Microsoft began taking pre-orders for the Surface, which will start at $499 for US customers for a tablet with 32 gigabytes of memory. A 64GB version bundled with a black touch cover is priced at $699.
The prices are in line with the iPad, which begins at $499 but with less memory. Apple however is expected to unveil a low-priced "iPad Mini" next week.
Surface will be available October 26 at Microsoft Store locations in the United States and Canada and will be sold online in eight markets across the world: Australia, Canada, China, France, Germany, Hong Kong, Britain and the United States.
Chief executive Steve Ballmer has described the iPad challenger complete with a built-in stand and ultra thin covers which double as keyboards in a range of colors as a tablet that "works and plays."
