Last year, Microsoft surprised everyone when it decided to discontinue a range of popular mice, keyboards and PC accessories. After decades of launching Microsoft-branded PC hardware, the software giant has decided to focus on the Surface brand instead. Now, through a unique partnership with accessory manufacturer Incase, Microsoft's PC accessories will continue.
"The product will be the same product, but it won't say Microsoft, it will say Incase, designed by Microsoft," Charlie Tebele, chief executive of Onwards Brands, the parent company of laptop and phone accessory brands including Incase, Incipio, Griffin and Survivor, explained in an interview.
This is the first time Incase has launched PC accessories such as keyboards, mice and webcams. Incase will use the same production parts and supply chain as Microsoft and license designs for a variety of products. If you're a fan of Microsoft's ergonomic keyboards, like the Sculpt Ergonomic Keyboard, these are here to stay, in addition to the existing range of wired and wireless keyboards and Bluetooth number pads.
Microsoft-designed mice will also continue to be available, including Bluetooth ergonomic mice and modern mobile mice. Incase will also offer Microsoft-designed speakers, audio docks, headphones and Modern webcams. A total of 23 products will be available later this year.
Incas new products that Microsoft has started producing but has never shipped are also coming soon. "Microsoft is developing a new product that is coming soon," Tebele said. "It's a new ergonomic keyboard, which is very exciting, and we will also announce this keyboard designed by Microsoft." "More similar products may appear in the future.
All of these existing Microsoft PC accessories will look and perform exactly like before. Incase received a design license from Microsoft, but neither party would disclose specific terms of the deal. Microsoft will still retain ownership of its designs, so it's possible that it could reintroduce a classic mouse or keyboard in the future, or continue to renew its license to Incase. It is worth noting that Incase is not authorized by Microsoft for all PC accessories.
Consumers will be able to purchase the same hardware in retail stores, with the main difference being that it will be branded and powered by Incase. Instead of Microsoft's logo printed on the top of the mouse or keyboard, it will feature Incase's logo, with "Designed by Microsoft" noted on the packaging.
"The product we are producing will be the same as what was previously on the market," Tebele said. "So this is not a license, we are just given the name to use and we will continue to produce the exact same product."
Incase's goal is to get the product back on the market as quickly as possible, especially since Microsoft's inventory of PC accessories has begun to dry up. "We are restarting the supply chain and hope to launch the product in the second quarter. By the time we get to the market, there is almost nothing left," Tebele said. "
The unusual partnership comes just months after Microsoft initially announced it would focus on the Surface brand. So, why is Microsoft withdrawing from these special accessories market? "The purpose of making this strategic decision is to focus on a single brand of Surface," Nancie Gaskill, general manager of Surface business, said in an interview. We feel this will better position our collective focus. We have always believed in using a single brand. "
Around the time of Microsoft's announcement, the company began conversations with Surface design partners to let them know that Microsoft was now paying more attention to third-party companies that produce PC accessories. "In that call, we mentioned that we were interested in getting involved in these products, and the conversation went very well," Tebele said.
Microsoft's ergonomic keyboard and mouse products have been popular for years, so it's understandable that the PC community is disappointed that these products are gone. Microsoft is definitely seeing some disappointment as well, so is this deal a reaction to that? "This wasn't a reaction," Gaskill said. "We started conversations very early on... looking at collaborative designs for Surface. It gave us the opportunity to deliver on what our customers want and love about these products."
People already love Microsoft's existing PC accessories, but now Incase has become the standard bearer for their future. Expect to see more unannounced Microsoft-designed products from Incase in the future, but there will also be times when Incase designs its own mice and keyboards.
"There is a lot of room for Incase to develop hybrid products between mobile and desktop," Tebele said. "Microsoft has tried WedgeTouch mice and mobile keyboards but has never gone further. Incase has the potential to bridge this important gap, especially since it is currently known for its laptop bags, sleeves and AirPods cases."
However, Incase is ready to take on the challenge of designing and manufacturing new products. "This is a unique situation for us because the barrier to entry is high to make a keyboard of this quality. If we couldn't produce a product of this quality, we wouldn't be in this industry," Tebele said. "