NEW YORK -
For a company that has launched products with Ringo Starr, Paul McCartney and Jay Leno -- and has even paid to light up the Empire State Building in its signature colors -- Microsoft's unveiling of Windows 8 on Thursday was a subdued affair.
Windows 8 is Microsoft's radical reimagining of its ubiquitous operating system. What makes it vastly different from past Windows releases is that it's designed from the ground up to work on touch-enabled PCs and tablet computers. Microsoft is also making its own tablet computer, the Surface, marking the first time that it will manufacture a general-purpose computer. Both the Surface and Windows 8 will go on sale Friday.
For the event, Microsoft dressed up a cavernous former bus depot on a floating pier jutting from Manhattan into the Hudson River. Improvised siding shielded the roughly 500 reporters and other guests from the sight of a ruined pier to the south.
This time, with no rock stars in attendance, Microsoft executives took the stage to introduce an array of Windows 8 desktops, laptops and tablet computers made by AsusTek Computer Inc., Dell Inc., Samsung Electronics Co. and others.
Instead of raising expectations, Microsoft Corp. did what it could to reset them.
In recent days, some reviewers have panned Microsoft's Surface tablet. Others have criticized the dearth of apps in the Windows Store, the new online store where customers can buy apps that will work on the current model of the Surface and other devices that use the streamlined version of the new operating system, called Windows RT.
"The Windows Store has more apps than any competing app store had at its opening," said Steven Sinofsky, president of Windows and Windows Live, in a thinly veiled reference to Apple Inc.'s iPad, which launched in April 2010 relying on apps that had been developed for the much smaller iPhone.
"Thousands of new developers are joining the Windows Store ecosystem," Sinofsky added. "Your PC experience only improves over time."
Microsoft's U.S. launch event followed a pre-launch event in Shanghai on Tuesday.
Launches such as Microsoft's inevitably draw comparisons with Apple's events. Microsoft's event in New York took on the look and feel of Apple's famous unveilings but lacked the element of surprise. Apple's late founder and CEO Steve Jobs used to tease audiences with "one more thing" at the end of Apple presentations. Most of what came out Thursday had already been known long ago -- a consequence of Microsoft's need to work with a wide array of partners, particularly PC makers.
Microsoft's event was tame even by Microsoft standards. For the Windows 95 launch, founder Bill Gates brought Leno to the stage to show how easy the software was to use. In 2009, McCartney and Starr helped promote the "Beatles: Rock Band" video game during Microsoft's presentation at a game conference in Los Angeles.
In the one extravagant touch of the Windows 8 event, Microsoft built a miniature model of Manhattan out of wooden boxes. It was painted white and covered an area the size of a basketball court. Reporters could walk among the buildings to peruse Windows 8 devices --desktop PCs, notebook computers and tablets-- perched on their "roofs."
Sinofsky was the first to appear on the stage Thursday, standing before a light blue background amid a row of devices from various manufacturers. He wore a blue V-neck sweater over a white T-shirt. CEO Steve Ballmer later appeared in a suit and unbuttoned collar with no tie.
Microsoft executives said 1 billion people are using Windows and 11 billion photos are stored on its cloud storage service, SkyDrive.
They borrowed from Apple's phrase book, frequently relying on superlatives to describe Windows and the machines and gadgets that run it. Sinofsky said the release was "the best release of Windows ever" and the array of PCs, tablets and "convertible" tablet-PCs were "the best PCs ever made."
Perhaps in a nod to its many manufacturing partners such as Dell and others, Microsoft didn't talk about its own device, the Surface tablet, until the end of its morning presentation.
It followed that with a separate presentation in which Surface general manager Panos Panay dropped the tablet from shoulder height to the stage without breaking it to demonstrate the toughness of its glass and magnesium case. Sinofsky also showed off a couple of Surface devices the team had turned into skateboards by screwing on rails and wheels.
Ballmer, wrapping up an initial presentation, appeared to address concerns that the new Windows 8 interface, which emphasizes touch, has annoyed some early PC reviewers.
"Windows 8 shatters perceptions of what a PC now really is."
Later, he addressed a concern that some PC users have had with pre-release versions of the software -- that it lacks a familiar "Start" button containing programs, settings and other controls. Microsoft has said its new interface, with its automatically updating tiles on the opening screen, replaces that button.
Asked by an Associated Press reporter if he might bring the "Start" button back, Ballmer replied, "You've got a whole screen as a `Start' button," while hurrying off.
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By RYAN NAKASHIMA and PETER SVENSSON AP Technology Writers
Nakashima contributed from Los Angeles.
