turns out Webhallen was merely trying to cash in on the buzz surrounding the Surface by using a very common sales technique: that of deliberately listing a much-awaited product at a much higher price than what it is actually expected to sell for. Obviously, this is done as pre-orderers are unlikely to back out of their purchase commitments in case the actual retail price turns out to be lower than the original listing price.
“Our customers are very interested in pre-ordering these products, so we have set a high preliminary pricing for the lineup so that they may be able to pre-order them,” the Swedish e-tailer told
“Just to clarify, we have not recieved [sic] any pricing from Microsoft regarding MRSP or purchasing net cost, and any people who have booked the Surface at this high price will of course have their order adjusted before any product is shipped. So we’re not going to overcharge anyone for being an early adopter.”