The beginning of serious work on the operating system that would come to be known as OS/2 left Microsoft’s team of Windows developers on decidedly uncertain ground. As OS/2 ramped up, Windows ramped down in proportion, until by the middle of 1986 Tandy Trower had just a few programmers remaining on his team. What had once been Microsoft’s highest-priority project had now become a backwater. Many were asking what the point of Windows was in light of OS/2 and its new GUI, the Presentation Manager. Steve Ballmer, ironically the very same fellow who had played the role of Windows’s cheerleader-in-chief during 1984 and 1985, was now the most prominent of those voices inside Microsoft who couldn’t understand why Trower’s team continued to exist at all.

Windows survived only thanks to the deep-seated instinct of Bill Gates to never put all his eggs in one basket. Stewart Alsop II, editor-in-chief of InfoWorld magazine during this period:

I know from conversations with people at Microsoft in environments where they didn’t have to bullshit me that they almost killed Windows. It came down to Ballmer and Gates having it out. Ballmer wanted to kill Windows. Gates prevented him from doing it. Gates viewed it as a defensive strategy. Just look at Gates. Every time he does something, he tries to cover his bet. He tries to have more than one thing going at once. He didn’t want to commit everything to OS/2, just on the off chance it didn’t work. And in hindsight, he was right.

Gates’s determination to always have a backup plan showed its value around the beginning of 1987, when IBM informed Microsoft of their marketing plans for their new PS/2 hardware line as well as OS/2. Gates had, for very good reason, serious reservations about virtually every aspect of the plans which IBM now laid out for him, from the fortress of patents being constructed around the proprietary Micro Channel Architecture of the PS/2 hardware to an attitude toward the OS/2 software which seemed to assume that the new operating system would automatically supersede MS-DOS, just because of the IBM name. (How well had that worked out for TopView?) “About this time is when Microsoft really started to get hacked at IBM,” remembers Mark Mackaman, Microsoft’s OS/2 product manager at the time. IBM’s latest misguided plans, the cherry on top of all of Gates’s frustration with his inefficient and bureaucratic partners, finally became too much for him. Beginning to feel a strong premonition that the OS/2 train was going to run off the tracks alongside PS/2, he suddenly started to put some distance between IBM’s plans and Microsoft’s. After having all but ignored Windows for the past year, he started to talk about it in public again. And Tandy Trower found his tiny team’s star rising once again inside Microsoft, even as OS/2’s fell.

The first undeniable sign that a Windows rehabilitation had begun came in March of 1987, when Microsoft announced that they had sold 500,000 copies of the operating environment since its release in November of 1985. This number came as quite a surprise to technology journalists, whose own best guess would have pegged Windows’s sales at 10 percent of that figure at best. It soon emerged that Microsoft was counting all sorts of freebies and bundle deals as regular unit sales, and that even by their own most optimistic estimates no more than 100,000 copies of Windows had ever actually been installed. But no matter. For dedicated Microsoft watchers, their fanciful press release was most significant not for the numbers it trumpeted but as a sign that Windows was on again.

According to Paul and George Grayson, whose company Micrografix was among the few which embraced Windows 1, the public announcement of OS/2 and its Presentation Manager in April of 1987 actually lent Microsoft’s older GUI new momentum:

Everybody predicted when IBM announced OS/2 and PM [that] it was death for Windows developers. It was the exact opposite: sales doubled the next month. Everybody all of a sudden knew that graphical user interfaces were critical to the future of the PC, and they said, “How can I get one?”

You had better graphics, you had faster computers, you had kind of the acknowledgement that graphical user interfaces were in your future, you had the Macintosh being very successful. So you had this thing, this phenomenon called Mac envy, beginning to occur where people had PCs and they’d look at their DOS-based programs and say, “Boy, did I get ripped off.” And mice were becoming popular. People wanted a way to use mice. All these things just kind of happened at one moment in time, and it was like hitting the accelerator.

It did indeed seem that Opportunity was starting to knock — if Microsoft could deliver a version of Windows that was more compelling than the first. And Opportunity, of course, was one house guest whom Bill Gates seldom rejected. On October 6, 1987, Microsoft announced that Windows 2 would ship in not one but three forms within the next month or two. Vanilla Windows 2.03 would run on the same hardware as the previous version, while Windows/386 would be a special supercharged version made just for the 80386 CPU — a raised middle finger to IBM for refusing to let Microsoft make OS/2 an 80386-exclusive operating system.

But the most surprising new Windows product of all actually bore the name “Microsoft Excel” on the box. After struggling fruitlessly for the past two years to get people to write native applications for Windows, Microsoft had decided to flip that script by making a version of Windows that ran as part of an application. The new Excel spreadsheet would ship with what Microsoft called a “run-time” version of Windows 2, sufficient to run Excel and only Excel. When people tried Excel and liked it, they’d go out and buy a proper Windows in order to make all their computing work this way. That, anyway, was the theory.

Whether considered as Excel for Windows or Windows for Excel, Microsoft’s latest attempt to field a competitor to Lotus 1-2-3 already had an interesting history. It was in fact a latecomer to the world of MS-DOS, a port of a Macintosh product that had been very successful over the past two years.

After releasing a fairly workmanlike version of Multiplan for the Macintosh back in 1984, Microsoft had turned their attention to a more ambitious Mac spreadsheet that would be designed from scratch in order to take better advantage of the GUI. The wisdom of committing resources to such a move sparked considerable debate both inside and outside their offices, especially after Lotus announced plans of their own for a Macintosh product called Jazz.

Lotus 1-2-3 on MS-DOS was well on its way to becoming the most successful business application of the 1980s by combining a spreadsheet, a database, and a business-graphics application in one package. Now, Lotus Jazz proposed to add a word processor and telecommunications software to that collection on the Macintosh. Few gave Microsoft’s Excel much chance on the Mac against Lotus, the darling of the Fortune magazine set, a company which could seemingly do no wrong, a company which was arguably better known than Microsoft at the time and certainly more profitable. But when Jazz shipped on May 27, 1985, it was greeted with unexpectedly lukewarm reviews. It felt slow and painfully bloated, with an interface that felt more like a Baroque fugue than smooth jazz. For the first time since toppling VisiCalc from its throne as the queen of American business software, Lotus had left the competition an opening.

Excel for Mac shipped on September 30, 1985. In addition to feeling elegant, fast, and easy in contrast to the Lotus monstrosity, Microsoft’s latest spreadsheet was also much cheaper. It outdistanced its more heralded competitor in remarkably short order, quickly growing into a whale in the relatively small pond that was the Macintosh business-applications market. In December of 1985, Excel alone accounted for 36 percent of said market, compared to 9 percent for Jazz. By the beginning of 1987, 160,000 copies of Excel had been sold, compared to 10,000 copies of Jazz. And by the end of that same year, 255,000 copies of Excel had been sold — approximately one copy for every five Macs in active use.

Such numbers weren’t huge when set next to the cash cow that was MS-DOS, but Excel for the Macintosh was nevertheless a breakthrough product for Microsoft. Prior to it, system software had been their one and only forte; despite lots and lots of trying, their applications had always been to one degree or another also-rans, chasing but never catching market leaders like Lotus, VisiCorp, and WordPerfect. But the virgin territory of the Macintosh — ironically, the one business computer for which Microsoft didn’t make the system software — had changed all that. Microsoft’s programmers did a much better job of embracing the GUI paradigm than did their counterparts at companies like Lotus, resulting in software that truly felt like it was designed for the Macintosh from the start rather than ported over from another, more old-fashioned platform. Through not only Excel but also a Mac version of their Word word processor, Microsoft came to play a dominant role in the Mac applications market, with both products ranking among the top five best-selling Mac business applications more months than not during the latter 1980s. Now the challenge was to translate that success in the small export market that was the Macintosh to Microsoft’s sprawling home country, the land of MS-DOS.

On August 16, 1987, Microsoft received some encouraging news just as they were about to take up that challenge in earnest. For the first time ever, their total sales over the previous year amounted to enough to make them the biggest software company in the world, a title which they inherited from none other than Lotus, who had enjoyed it since 1984. The internal memo which Bill Gates wrote in response says everything about his future priorities. “[Lotus’s] big distinction of being the largest is being taken away,” he said, “before we have even begun to really compete with them.” The long-awaited version of Excel for PC compatibles would be launched with two important agendas in mind: to hit Lotus where it hurt, and to get Windows 2 — some form of Windows 2 — onto people’s computers.

Excel for Windows — or should we say Windows for Excel? — reached stores by the beginning of November 1987, to a press reception that verged on ecstatic. PC Magazine‘s review was typical:

Microsoft Excel, the new spreadsheet from Microsoft Corp., could be one of those milestone programs that change the way we use computers. Not only does Excel have a real chance of giving 1-2-3 its most serious competition since Lotus Development Corp. introduced that program in 1982, it could finally give the graphics interface a respectable home in the starched-shirt world of DOS.

For people who cut their teeth on 1-2-3 and have never played with a Mac, Excel looks more like a video game than a serious spreadsheet. It comes with a run-time version of Microsoft Windows, so it has cheery colors, scroll bars, icons, and menu bars. But users will soon discover the beauty of Windows. Since it treats the whole screen as graphics, you can have different spreadsheets and charts in different parts of the screen and you can change nearly everything about the way anything looks.

Excel won PC Magazine‘s award for “technical excellence” in 1987 — a year that notably included OS/2 among the field of competitors. The only thing to complain about was performance: like Windows itself, Excel ran like a dog on an 8088-based machine and sluggishly even on an 80286, requiring an 80386 to really unleash its potential.

Especially given the much greater demands Excel placed on its hardware, it would have to struggle long and hard to displace the well-entrenched Lotus 1-2-3, but it would manage to capture 12 percent of the MS-DOS spreadsheet market in its first year alone. In the process, the genius move of packaging Windows itself with by far the most exciting Windows application yet created finally caused significant numbers of people to actually start using Microsoft’s GUI, paving the road to its acceptance among even the most conservative of corporate users. Articles by starch-shirted Luddites asking what GUIs were really good for became noticeably less common in the wake of Excel, a product which answered that question pretty darn comprehensively.

