To start the year off, I wrote an article about Windows 8’s release which to nobody’s surprise became one of Microsoft’s most hated products to date. Considering everything that went wrong with Windows 8, it would have been safe to assume Microsoft would have discontinued the development. However, there’s more to the story. There is a lot to unpack with Windows 8. Unlike other versions of Windows, Windows 8 arguably has many topics to delve into. So much so that I wrote two separate articles. Not only does it tell the tail of an extremely misguided corporation, but also one that was able to somewhat correct its course. In 2013, Microsoft released Windows 8.1, an Operating System that acted as a form of retribution for Microsoft. This retribution would work, in the way it possibly could. Despite all the problems that arose before it, Windows 8.1 was received quite well among consumers, even when people were comfortable with migrating from Windows 7 or XP. Sales were undeniably much higher compared to Windows 8.
Additionally, Windows 8.1 brought a division within the PC community, with many critics describing the Operating System as a continuation of Microsoft’s confusion in terms of trying to abandon traditional PCs and make tablets the future, while others were saying that it was “better than Windows 7.” Which had a majority market at the time. On the surface, Windows 8.1 does not appear different from Windows 8. But many still ask, “What went right with Windows 8.”
Why is Windows 8.1 Better?
It is important to note that Windows 8.1 was by no means a fathom to all of Microsoft’s problems at the time, it was rather a release of Windows that significantly remediated the company’s direction with their products, and in that regard was successful, both statistically, and with how well it was received among its users. People understandably wonder how this is. However, with many product launches, there isn’t one straightforward answer. Upon observation, the root causes become apparent. Windows 8.1’s success can be attributed to Microsoft acknowledging its mistakes, establishing an easier software environment, performing effective damage control of the original Windows 8, and the right timing. As you may recall, people’s hatred for Windows 8 was by no means embellished. Microsoft had made some terrible decisions. To improve the next Operating System would be to own up to that. To make a better sense of how Microsoft made these bad decisions, and how these series of events would ultimately benefit Windows 8.1, requires reviewing Windows 8’s development history.
Windows 8’s Development & Tablets.
Windows 8’s development dates back before Windows 7’s release in 2009. This isn’t unheard of by Microsoft. If you recall, Windows Vista’s production began before Windows XP was released, and XP began before Windows 2000. Although Microsoft prefers to be ahead of the game, it would be different this time because Windows 8’s development was arguably much more time-sensitive compared to previous versions of Windows. This would be the result of the tablet industry. While the iPad wasn’t released yet, it is apparent that the tablet industry was growing rapidly and would very soon start to accelerate, and Microsoft was keen on getting into it. While Windows Tablets existed prior dating back to Windows 95, these were not considered accessible. Because Windows was optimized for PCs, complications were introduced more than they were worth.
ARM Processors.
The new Windows would combat this by making the tablet and PC systems indistinguishable, and Microsoft announced that this new version of Windows was going to support ARM-based computers, devices such as smartphones and tablets. A decision like this would make the new Windows more universal, and easier to distribute on several tablet-like devices, rather than ones that had to be specifically crafted to support the hardware demands of older versions of Windows, which took much more time and money. Being able to run just as easily on a larger variety of devices, with very little to no learning curve for the user would create an environment known as an ecosystem. This means that Windows’ main functionality would no longer be limited to laptops and PCs.
Leaks & Rumors of Windows 8.
There have only been a number of Windows 8 builds leaked before its official release. The first version appeared in 2010. Seeing that it was so early on, it was virtually identical to Windows 7, with the exception of a different wallpaper. As the years went by, this would quickly change. Rumors would soon spread in January 2011 that Windows 8 would include a new application framework, “Jupiter,” which would introduce a newer design for the already new Windows 7 design. This application model would introduce more fluid animations and smoother transitioning from other programs. This would take Windows 7 and make it easier to use on tablet devices. This however didn’t stop. As you may be familiar with, Windows 8 would introduce Tiles. Which would become one of its most hated features. Because it is much more difficult to navigate an Operating System like Windows XP or 7 on a tablet without a mouse, Tiles served the purpose of combatting this obstacle. Large buttons that would take you to programs and applications. Tiles served their purpose on tablets. On a computer, however, it was excessive. As Windows Builds progressed over time, they slowly started to adapt to these new features. In October of 2012, Windows 8 would be released to the public. As seen with its release, it did not go well. Now that there is a general vision of how Windows 8 was developed, Microsoft’s desire to make corrections and the reason for creating Windows 8.1 becomes much more obvious.
