The Zune was a better media player than it's contemporary iPod, but Apple is cool and hipsters like it. Xbox was a better machine than the PS2, but Playstation was cool and fanboys hate new things. Surface is a real computer shaped like a tablet, an actual replacement for a laptop. But the iPad is cool and all the cool kids have it.
MS has been and continues to be a leader in the tech industry. MS tries to lead the horse to water, but they can't make it drink.