There is a smug maxim in Silicon Valley and the places that imitate it: “To survive, you must destroy your company every x years” (where x varies according to how much the speaker wants to stress the pace of technological change). Sometimes attributed to Intel’s former chief executive Andy Grove, it is a maxim more often repeated than observed. But it can be a lovely and startling thing when a large, publicly traded company takes a big bet by replacing its core product.
Microsoft’s new Windows 8 operating system, which went on sale last Friday, is the most dramatic gamble by a technology company since Intel abandoned the memory market to make semiconductors in the 1980s. Windows is a civilisational tool; there are more than 1bn Windows users around the world but when, after being given a new personal computer by their IT manager or buying a new device for themselves, those users boot up the new OS, they will recognise nothing.
Gone is the familiar “Start” button and user interface Microsoft has used since it launched Windows 95, 17 years ago. In its place, users will find a screen of shifting colourful tiles. If they have set up a Microsoft account with Outlook, their email, calendar and contacts will appear automatically; if their Microsoft account is linked to Facebook, the faces of their Facebook friends will begin blinking in a People tile and the photos they have posted will float into a Live tile. To its new users, Windows 8 will seem as personal – and as non-corporate – as their smartphone or tablet computers. That is the whole idea.