Apple, Microsoft Cut Hype, Boost Candor in Recent Product Rollouts
NEWS ANALYSIS: Both major players in the computer OS market make a remarkable about-face in their most recent product rollouts by cutting the hype and telling customers what to expect.There were surprises at Apple's introduction of the iPad Air 2, but for the most part, they weren't about the tablet itself, nor were there many surprises in regards to OSX Yosemite, the new iMac or even the iPad Mini 3. While there were new details that we learned for the first time, most of the major announcements were known. The biggest surprise was the appointment of comedian Stephen Colbert as Apple's "chief secrecy officer." Of course, it was a joke, as was Colbert's request that he be named "supreme allied commander of super secrecy." At least, I think that part was a joke. But what was most remarkable was that Apple could poke fun at its own history of super secrecy in previous announcements. Apple's announcement in September was likewise mostly about things that were known. While Apple Pay wasn't common knowledge, most of the details of the iPhone 6 and 6 Plus were well known before the announcement.
Likewise, when Microsoft announced that Windows 10 would be available at the beginning of October, about the only surprise was the fact that it would be called Windows 10 instead of Windows 9. The features of that operating system were also not really a surprise. And just to make sure that there were no surprises left, Microsoft is giving away complete preview copies of Windows 10 months before the product actually starts shipping.