Apple has a distinct advantage in that it can define the complete user experience, where as Microsoft in the past could not due to the fact that they relied on OEMs to create the user experience. The Surface is the first challenge to that.
There are a couple things that Microsoft is attempting to resolve.
The one issue that Microsoft seems to run into is that too many hardware manufacturers fail to build a reference standard device. Microsoft designed and is building its reference standard for the Windows 8 RT and Windows 8 Pro tablets. It doesn't mean others can't build better, more powerful devices, or even less expensive ones. It just means Microsoft is defining the bast RT and Pro tablets.
The other issue that Microsoft is dealing with is bloatware. How many computing experiences are mismanaged by bloatware? From rootkits, to malware, to broken software. OEMs tend to install crap that creates a negative experience. There are a plethora of applications and utilities that OEMs include that are redundant and offer users inconsistent experiences. Microsoft is challenging that by delivering an experience free of bloatware.
By offering consumers an unadulterated experience, Microsoft is able to offer consumers the definitive Windows 8 tablet experience.