Of course, Excel could never have enjoyed such success as the front edge of Microsoft’s GUI wedge had the version of Windows under which it ran not been much more impressive than the first one. Ironically, many of the most welcome improvements came courtesy of the people from the erstwhile Dynamical Systems Research, the company Microsoft had bought, at IBM’s behest, for their work on a TopView clone that could be incorporated into OS/2. After IBM gave up on that idea, most of the Dynamical folks wound up on the Windows team, where they did stellar work. Indeed, one of them, Nathan Myhrvold, would go on to become Microsoft’s chief software architect and still later head of research, more than justifying his little company’s $1.5 million purchase price all by himself. Take that, IBM!

From the user’s perspective, the most plainly obvious improvement in Windows 2 was the abandonment of Scott MacGregor’s pedantic old tiled-windows system and the embrace of a system of sizable, draggable, overlappable windows like those found on the Macintosh. For the gearheads, though, the real excitement lay in the improvements hidden under the hood of Windows/386, which made heavy use of the 80386’s “virtual” mode. Windows itself and its MS-DOS plumbing ran in one virtual machine, and each vanilla MS-DOS application the user spawned therefrom got another virtual machine of its own. This meant that as many MS-DOS applications and native Windows applications as one wished could now be run in parallel, under a multitasking model that was preemptive for the former and cooperative for the latter. The 640 K barrier still applied to each of the virtual machines and was thus still a headache, requiring the usual inefficient workarounds in the form of extended or expanded memory for applications that absolutely, positively had to have access to more memory. Still, having multiple 640 K virtual machines at one’s disposal was better than having just one.

Windows/386 was arguably the first version of Windows that wasn’t more trouble than it was worth for most users. If you had the hardware to run it, it was a very compelling product, even if the realities of the software market meant that you used it more frequently to multitask old-school MS-DOS applications than to run native Windows applications.

A Quick Tour of Windows/386 2.11

Microsoft themselves didn’t seem to entirely understand the relationship between Windows and OS/2’s Presentation Manager during the late 1980s. This version of Windows inexplicably has the “Presentation Manager” name as well on some of the disks. No wonder users were often confused as to which product was the real Microsoft GUI of the future. (Version 2.11 of Windows/386, the one we’re looking at here, was released some eighteen months after the initial 2.01 release, which I couldn’t ever manage to get running under emulation due to strange hard-drive errors. But the material differences between the two versions are relatively minor.)

Windows 2 remains less advanced than Presentation Manager in many ways, such as the ongoing lack of any concept of application installation. Without it, we’re still left to root around through the individual files on the hard disk in order to start applications.

Especially in the Windows/386 version, most of the really major improvements that came with Windows 2 are architectural enhancements that are hidden under the hood. There is, however, one glaring exception to that rule: the tiled windows are gone, replaced with a windowing system that works the way we still expect such things to work today. You can drag these windows, you can size them, and you can overlap them as you will.

The desktop concept is still lacking, but we’re making progress. Like in Windows 1, icons on the desktop only represent running applications that have been minimized. Unlike in Windows 1, these icons can now be dragged anywhere on the proto-desktop. From here, it would require only one more leap of logic to start using the icons to represent things other than running applications. Baby steps… baby steps.

Windows/386 removes some if by no means all of the sting from the 640 K barrier. Thanks to the 80386’s virtual mode, vanilla MS-DOS applications can now run in memory above the 640 K barrier, leaving the first 640 K free for Windows itself and native Windows applications. So few compelling examples of the latter existed during Windows/386’s heyday that the average user was likely to spend a lot more time running MS-DOS applications with it anyway. In this scenario, memory was ironically much less of a problem than it would have been had the user attempted to run many native applications.

One of the less heralded of Microsoft’s genius marketing moves has been the use of Microsoft Excel as a sort of Trojan horse to get people using Windows. When installed on a machine without Windows, Excel also installs a “run-time” version of the operating environment sufficient only to run itself. Excel would, as Microsoft’s thinking went, get people used to a GUI and get them asking why they couldn’t use one for the other tasks they had to accomplish on the computer. “Why, as a matter of fact you can,” would go Microsoft’s answer. “You just need to buy this product called Windows.” Uptake wouldn’t be instant, but Excel did become quite successful as a standalone product, and did indeed do much to pave the way for the eventual near-universal acceptance of Windows 3.

Excel running under either a complete or a run-time version of Windows. When it appeared alongside Windows 2 in late 1987, it was by far the most sophisticated and compelling application yet made for the environment, giving the MS-DOS-using masses for the first time a proof of concept of what a GUI could mean in the real world.

Greatly improved though it was, Windows 2 didn’t blow the market away. Plenty of the same old problems remained, beginning and for many ending with the fact that seeing it at its best required a pricey 80386-based computer. In light of this, third-party software developers didn’t exactly stampede onto the Windows bandwagon. Still, having been provided with such a wonderful example in the form of Microsoft Excel of how compelling (and profitable) a Windows application done right could be, some of them did begin to commit some resources to Windows as well as vanilla MS-DOS. Throughout the life of Windows 2, Microsoft made a standard practice of giving their run-time version of it to outside application developers as well as their own, all in a bid to give people a taste of a GUI through the word processor, spreadsheet, or paint program they were going to buy anyway. To some extent at least, it worked. Some users turned that taste into a meal by buying boxed copies of Windows 2, and still more were intrigued enough to quit scoffing and start accepting that GUIs in general might truly be a better way to get their work done — if not now, then at some point in the future, when the hardware and the software had both gotten a little bit better.

By the spring of 1988, Windows was still at least an order of magnitude away from meeting the goal Bill Gates had once stated it would manage before the end of 1984: that of being installed on 90 percent of all MS-DOS computers. But, even if Windows 2 hadn’t blown anyone away, it was doing considerably better than Windows 1, and certainly seemed to have more momentum than OS/2’s as-yet-unreleased Presentation Manager. Granted, neither of these were terribly high bars to clear — and yet there was a dawning sense that Windows, six and a half years on from its birth as the humble Interface Manager, might just get the last laugh on the MS-DOS command line after all. Microsoft was already formulating plans for a Windows 3, which was coming to be seen both inside and outside the company as the pivotal version, the point where steadily improving hardware would combine with better software to break the GUI into the business-computing mainstream at long last. No, it wasn’t 1984 any more, but better late than never.

And then a new development threatened to pull the rug out from under all the progress that had been made. On March 17, 1988, Apple blindsided Microsoft by filing a lawsuit against them in federal court, alleging that the latter had stolen the former’s intellectual property by copying the “look and feel” of the Macintosh GUI. With the gauntlet thus thrown down, the stage was set for one of the most titanic legal battles in the history of the computer industry, one with the potential to fundamentally alter the very nature of the software business. At stake as well was the very existence of Windows just as it finally seemed to be getting somewhere. And as went Windows, Bill Gates was coming to believe once again, so went Microsoft. In order for both to survive, he would now have to win a two-front war: one in the marketplace, the other in the court system.

(Sources: the books The Making of Microsoft: How Bill Gates and His Team Created the World’s Most Successful Software Company by Daniel Ichbiah and Susan L. Knepper, Hard Drive: Bill Gates and the Making of the Microsoft Empire by James Wallace and Jim Erickson, Gates: How Microsoft’s Mogul Reinvented an Industry and Made Himself the Richest Man in America by Stephen Manes and Paul Andrews, Computer Wars: The Fall of IBM and the Future of Global Technology by Charles H. Ferguson and Charles R. Morris, and Apple Confidential 2.0: The Definitive History of the World’s Most Colorful Company by Owen W. Linzmayer; PC Magazine of November 10 1987, November 24 1987, December 22 1987, April 12 1988, and September 12 1989; Byte of May 1988 and July 1988; Tandy Trower’s “The Secret Origins of Windows” on the Technologizer website. Finally, I owe a lot to Nathan Lineback for the histories, insights, comparisons, and images found at his wonderful online “GUI Gallery.”)

Come August of 1984, Microsoft Windows had missed its originally announced release date by four months and was still nowhere near ready to go. That month, IBM released the PC/AT, a new model of their personal computer based around the more powerful Intel 80286 processor. Amidst the hoopla over that event, they invited Microsoft and other prominent industry players to a sneak preview of something called TopView, and Bill Gates got an answer at last to the fraught question of why IBM had been so uninterested in his own company’s Windows operating environment.

TopView had much in common with Windows and the many other attempts around the industry, whether already on the market or still in the works, to build a more flexible and user-friendly operating environment upon the foundation of MS-DOS. Like Windows and so many of its peers, it would offer multitasking, along with a system of device drivers to isolate applications from the underlying hardware and a toolkit for application developers that would allow them to craft software with a consistent look and feel. Yet one difference made TopView stand out from the pack — and not necessarily in a good way. While it did allow the use of a mouse and offered windows of a sort, it ran in text rather than graphics mode. The end result was a long, long way from the Macintosh-inspired ideal of intuitiveness and attractiveness which Microsoft dreamed of reaching with their own GUI environment.

TopView at the interface level resembled something IBM might have produced for the mainframe market back in the day more than it did Windows and the other microcomputer GUI environments that were its ostensible competitors. Like IBM’s mainframe system software, it was a little stodgy, not terribly pretty, and not notably forgiving toward users who hadn’t done their homework, yet had a lot to offer underneath the hood to anyone who could accept its way of doing business. It was a tool that seemed designed to court power users and office IT administrators, even as its competitors advertised their ease of use to executives and secretaries.

