Coming soon to the Aperture Store

A startling report from Microsoft’s Worldwide Partner Conference:

What we’ve been told is that Microsoft is planning to somehow harmonize not only Windows for PCs and Windows Phone, but also the Xbox operating system sometime within the next four years — a timeframe that perfectly lines up with both the end of the Xbox 360’s 10-year lifecycle and the end of Windows 8’s expected three-year run. That would mean Microsoft’s next next OS will run on PCs, tablets, phones, and the next-gen Xbox when it hits sometime in 2015/2016.

But that’s not the weird part:

Our sources also tell us that Microsoft is seriously considering ditching the “Windows” brand name in favor of something new when all this goes down. The idea is to rebrand this new super-OS with something that better fits with Redmond’s vision of the future.

“It’s still Windows,” Bill Quick points out. One could argue, I suppose, that it’s a damaged brand and should be replaced for that reason alone. Given Redmond’s propensity for vaporware, I’d suggest “Potemkin,” but I’m pretty sure that won’t sell.

So they might as well rename it for Xbox, a name which relatively few people hate — and most of the actual haters, I suspect, got to that point after a Red Ring of Death. If I can live through Windows Live Mail, surely I can live through Xbox Live Mail.


  1. McGehee »

    18 July 2011 · 3:42 pm

    They’ll call it wOS. Which is what its users will undergo.

  2. Luther »

    18 July 2011 · 8:44 pm

    And really, this branding, does it make any difference until a generation or two down the road.

    I’ve never been able to work up a big hate against MS. It may be inelegant, pedestran and overarching. But, it helped to get us to where we are today. A seperate question is whether that is a good thing or not.

  3. Andrea Harris »

    19 July 2011 · 12:16 am

    They should just break down and call it “Voldemort.” It’s not like people don’t already hate anything Microsoft puts out.

    Me? I feel neither love nor hate. It’s just what I have on my computer. Well, my laptop runs Ubuntu, which is a whole other kettle of problems.

  4. McGehee »

    19 July 2011 · 8:56 am

    Andrea, that association is already taken, by Lord Waldemart. Maybe Windows could become DarthOS.

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