Last year, Microsoft surprised everyone when it decided to discontinue its popular line of mice, keyboards, and computer accessories. After decades of using Microsoft-branded PC hardware, the software giant has decided to focus on the Surface brand. Now, Microsoft’s PC accessories will live on through a unique partnership thanks to accessory manufacturer Incase.
Onwards Brands CEO Charlie Tebele explained in an interview: “These products will be the same products, but instead of saying Microsoft, it will say Incase, designed by Microsoft.” edge. Onwards Brands is the parent company of the Incase, Incipio, Griffin and Survivor brands of laptop and mobile phone accessories.
However, this is the first time Incase offers PC accessories such as keyboards, mice and webcams. Incase will use the same manufacturing components and supply chain as Microsoft and is licensing designs for a variety of products. If you’re a fan of Microsoft’s ergonomic keyboards, like the Sculpt Ergonomic Keyboard, these will live on alongside existing 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, headsets and modern webcams. A total of 23 products will be launched later this year.
New products that Microsoft introduced but never shipped are also coming soon. “Microsoft is developing a new product,” Tebele said. “It’s a very exciting new ergonomic keyboard that we’re also going to announce is designed by Microsoft.” I asked Tebele if there were more unannounced Microsoft designs coming, and he admitted “there’s potential.” More .
All of these existing Microsoft PC accessories will look and perform exactly as they did before. Incase is licensing the design from Microsoft, but neither party would disclose the specific terms of the deal. Microsoft will still retain ownership of its designs, so it’s possible it could bring back the classic mouse or keyboard itself in the future, or continue to renew its license to Incase. It’s worth noting that Incase is not licensed to: all Microsoft computer accessories.
Consumers will be able to purchase the same hardware at retail stores, the main difference being that it will be branded differently and powered by Incase. There is no longer a Microsoft logo on the top of the mouse or keyboard, but an Incase logo, and the words “Designed by Microsoft” are printed on the packaging.
“The products we produce will be the same as what was previously on the market,” Tebele said. “So it’s not a license in the sense that we’re just getting the name to use, we’re continuing to use the exact same product.”
Incase’s goal is to get the product back on the market as quickly as possible, especially as Microsoft’s inventory of PC accessories has begun to dry up. “We are re-engaging the supply chain and hope to launch the product in the second quarter,” Tebele said. “When we stepped in, there was almost nothing left in the market.”
The unusual partnership comes just months after Microsoft initially announced it would focus on its Surface brand. So why is Microsoft pulling out of these specific accessories? Nancie Gaskill, general manager of Surface business, said in an interview: “We made this strategic decision to focus on a single Surface brand.” edge. “We think this will allow us to better focus our efforts. We will always stick to a single brand.”
Microsoft’s announcement comes as the company begins conversations with its Surface partners to let them know it’s now more focused on third-party companies making PC accessories. “During that call, we mentioned that we were interested in replacing these products,” Tebele said. “The conversation moved very quickly.”
Microsoft’s ergonomic keyboards and mice have proven popular over the years, so it’s understandable that the PC community is a little disappointed that these products are gone. “We do see people who are unhappy that they are being phased out, but I think they will be very happy that we are bringing them back,” Tebele said. “Especially when they see the new ergonomic keyboards we’re introducing.”
Microsoft must have seen this disappointment too, so is this deal a reaction to that? “It’s not a reaction,” Gaskill said. “We started conversations early on… looking for partnerships designed specifically for Surface. It gives us the opportunity to meet the demand for these products and what our customers love.”
Microsoft’s existing PC accessories are already well-loved, but now Incase is becoming their future standard-bearer. While I expect to see more unreleased Microsoft-designed products from Incase in the future, Incase will one day design its own mice and keyboards.
“There is a lot of room for Incase to develop hybrid products that are suitable for mobile and desktop,” Tebele said. Microsoft tried its hand at Wedge Touch mice and mobile keyboards, but never really went that far. 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 was up to the challenge of designing and manufacturing new products. “This is a unique situation for us because the barrier to entry is high to make this type of high-quality keyboard,” Tebele said. “If we couldn’t produce a product of this quality, we wouldn’t be in this space.”
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