Within its paradigm, though, TopView was a more impressive product than it’s generally given credit for being even today. It sported, for example, true preemptive multitasking ^[1]This is perhaps a good point to introduce a quick primer on multitasking techniques to those of you who may not be familiar with its vagaries. The first thing to understand is that multitasking during this period was fundamentally an illusion. The CPUs in the computers of this era were actually only capable of doing one task at a time. Multitasking was the art of switching the CPU’s attention between tasks quickly enough that several things seemed to be happening at once — that several applications seemed to be running at once. There are two basic approaches to creating this illusionary but hugely useful form of multitasking.

Cooperative multitasking — found in systems like the Apple Lisa, the Apple Macintosh between 1987’s System 5 and the introduction of OS X in 2001, and early versions of Microsoft Windows — is so named because it relies on the cooperation of the applications themselves. A well-behaved, well-programmed application is expected to periodically relinquish its control of the computer voluntarily to the operating system, which can then see if any of its own tasks need to be completed or any other applications have something to do. A cooperative-multitasking operating system is easier to program and less resource-intensive than the alternative, but its most important drawback is made clear to the user as soon as she tries to use an application that isn’t terribly well-behaved or well-programmed. In particular, an application that goes into an infinite loop of some sort — a very common sort of bug — will lock up the whole computer, bringing the whole operating system down with it.

Preemptive multitasking — found in the Commodore Amiga, Mac OS X, Unix and Linux, and later versions of Microsoft Windows — is so named because it gives the operating system the authority to wrest control from — to preempt — individual applications. Thus even a looping program can only slow down the system as a whole, not kill it entirely. For this reason, it’s by far the more desirable approach to multitasking, but also the more complicated to implement. months before the arrival of the Commodore Amiga, the first personal computer to ship with such a feature right out of the box. Even ill-behaved vanilla MS-DOS applications could be coerced into multitasking under TopView. Indeed, while IBM hoped, like everyone else making extended operating environments, to tempt third-party programmers into making native applications just for them, they were willing to go to heroic lengths to get existing MS-DOS applications working inside TopView in the meantime. They provided special specifications files — known as “Program Information Files,” or PIFs — for virtually all popular MS-DOS software. These told TopView exactly how and when their subjects would try to access the computer’s hardware, whereupon TopView would step in to process those calls itself, transparently to the ill-behaved application. It was an admittedly brittle solution to a problem which seemed to have no unadulteratedly good ones; it required IBM to research the technical underpinnings of every major new piece of MS-DOS software that entered the market in order to keep up with an endless game of whack-a-mole that was exhausting just to think about. Still, it was presumably better than punting on the whole problem of MS-DOS compatibility, as Visi On had done. Whatever else one could say about IBM’s approach to extending MS-DOS, they thus had apparently learned at least a little something from the travails of their competitors. Even the decision to run in character mode sounds far more defensible when you consider that up to two-thirds of MS-DOS computers at the time of TopView’s release were equipped only with a monochrome screen capable of no other mode.

Unfortunately, TopView failed to overcome many of the other issues that dogged its competitors. Having been so self-consciously paired with the pricey PC/AT, it was still a bit out in front of the sweet spot of hardware requirements, requiring a 512 K machine to do much of anything at all. And it was still dogged by the 640 K barrier, that most troublesome of all aspects of MS-DOS’s primitiveness. With hacks to get around the barrier still in their relative infancy, TopView didn’t even try to support more memory, and this inevitably limited the appeal of its multitasking capability. With applications continuing to grow in complexity and continuing to gobble up ever more memory, it wouldn’t be long before 640 K wouldn’t be enough to run even two pieces of heavyweight business software at the same time, especially after one had factored in the overhead of the operating environment itself.

A Quick Tour of TopView

While it isn’t technically a graphical user interface, TopView shares many features with contemporaneous products like Visi On and Microsoft Windows. Here we’re choosing an application to launch from a list of those that are installed. The little bullet to the left of each name on the list is important; it indicates that we have enough memory free to run that particular application. With no more than 640 K available in this multitasking environment and no virtual-memory capability, memory usage is a constant concern.

Here we see TopView’s multitasking capabilities. We’re running the WordStar word processor and the dBase database, two of the most popular MS-DOS business applications, at the same time. Note the “windows” drawn purely out of text characters. Preemptive multitasking like TopView is doing here wouldn’t come to Microsoft Windows until Windows 95, and wouldn’t reach the Macintosh until OS X was released in 2001.

We bring up a TopView context window by hitting the third — yes, third — button on IBM’s official mouse. Here we can switch between tasks, adjust window sizes and positions (albeit somewhat awkwardly, given the limitations of pure text), and even cut and paste between many MS-DOS applications that never anticipated the need for such a function. No other operating environment would ever jump through more hoops to make MS-DOS applications work like they had been designed for a multitasking windowed paradigm from the start.

Some of those hoops are seen above. Users make MS-DOS applications run inside TopView by defining a range of parameters explaining just what the application in question tries to do and how it does it. Thankfully, pre-made definition files for a huge range of popular software shipped with the environment. Brittle as heck though this solution might be, you certainly can’t fault IBM’s determination. Microsoft would adopt TopView’s “Program Information File,” or PIF, for use in Windows as well. It would thereby become the one enduring technical legacy of TopView, persisting in Windows for years after the IBM product was discontinued in 1988.

One of the hidden innovations of TopView is its “Window Design Aid,” which lets programmers of native applications define their interface visually, then generates the appropriate code to create it. Such visually-oriented time-savers wouldn’t become commonplace programming aids for another decade at least. It all speaks to a product that’s more visionary than its reputation — and its complete lack of graphics — might suggest.

TopView shipped in March of 1985 — later than planned, but nowhere near as late as Microsoft Windows, which was now almost a full year behind schedule. It met a fractious reception. Some pundits called it the most important product to come out of IBM since the release of the original IBM PC, while others dismissed it as a bloated white elephant that hadn’t a prayer of winning mainstream acceptance — not even with the IBM logo on its box and a surprisingly cheap suggested list price of just $149. For many IBM watchers — not least those watching with concern inside Microsoft — TopView was most interesting not so much as a piece of technology as a sign of IBM’s strategic direction. “TopView is the subject of fevered whispers throughout the computer industry not because of what it does but because of what it means,” wrote PC Magazine. It had “sent shivers through the PC universe and generated watchfulness” and “possibly even paranoia. Many experts think, and some fear, that TopView is the first step in IBM’s lowering of the skirt over the PC — the beginning of a closed, proprietary operating system.”

Many did indeed see TopView as a sign that IBM was hoping to return to the old System/360 model of computing, seizing complete control of the personal-computing market by cutting Microsoft out of the system-software side. According to this point of view, the MS-DOS compatibility IBM had bent over backward to build into TopView needed last only as long as it took third-party developers to write native TopView applications. Once a critical mass of same had been built up, it shouldn’t be that difficult to decouple TopView from MS-DOS entirely, turning it into a complete, self-standing operating system in its own right. For Bill Gates, this was a true nightmare scenario, one that could mean the end of his business.

But such worries about a TopView-dominated future, to whatever extent he had them, proved unfounded. A power-user product with mostly hacker appeal in a market that revolved around the business user just trying to get her work done, TopView quickly fizzled into irrelevance, providing in the process an early warning sign to IBM, should they choose to heed it, that their omnipotence in the microcomputer market wasn’t as complete as it had been for so long in the mainframe market. IBM, a company that didn’t abandon products easily, wouldn’t officially discontinue TopView until 1988. By that time, though, the most common reaction to the news would be either “Geez, that old thing was still around?” or, more likely, “What’s TopView?”

Of course, all of this was the best possible news from Microsoft’s perspective. IBM still needed the MS-DOS they provided as much as ever — and, whatever else happened, TopView wasn’t going to be the as-yet-unreleased Windows’s undoing.

In the meantime, Bill Gates had Windows itself to worry about, and that was becoming more than enough to contend with. Beginning in February of 1984, when the planned Windows release date was given a modest push from April to May of that year, Microsoft announced delay after delay after delay. The constant postponements made the project an industry laughingstock. It became the most prominent target for a derisive new buzzword that had been coined by a software developer named Ann Winblad in 1983: “vaporware.”

Inside Microsoft, Windows’s reputation was little better. As 1984 wore on, the project seemed to be regressing rather than progressing, becoming a more and more ramshackle affair that ran more and more poorly. Microsoft’s own application developers kicked and screamed when asked to consider writing something for Windows; they all wanted to write for the sexy Macintosh.

Neil Konzen, a Microsoft programmer who had been working with the Macintosh since almost two years before that machine’s release, was asked to take a hard look at the state of Windows in mid-1984. He told Bill Gates that it was “a piece of crap,” “a total disaster.” Partially in response to that verdict, Gates pushed through a corporate reorganization, placing Steve Ballmer, his most trusted lieutenant, in charge of system software and thus of Windows. He reportedly told Ballmer to get Windows done or else find himself a job at another company. And in corporate America, of course, shit rolls downhill; Ballmer started burning through Windows project managers at a prodigious pace. The project acquired a reputation inside Microsoft as an assignment to be avoided at all costs, a place where promising careers went to die. Observers inside and outside the project’s orbit were all left with the same question: just what the hell was preventing all these smart people from just getting Windows done?

The fact was that Windows was by far the biggest thing Microsoft had ever attempted from the standpoint of software engineering, and it exposed the limitations of the development methodology that had gotten them this far. Ever since the days when Gates himself had cranked out their very first product, a version of BASIC to be distributed on paper tape for the Altair kit computer, Microsoft had functioned as a nested set of cults of personality, each project driven by if not belonging solely to a single smart hacker who called all the shots. For some time now, the cracks in this edifice had been peeking through; even when working on the original IBM PC, Gates was reportedly shocked and nonplussed at the more structured approach to project management that was the norm at IBM, a company that had already brought to fruition some of the most ambitious projects in the history of the computer industry. And IBM’s project managers felt the same way upon encountering Microsoft. “They were just a bunch of nerds, just kids,” remembers one. “They had no test suites, nothing.” Or, as another puts it:

They had a model where they just totally forgot about being efficient. That blew our minds. There we were watching all of these software tools that were supposed to work together being built by totally independent units, and nobody was talking to each other. They didn’t use any of each other’s code and they didn’t share anything.

