Often times, rebranding happens after product groups are shuffled under different leadership. I don't think Microsoft has coherent product vision leadership at the top levels.
Rebranding creates fake activity. Looks like there's always something new you have to adapt to. That's why we have Windows 3, 3.1, 95, 98, XP, XP ME, Vista, 7, 8, 10, 11. This creates expectations everytime, by signaling that what's new is fundamentally revolutionary. Spoiler, none of them was.
You are assuming that "Microsoft" makes this decision. In all likelihood Satya might not even have any idea of these (nor should most of the EVPs), and all this is done at the lower level by some leader eager to show activity.
Often times, rebranding happens after product groups are shuffled under different leadership. I don't think Microsoft has coherent product vision leadership at the top levels.
It's important to remember this org chart, which is still true to this day: https://i.insider.com/4e0b340dcadcbbdd35120000
It's probably pointless and definitely confusing for customers.
IMO all of these except the RDP app and the Office 365 -> M365 Apps rebrands are great rebrands and better represent the product
Rebranding creates fake activity. Looks like there's always something new you have to adapt to. That's why we have Windows 3, 3.1, 95, 98, XP, XP ME, Vista, 7, 8, 10, 11. This creates expectations everytime, by signaling that what's new is fundamentally revolutionary. Spoiler, none of them was.
I would say 95 and corresponding NT 4.0 could really be revolutionary steps from 3.11.
Still, there is lot of need to be appear to be doing something. Or push new product to increase sales. When one in 3 or 5 years would be good enough.
You are assuming that "Microsoft" makes this decision. In all likelihood Satya might not even have any idea of these (nor should most of the EVPs), and all this is done at the lower level by some leader eager to show activity.
I guess at least some senior managers get some brownie points.
They'll need 36 committees, 8 focus groups in order to determine how to respond to your criticism.