Apple of course set the standard for telling the design story and now Microsoft is following the course with its Surface Pro Windows 8 Tablet PC.
Having visited our friends at Motion Computing in Austin Texas I can tell you that Tablet PC hardware companies are full of stories like this.
For example, did you know that Motion Computing pioneered Gorilla Glass with Corning on the F5? They were the first to use it. Direct bonding for displays? Motion and DuPont. Wide View displays? Motion were involved again. Who’s telling the story? I think hardware companies take this for granted.
Lenovo is an example of a company that is telling the design story. Over at their Yamato Labs blog you will find intricate detail on the Lenovo ThinkPad 2 tablet design.
Personally I’d rate the ThinkPad 2 as the best business companion tablet on the market and you can see from this blog how intelligent industrial design produced that result.
The trouble is that not enough effort goes into telling these stories, but they are incredibly important to the consumers who purchase these devices. Design stories provide the points of logical differentiation that helps you to justify your purchase.
They each have design stories to tell that are just as good if not better than Microsoft’s.
It surely couldn’t have cost much to do. There are no actors there. It’s professionally shot of course. A little bit of script writing would be done to add polish. I can’t see how you could spend $10 grand on it. Worth doing?
Which Tablet PC would you purchase? The Tablet PC with a design story or the cheap one? If Apple is anything to go by you’d go with the story.