The Story of Windows 8.1
In early 2013, rumors started emerging that a new version of Windows, known as “Windows Blue,” was in development. After a Microsoft developer uploaded the project’s name to his LinkedIn, separate from Windows 8, this project would eventually become Windows 8.1, and wouldn’t be treated as an incremental update to Windows 8. Rather, as its own version of Windows. It might come as a surprise that Microsoft announced a new version of Windows so soon after the recent release, but this decision stems from their revised strategy to introduce annual upgrades for Windows. This decision was made so Microsoft could keep up with the ever-changing computer industry. This determination alone showed a lot of growth within Microsoft.
Windows 8.1’s Features.
What would help Windows 8.1 become much better than its predecessor would be Microsoft’s attitude, which is reflected in its features. One of the most praised features that was seen in Windows 8.1 was the return of the Start Menu. Trying to run Windows 8 on a traditional PC was a terrible experience. Microsoft would acknowledge its mistakes. Other companies would have either ignored their missteps altogether or solved the problem while acting as if it was a new innovative feature. Microsoft saw the criticism, acknowledged its mistake, and brought the Start Menu to make amends with its consumers. Users would also have the option to automatically boot to the desktop, so there was no need to see the Start Screen for the most part. Users now had somewhere to access their programs. Additionally, installing a program such as Classic Shell would be an easy alternative. Having an alternative Start Menu and being able to boot to the desktop made Windows 8.1 into a modern revised version of Windows 7. This is what it became, which makes sense why people think it is nearly as good. At this point, users virtually had no complaints. Not only was this startup setting convenient for traditional PC users, but it was also convenient for tablet users as well. Microsoft had made a compromise with its users. This Start Screen appealed to tablet users, while the desktop appealed to PC users. People now had a choice. It wasn’t forced like it was in Windows 8.
Microsoft was not completely abandoning the idea of a tablet revolution, they still committed to it. While Microsoft could still direct Windows into the tablet industry, more gradual and cleverer decisions had to be made. At the moment, it was time to focus on making reparations with the PC market, and Windows 8.1 would introduce other features to help. An example of such features is multitasking support. Microsoft’s ability to reflect and negotiate improved Windows 8.1’s reputation, along with sales for both the Operating System and Microsoft devices. These features create somewhat of a domino effect for Windows 8.1’s success, as this is what would help establish the “Microsoft Ecosystem.”
Microsoft Ecosystem.
This was Microsoft’s objective with Windows 8, but ultimately failed. An ecosystem consists of an Operating System that is so versatile and universally supported, that its use remains the same across multiple platforms with little to no change. Whether you are on a phone or computer, the Operating System remains the same. This is something that Apple has accomplished with the iMac, iPhone, and Apple Watch which run on sister Operating Systems that work together so harmoniously, that it feels the same. This is exactly what an ecosystem does. While Windows 8 may have appeared to have gotten closer to this because Microsoft had created Windows to be tablet-based, they did so at the expense of having the computer be usable. Microsoft did not create an ecosystem, but rather they shifted their priorities. With Windows 8.1 however, these compromises put Microsoft back on track. Now that PC users have the choice of making their OS look like the traditional Windows they’re familiar with, and tablet users could also keep the OS looking like a tablet without having to configure settings in the Operating System, it was much more interchangeable. Additionally, Windows 8.1 also had the opportunity to further adjust Windows’ implementation with Apps. Now PCs, laptops, and tablets can coexist in the same environment, the true Microsoft Ecosystem. Windows 8.1 on desktops and laptops such as the Surface Pro had nearly identical interfaces with Windows RT on the Windows Phone. Since communication wasn’t difficult, it felt like the same Operating System on all of these devices. While it wasn’t perfect, even in some instances where applications would not work with Windows 8.1, it was still much better and people took note of that and were now open to the Microsoft Ecosystem. Microsoft would ultimately master the ecosystem with Windows 10, which can be used the same on both a computer and tablets such as the Surface with no learning curve at all. However, Windows 8.1 is the first to introduce this ecosystem.
