The office suite Microsoft 365 appears to require no rebranding, while there is a strong case for a rebranding of Windows 11.
In the ever-evolving world of technology, Microsoft is making some significant moves with its latest offerings, Windows 11 and Microsoft 365 Copilot. However, these changes have left some users feeling a bit bewildered.
Microsoft 365 Copilot, the rebranded Microsoft 365 Office, has adopted an almost identical icon to Copilot itself, causing confusion among users. The new name does not clearly communicate what the software does, adding to the confusion.
Meanwhile, the leap to Windows 11 from Windows 10 has been a challenging adjustment for many users, making alternative operating systems equally as alien an option. The question of Windows 12's materialization is becoming increasingly uncertain, leaving users wondering what the future holds.
Windows 11, in its present state, is likely to be an operating system that people tolerate but never fully embrace. To encourage transitions, Microsoft is offering incentives to Windows 10 users. However, the end-of-support for Microsoft 365 apps on older systems will push users to Windows 11, but begrudgingly.
Microsoft's Copilot rebranding has been criticised as an exercise in derivative overuse, with everything from apps to new Copilot+ PCs labelled with the same name. This lack of differentiation has not gone unnoticed.
The only platform potentially stealing market share from Windows 10 could be macOS or Linux. Interestingly, Amazon's Fire OS, which uses a modified version of Android, targeting tablets rather than desktop systems, does not directly compete much in the Windows PC operating system market.
Microsoft has made a significant investment of over $13 billion to get its foot in the door early with OpenAI, hinting at a potential shift towards more generative AI modding of core Windows apps. This could potentially cause similar complaints about hardware requirements and AI bloat in future versions.
Microsoft's actions, such as strong-arming users and revoking support for popular apps, are not well-received by its user base. This has led to calls for a rebrand of Windows 11 to create a cohesive ecosystem and make it a platform people actually want to use.
Looking ahead, many businesses are expected to transition to Windows 11 throughout 2025, potentially increasing its market share. Meanwhile, Jaguar announced a modern rebranding in November with the "Copy Nothing" video, providing a contrasting example of successful rebranding in the tech industry.
As the tech landscape continues to evolve, it will be interesting to see how Microsoft navigates these challenges and whether it can win back the trust and enthusiasm of its user base.
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