The $599 MacBook Neo has been successful in its product design and execution, despite being years late. However, Microsoft's Surface RT, a similar product launched in 2012, failed to impress. The company lost $900 million on the Surface RT due to its lack of sales and a lack of an established lifestyle brand story. The MacBook Neo comes to market with decades of established branding supporting it, while Microsoft's failed Surface RT launched with an all-new operating system and a new operating system. Despite these failures, Apple's successful entry into the consumer electronics market is seen as a step forward. The success of the MacBook Neo suggests that Windows needs to rethink its PC strategy.