If you want something done, do it yourself. It seems that's the reason Microsoft is building the Surface tablet to showcase Windows 8, as big boss Steve Ballmer highlights the importance of hardware to the company's success.
In an open letter to shareholders, Ballmer notes a "significant shift, both in what we do and how we see ourselves -- as a devices and services company". In this age of phones and tablets alongside laptops and desktop computers, hardware and software are intertwined -- and getting someone into your ecosystem is critical.
"Microsoft is working to establish one platform, Windows, across the PC, tablet, phone, server and cloud to drive a thriving ecosystem of developers and unify the cross-device user experience," says Ballmer.
The Microsoft boss gives Windows 8 apps as an example of how Microsoft will cross over all your gadgets. "Xbox Music, Video, Games and SmartGlass apps make it possible to select a movie from a PC, start playing it on the TV, and finish watching it on a phone." Clever stuff, Steve.
The goal is also to "increase agility when bringing new advancements to market". In other words, if you want something done... make the Surface yourself.
Windows 8 "unites the light, thin and fun aspects of a tablet with the power of a PC," according to Ballmer. "It's beautiful, it's functional, and it's perfect for both personal and professional use." The new software arrives on 26 October, closely followed by the Surface; Windows Phone 8 brings up the rear on 29 October.
As is traditional, Ballmer also throws in a dig at Apple and its policy of only building a single model of each type of device. "Our customers want great choices," says the Ballmernator, "and we believe there is no way one size suits over 1.3 billion Windows users around the world." Ouch!
Is Windows 8 a new era? Can Microsoft unite all your devices? Bring your thoughts together in the comments or on our single-platform Facebook page.