With Windows 7 and new designs, PCs looking better

Oct 21, 2009 By JESSICA MINTZ , AP Technology Writer
Windows 7

(AP) -- Although no one waits in long lines for a new edition of Windows software anymore, the debut of Microsoft's latest operating system is part of why buying a PC is starting to feel fun for the first time in years.

Windows 7 is expected to work better than its predecessor, Vista. At the same time, Microsoft's marketing has gotten savvier and PC makers have followed Apple Inc.'s lead and improved hardware design. Windows computers suddenly seem a lot less utilitarian.

"If you line up the six or seven most interesting PC designs, people will say, `Wow. I didn't know all of that could be done with a PC,'" said in an interview.

, which becomes available Thursday, is designed to look cleaner than Vista, streamlining the ways people can get to work, with fewer clicks and fewer annoying notifications. Setting up home networking to share photos and music won't require an advanced degree in information technology. Plugging in a new device won't set off a mad hunt online for driver software, which tells the equipment how to work with an operating system.

Making a version of Windows that people like, rather than tolerate, is critical for Microsoft. Most people don't choose Windows as much as they end up with it, because it's familiar and affordable. But it's conceivable Microsoft will have to work harder to win people over, thanks to a small but growing threat from Apple's Macs and a forthcoming PC operating system from Web search nemesis Inc.

Vista fell flat because it didn't work with many existing programs and hardware. Microsoft fixed many of Vista's flaws but didn't spread the word, instead allowing Apple to attack with ads that pit a dorky office stiff (PC) against a casual creative type (Mac) and paint Vista PCs as unjustifiably complex.

It took a while, but Microsoft finally fired back. It hired Crispin Porter + Bogusky, a hip advertising firm, and set aside $300 million to portray Windows as warm and human. The "I'm a PC" campaign that emerged isn't universally well-liked, but the ads have arguably transformed the face of Windows from a pasty nerd to an adorable little girl named Kylie who e-mails pictures of her pet fish to her family without help from a grown-up.

Windows 7 also is arriving in the early days of a golden age for PC design.

For years, Apple has been making computers for people willing to pay a premium for design: sleek, metal-encased laptops with brilliant screens; swanlike iMacs that stash the workings of the computer behind an enormous flat monitor, perched atop a minimalist base; the MacBook Air notebook, thin enough to fit in a manila envelope. Meanwhile, the most notable shifts in PCs have been from beige plastic to black, or from chunky square notebooks to ones with slightly rounded edges.

Now, PC makers are starting to experiment with size, shape and color at all price levels.

Netbooks, the tiny, inexpensive, low-powered laptops that have been the PC industry's saving grace through the recession, are no longer just shrunken corporate PCs. To entice people to slip them into a purse and carry them everywhere, netbooks are made in a rainbow of colors and array of textures. Microsoft stumbled by making Vista too lumbering to run on netbooks, but even premium versions of Windows 7 will work on the little devices.

Even mid-range notebooks, costing $500 to $800, now have enormous screens and custom covers. At the higher end, PC makers have adopted Apple's thin-and-light concept and etched patterns into sleek metal cases.

Windows 7 feeds into this design craze in part by adding deeper support for touch-screen controls, leading such PC makers as Dell Inc. and Hewlett-Packard Co. to add "multitouch" screens that respond to finger gestures.

The plummeting cost of memory and computing power make this shift possible. Now any computer is good enough to surf the Web and do most daily tasks, because nearly all have fast processors and massive hard drives. So instead of racing to provide the most gigahertz or gigabytes, PC makers are zeroing in on aesthetics.

"Design has come to be the distinguishing feature," said Jonathan Thayer, an industrial design professor at Pratt Institute in Brooklyn, N.Y. "Cost and quality are really not the variables that they were."

PC makers plan to unveil their latest in colorful and lightweight machines Thursday, an orchestration that was possible because Microsoft coordinated with PC makers earlier than usual.

This is "a very different Microsoft," said Alex Gruzen, an executive in Dell's consumer PC division. Gruzen said his team worked closely with Microsoft to fix things people didn't like about Vista - such as its slow boot-up time - rather than waiting, as in the past, for the software maker to "just throw the (operating system) over a fence" for Dell to install on PCs.

Part of Apple's success stems from having control over both hardware and software. By better aligning those components, Microsoft and computer makers could get some of the same benefits, and cooler PCs could squash Apple's gains. Apple now has 11 percent of the U.S. personal-computer market, up from 5 percent when Vista debuted, according to analysts at IDC.

Apple announced new iMacs this week but brushed off the suggestion that the timing was intended to steal some of Microsoft's thunder.

"Windows 7, from our point of view, is just another opportunity to remind everyone to switch to a ," said Apple Chief Operating Officer Tim Cook. "People are sick of all the headaches that go along with Windows."

Microsoft has more to contend with than computers running other operating systems. People have begun to use such gadgets as the iPhone as tiny mobile computers.

But Ballmer scorns the idea that smart phones could unseat PCs as the technology of choice for on-the-go consumers.

"Let's face it, the Internet was designed for the PC. The Internet is not designed for the iPhone," Ballmer said. "That's why they've got 75,000 applications - they're all trying to make the Internet look decent on the iPhone."

©2009 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.

