At the same time of year, every year, you can expect to see Google and Apple host an event where they will talk about what’s coming next for their respective platforms. These events usually take place in May and June, at each company’s respective developer conferences.
This has been the case for years at this point, and it means people know when they’ll learn more about what’s next for Android, iOS, and macOS. If you’re a fan of either platform or technology in general, you already know that May and June are going to be exciting months.
Without a predictable, annual Windows event, Windows fans have nothing to look forward to. There isn’t a moment in the year that I can point to where I can say, “That’s when we’ll learn about what’s next for Windows,” and that’s a crying shame. It means we’re left in the dark for long periods of time, and in some cases, it even feels like Microsoft is ashamed of Windows.
Android and macOS fans know they can be excited for May and June, whereas Windows fans don’t have that. We’re lucky to even have an event, let alone know when said event is expected to happen.
I don’t think this is a hopeless situation, however. Actions speak louder than words, and I really believe that hosting an annual Windows event at the same time every year would go a long way to mending the relationship between Windows and its most vocal users.
An event would give Microsoft an opportunity to set the narrative for Windows over the next year. One of the reasons why Windows has such a negative reputation right now is that Microsoft just ships new features whenever it wants without really setting the stage or providing roadmaps for what’s coming and when.
That means when we get four straight months of AI features and nothing else, people lose hope, because the company never told us about the other things it has planned for the platform. An event every year would solve this. Microsoft could get up on stage and outline what’s next for Windows over the next year. Everything from gaming improvement to productivity enhancements, and yes, even AI.
But at least we’d know that those other improvements are coming. As things currently stand, without an annual Windows event, we just have to take things as they come, and that doesn’t give us a good overview of the platform. We don’t know what’s next for Windows until Microsoft is shipping it, and that’s a terrible way of generating hype.
What should an annual Windows event look like?
If Microsoft were to bring back a consistent, annual Windows event, what might that look like?
If I were in charge, I’d want the Windows event to be held every year in July, in a physical location and streamed online. At the event, I would outline the next 12 months of features that the company expects to ship on top of the next version update, which usually rolls out in September or October. This would be the moment in the year where Microsoft can formally announce the next Windows version release, as well as provide updates around platform and ecosystem health, such as usage numbers, app store/platform updates, and more.
So if Microsoft held a Windows event in July this year, that would be the event where Microsoft announces Windows 11 version 26H2. At the event, it would spend time talking about new features that are in development and are expected to land in the product over the next 12 months. The event would essentially reveal what the company expects to ship during the 26H2 release cycle.
Some of these features might be ready to start testing right away, while others might not be available for months to come. But the point of the event is to outline the roadmap for the next year so that we’re not left in the dark. This allows Microsoft to set the narrative around what it intends to deliver on the platform.
It also gives the company a chance to surprise people. Announcing the next year of features ahead of time reduces leaks and, more importantly, sets expectations for customers. People will have time to learn about what’s coming and adjust to any changes, should that be necessary. It also gives Microsoft time to respond to feedback. Imagine if Recall had been announced a whole year before it was supposed to ship? The Copilot+ PC launch event would have been much more positive.
The event should also be a moment in time in which Microsoft can show off new hardware in the Windows ecosystem. Not just Surface PCs, but the best of all its hardware partners. Lenovo, HP, Dell, and other big-name manufacturers should have a moment in the spotlight where they can show off their latest flagship product.
Microsoft could choose to unveil new Surface PCs during this event, too, depending on whether it has anything ready for this time of year. But I want to be clear, the event should be focused on Windows, not hardware. Hardware should be a footnote (unless there’s a new category being unveiled or highlighted).
Events build hype, and Windows needs hype
Simply put, Windows needs a bit of excitement right now. It wouldn’t be a lie to say that enthusiasm around Windows is at an all-time low, and I think hosting an annual Windows event where the company could drum up some excitement around the platform would be a strong way to gain back some of that enthusiasm.
People need a moment of time in the year where they know we’ll hear more about the next wave of Windows updates. This is because when we’re at a low point, like currently, we’d know that Microsoft has an event coming soon where they will likely address the issues people have.
As things currently stand, Windows 11 is in a terrible place, and there’s no sign that things are going to change outside of a PR statement released by the company that says they are looking to address “pain points.” That’s not really very reassuring, is it? An event where Microsoft could come out and say, “This is how we’re addressing the pain points”, really would do wonders.
Over to you
Do you agree with me? What are your thoughts on the idea of Microsoft hosting an annual Windows event? Let us know in the comments.
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