Microsoft’s marketing department just can’t copy Apple’s

If there’s one thing we’ve learnt from Windows 8 and Windows Phone 8 this year, it’s that Microsoft has become very, very secretive. To the point where only a handful of builds leaked during the development process, much less compared to previous Windows development processes. Microsoft learnt to plug the leaks and to do it quickly.

But here’s the thing. Microsoft learnt how to do this from Apple, but they aren’t nearly as good at it.

Apple’s complete silence over the next iPhone (which we “know” to be all but confirmed) is somewhat marketing genius. It drums up excitement and anticipation amongst fans and non-fans alike, who are eagerly awaiting the next big thing.

Microsoft, naturally has tried to do the same thing but can’t seem to keep itself from spoiling the surprise repeatedly, and in turn, setting up those who have the potential be excited and enthusiastic about their product launches for disappointment.

If you’re not following, I’m talking about the over-promised delivery of products, the waiting for months on end without a price or a solid release date, the vague statements around what the software/device can actually do and not even letting the press get excited about stuff, even though you’ve shown it off. It’s not working. It may have created buzz, but that’s it.

Microsoft, if you’re going to do like Apple does, I think it’s better you keep your mouth shut until you actually have something to say.