There is an element to the Microsoft brand which not only lacks "coolness" but is also actively "uncool". I'd trace this phenomenon back to the antitrust lawsui

There is an element to the Microsoft brand which not only lacks "coolness" but is also actively "uncool". I'd trace this phenomenon back to the antitrust lawsuits and the overall craptastic experience of Windows prior to XP. XBox was brilliant because it avoided associations with the uncool Microsoft and Windows brands. Sure you knew deep down it was a Microsoft product, but you never said to your friends "Come over and play Halo with me on my Microsoft Xbox". Wouldn't you feel almost apologetic about showing off your Windows Phone 7 Phone?