A major Windows 11 update is just around the corner. Microsoft just shipped Windows 11 version 26H2 to the Release Preview Channel and general rollout of the update starts in a few weeks.
The upcoming update to Windows 11 includes UI changes such as the ability to move the Taskbar and under-the-hood improvements. It’s a more substantial change than we’ve seen in previous years, which begs the question, “Where is the Surface to showcase all these improvements to Windows 11?”
Microsoft appears serious about its push to improve Windows 11 and listen to feedback about the operating system. The first real wave of improvements is essentially here, so why isn’t there someone on stage showing them on a Surface?
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Microsoft is a gigantic company and its teams often don’t talk to each other enough to create full unity of design. I talked about this last week in the Windows Wrap when discussing the app situation on Windows 11. While Microsoft is working to fix many of its inbox apps, it’s not addressing the same inconsistencies across Microsoft 365, Teams, and other apps.
Microsoft has shuffled things around over the years, combining Surface with Windows and changing how leadership is structured. But right now it feels like Windows and Surface are distant. Microsoft does not have a unified marketing push to highlight all the changes to Windows 11. There isn’t an announced event or upcoming device that would showcase the major Windows 11 improvements that will ship to PCs in only a couple of weeks.
Surface is supposed to show the best of Windows and Microsoft will miss an opportunity unless it has an ace up its sleeve. Microsoft used to announce Surface hardware in April and October. I’d love to see Microsoft surprise us with something that showcases Windows 11.
Windows and Snapdragon
Microsoft did a good job pairing Windows 11 and Snapdragon developments. At one point the Surface Pro X showed that a Snapdragon-powered PC can be fanless. Microsoft later shifted away from that, instead emphasizing the power efficiency and unplugged performance offered by Snapdragon PCs.
But the principal remained the same; Microsoft used it’s flagship hardware to highlight improvements to Windows 11 on Arm. Microsoft’s faith in Snapdragon also pushed other PC manufacturers to make laptops powered by Qualcomm‘s chips. Snapdragon PCs are sold side-by-side with laptops powered by Intel or AMD chips.
Of course, it’s easier to use Windows 11 to show hardware improvements when there are concrete examples such as improve battery life or better unplugged performance. Microsoft has more of a mountain to climb when it comes to marketing the ability to move the taskbar and improved start menu. Under the hood improvements are tricky to show off.
That challenge is why I asked earlier this month if the next major Windows 11 update should be Windows 12. But that’s precisely why Microsoft needs to use Surface to highlight the improvements to Windows 11. Without a major marketing push about an OS upgrade, Microsoft needs to use its other resources to make sure shoppers know that this isn’t the same old Windows 11.
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