Following Microsoft's too-secret, ill planned, last minute Surface announcement on Monday, today we have another big Microsoft event, thankfully minus all that contrived hype we got the other day. While tech watchers are guessing at what, exactly, Microsoft will be announced in San Francisco today, they've got some ideas: A save the date email calls it Developer Summit, and shows a Windows 8 phone.
The directness of the email is marked contrast to Monday's announcement of the Surface, which took a page from Apple's playbook, and had Microsoft trying to play it cool, putting out a nondescript invite to an unnamed far away Los Angeles venue with few other confirmed details. Bloggers complained about the short notice and whined even more when the event started late. But, as annoying as we found it, Micrsoft's tactic kind of worked: The bloggers blogged. They rumored, speculated and ruminated. And then freaked out when Microsoft launched an actually nice product with the Surface tablet. (The announcement itself was smartly juxtaposed with Apple's iPad announcement by Read Write Web.) Today, however, we see a very different kind of Microsoft event with a very different kind of response.