Whether it’s due to nostalgia, good design, or the famous “Bliss” backdrop featuring an emerald-green hillside in California’s wine country, 2001’s Windows XP remains one of the more beloved Windows operating systems. Shoot, it managed to erase the memory of Windows ME, one of Microsoft’s biggest blunders.
Windows XP shipped in two editions: one for professionals, the other for home users, with features stripped out of the “pro” version, such as domain join. But Windows XP also shipped with a Media Center edition that transformed a PC equipped with a TV tuner into a powerful DVR. (Media Center remains one of the more popular, and mourned, features of Windows today—it’s one reason users cite for refusing to upgrade to Windows 10.)
Maybe you thought every pivotal Windows moment was a product release. Not so. As good as it was, Windows XP also unleashed Windows Genuine Advantage—or what we now refer to as “activation”—upon an unsuspecting world. It was the first step in evolving Windows from a “hobby” to what some would refer to as “Micro$oft.”
This attitude was nothing new. In 1976, Bill Gates penned “An Open Letter to Hobbyists,” where he complained that the amount of royalties paid by customers using its BASIC software amounted to about $2 per hour. “Most directly, the thing you do is theft,” Gates wrote, essentially equating sharing code with outright stealing.
Microsoft sought to curtail this activity with the release of Windows Genuine Advantage, which stealthily installed itself onto millions of PCs by way of a high-priority “update.” (Sound familiar?) Windows Genuine Advantage consisted of two parts, one to actually validate the OS and another to inform users whether they had an illegal installation: In 2006, Microsoft said it had found about 60 million illegal installations that failed validation.
Now? Virtually every standalone product Microsoft sells comes with its own software protections and licenses. If you want a “hobby” OS, you run Linux—which Microsoftalso spent millions trying to discredit, to no avail.
United States v. Microsoft
In May of 1998, following government concerns that bundling Internet Explorer within its operating system gave Microsoft an unfair advantage, the Department of Justice and several states filed a landmark antitrust suit against the company.
The trial lasted 76 days. Cofounder and chief executive Bill Gates appeared on videotape, seemingly dismissing questions put to him by government lawyers. Judge Thomas Penfield Jackson ultimately ruled that Microsoft had acted as a monopoly and should be broken up into two companies, though that ruling was later overturned by an appeals court.
Years later, an integrated browser is generally viewed as part and parcel of an OS, though consumers are free to select any browser they choose. Today, Microsoft and IE still power most older PCs, but consumers selecting new browsers are turning to Chrome.
Judge Penfield argued that consumers would have benefitted from a breakup of Microsoft. But we’ve argued before that Microsoft would have, too.
Browser-choice screen
In 2009, Microsoft struck a deal with the European Commission, ending the EU’s own antitrust investigation. That agreement created what became known as the “browser-choice screen,” encouraging European consumers to pick a browser besides Internet Explorer.
The browser-choice screen didn’t kill Internet Explorer; in fact, IE remained the most popular downloaded browser until March 2016, when Windows 10 helped push it out of the top spot. But the browser-choice screen certainly reminded consumers that other browsers existed, and that they could pick and choose whichever they preferred, rather than accepting what Microsoft provided to them.
Windows 7
For many, Windows reached its apex with Windows 7, which continues to be the dominant OS in Windows’ history: It reached a high of almost 61 percent market share in June 2015, and still commands about 47 percent of the market today.
Why? Any number of reasons, not the least of which is familiarity: Windows’ UI remained relatively static for almost 11 years, from the 2001 launch of Windows XP on up to the dramatic tiled revamp of 2012’s Windows 8. Windows 7 also added several elements that we take for granted in Windows today: the taskbar, a more evolved Snap function, and support for multiple graphics cards. It’s also important to note that Windows 7 supports DirectX 11.1, which is arguably still the dominant graphics API today. Until DirectX12 supersedes it, gamers won’t have a reason to leave.
Windows 7 also eliminated many of the annoying UAC popups that its predecessor, Windows Vista, had put in place. And (as our commenters have repeatedly pointed out) it lacks the frustratingly frequent updates of the current Windows 10, allowing users to essentially “set it and forget it.”
