We’ve all seen the first few chapters of this book which include product names (iPod - XBox), feature names (widgets - gadgets), even marketing code words for OS components (Aqua - Aero), and as Joel recently pointed out, the Zune has the engraving on the back “Hello from Seattle”, clearly jealous of Apple’s more eloquent and emotional “Designed by Apple in California”. I agree with Joel’s conclusion in that Microsoft has no comprehension of the subtleties that go into creating emotional messaging that consumers subconsciously (or even consciously) bond with.

The other day I finally broke down and purchased my second Microsoft product—ever, an Xbox 360. Knowing why I bought my first Microsoft product explains why I finally chose an Xbox. To this very day at the helm of my Mac Pro sits a first gen IntelliMouse Explorer. Why in the world would I choose to keep this relic instead of retiring it after nearly 6 years of committed service? Simply because it’s the best. It continues to have the best ergonomics for my particular hand, 5 buttons—enough to manhandle any serious app, tracks no less accurate than than those with fancy lasers sampling 10x as fast, and it has a total cost of ownership of somewhere in the 0.0000003 cents per day range. So why change it? I’ve tried just about every mouse model you can think of and even use a Logitech MX-500 at work, but the IntelliMouse is just too perfect to replace (although the word “Microsoft” is mysteriously missing from mine). Similarly, after years of absolutely maddening online game play with the PlaySation 2, I wanted to pick a next gen console that actually worked for my primary gaming habits. Via several friends I had a chance to use XBox LIVE on occasion and was continually impressed with the thoroughness of their online platform. Having lost faith due to Sony’s constant delays in both the console, online system and my primary game development, I’d had enough. So finally after (just!) 3 years of production, the latest batch of XBox 360 consoles have revised CPUs and heat sinks hoping to avoid the long list of hardware failures that plagued early models. I figured this was my big chance to game in the glory that is full 1080p.

I’m happy to report that so far I’ve had very little trouble, save for the occasional green flash of my entire TV screen, which is thought to be an HDMI sync problem, possibly related to my Samsung LCD. But the real story here was when I opened the box. After having unboxed Apple products on a daily basis in a previous job, like many consumers nowadays, my experience of un-boxing expensive electronics does not go without study. Greeting me when I opened the lid of the 360’s box was a plastic bag with printed white text showing up vividly over the black Elite’s shell. Then I stumbled upon the english row and noticed something familiar. “Welcome” it read. “Bienvenue” it continued in another row and so on in 7 other languages. But where had I seen this EXACT idea before?

Oh yeah! The recent startup screen animation of every new mac running Mac OS 10.5. But the XBox was out long before Leopard, Apple probably copied Microsoft this time.

Or maybe not, Mac OS 10.4 was also shipped in 2005, same year as the XBox. Eh, it’s too close to call.

But wait, Mac OS 10.3 shipped in 2003. Hmmm.

And Mac OS 10.0 hit the streets way back in ‘01.

Okay now we’re just beating an embarrised horse to death. I had completely forgotten that Mac OS 9 also included the multi-lingual “Welcome” start up video in 1999.

So a mere 6 years before the xBox 360’s plagiarized packaging joined us, Apple clearly owned the concept.

So I ask the question, what is originality worth? Does the average buyer feel as jaded as I do when I see this sort of thing? If they ripped off something as simple as the packaging, what else have they stolen and how will it effect my user experience? We agonized over the selection of a name for sho’fr for months, believing that it was critical to select something meaningful with a good visual presence, while trying to be original. The same goes for sho’fr’s functionality and attempt at having an easy to understand, original interface that leads you naturally towards the information you’re looking for.

Could the 360’s culmination of weak messaging and lack of attention to detail have contributed to Microsoft’s estimated $4 billion dollar loss after only 3 years of production? Does originality equal better consumer value?

Something to ponder while I go throw down a few rounds in Halo 3.