With Windows, the freelancing approach to software development finally revealed itself to be clearly, undeniably untenable. Scott MacGregor, the recent arrival from Xerox who was Windows’s chief technical architect in 1984, remembers his frustration with this hugely successful young company — one on whose products many of the Fortune 500 elite of the business world were now dependent — that persisted in making important technical decisions on the basis of its employees’ individual whims:

I don’t think Bill understood the magnitude of doing a project such as Windows. All the projects Bill had ever worked on could be done in a week or a weekend by one or two different people. That’s a very different kind of project than one which takes multiple people more than a year to do.

I don’t think of Bill as having a lot of formal management skills, not in those days. He was kind of weak on managing people, so there was a certain kind of person who would do well in the environment. There were a lot of people at that time with no people skills whatsoever, people who were absolutely incompetent at managing people. It was the Peter Principle: very successful technical people would get promoted to management roles. You’d get thirty people reporting to one guy who was not on speaking terms with the rest of the group, which is inconceivable.

One has to suspect that MacGregor had one particular bête noir in mind when talking about his “certain kind of person.” In the eyes of MacGregor and many others inside Microsoft, Steve Ballmer combined most of Bill Gates’s bad qualities with none of his good ones. Like Gates, he had a management style that often relied on browbeating, but he lacked the technical chops to back it up. He was a yes man in a culture that didn’t suffer fools gladly, a would-be motivational speaker who too often failed to motivate, the kind of fellow who constantly talked at you rather with you. One telling anecdote has him visiting the beleaguered Windows team to deliver the sort of pep talk one might give to a football team at halftime, complete with shouts and fist pumps. He was greeted by… laughter. “You don’t believe in this?” Ballmer asked, more than a little taken aback. The team just stood there uncomfortably, uncertain how to respond to a man that MacGregor and many of the rest of them considered almost a buffoon, a “non-tech cheerleader.”

And yet MacGregor had problems of his own in herding the programmers who were expected to implement his grand technical vision. Many of them saw said vision as an overly slavish imitation of the Xerox Star office system, whose windowing system he had previously designed. He seemed willfully determined to ignore the further GUI innovations of the Macintosh, a machine with which much of Microsoft — not least among them Bill Gates — were deeply enamored. The most irritating aspect of his stubbornness was his insistence that Windows should employ only “tiled windows” that were always stretched the horizontal length of the screen and couldn’t overlay one another or be dragged about freely in the way of their equivalents on the Macintosh.

All of this created a great deal of discord inside the project, especially given that much of MacGregor’s own code allegedly didn’t work all that well. Eventually Gates and Ballmer brought in Neil Konzen to rework much of MacGregor’s code, usurping much of his authority in the process. As Windows began to slip through MacGregor’s fingers, it began to resemble the Macintosh more and more; Konzen was so intimately familiar with Apple’s dream machine that Steve Jobs had once personally tried to recruit him. According to Bob Belleville, another programmer on the Windows team, Konzen gave to Windows “the same internal structure” as the Macintosh operating system; “in fact, some of the same errors were carried across.” Unfortunately, the tiled-windows scheme was judged to be too deeply embedded by this point to change.

In October of 1984, Microsoft announced that Windows wouldn’t ship until June of 1985. Gates sent Ballmer on an “apology tour” of the technology press, prostrating himself before journalist after journalist. It didn’t seem to help much; the press continued to pile on with glee. Stewart Alsop II, the well-respected editor of InfoWorld magazine, wrote that “buyers probably believe the new delivery date for Windows with the same fervor that they believe in Santa Claus.” Then, he got downright nasty: “If you’ve got something to sell, deliver. Otherwise, see to the business of creating the product instead of hawking vaporware.”

If the technology press was annoyed with Microsoft’s constant delays and prevarications, the third parties who had decided or been pressured into supporting Windows were getting even more impatient. One by one, the clone makers who had agreed to ship Windows with their machines backed out of their deals. Third-party software developers, meanwhile, kept getting different versions of the same letter from Microsoft: “We’ve taken the wrong approach, so everything you’ve done you need to trash and start over.” They too started dropping one by one off the Windows bandwagon. The most painful defection of all was that of Lotus, who now reneged on their promise of a Windows version of Lotus 1-2-3. The latter was the most ubiquitous single software product in corporate America, excepting only MS-DOS, and Microsoft had believed that the Windows Lotus 1-2-3 would almost guarantee their new GUI environment’s success. The question now must be whether the lack of same would have the opposite effect.

In January of 1985, Steve Ballmer brought in Microsoft’s fifth Windows project manager: Tandy Trower, a three-year veteran with the company who had recently been managing Microsoft BASIC. Trower was keenly aware of Bill Gates’s displeasure at recent inroads being made into Microsoft’s traditional BASIC-using demographic by a new product called Turbo Pascal, from a new industry player called Borland. The Windows project’s reputation inside Microsoft was such that he initially assumed he was being set up to fail, thereby giving Gates an excuse to fire him. “Nobody wanted to touch Windows,” remembers Trower. “It was like the death project.”

Trower came in just as Scott MacGregor, the Xerox golden boy who had arrived amidst such high expectations a year and a half before, was leaving amidst the ongoing discord and frustration. Ballmer elected to replace MacGregor with… himself as Windows’s chief technical architect. Not only was he eminently unqualified for such a role, but he thus placed Trower in the awkward position of having the same person as both boss and underling.

As it happened, though, there wasn’t a lot of need for new technical architecting. In that respect at least, Trower’s brief was simple. There were to be no new technical or philosophical directions explored, no more debates over the merits of tiled versus overlapping windows or any of the rest. The decisions that had already been made would remain made, for better or for worse. Trower was just to get ‘er done, thereby stemming the deluge of mocking press and keeping Ballmer from having to go on any more humiliating apology tours. He did an admirable job, all things considered, of bringing some sort of coherent project-management methodology to a group of people who desperately needed one.

What could get all too easily lost amidst all the mockery and all very real faults with the Windows project as a functioning business unit was the sheer difficulty of the task of building a GUI environment without abandoning the legacy of MS-DOS. Unlike Apple, Microsoft didn’t enjoy the luxury of starting with a clean slate; they had to keep one foot in the past as well as one in the future. Nor did they enjoy their competitor’s advantage of controlling the hardware on which their GUI environment must run. The open architecture of the IBM PC, combined with a market for clones that was by now absolutely exploding, meant that Microsoft was forced to contend with a crazy quilt of different hardware configurations. All those different video cards, printers, and memory configurations that could go into an MS-DOS machine required Microsoft to provide drivers for them, while all of the popular existing MS-DOS applications had to at the very least be launchable from Windows. Apple, by contrast, had been able to build the GUI environment of their dreams with no need to compromise with what had come before, and had released exactly two Macintosh models to date — models with an architecture so closed that opening their cases required a special screwdriver only available to Authorized Apple Service Providers.

In the face of all the challenges, some thirty programmers under Trower “sweated blood trying to get this thing done,” as one of them later put it. It soon became clear that they weren’t going to make the June 1985 deadline (thus presumably disappointing those among Stewart Alsop’s readers who still believed in Santa Claus). Yet they did manage to move forward in far more orderly fashion than had been seen during all of the previous year. Microsoft was able to bring to the Comdex trade show in May of 1985 a version of Windows which looked far more complete and polished than anything they had shown before, and on June 28, 1985, a  feature-complete “Preview Edition” was sent to many of the outside developers who Microsoft hoped would write applications for the new environment. But the official first commercial release of Windows, known as Windows 1.01, didn’t ship until November of 1985, timed to coincide with that fall’s Comdex show.

In marked contrast to the inescapable presence Windows had been at its first Comdex of two years before, the premiere of an actual shipping version of Windows that November was a strangely subdued affair. But then, the spirit of the times as well was now radically different. In the view of many pundits, the bloom was rather off the rose for GUIs in general. Certainly the GUI-mania of the Fall 1983 Comdex and Apple’s “1984” advertisement now seemed like the distant past. IBM’s pseudo-GUI TopView had already failed, as had Visi On, while the various other GUI products on offer for MS-DOS machines were at best struggling for marketplace acceptance. Even the Macintosh had fallen on hard times, such that many were questioning its very survival. Steve Jobs, the GUI’s foremost evangelist, had been ignominiously booted from Apple the previous summer — rendered, as the conventional wisdom would have it, a has-been at age thirty. Was the GUI itself doomed to suffer the same fate? What, asked the conventional-wisdom spouters, was really so bad about MS-DOS’s blinking command prompt? It was good enough to let corporate America get work done, and that was the important thing. Surely it wouldn’t be Windows, an industry laughingstock for the better part of two years now, that turned all this GUI hostility back in the market’s face. Windows was launching into a headwind fit to sink the Queen Mary.

It was a Microsoft public-relations specialist named Pam Edstrom who devised the perfect way of subverting the skepticism and even ridicule that was bound to accompany the belated launch of the computer industry’s most infamous example of vaporware to date. She did so by stealing a well-worn page from the playbook of media-savvy politicians and celebrities who have found themselves embroiled in controversy. How do you stop people making fun of you? Why, you beat them to the punch by making fun of yourself first.

Edstrom invited everybody who was anybody in technology to a “Microsoft Roast” that Comdex. The columnist John C. Dvorak became master of ceremonies, doing a credible job with a comedic monologue to open the affair. (Sample joke about the prematurely bald Ballmer: “When Windows was first announced, Ballmer still had hair!”) Gates and Ballmer themselves then took the stage, where Stewart Alsop presented them with an InfoWorld “Golden Vaporware Award.” The two main men of Microsoft then launched into a comedy routine of their own that was only occasionally cringe-worthy, playing on their established reputations as the software industry’s enfant terrible and his toothy-but-not-overly-bright guard dog. Gates said that Ballmer had wanted to cut features: “He came up with this idea that we could rename this thing Microsoft Window; we would have shipped that a long time ago.” Ballmer told how Gates had ordered him to “ship this thing before the snow falls, or you’ll end your career here doing Windows!”; the joke here was that in Seattle, where the two lived and worked, snow almost never falls. Come the finale, they sang the “The Impossible Dream” together as a giant shopping cart containing the first 500 boxed copies of Windows rolled onto the stage amidst billows of dry ice.