Laptop Hunters ads
Microsoft ran a series of “Laptop Hunters” ads during 2009, featuring real people buying real laptops from real stores—and consistently picking Windows PCs over the more expensive Apple options. For about three years, Microsoft had been stung by the barrage of “I’m a Mac/I’m a PC” ads portraying PCs as clunky and out of touch, and “Laptop Hunters” effectively skewered that message as pretentious and expensive.
The campaign followed a $300 million “I’m a PC” push a year earlier, which lacked the real-world punch of Lauren and other real-world customers. Both campaigns illustrated Microsoft’s pivot to being the face of the PC. The “Dude, you’re getting a Dell!” days are long gone.
Windows 8.1
I vividly remember the first time I saw a Windows 7 user try out Windows 8: He stabbed at tile after tile, unable to figure out what to do with Microsoft’s new OS. Most of the public did the same. Today, we barely even talk about Windows 8.
Instead, we talk about Windows 8.1: the “service pack” update that undid at least some of the flaws that plagued Windows 8. In my opinion, the most notable thing about Windows 8.1 was that it showed Microsoft was listening to its customers again, even adding a hidden “boot to desktop” command to remedy one of its users’ biggest complaints. (It also was the last time SkyDrive, later renamed OneDrive, actually acted like the cloud backup we wanted.)
By itself, Windows 8.1 is a relatively minor release. But it stands as an important admission of guilt, and an apology, for the sins of its predecessor.
The rise of Android, the fall of Windows Mobile
In February 2007, Microsoft debuted Windows Mobile 6, its first mobile operating system for true smartphones and arguably one of the company’s most successful. In November 2007, however, the free Android OS debuted. A year later, HTC launched the first Android smartphone: the HTC Dream, seen here. It was all downhill from there for Microsoft.
Yes, you could make a strong argument that Microsoft’s massive $7.8 billion acquisition of Nokia’s devices business in 2013—which, by now, has been almost completely written off—was actually the last gasp of Microsoft’s mobile vision. But the launch of the Dream, and the hundreds of millions of Android phones that followed it, lured away third-party developers Microsoft needed for its mobile aspirations to thrive.
Windows 10: The ‘last Windows’
With Windows 10, Microsoft made the gutsy call to bring beta testers in as partners rather than as guinea pigs. The Windows Insider program lets users try out and evaluate builds almost as quickly as Microsoft can churn them out, fostering an air of camaraderie between users and Microsoft.
Windows 10 also introduced a number of features: a revamped Start menu, better notifications, virtual desktops, and more. It launched Cortana, a digital assistant that Microsoft hoped would eliminate the grunt work of setting reminders and sending quick texts and email.
But Cortana’s privacy-intruding nature and Microsoft’s aggressive upgrade practiceswashed away some of the goodwill Windows 10 originally engendered. Today, Windows 10 is one of the more polarizing operating systems in recent memory, with many Windows 7 fans loudly criticizing it, and others supporting the direction Microsoft has taken.
The evolution of the digital assistant
Of course, Microsoft has a long, controversial history with digital assistants, beginning way back in 1995 with the debut of Microsoft Bob. That program was meant to help familiarize Windows users with various applications by anticipating the users’ needs. While universally derided, Bob introduced the concept of ostensibly helpful characters, from a superhero dog to a clone of Albert Einstein to the infamous Office assistant “Clippit,” aka “Clippy.”
You can make the case that Clippy and its ilk evolved, over time and behind the scenes, into the far more sophisticated digital assistant that’s built into Windows 10: Cortana. The difference, of course, is that Cortana is part of a larger trend, joined by Google Now and Siri, digital assistants in their own rights for the Android and iOS platforms, respectively. Indeed, Microsoft is pushing its Bot Framework, which enables the creation of intelligent digital helpers, into all sorts of new applications beyond the OS, such as Skype and Bing.
Patches, good and bad
Windows has bugs. Windows requires patches. And while there have been many, many updates over the years to fix bugs, slowdowns, and other incompatibilities, there have also been many, many screwups, too. InfoWorld has an entire list of them.
My favorite? A patch that put a mysterious black bar on one side of Internet Explorer—and if you clicked it—CRASH!—down came your machine with a BSOD. For a time, Microsoft allowed you to refuse Windows patches. Windows 10, unfortunately, did away with all that.
That concludes our list of Windows’ most pivotal moments. We could have spent dozens upon dozens of slides diving deep into Windows’ history, but we had to stop somewhere. Is there anything we missed? Tell us below.
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