No matter what you do, do not call the new Surface phone a phone. You can call it a Surface, a mobile product, a dual-screen device, a new kind of 2-in-1, a pathway to the all-important cloud. But Panos Panay, Microsoft’s chief product officer, doesn’t want you to call it a phone.
Never mind that the thing slips in and out of the pocket of Panay’s salt-and-pepper tweed blazer exactly the way a smartphone would. Or that one of the earliest scenes in the marketing video for the thing, with its slow, fetishized swirls of the gadget, shows a woman picking it up to her ear and saying “Hello?” the way you would with, well, you know. Or that Panay himself admits he makes what are universally known as a “phone calls” from it.