Microsoft on Tuesday unveiled a slew of new Windows 10 devices in the UAE pledging to continue with its "bold ambition" of making computing more personal and empowering users to do more.

The US technology giant launched the Surface Pro 4 the latest iteration of its flagship 2-in-1 detachable PC and the Lumia 950 and 950 XL smartphones the first mobiles to come pre-loaded with Windows 10.

"The Surface Pro 4 is possibly the most productive PC you'll find in the market" Mohammed Arif Windows business group lead at Microsoft Gulf told Khaleej Times before the start of the event in Dubai.

"We set out our strategy of how the next Windows would mean - a unified platform that spans across all platforms not just on devices but also on the Internet of Things... and we've seen an amazing adoption of Windows 10."

The Surface Pro 4 at 8.4mm thin features a 12.3-inch PixelSense display and 6th-generation Intel Core m Core i5 and Core i7 processors which makes it run cooler and quieter and work up to nine hours. Microsoft has also claimed that the new device is 30 per cent faster than its predecessor the Surface Pro 3 and 60 per cent faster than an Apple MacBook. It also comes with Microsoft Hello an enterprise-grade security feature that can use a user's iris as a password.

The redesigned meanwhile Surface Pen has 1024 levels of pressure sensitivity and now also comes with an eraser.

On the other hand the Lumia 950 and 950 XL smartphones - coming with 5.2- and 5.7-inch QuadHD Amoled screens respectively - feature Continuum for phones enhanced by the optional Microsoft Display Dock accessory. This Windows 10 feature allows users to use their phone like a PC by connecting it to a monitor and transforming it for larger-screen entertainment or adding a keyboard and mouse to work like a PC with Windows 10 apps while simultaneously taking calls or performing other tasks. Its cameras have Microsoft's PureView technology having a 20MP sensor and triple LED natural flash.

GCC adoption IoT

Arif said that Microsoft is being inspired by the rapid rate of adoption for its devices and services not just in the UAE but also in the wider GCC. The company has been continually partnering with several entities he said citing examples such as the Dubai Smart Government initiative and Oman's Ministry of Education recently announcing their upgrade to Windows 10 as well as schools adopting Surface Pro as a standard for its students.

"We continue to announce [partnerships] and have been working a lot with customers primarily with Windows 10 upgrading" he said. "We continue to work with the largest customers and partners."

Arif also flaunted Microsoft's drive in the so-called Internet of Things; he says the company "has been heavily investing in" IoT-related services and devices. On customer adoption of IoT he gave a unique take on it.

"IoT is beginning to show up in our lives in a way that's not visible to a normal consumer" Arif said.

"And that's possibly the best way; when the consumer does not understand the intricacies of how IoT works" he added alluding to the notion that customer adoption and acceptance will come naturally as long as companies such as Microsoft have the right marketing and education tools for it.

The Surface Pro 4 comes with 4GB 8GB and 16GB of RAM; 128GB 256GB and 512GB of storage; and ranges from Dh3395 to Dh8395.

The Lumia 950 and 950 XL retails for Dh2099 and Dh2349 respectively. Accessories such as the Microsoft Display Dock comes at a special launch price of Dh99 while the Continuum Accessory Pack is at Dh499.

"Our focus is building and getting out innovative technology which will automatically build our brand" Arif said. "The customer love will just come from it."

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