Explore further: Microsoft CEO is driving data-culture mindset

add to favorites email to friend print save as pdf

Related Stories

Microsoft says Vista buyers to get free Windows 7

Jun 25, 2009

(AP) -- Microsoft Corp. said Thursday that prices for the Windows 7 computer operating system are largely in line with those for Vista, and that people who buy PCs before the new system goes on sale in October ...

Windows 7 to salvage Vista 'train wreck'

Oct 18, 2009

Microsoft releases Windows 7 to the world on Thursday as the US software giant tries to regain its stride after an embarrassing stumble with the previous generation operating system Vista.

Acer to offer Google's Android in netbook PCs

Jun 02, 2009

(AP) -- Small new "netbook" computers from Acer Inc. will come with Google Inc.'s Android operating system if buyers desire, instead of Windows from Microsoft Corp.

Recommended for you

Microsoft CEO is driving data-culture mindset

11 hours ago

(Phys.org) —Microsoft's future strategy: is all about leveraging data, from different sources, coming together using one cohesive Microsoft architecture. Microsoft CEO Satya Nadella on Tuesday, both in ...

Enabling dynamic prioritization of data in the cloud

Apr 14, 2014

IBM inventors have patented a cloud computing invention that can improve quality of service for clients by enabling data to be dynamically modified, prioritized and shared across a cloud environment.

User comments : 6

Adjust slider to filter visible comments by rank

Display comments: newest first

WithOneT
not rated yet Oct 21, 2009
I hate Microsoft for what they did to us with Vista, it was just shameful. After 10 years of owning Windows PCs Vista pushed me over the edge. As an IT support person I will never again recommend a Microsoft solution first unless it is the only option and I know I am not alone. When I see a user on a Windows PC I feel pity for them, I also know I can overcharge them because they are too stupid to know any better.
dachpyarvile
not rated yet Nov 26, 2009
I typically tend to skip a version when it comes to Windows Operating Systems. I started out with Windows 3.1 and DOS 6.21, upgrading to 6.22.

I did get Windows 95 retail but waited until Windows 98 SE.

I skipped over Windows 2000 to get Windows XP Media Center Edition. I hated Windows 2000 and hated supporting it due to all its problems.

I skipped over Vista and upgraded to Windows 7. Windows 7 simply works well. I have had zero problems with it so far, except that some old DOS programs I still like to use from time to time do not run on it because video drivers for Windows 7 do not support full-screen DOS modes.

I was able to fix that problem using Virtual PC, which is a free download. The DOS programs are fooled into believing that they are running in full-screen mode but they are in windows that I can move around out of the way without blocking the rest of the screen real estate.

I like the old programs a whole lot better now than I did. :-)
frajo
1 / 5 (1) Nov 26, 2009
I typically tend to skip a version when it comes to Windows Operating Systems.

So did I. Skipped from DR-DOS, Novell-DOS, Caldera DOS to OS/2 and eComStation (btw running DOS apps better than any DOS ever), peeking once in a while into Fedora, that's all I need.
dachpyarvile
not rated yet Nov 26, 2009
I also was a faithful Linux and Unix user for quite some time. Eventually, I got tired of updating and patching that virtually trashed my system or disabled features every few months. The problems were fixable but, O, what a pain!

Now I only use Sun Solaris SPARC. I blasted the Intel versions off my hard drive the last time I did an update by the book and trashed my ability to update any further.

I blasted the Intel version off my last PC computer additionally because Sun's Solaris STILL has the 137 GByte boundary problem, forcing me to delete the last partition off the hard drive whenever I needed to reinstall Solaris and then recover the partition when done.

I also have used Mac OS X from time to time. When I have used it I have run a licensed copy I bought in the Apple Store near me on a PC.

One day I might own a Mac but funds are pretty tight right now, thanks to Obama and the current Congress and their millions of jobs lost.
frajo
1 / 5 (1) Nov 26, 2009
but funds are pretty tight right now, thanks to Obama and the current Congress and their millions of jobs lost.
That's funny - in Europe they use to put all the blame onto the past government after having changed the political crew.
dachpyarvile
not rated yet Dec 12, 2009
Oh, I fully blame Congress for their last two years. They had years of warnings from the White House that there would be a financial meltdown if something was not done. Congress laughed off the warnings and did nothing. The rest is history and now a member of said Congress sits in the White House, doing unworkable things that have not prevented the loss of millions more jobs just this year alone. And the year isn't done yet!

More news stories

'Chief Yahoo' David Filo returns to board

Yahoo announced the nomination of three new board members, including company co-founder David Filo, who earned the nickname and formal job title of "Chief Yahoo."

Simplicity is key to co-operative robots

A way of making hundreds—or even thousands—of tiny robots cluster to carry out tasks without using any memory or processing power has been developed by engineers at the University of Sheffield, UK.

Floating nuclear plants could ride out tsunamis

When an earthquake and tsunami struck the Fukushima Daiichi nuclear plant complex in 2011, neither the quake nor the inundation caused the ensuing contamination. Rather, it was the aftereffects—specifically, ...

New clinical trial launched for advance lung cancer

Cancer Research UK is partnering with pharmaceutical companies AstraZeneca and Pfizer to create a pioneering clinical trial for patients with advanced lung cancer – marking a new era of research into personalised medicines ...

More vets turn to prosthetics to help legless pets

A 9-month-old boxer pup named Duncan barreled down a beach in Oregon, running full tilt on soft sand into YouTube history and showing more than 4 million viewers that he can revel in a good romp despite lacking ...