Either way, this program sends a bad signal. On the other hand, a trade-in program tries to appeal to a customer's sense of either buyer's remorse or the idea that they're getting some kind of special deal. The product speaks for itself and is a joy to own. That is, Apple customers know that they buy Apple products because they are just so darn cool and useful. The program also flies in the face of product wisdom. 1) The Surface Pro 3 is a better notebook computer than the MacBook Air and 2) Apple customers will agree with that proposition in sufficient quantities to significantly boost Surface Pro 3 sales. Microsoft is banking on two dubious ideas. The program is an indication of desperation. The offer, which runs until July 31, also applies to a Surface Pro 2 trade-in.
This seems like a dubious proposition, and one would think that not many Apple customers would be willing to give up their MBAs, but the Microsoft rep claimed he already had done three such transactions since the program started a week ago. It's stated that a MacBook Air, presumably a fully loaded one, is worth up to US$650, but Microsoft's algorithm determines the final number. The Microsoft store representative said that the salesperson has to go online and get a realtime price for the trade-in, and the value changes daily. " Microsoft offers $650 store credit for MacBook Air for Surface Pro 3 trade-in." I was in the Microsoft store at Park Meadows Mall, Lone Tree, Colorado yesterday and asked about this offer. Microsoft looks to be ready to give up profits in order to sell larger numbers of Surface Pro 3's.
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