AMD never had the scale or software or branding to create a differentiated platform. They behaved as a commodity component supplier and were treated as such.
Apple can differentiate with software and services and user interfaces and use their brand to differentiate. Remember when the iPad first came to market? It was seen as just a giant iPhone of limited value.
Who would want one of those instead of a much more feature rich and higher performance netbook?
Surface Pro ... delivers an appreciably quicker user experience. Apple does get fairly close in some cases on far slower hardware, which should concern Microsoft quite a bit should Apple ever choose to go ahead and build a tablet/notebook convergence device of its own
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