All told, it was a rare display of self-deprecating humanity and showmanship from two people not much known for either. From a PR perspective, it was about the best lemonade Microsoft could possibly have made out of a lemon of a situation. The press was charmed enough to start writing about Windows in more cautiously positive terms than they had in a long, long time. “The future of integration [can] be perceived through Windows,” wrote PC World. Meanwhile Jim Seymour, another respected pundit, wrote a column for the next issue of PC Week that perfectly parroted the message Microsoft was trying to get across:

I am a Windows fan, not because of what it is today but what it almost certainly will become. I think developers who don’t build Windows compatibility into new products and new releases of successful products are crazy. The secret of Windows in its present state is how much it offers program developers. They don’t have to write screen drivers [or] printer drivers; they can offer their customers a kind of two-bit concurrency and data exchange.

The most telling aspect of even the most sympathetic early reviews is their future orientation; they emphasize always what Windows will become, not what it is. Because what Windows actually was in November of 1985 was something highly problematic if not utterly superfluous.

The litany of problems began with that same old GUI bugaboo: performance. Two years before, Bill Gates had promised an environment that would run on any IBM PC or clone with at least 192 K of memory. Technically speaking, Microsoft had come very close to meeting that target: Windows 1.01 would run even on the original IBM PC from 1981, as long as it had at least 256 K of memory. It didn’t even absolutely require a hard drive. But running and running well — or, perhaps better put, running usably — were two very different matters. Windows could run on a floppy-based system, noted PC Magazine dryly, “in the same sense that you can bail a swimming pool dry with a teaspoon.” To have a system that wasn’t so excruciatingly slow as to outweigh any possible benefit it might deliver, you really needed a hard drive, 640 K or more of memory, and an 80286 processor like that found in the IBM PC/AT. Even on a hot-rod machine like this, Windows was far from snappy. “Most people will say that any screen refresh that can be watched takes too long,” wrote PC Magazine. “Very little happens too quickly to see in Windows.” One of Microsoft’s own Windows programmers would later offer a still more candid assessment: even at this late date, he would say, “Windows was a pig,” the result of a project that had passed through too many hands and had too many square chunks of code hammered into too many round holes.

Subjectively, Windows felt like it had been designed and programmed by a group of people who had read a whole lot about the Macintosh but never actually seen or used one. “I use a Macintosh enough to know what a mouse-based point-and-click interface should feel like,” wrote John C. Dvorak after the goodwill engendered by the Microsoft Roast had faded. “Go play with a Mac and you’ll see what I mean. Windows is clunky by comparison. Very clunky.” This reputation for endemic clunkiness — for being a Chrysler minivan pitted against Apple’s fine-tuned Porsche of a GUI — would continue to dog Windows for decades to come. In this first release, it was driven home most of all by the weird and unsatisfying system of “tiled” windows.

All of which was a shame because in certain ways Windows was actually far more technically ambitious than the contemporary Macintosh. It offered a cooperative-multitasking system that, if not quite the preemptive multitasking of TopView or the new Commodore Amiga, was more than the single-tasking Mac could boast. And it also offered a virtual-memory scheme which let the user run more applications than would fit inside 640 K. Additional RAM beyond the 640 K barrier or a hard drive, if either or both were extant, could be used as a swap space when the user tried to open more applications than there was room for in conventional memory. Windows would then automatically copy data back and forth between main memory and the swap space as needed in order to keep things running. The user was thus freed from having to constantly worry about her memory usage, as she did in TopView — although performance problems quickly started to rear their head if she went too crazy. In that circumstance, “the thrashing as Windows alternately loads one application and then the other brings the machine to its knees,” wrote PC Magazine, describing another trait destined to remain a Windows totem for years to come.

A Quick Tour of Windows 1.01

Windows 1.01 boots into what it calls the “MS-DOS Executive,” which resembles one of the many popular aftermarket file managers of the MS-DOS era, such as Norton Commander. Applications are started from here by double-clicking on their actual .exe files. This version of Windows does nothing to insulate the users from the file-level contents of their hard drives; it has no icons representing installed applications and, indeed, no concept of installation at all. Using Windows 1.01 is thus akin to using Windows 10 if the Start Menu, Taskbar, Quick-Launch Toolbar, etc. didn’t exist, and all interactions happened at the level of File Explorer windows.

In a sense, the MS-DOS Executive is Windows. Closing it serves as the shutdown command.

Under Microsoft’s “tiled windows” approach, windows always fill the width of the screen but can be tiled vertically. They’re never allowed to overlap one another under any circumstances, and taken as a group will always fill the screen. One window, the MS-DOS Executive will always be open and thus filling the screen even if nothing else is running. There is no concept of a desktop “beneath” the windows.

Windows can be sized to suit in vertical terms by grabbing the widget at their top right and dragging. Here we’re making the MS-DOS Executive window larger. When we release the mouse button, the Clock window will automatically be made smaller in proportion to its companion’s growth. Remember, overlapping windows aren’t allowed, no matter how hard you try to trick the software…

…with one exception. Sub-windows opened by applications can be dragged freely around the screen and can overlay other windows. Go figure!

If we try to drag a window around by its title bar, an interesting philosophical distinction is revealed between Windows 1.01 and more recent versions. We wind up swapping the contents of one window with those of another. Applications, in other words, aren’t intrinsically bound to their windows, but can be moved among them. In the screenshot above, the disk icon is actually our mouse cursor, representing the MS-DOS Executive window’s contents, which we’re about to swap with the contents of what is currently the Clock window.

Windows 1.01 shipped with Write, a fairly impressive minimalist word processor — arguably the most impressive application ever made for the little-used operating environment.

In contrast to the weirdness of other aspects of Windows 1.01, working within an application like Write feels reassuringly familiar, what with its scroll bars and Macintosh-like pull-down menus. Interestingly, the latter use the click-and-hold approach of the Mac rather than the click-once approach of later versions of Windows.

Windows 1.01 doesn’t have a great way of getting around the 640 K barrier, but it does implement a virtual-memory scheme — no mean feat in itself on a processor without built-in memory protection — which uses any memory beyond 640 K as essentially a RAM disk — or, as Microsoft called it, a “Smart Drive.” In the absence of extra memory, or if it too is filled up, the hard disk becomes the swap area.

By the time Windows was ready, all of the clone makers whom Bill Gates had cajoled and threatened into shipping it with their computers had jumped off the bandwagon, telling him that it had simply taken him too long to deliver, and that the product which he had finally delivered was simply too slow on most hardware for them to foist it on their customers in good conscience. With that path to acceptance closed to them, Microsoft was forced to push Windows as a boxed add-on sold through retail channels, a first for them in the context of a piece of system software. In a measure of just how badly Gates wanted Windows to succeed, Microsoft elected to price it at only $99 — one-tenth of what VisiCorp had tried to ask for Visi On two years before — despite its huge development cost.

Unfortunately, the performance problems, the awkwardness of the tiled windows, and the almost complete lack of native Windows applications beyond those that shipped with the environment outweighed the low price; almost nobody bought the thing. Microsoft was trapped by the old chicken-or-the-egg conundrum that comes with the launch of any new computing platform — a problem that is solved only with difficulty in even the best circumstances. Buyers wanted to see Windows applications before they bought the operating environment, while software developers wanted to see a market full of eager buyers before they invested in the platform. The fact that Windows could run most vanilla MS-DOS applications with some degree or another of felicity only helped the software developers make the decision to stay away unless and until the market started screaming for Windows-native versions of their products. Thus, the MS-DOS compatibility Microsoft had built into Windows, which had been intended as a mere bridge to the Windows-native world of the future, proved something of a double-edged sword.

When you add up all of the hard realities, it comes as little surprise that Microsoft’s first GUI sparked a brief run of favorable press notices, a somewhat longer run of more skeptical commentary, and then disappeared without a trace. Already by the spring of 1986, it was a non-factor, appearing for all the world to be just one more gravestone in the GUI graveyard, likely to be remembered only as a pundit’s punch line. Bill Gates could comfort himself only with the fact that IBM’s own big system-software innovation had landed with a similar splat.

IBM and Microsoft had each tried to go it alone, had each tried to build something better upon the foundation of MS-DOS, and had each struck out swinging. What now? Perhaps the odd couple still needed one another, loath though either was to admit it. In fact, by that spring of 1986 a gradual rapprochement had already been underway for a year, despite deep misgivings from both parties. TopView and Windows 1 had both been a bust, but neither company had gotten where they were by giving up easily. If they pooled their forces once again, who knew what they might achieve. After all, it had worked out pretty well the first time around.

(Sources: the books The Making of Microsoft: How Bill Gates and His Team Created the World’s Most Successful Software Company by Daniel Ichbiah and Susan L. Knepper, Hard Drive: Bill Gates and the Making of the Microsoft Empire by James Wallace and Jim Erickson, Gates: How Microsoft’s Mogul Reinvented an Industry and Made Himself the Richest Man in America by Stephen Manes and Paul Andrews, Computer Wars: The Fall of IBM and the Future of Global Technology by Charles H. Ferguson and Charles R. Morris, and Apple Confidential 2.0: The Definitive History of the World’s Most Colorful Company by Owen W. Linzmayer; PC Magazine of April 30 1985, February 25 1986, April 18 1987, and April 12 1988; Byte of February 1985, May 1988, and the special issue of Fall 1985; InfoWorld of May 7 1984 and November 19 1984; PC World of December 1985; Tandy Trower’s “The Secret Origins of Windows” on the Technologizer website. Finally, I owe a lot to Nathan Lineback for the histories, insights, comparisons, and images found at his wonderful online “GUI Gallery.”)