Microsoft & Damage Control.
Microsoft would quickly learn to make it up to its audience, but it did come at a price. If you were already an active Windows 8 user, you could upgrade for no additional charge. There was no way Microsoft was going to charge them, and that their users would think they dare sell Windows 8 twice due to their mistakes. When Windows 8 users made this free upgrade and saw how much better it was, they would then start to recommend Windows 8.1 to non-Windows 8 users.
Windows 8 v. Vista & 7.
Microsoft was also able to keep things moderately under control with how they marketed Windows 8.1, by its name. Microsoft made it no secret that Windows 8.1 was going to be its own version of Windows, but it kept the Windows 8 association. While changing the name altogether might have worked better after a few years of release, similarly with Windows Vista and 7, making a new Windows Operating System with a new name after a new version looks untrustworthy and indecisive. While it was a massive update, the name was still kept. but make one incremental change, to make it appear as an upgrade with the same version. This would be a very smart decision, While the OS was the same, it was made differently.
Windows 8 v. 8.1
This left users knowing that there was going to be a new update to Windows 8, but rather than disregarding it as a typical update, users were now expecting something significant, and this marketing tactic was able to open the minds of otherwise very unmoving people. Microsoft, through brilliant marketing, and well-managed marketing, minimized the chaos that Windows 8 caused. Lastly, one of the biggest components of Windows 8.1’s success was that it was released at the right time.
Windows 8.1’s Timing. – Era of Tablets.
As you already know, Windows 8 wasn’t released at the right time. This is because it predicted an upcoming phenomenon too early, this would be the Era of Tablets. Around the 2000s, people were aware that tablets were starting to develop. However, it wasn’t the right time. People didn’t realize that the popularity of tablets would increase. According to The Washington Post, in 2011, 3% of American adults owned a tablet. By 2012, that number would increase to 18%. One year later, 33% of Americans owned a tablet. The decision to pick up this trend early on would be smart for Windows 8. Considering the majority of Windows users in 2012 used a computer and that tablet usage was pretty small, Windows 8 was too foreign and people were not as open-minded to it, it was confusing. As mentioned earlier, this would all change in one year. In 2013, there were more tablet users, meaning more Windows tablet users, which led to a higher demand for something similar to Windows 8. Now that nearly all of the problems with Windows 8 have been resolved, Windows 8.1 would be your “go-to.” While Windows 8 was correct in predicting the future, but wrong in assuming that tablets would be the only revolution, traditional computers would not be outdated, and Windows 8.1 would make an effort to acknowledge this in its changes. You could argue that Windows 8 was ahead of its time, but also focusing on the wrong areas.
Another factor of the times that helped Windows 8.1 was the obsolescence of Windows XP. By 2014, Windows XP was discontinued. While Windows XP’s market share was decent, users now had to upgrade. For many, there wasn’t a reason to update to Windows 7. Since a newer version of Windows was already available, those using Windows 7 were happy with it. So a lot of people migrating to Windows 8.1 were from XP for a newer, up-to-date experience. From Microsoft’s decision-making to people needing to update their PCs, would significantly improve Windows 8’s market share. Windows 8.1 was by no means the majority, but this OS was able to take the market share to great strides that would not have been possible with Windows 8. Microsoft took their problem and made it into a solution. Windows 8.1 did have its critics and unresolved problems from its predecessor, but it helped guide us to the era of computing we are familiar with today. Windows 8.1 was the transition point between what we got with Windows 8 and what we have with Windows 10. It serves as a valuable lesson for not only learning how to form good from bad but also learning to properly take criticism to correct course, therefore enriching the relationship you have with your audience and using that to continue improving the quality of your hard work as well as the passion of your community.
