Asus’s Jerry Shen’s belief that Windows 8’s ‘familiar user interface’ will be capable of defeating the iPad certainly doesn’t come as a surprise. This is the same man, after all, who talked up the idea of an Asus MeeGo laptop just six months ago. Shen runs one of the gadget world’s most successful and innovative companies, but his public pronouncements should always be taken with a pinch of salt.
So his assertion that Windows 8 would turn the tablet space on its head is bizarre at best. Because even if Windows 8 has potential, it’ll need to be perfect the minute it comes out of the gate if Microsoft is going to make even the smallest dent in Apple’s epic lead.
There’s no denying that Windows 8 is promising. But ‘familiar’, as Shen claims? Hardly. Its UI is influenced by Windows 7 and Windows Phone, but it doesn’t have the same breezy appearance and simplicity as iOS. That’s understandable, as it’s a complete desktop experience as opposed to a refined tablet one.
And therein lies one of the key problems. What consumers love about tablets is simplicity. Asus knows this, especially as its Eee Pads have sold comparatively well and used Google’s Honeycomb iteration of Android to good effect. So Windows 8 is going to have to offer that in spades. This doesn’t mean a natty front page which masks myriad menus. We’re talking Windows Phone-style design through the entire device.
What’s more, hardware is going to be a key factor. Plasticky frames and awkward port covers are not going to cut it when consumers are so used to the iPad’s sleek looks and even the Kindle Fire’s basic, but slick black design. Microsoft has failed in this area in the past when it comes to tablets and it’s surprising Asus’s CEO thinks it can circumvent this issue in the future. Consumers have grown used to tablets being beautiful to look at as well as easy to use. If any manufacturers get this wrong, don’t expect Windows 8 to come close to touching the iPad in its first months and years on sale.
Then, of course, there is the time advantage. Even if Windows 8 tablets are a perfect combination of lush software and eyeball-stroking hardware, the Big M and the likes of Asus are going to have to fight like dogs to ensure their products get noticed above the iPad, which will have been out for over two years by the time the first Microsoft tabs land. They only need to look at the well-received Galaxy Tab 10.1 to see that even the best rivals can’t match up in the eyes of the wider public.
Of course, Windows 8 is exciting. But Shen’s pronouncement is the kind of talk Redmond could do without. It’s exactly the kind of brash statement that could come back to haunt them in just a few short months time. Killing the iPad will take more than bullish words.