Bill Gates was as aware as everyone else of the abundant deficiencies of his own company’s hastily procured operating system for the IBM PC. So, in September of 1981, before the PC had even shipped and just a handful of months after VisiCorp had started their own similar project, he initiated work at Microsoft on a remedy for MS-DOS’s shortcomings. Initially called the “Interface Manager,” it marks the start of a long, fraught tale of struggle and woe that would finally culminate in the operating system still found on hundreds of millions of computers today.

As the name would imply, the Interface Manager was envisioned first and foremost as a way to make computing easier for ordinary people, a graphical layer to sit atop MS-DOS and insulate them from the vagaries of the command line. As such, it was the logical follow-on to an even older project inside Microsoft with similar goals, another whose distant descendant is still ubiquitous today: Microsoft Multiplan, the forefather of Excel.

In those days, people who had worked at the already legendary Xerox Palo Alto Research Center were traded around the computer industry like the scarce and precious commodity they were, markers of status for anyone who could get their hands on one of them. Thus it could only be regarded as something of a coup when Charles Simonyi came to work for Microsoft on February 6, 1981, after almost a decade spent at PARC. There he had been responsible for a word processor known as Bravo, the very first in history to implement the “what you see is what you get” philosophy — meaning that the text you saw on the monitor screen looked exactly like what would be produced by the printer. When the 32-year-old Hungarian immigrant, debonair and refined, showed his secretary at PARC a snapshot of his soon-to-be boss Bill Gates, 25-going-on-15 and looking like he could really use a shower and a haircut, she nearly fell out of her chair laughing: “Charles, what are you doing? Here you are at the best research lab in the world!” What could he say? A rapidly changing industry could make for strange bedfellows. Simonyi became Microsoft’s First Director of Applications Development.

At Microsoft, he found the Multiplan project, an attempt to make a competitor to VisiCalc, already underway. He pushed hard to turn it into not just another spreadsheet but a different kind of spreadsheet, placing a premium on ease of use in a field of business software already becoming known for its crypticness. For him, ease of use meant augmenting the long lists of command keystrokes with a menu of possibilities that would always be at the user’s fingertips. Simonyi:

I like the obvious analogy of a restaurant. Let’s say I go to a French restaurant and I don’t speak the language. It’s a strange environment and I’m apprehensive. I’m afraid of making a fool of myself, so I’m kind of tense. Then a very imposing waiter comes over and starts addressing me in French. Suddenly, I’ve got clammy hands. What’s the way out?

The way out is that I get the menu and point at something on the menu. I cannot go wrong. I may not get what I want — I might end up with snails — but at least I won’t be embarrassed.

But imagine if you had a French restaurant without a menu. That would be terrible.

It’s the same thing with computer programs. You’ve got to have a menu. Menus are friendly because people know what their options are, and they can select an option just by pointing. They do not have to look for something that they will not be able to find, and they don’t have to type some command that might be wrong.

It’s true that Multiplan’s implementation of menus was a long way from what a modern GUI user might expect to see. For one thing, they were lined up at the bottom rather than the top of the screen. (It would take software makers a surprisingly long time to settle on the topside placement we know today, as evidenced by the menus we saw at the bottom of Visi On’s windows as well in my previous article.) More generally, much of what Simonyi had been able to implement in Bravo on the graphical terminals at Xerox PARC way back in the mid-1970s was impossible on an IBM PC running Multiplan in the early 1980s, thanks to the lack of a mouse and a restriction to text-only display modes. One could only do what one could with the tools to hand — and by that standard, it must be said, Microsoft Multiplan was a pretty good first effort.

Multiplan was released in 1982. Designed to run inside as little as 64 K of memory and ported to several platforms (including even the humble Commodore 64), it struggled to compete with Lotus 1-2-3, which was designed from the start for an IBM PC with at least 256 K. The Lotus product would come to monopolize the spreadsheet market to the tune of an 80-percent share and sales of 5 million copies by the end of the 1980s, while Multiplan would do… rather less well. Still, the general philosophy that would guide Microsoft’s future efforts was there. Their software would distinguish itself by being approachable for the average person. Sometimes this would yield great results, other times it would come off more as a condescending caricature of user-friendliness, but it’s the philosophy that still guides Microsoft’s consumer software to this day.

Here we see Microsoft Multiplan in action. Note the two rows of menus along the bottom of the screen; this counted as hugely user-friendly circa 1982.

Charles Simonyi left an even bigger mark upon Microsoft’s next important application. Like Multiplan, Multi-Tool Word attempted to compete with the leading application of its type primarily on the basis of ease of use. This time, however, the application type in question was the word processor, and the specific application in question was WordStar, a product which was so successful that its publisher, MicroPro International, had gross sales that exceeded Microsoft’s as late as 1983. Determined to recreate what he had wrought at Xerox PARC more exactly than had been possible with Multiplan, a project he had come into in the middle, Simonyi convinced Microsoft to make a mouse just for the new word processor. (“The mouse,” InfoWorld magazine had to explain, “is a pointing device that is designed to roll on the desktop next to the keyboard of a personal computer.”)

The very first Microsoft mouse, which retailed for $195 in 1983.

Debuting in May of 1983, in many ways Multi-Tool Word was the forerunner of the operating environment that would come to be known as Microsoft Windows, albeit in the form of one self-contained application. Certainly most of the touted advantages to a GUI environment were in place. It implemented windows, allowing multiple documents to be open simultaneously within them; it utilized the mouse if anything more elegantly than the full-blown GUI environment Visi On would upon its debut six months later; it could run in graphical mode, allowing it to display documents just as they would later appear on the printer; it did its best to duplicate the interface of Multiplan, on the assumption that a user shouldn’t be expected to relearn the most basic interface concepts every time she needs to use a new application; it had an undo command to let the user walk back her mistakes. Unfortunately, it was also, like most early GUI experiments, slow in comparison to more traditional software, and it lacked such essential features as a spell checker and a mailing-list manager. Like Multiplan, it would have a hard time breaking through in one of the most competitive segments of the business-software market, one which was dominated first by the more powerful WordStar and then by the still more power-user-friendly WordPerfect. But, once again, it gave a glimpse of the future of computing as Microsoft envisioned it.

Multi-Tool Word. Here someone is using the mouse to create a text style. Note the WYSIWYG text displayed above.

Even as these applications were being developed at Microsoft, work on the Interface Manager, the software designed to integrate all of their interface enhancements and more into a non-application-specific operating environment, was continuing at its own pace. As usual with such projects, the Interface Manager wound up encompassing far more than just a new interface. Among other requirements, Gates had stated that it had to introduce a system of drivers to insulate applications from the hardware, and that it had to expose a toolkit to application programmers that was far larger and richer than MS-DOS’s 27 bare-bones function calls. Such a toolkit would allow programmers to make diverse applications with a uniform look and feel, thus delivering on another of the GUI’s most welcome promises.

This is one of a series of screenshots, published in the December 1983 issue of Byte Magazine, which together may represent the oldest extant evidence of Microsoft Windows’s early appearance. Note in particular the menus at the bottom of the screen. Oddly, a much more mature version of Windows, with menus at the top of the individual windows, was demonstrated at the Comdex trade show which began on November 23, 1983. Despite the magazine’s cover date, one therefore has to assume that these screenshots are older — probably considerably older, given how dramatic the differences between the Windows demonstrated at Comdex and the one we see here really are.

In early 1983, Bill Gates and a few colleagues met with IBM to show them their Interface Manager in progress. They had expected a thrilled reception, expected IBM to immediately embrace it as the logical next stage in the two companies’ partnership. What they got was something much different. “They thought it was neat stuff,” recalls Gates’s right-hand man Steve Ballmer, “but they said, ‘We have this other thing we are pretty excited about.'” IBM, it seemed, must be working on an extension to MS-DOS of their own. This unsatisfying and, from Microsoft’s perspective, vaguely alarming meeting heralded the beginning of a new, far less trusting phase in the two companies’ relationship. The unlikely friendship between the young and freewheeling Microsoft and the middle-aged and staid IBM had spawned the IBM PC, a defining success for both companies. Now, though, it was entering a much more prickly phase.

IBM had been happy to treat this scruffy kid named Bill Gates almost as an equal partner as long as their first general-purpose microcomputer remained nothing more than a marketplace experiment. Now, though, with the IBM PC the first bullet item on their stock reports, the one exploding part of an otherwise fairly stagnant business, they were beginning to wonder what they had wrought when they signed that generous deal to merely license MS-DOS from Microsoft rather than buy it outright. Gates had already made it clear that he would happily license the same operating system to others; this, combined with the open architecture and easy-to-duplicate commodity hardware of the IBM PC itself, was allowing the first of what would soon be known as the “PC clones” to enter the market, undercutting IBM’s prices. IBM saw this development, for understandable reasons, as a potential existential threat to the one truly exciting part of their business, and they weren’t at all sure whose side Microsoft was really on. The two partners were bound together in a hopeless tangle of contracts and mutual dependencies that could quite possibly never be fully severed. Still, there wasn’t, thought IBM, any point in getting themselves yet more entangled. From here on, then, IBM and Microsoft’s relationship would live in an uncertain no man’s land somewhere between partners and competitors — a situation destined to have major implications for the quest to replace MS-DOS with something better.

IBM’s suspicions about Microsoft were probably at least partly justified — Bill Gates’s reputation as a shark whom you trusted at your peril was by no means unearned — but undoubtedly became something of a self-fulfilling prophecy as well. Suddenly aware of the prospect of a showdown between their Interface Manager and whatever IBM was playing so close to the vest, Microsoft began reaching out to the emerging clone makers — to names like Compaq, Zenith, and Tandy — in a far more concerted way. If matters should indeed end in a showdown, these could be the bridges which would allow their system software rather than IBM’s to remain the standard in corporate America.

