Just like BetaMax and 8-Track...
What technology experts? The first Zune was just a run-of-the-mill rebadged Toshiba player. For the next three generations it was just playing catch-up with the iPod. It died because to knock the king off the hill, you need a BETTER product. At most it equaled the iPod, not a very good incentive for people to choose it over the Ipod.
even if the iPads and iPhones aren't really superior or extraordinary technology.
Yeah, that Retina display isn't superior to the other low-res displays out there. The iPad 3 doesn't have the most powerful graphics. The iPhone 4S doesn't have Siri. It's the iPhone that feels cheap and plasticky, not the Samsung Galaxy. Both the iPhone and the iPad were revolutionary when they came out, and Apple hasn't been sitting still. I'm sure the cool factor is there for some, but in the end Apple will remain a top-seller only so long as the products are top-notch.
My wife doesn't even like Apple, and I took her to see all the tablets on the market before showing her the iPad. She even looked at that Asus that converts to a notebook-like setup. She rejected each one of them before buying the iPad. Why? Simply, it was superior.
Yeah, Microsoft has a lot of difficulty when entering into markets where they can't use and abuse their monopoly marketshare of MS-Windows. I suspect that they'll do o.k. with this 'surface' thing though, because theycan depend upon legions of IT workers who think that because they can click "OK" on a bunch of dialog boxes, that they are some kind of "administrator", to push this in the enterprise because they will expect Microsoft to do all the actual configuration and integration for them. Along the way, any incompatibilities that crop up that make it difficult to interoperate with any other non-Microsoft solution will be someone else's problem.