Revealing its price tag for the first time, Microsoft will sell a bigger version of its new, wall-mounted video-conferencing and digital whiteboard device for $20,000, making it the most expensive product in its hardware line-up, the software company said on Wednesday.
Orders start July 1 for the Surface Hub, which Microsoft hopes will become a fixture in meeting rooms around the world. It will run a custom version of Windows 10, Microsoft's new operating system due out in late July. Deliveries will start in September.
Despite the hefty price tag, Microsoft is betting that the Surface Hub will appeal to businesses that are used to spending multiples of that amount on conference room facilities.
"The theoretical market may be much bigger than the actual market," said JP Gownder, an analyst at tech research firm Forrester. He said the device likely will not be an instant hit with businesses, but should appeal to companies where collaborative work is important, such as product design or marketing and advertising.