As if all this wasn’t creating concern enough inside Microsoft and IBM alike, there was also the question of what to make of the Apple Lisa, which had been announced in January of 1983 and would ship in June. The much-heralded first personal computer designed from the ground up for the GUI paradigm had a lot of problems when you looked below the surface. For one thing, it was far too expensive for even the everyday corporate market, what with its price tag of over $10,000. And it suffered from a bad case of over-ambition on the part of its software architects, who had decided to ask its 5 MHz Motorola 68000 processor to run a highly sophisticated operating system sporting virtual memory and cooperative multitasking. The inevitable result was that the thing was slow. A popular knock-knock joke inside the computer industry followed the “Who’s there?” with a fifteen-second pause before a “Lisa” finally came forth. If someone was going to pay over $10,000 for a personal computer, everyone agreed, she was justified in expecting it to run like a Ferrari rather than a Volkswagen bus.

The Lisa GUI, looking and working pretty much the way we still expect such things to look and work today.

When you looked beyond the pricing and performance problems, however, the Lisa was… well, the Lisa was amazing. Apple’s engineering team had figured this whole GUI thing out in a way that no one, not even the demigods at Xerox PARC, had managed to do before. The greatest testament to Apple’s genius today is just how normal the Lisa interface still looks, how easily one can imagine oneself just sitting down and getting to work using it. (Try saying that about any other unfamiliar operating system of this period!) All the stuff we expect is present, working as we expect it to: draggable windows with scroll bars on the side and sizing widgets attached to the corners; pull-down menus up there at the top of the screen; a desktop to function as the user’s immediate workspace; icons representing disks, files, and applications which can be dragged from place to place or even thrown in the trash can; drag-and-drop and copy-and-paste. Parts of all this had appeared before in other products, such as the Xerox Star, but never before had it all come together like this. After the Lisa, further refinements of the GUI would all be details; the really essential, really important pieces were all in place. It instantly made all of the industry’s many other GUI projects, including Microsoft’s, look hopelessly clunky.

Thanks not least to that $10,000 price tag, the Lisa itself was doomed to be a commercial failure. But Apple was promising a new machine for 1984, one which would be cheaper and would employ the same interface without the speed-sapping virtual memory and multitasking. For obvious reasons, the prospect of this next Apple computer, to be called the Macintosh, made plenty of people in the MS-DOS world, among them Bill Gates, very nervous.

One can view much of the history of the personal computer in the United States through the shifting profiles of Bill Gates and Steve Jobs, those two personalities who will always be most identified with a whole era of technology in the public imagination. Just a few years hence from 1983, Jobs would be widely viewed as a has-been in his early thirties, a flighty hippie whom the adults who were now running Apple had wisely jettisoned; Gates, on the other hand, would be a darling of Wall Street well on the way to his reputation as the computer industry’s all-powerful Darth Vader. In 1983, however, the picture was very different. Jobs was still basking in the glory of having been one half — and by far the most charismatic half at that — of the pair of dreamers who had supposedly invented the personal computer in that famous California garage of theirs, while Gates was the obscure head of a rather faceless company whose importance was understood only by industry insiders. None could foresee the utter domination of virtually all personal computing that would soon be within Gates’s grasp. He was still balanced on the divide between his old way of doing business, as the head of an equal-opportunity purveyor of programming languages and other software to whoever cared to pay for them, and his new, as the supreme leader in the cause of one platform to rule them all under the banner of Microsoft.

This list of the top software companies of 1983 provides a fascinating snapshot of an industry in rapid transition. VisiCorp, which would easily have topped the list in any of the three previous years, has fallen back to number 5, already a spent force. Lotus, the spreadsheet-making rival responsible for their downfall, will take over the top spot in 1984 and remain there through 1986. The biggest company of all this year is the now-forgotten MicroPro, maker of WordStar, the most popular early word processor; they will be wiped out by WordPerfect, which doesn’t even make this list yet, within a year or two. Finally, note the number of home- and entertainment-software publishers which manage to sneak onto the bottom half of this list. In years to come, the business-software market will continue to explode so dramatically in contrast to a comparatively slow-growing home-computing software market as to make that a thing of the past.

So, Jobs still had the edge on Gates in lots of ways in 1983, and he wasn’t afraid to let him know. He expected Microsoft to support the Macintosh in the form of application software. Specifically, he expected them to provide a spreadsheet, a business-graphics application, and a database; they’d signed a contract to do so, and been provided with their first extremely crude prototype of the new machine in return, back in January of 1982. According to Mike Murray, the Mac’s first marketing manager, Jobs would call Gates up and hector him in a way that no one would have dared talk to the Bill Gates of just a few years later: “You get down here right now. I don’t care what your schedule says. I want you down here tomorrow morning at 8:30 and I want you to tell me exactly what you’re doing [for the Macintosh] at Microsoft.”

For his part, Gates was willing to play the role of Jobs’s good junior partner, just as he had played the same role so dutifully for IBM, but he never lost sight of the big picture. The fact was that when it came to business sense, the young Bill Gates was miles ahead of the young Steve Jobs. One can’t help but imagine him smiling to himself when Jobs lectured him on how he should forget about MS-DOS and the rest of the system-software business, how application software was where the money was really at. Gates knew something which Jobs had apparently yet to realize: if you control the operating system on people’s computers, you can potentially control everything.

Still, Jobs was aware enough of business realities to see an environment like the Interface Manager, available on commodity clone hardware much cheaper than the Macintosh, as a significant threat. He reminded Gates pointedly of language in the January 1982 contract between the two companies which prohibited Microsoft from using knowledge gained of the Macintosh in competing products for other platforms. Gates respectfully but firmly held his ground, not even precisely denying that insights gained from the Macintosh might find their way into the Interface Manager but rather saying that the “competing products” mentioned in the contract would naturally have to mean other spreadsheets, business-graphic applications, or databases — not full-fledged operating environments. Further, he pointed out, the restrictions only applied until January 1, 1984, or the first shipment of the Macintosh, whichever came first. By the time the Interface Manager was actually ready to sell, it would all be a moot point anyway.

It was at about this time that the Interface Manager became suddenly no longer the Interface Manager. The almost aggressively generic name of “Windows” was the brainchild of a new marketing manager named Rowland Hanson, who was just 31 years old when he came to Microsoft but had already left his stamp on such brands as Betty Crocker, Contadina, and Neutrogena. At his first interview with Bill Gates, the latter’s words immediately impressed him:

You know, the only difference between a dollar-an-ounce moisturizer and a forty-dollar-an-ounce moisturizer is in the consumer’s mind. There is no technical difference between moisturizers. We will technically be the best software. But if people don’t believe it or people don’t recognize it, it won’t matter. While we’re on the leading edge of technology, we also have to be creating the right perception about our products and our company, the right image.

Who would have thought that this schlubby-looking nerd understood so much about marketing? Having taken the interview on a lark, Hanson walked out of Gates’s office ready to help him create a new, slicker image for Microsoft. He knew nothing whatsoever about computers, but that didn’t matter. He hadn’t known anything about moisturizers either when he went to work for Neutrogena.

Hanson devised the approach to product branding that persists at Microsoft to this day. Each product’s name would be stripped down to its essence, creating the impression that it was the definitive — or the only — product of its type. The only ornamentation would be the Microsoft name, to make sure no one forgot who made it. Thus Multi-Tool Word, after just a few months on the market under that unwieldy name, now became simply Microsoft Word. If he had arrived just a little earlier, Hanson grumbled, he would have been able to make sure that Multiplan shipped as Microsoft Spreadsheet, and MS-DOS — the software that “tells the IBM PC how to think” in his new marketing line — would have had the first part of the abbreviation spelled out every single time: Microsoft DOS. Luckily, there was still time to save the next generation of Microsoft system software from the horrid name of Interface Manager. It should rather be known simply as Microsoft Windows. “It appeared there were going to be multiple systems like this on the market,” remembers Hanson. “Well, we wanted our name basically to define the generic.” Gates agreed, and one of the most enduring brands in the history of computing was born.

The Windows project had run hot and cold inside Microsoft over the past couple of years in the face of other pressing priorities. Now, though, Gates started pushing hard under the prompting of external developments. The Macintosh was scheduled to make its debut in January of 1984. Just as worryingly, VisiCorp planned to ship Visi On at last before 1983 was up, and had scheduled a big, much-anticipated unveiling of the final product for the Comdex business-computing trade show which would begin on November 23. Determined to avoid the impression that Microsoft was being left behind by the GUI arms race, and even more determined to steal VisiCorp’s thunder, Gates wanted a Windows unveiling before Comdex. To help accomplish that, he hired another refugee from Xerox named Scott MacGregor and put him in charge of the project’s technical architecture. At 26 years old, MacGregor was a little too young even by the early-blooming standards of hacker culture to have made a major contribution during the glory days of Xerox PARC, but he had done the next best thing: he had designed the windowing system for the Star office workstation, the only tangible commercial product Xerox themselves ever developed out of all the work done with mice and menus at PARC. Other Xerox veterans would soon join MacGregor on the Windows project, which spent the late summer and early autumn of 1983 in a mad scramble to upstage its various competitors.

On November 10, at a lavish event inside New York City’s posh Helmsley Palace Hotel, Microsoft officially announced Windows, saying it would be available for purchase by April of 1984 and that it would run on a computer without a hard drive and with as little as 192 K of memory — a stark contrast to Visi On’s minimum specification of a hard-drive-equipped 512 K machine. And, unlike under Visi On, all applications, even those not specifically written for Windows, would be able to run in the environment, at least after a fashion. “Misbehaved” programs, as Microsoft referred to what was actually the entirety of the MS-DOS application market at the time of the unveiling, could be started through Windows but would run in full-screen mode and not have access to its features; Windows would effectively shut down when the time came to run such an application, then start itself back up when the user exited. It wasn’t ideal, but it struck most people as an improvement on Visi On’s our-way-or-the-highway approach.

