I would go as far as saying any company publicizing a video like this (even Apple) is doing more than sending mixed messages, they are undermining their credibility. What happens when they don’t deliver the promise? Think about it–can we watch the Microsoft video, replace the ending logo with “Apple” and feel more confident of this future as reality?

It always comes down to interpreting User Needs and using technology to address those needs. These concept videos are exactly that–concepts. There are so many impractical and unusable interfaces demonstrated, but that’s what sets people’s expectations (this is why we never do spec design work before having user requirements). Even the reality of the Knowledge Navigator demonstrates impracticality, but it’s the concept which is beginning to be realized with Siri (really, will we ever have an interface with a generated persona talking to us? Won’t we feel awkward if we don’t look at it when we’re talking to it).

Since videos like these do little to generate loyalty to the company in the short term (I did not run out to buy a Microsoft product after that video), companies should keep these videos in-house and focus on and actually delivering the future now. Then I’ll buy into it.

With all due respect, why is Mr Grubers point of view held as a reference in our new technology world ? I read his wikipedia page and I fail to grasp why he could be so influential.

I read his blog and he mostly looks like an Apple fanboy of some sort, really.

I mean, on uie.com I can see your work and references, all the writers here know what they are writing about. I’m just a nobody so I don’t write. But Gruber ?

Let’s see: Kindle, GPS, Tablets, 3G connectivity, EZPass, Touchscreen kiosks, Skype, Digital medical records, Video on demand, Distance learning, RFID scanners, Telemedicine, Google goggles, Siri.

I’d love to see a compelling prediction of 30 years from now.