Windows laptops need better engineering, not better marketing

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...

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