The dirty little secret hiding behind this very first demonstration of Windows was that the only actual Windows application that existed at the time was a little paint program Microsoft’s programmers had put together, along with a few applets like a calendar, a calculator, and an extremely basic text editor. Microsoft had, they claimed, “commitments” from such big players as Lotus, Ashton-Tate, and Peachtree to port their vanilla MS-DOS applications to Windows, but the reality was that none of these took the form of much more than a vague promise and a handshake.

The work Bill Gates had been doing to line up support from the emerging community of clone makers was in plainer evidence. Microsoft could announce that no fewer than 23 of their current MS-DOS licensees had signed up to ship Windows on their machines as well, including names like Compaq, Data General, Hewlett-Packard, Radio Shack/Tandy, Wang, and Zenith. The only important licensee absent from the list was the biggest of them all, IBM — a fact which the business and technology press could hardly fail to notice. Yet the plan was, as Gates didn’t hesitate to declare, to have Windows on 90 percent of all MS-DOS machines by the end of 1984. Where did that leave IBM? Among the trailing 10 percent?

As it happened, Microsoft was still trying to get IBM onboard the Windows train. The day after the big rollout, Gates flew from New York to Boca Raton, Florida, where the division of IBM responsible for their microcomputers was located, and made another pitch. Perhaps he believed that the good press stemming from the previous day’s festivities, which was to be found in the business and technology sections of this day’s newspapers all over the country, would sway them. If so, he was disappointed. Once again, IBM was noncommittal in all senses of the adjective, alluding vaguely to a potential similar product of their own. Then, a few days after Gates left them, IBM announced that they would distribute Visi On through their dealer network. This move was several steps short of anointing it the only or the official GUI of the IBM PC, but it was nevertheless a blessing of a certain type, and far more than IBM had yet agreed to do for Windows. It was becoming abundantly clear that IBM was, at the very least, hedging their bets.

A week later, the Comdex show opened in Las Vegas, with the finished Visi On on public display for the first time. Just a few booths down from that spectacle, Microsoft, still determined to undermine Visi On’s debut, showed Windows as well. Indeed, Windows was everywhere at Comdex; “You couldn’t take a leak in Vegas without seeing a Windows sticker,” remembers one Microsoft executive. Yet the actual product behind all the hype was presented only in the most circumscribed way. Microsoft employees ran through a carefully scripted spiel inside the Windows booth, making sure the public got nowhere close to the controls of the half-finished (at best) piece of software.

Still, Microsoft had some clear advantages to point out when it came to Windows, and point them out they did. For one, there was the aforementioned ability to run — or at least to start — non-Windows applications within the environment. For another, true multitasking would be possible under Windows, claimed Microsoft, not just the concurrently open applications of Visi On. And it would be possible, they said, to write Windows programs on the selfsame Windows computer on which they would run, in contrast to the $20,000 minicomputer one had to buy to develop for Visi On. This led Microsoft to refer to Windows as the open GUI, a system carrying forward the original promise of the personal computer as an anything tool for ordinary users.

In the nuts and bolts of their interfaces as well, the two systems presented contrasting approaches. The Visi On interface strongly resembled something that might have been seen at Xerox PARC in the 1970s, but Windows betrayed the undeniable influence of Apple’s recent work on the Lisa and, as would later become clear, the Macintosh — not hugely surprising, given that Microsoft had been able to follow the step-by-step evolution of the latter since January of 1982, thanks to their privileged position as contracted application developers for the new machine. Windows already seemed to operate a bit more intuitively than the rather awkward Visi On; Microsoft already understood, as their competitor so plainly did not, that a mouse could be used for things other than single clicks.

In other ways, though, Windows was less impressive than Visi On, not to mention the Lisa and Macintosh. And one of these ways was, ironically given the new product’s name, the windows themselves. They weren’t allowed to overlap one another — at all. In what Microsoft spun as the “automatic window layout” feature, sizing one window would cause all of the others to resize and reposition themselves in response. Nor could you freely drag windows around the screen like you could on the Lisa and Macintosh. “It’s the metaphor of the neat desktop,” said Steve Ballmer, spinning like mad. Neat or not, this wasn’t quite the way most people expected a window manager to work — and yet Microsoft would stick with it for a well-nigh absurdly long time to come.

A Quick Tour of Windows as Shown at the 1983 Comdex Show

None other than Dan Bricklin of VisiCalc fame visited the November 1983 Comdex show with a camcorder. The footage he took is a precious historical document, not least in showing Windows in action as it existed at the time of these first public demonstrations. Much must still be surmised thanks to the shaky camerawork and the fact that the public was kept at arm’s length from a far-from-complete piece of software, but we’re very lucky Bricklin and his camcorder were there that day. We learn from his footage that Windows had progressed hugely since the screenshot shown earlier in this article, showing the clear influence of Apple’s Lisa and Macintosh interfaces.

Windows apparently boots up to a blank screen with a row of (non-draggable) icons at the bottom, each representing an installed application.

Here a text editor, a clock applet, and a paint program have been opened. Unlike in Visi On and Apple’s GUIs, windows cannot overlap one another. On the other hand, note that the menu bar has been moved to the top of the window, where we expect it to be today. On the other other hand, it appears that the menu still provides single-click options only, not drop-down lists of choices. Note how cluttered the two-line text-editor menu at the top is.

At the bottom of each window (just to the left of the mouse pointer in the photograph) is a set of widgets. From left, these are: minimize the window; maximize the window (minimizing all of the others in the process, since windows are not allowed to overlap one another); automatically “tile” the window with the others that are open (it’s not entirely clear how this worked); initiate a resize operation; close the window. Despite the appearance of a resizing widget in this odd location, it does appear from other video evidence that it was already possible to size a window by dragging on its border. Whether one first had to click the resizing widget to initiate such an operation is, once again, unclear.

A scroll bar is in place, but it’s at the left rather than the right side of the window.

A few weeks after Comdex closed up shop, VisiCorp shipped Visi On, to cautiously positive press notices behind which lurked all of the concerns that would prove the product’s undoing: its high price; its high system requirements and slow performance even on a hot-rod machine; its lack of compatibility with vanilla MS-DOS applications; the huge hardware hurdle developers had to leap to make applications for the system. Bill Gates, in other words, needn’t worry himself overmuch on that front.

But a month after Visi On made its underwhelming debut, the Apple Macintosh made its overwhelming version of same in the form of that famous “1984” television advertisement, which aired to an audience of 96 million viewers during the third quarter of the Super Bowl. Two days later, when the new computer was introduced in a slightly more orderly way at De Anza College’s Flint Auditorium, Bill Gates was there to support his sometime friend, sometime rival Steve Jobs in the biggest moment of his busy life to date. Versions of Microsoft Multiplan and BASIC for the Macintosh, Gates could announce there, would be available from the day the new computer shipped.

The announcement of the Mac version of Microsoft BASIC at the ceremony marked one of the last gasps of the old Microsoft business model which dated back to the days of the Altair kit computer, when they would supply a BASIC as a matter of course for every new microcomputer to come down the pipe. ^[1]That said, it wasn’t quite the last gasp: Microsoft would also supply a BASIC for the Commodore Amiga, constituting the only piece of software they would ever develop for that machine, shortly after its release in 1985. But more important than the BASIC or even the Mac Multiplan was the mere fact that Microsoft was there at all in Flint Auditorium, getting their piece of the action. Bill Gates was doing what he always did, seeking to control those parts of the industry which he could and exploit those parts which he couldn’t. He didn’t know whether the Macintosh was destined to take over business computing entirely, as some were claiming, or whether its flaws, all too easily overlooked under the auditorium’s bright lights, would undermine its prospects in the end. Certainly those flaws were legion when you dug below the surface, including but not limited to a price which was, if vastly less than that of the Lisa, still far more than a typical MS-DOS machine; the lack of a hard drive; the straitened memory of just 128 K; the lack of amenability to expansion, which only exacerbated the previous three flaws; the lack of multitasking or even the ability to open concurrent programs; and an interface which corporate America might read as too friendly, crossing past the friend zone into cutesy and unbusinesslike. But what Bill Gates did know, with every bit as much certainty as Steve Jobs, was that the GUI in the abstract was the future of computing.

In June of 1984, with Windows having missed its release target of two months previous but still hopefully listed in Microsoft’s catalog as “coming soon,” Gates and Steve Ballmer wrote an internal memo which described in explicit, unvarnished detail their future strategy of playing the Macintosh and Windows off against one another:

Microsoft believes in the mouse and graphics as invaluable to the man-machine interface. We will bet on that belief by focusing new development on the two new environments with the mouse and graphics: Macintosh and Windows.

This also makes sense from a marketing perspective. Our focus will be on the business user, a customer who can afford the extra hardware expense of a mouse and high-resolution screen, and who will pay premium prices for quality easy-to-use software.

Microsoft will not invest significant development resources in new Apple II, MSX, CP/M-80, or character-based IBM PC applications. We will finish development and do a few enhancements to existing products.

Over the foreseeable future, our plan is to implement products first for the Mac and then to port them to Windows. We are taking care in the design of the Windows user interface to make this as easy as possible.

In his more unguarded moments, Gates would refer to Windows as “Mac on the [IBM] PC.”

Just one worrisome unknown continued to nag at him: what role would IBM play in his GUI-driven world of the future?

(Sources: the books The Making of Microsoft: How Bill Gates and His Team Created the World’s Most Successful Software Company by Daniel Ichbiah and Susan L. Knepper, Hard Drive: Bill Gates and the Making of the Microsoft Empire by James Wallace and Jim Erickson, Gates: How Microsoft’s Mogul Reinvented an Industry and Made Himself the Richest Man in America by Stephen Manes and Paul Andrews, and Apple Confidential 2.0: The Definitive History of the World’s Most Colorful Company by Owen W. Linzmayer; PC World of September 1983; InfoWorld of May 30 1983, November 21 1983, April 2 1984, October 21 1991, and November 20 1995; MacWorld of September 1991; Byte of December 1983. Finally, I owe a lot to Nathan Lineback for the histories, insights, comparisons, and images found at his wonderful online “GUI Gallery.”)