First it was Neo, and now it’s iPhone Duo — Apple keeps robbing Microsoft of its Surface device names, and I’m mad about it
Apple has adopted naming conventions previously associated with Microsoft’s Surface devices, prompting criticism from Windows Central. Microsoft’s Surface Duo, a dual-screen phone released in 2020, and the unreleased Surface Neo, a dual-screen laptop concept, featured cleverly chosen names with dual meanings—“Neo” referenced both “new” and the dual-screen form factor, while “Duo” directly referenced the two-screen design. These devices represented Microsoft’s attempt to build a unique hardware ecosystem to compete with Apple, Samsung, and Google. Though innovative, the Surface Duo failed to gain mainstream adoption. Now Apple is reportedly using “iPhone Duo” for its own foldable or dual-screen device, and may be applying “Neo” branding to other products. The article expresses frustration that Apple is appropriating the naming schemes and conceptual innovations Microsoft pioneered but was unable to successfully commercialize, continuing a pattern of Apple adopting and popularizing ideas that competitors developed first.