Windows laptops need better engineering

Windows laptops need better engineering
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Later today, the chief marketing officers of Microsoft, Intel, Dell, Lenovo, and HP will gather to host a webcast introducing a major new advertising campaign for the PC. It will mark the first time that the five biggest names in the PC industry have come together around a single, unified message to the consumer. Now is exactly the time for unity — enforced by perpetually slumping sales, but also catalyzed by the perfect alignment of a new Windows release, a new generation of processors, and the always crucial holiday shopping season. But marketing alone is not enough.
Two Windows laptops were reviewed on The Verge yesterday: one from Toshiba, featuring a 4K display, and the other from LG, emphasizing lightness above all else. Both have their marketing gimmick to sell to consumers, but both also carry on the two chronic shortcomings of Windows laptops: wonky touchpads and inadequate battery with like dell Inspiron 13R battery, Dell Inspiron 14R Battery, Dell Inspiron 15R Battery, Dell Inspiron 17R Battery, Dell Inspiron M501 Battery, Dell Inspiron N3010 Battery, Dell Inspiron N4010 Battery, Dell Inspiron N5010 Battery, Dell Inspiron N7010 Battery, Dell 312-0233 Battery, Dell 965Y7 Battery, Dell 9T48V Batterylife. Recent years have seen PC makers try every variation on the basic laptop — making it convertible, detachable, rotatable, or even dockable — but few seem to be addressing the two angry red elephants in the room.
There’s no denying that the world of personal computing is changing, and most of our interactions with technology and the rest of the world will be happening on more convenient mobile devices. IDC reports that 337 million smartphones were shipped in the second quarter of this year, dwarfing the 66 million PCs shipped in the same period. Neither Microsoft nor Dell can do much to reverse that trend. But while PC sales keep dropping, Apple’s Mac division has kept steady and even grown over the years. This is underpinned by the halo effect of the iPhone’s ecosystem, though the more prosaic reason is that MacBooks are just plain better, and two of the crucial factors in this are the quality of its touchpads and longevity of its batteries.
Apple’s MacBook touchpads are so smooth, intuitive, and effortless to use that many people buy them as separate accessories for their desktops. They are the industry standard, but the industry has been recalcitrant to match them. Ultimately, it all comes down to cost, as the glass trackpads on Apple’s computers are pricier as well as heavier. And this is where the PC industry really needs saving from itself, because its recent history has been one of either price wars that lead everyone to cut corners or, alternatively, the pursuit of high-margin gimmicks with low chance of success. People are willing to spend more on MacBooks not because of some flashy feature, but because of great fundamentals like battery life. The MacBook Air is an absolute endurance champion, and it’s hard to find a Windows alternative that can match it at the same compact size and light weight. Apple’s famous marketing machine works as well as it does because the devices the company makes work as well as they do.
The first step in good marketing, therefore, is simply having a solid, uncompromised product, and the good news is that Windows laptop makers are finally waking up to that fact. Dell has led the way with its XPS 13 laptop this year, which isn’t yet in the MacBook’s class, but its touchpad gets remarkably close. It’s probably close enough to swing a few undecided shoppers who might prefer the familiarity of Windows. Dell is nailing the basics of laptop design like never before — including an excellent, almost borderless display and a great keyboard — and the new Skylake-powered XPS 13 and XPS 15 promise to improve battery life and thus erode Apple’s lead even further.