Buying guide: How to get, or avoid, Windows 8
By ANICK JESDANUN AP Technology Writer
On Friday, Microsoft Corp. will release a new version of its Windows operating system, one designed to make desktop and laptop computers work more like tablets. There will be several ways to get it -- or avoid it.
Windows 8 represents the software company's effort to address the growing popularity of smartphones and tablet computers, namely the iPad.
The new software is a radical departure from previous versions of Windows. It may take people time to get used to the changes. The familiar start menu on the lower left corner is gone, and people will have to swipe the edges of the screen to access various settings. There will be a new screen filled with a colorful array of tiles, each leading to a different application, task or collection of files.
Windows 8 is designed especially for touch screens, though it will work with the mouse and keyboard shortcuts, too.
There will be several versions of Windows 8:
-- Windows 8.
Like its predecessors, Windows 8 will run on computers with processing chips made by Intel Corp. or Advanced Micro Devices Inc. There's a basic version designed for consumers and a Pro version for more tech-savvy users and businesses. The Pro version has such features as encryption and group account management. Large companies with volume-licensing deals with Microsoft will want Windows 8 Enterprise, which has additional tools for information-technology staff to manage machines.
-- Windows RT.
For the first time, there will also be a version running on lower-energy chips common in phones and tablets. That version will run on tablets and some devices that marry tablet and PC features. While tablets with Windows 8 can run standard Windows programs, the RT devices will be restricted to applications specifically designed for the system. Borrowing from Apple's playbook, Microsoft is allowing RT to get applications only from its online store, and apps must meet content and other guidelines.
-- Windows Phone 8.
While Windows 8 and RT will be out Friday, the phone version won't be available until an unspecified date this fall. Microsoft has an event on it Monday and may announce more details then. Nokia Corp. and Samsung Electronics Co. already have announced plans for new Windows phones.
You can get Windows RT and Windows Phone 8 only by buying devices with the software already installed, while Windows 8 can be purchased as an upgrade as well.
Here's how you can get -- or avoid getting -- Windows 8:
-- Buy a new PC:
Desktop, laptop and tablet computers with Windows 8 already installed will go on sale Friday, starting at 12:01 a.m. local time around the world.
Several PC manufacturers including Samsung, Lenovo Group Ltd., Hewlett-Packard Co. and Dell Inc. already have announced details about their new machines.
Windows chief Steven Sinofsky said there have been 1,000 PCs certified for Windows 8, with the cheapest costing about $300. There will also be new models of slim, lightweight laptops called ultrabooks
Retailers such as Best Buy Co. have trained staff to explain and demonstrate the new system.
Microsoft will also have its Surface tablet with Windows RT out Friday, with a Windows 8 version coming later.
-- Upgrade your PC:
Those who have bought a Windows 7 PC (other than the Starter Edition) since June 2 will be able to buy Windows 8 Pro for $14.99. The offer applies to Windows 7 PCs sold until Jan. 31, and the upgrade must be claimed by Feb. 28.
To claim the offer, register the machine at https://windowsupgradeoffer.com. You'll get an email with a promo code, which you can use to get the Windows 8 upgrade online.
Those who bought a Windows PC before June 2 will be able to upgrade for $39.99. You must already have Windows XP with Service Pack 3, Windows Vista or Windows 7.
Those who prefer buying a DVD to upgrade will have to pay $69.99.
Before buying the upgrade, check to make sure your machine is strong enough to run Windows 8. Microsoft lists the system requirements here: http://windowsupgradeoffer.com/en-US/Home/ProgramInfo.
Not sure if you have what it takes? Microsoft has an upgrade tool that will stop you if you try to buy Windows 8 without the requirements. The tool will also warn you of software that might need updates to work on Windows 8. Go to http://Windows.com starting Friday to get started.
If you're upgrading from Windows 7, the tool will let you keep settings, personal files and applications. You can migrate settings and files from Vista and files only from XP. You'll also have the option to start fresh and bring nothing to Windows 8.
-- Keep older Windows:
Do nothing if you do not wish to upgrade to Windows 8. After Windows 8 is out, most machines on sale will have that version of Windows.
It will be possible to buy Windows 7 machines or upgrade to Windows 7, though you may have order online and your choices may be restricted to gaming or business-oriented machines.
Microsoft hasn't said what the cutoff date for Windows 7 will be, but expect to be able to buy Windows 7 as an upgrade for another year or preinstalled on a new machine for two more years.
After Windows 7 came out in October 2009, for instance, retailers were still allowed to sell boxed versions of the predecessor, Vista, until October 2010. PC makers were able to sell Vista machines until October 2011.
Microsoft plans to continue providing technical support for Windows 7 until Jan. 14, 2020.
