How the PC industry killed the ultrabook

How the PC industry killed the ultrabook

commentary Well, it was fun while it lasted.

The personal computer industry backed a promising candidate in the ultrabook concept, convincing even a skeptic like myself that a new class of superslim, superlight laptops was the key to exciting consumers. Ultrabooks were well on their way to becoming the PC form factor of the future.

And now, it's already over.

In record time -- something less than six months -- the ultrabook term has become so overused and amorphous that it's well on its way to being useless.

Liberal terminology
The first major examples of this new ultrabook rift are two laptops we recently reviewed. The HP Envy 14 Spectreand the Samsung Series 5 Ultra are both 14-inch laptops pitched as ultrabooks. The idea of bringing the ultrabook concept to larger laptops is a reasonable one -- the initial wave of ultrabooks were all 13-inch systems -- but they need to be nearly as thin and lightweight as the 13-inch models.

Instead, both the HP Spectre and Samsung Series 5 Ultra weigh a hair under 4 pounds, about a full pound more than a 13-inch MacBook Air. Both are also about one-tenth of an inch thicker. That may not sound like much, but when less than an inch is your baseline, it makes a noticeable difference in the feel of the laptop in your hand.

The biggest deviation from the ultrabook model to date is the 14-inch Samsung's use of a standard 500GB platter hard drive. The ultrabook platform is supposed to be built around faster, lighter solid-state drives (SSDs), and Samsung includes a tiny 16GB SSD as a secondary drive, which allows it to meet the letter, if not the spirit, of the ultrabook specifications. This system also includes an optical drive, which is another difference from previous ultrabooks.

It's relatively thin and light, but should it be an ultrabook? CNET

What you end up with, especially in the case of the Series 5 Ultra, is a perfectly fine midsize, mainstream laptop that can stand toe to toe with anything similar in the $850-$950 range. If we had seen it eight months or a year ago, our initial impression would be, "Wow, that's a pretty thin 14-inch laptop."

But today, there's absolutely nothing about it that says "ultrabook," which is bad news for this promising new category.

The origins of ultrabook
So, what is an ultrabook supposed to be, anyway?

Seeing the success of Apple's MacBook Air, Intel and PC manufacturers wanted to find a way to replicate it for Windows-based consumers in systems that could be sold at a reasonable price. The idea was pitched as an entirely new laptop category, although the name "Ultrabook" was a trademarked Intel marketing term, and the systems that were going to use it had to meet a series of Intel-set system requirements.

In fact, Intel even set aside $300 million to help PC makers develop these new systems, saying in August 2011 that it would "invest in companies building hardware and software technologies focused on enhancing how people interact with Ultrabooks such as through sensors and touch, achieving all-day usage through longer battery life, enabling innovative physical designs, and improved storage capacity."

The $799 Toshiba Z835. CNET

From that original big idea, and the subsequent challenge Intel presented to PC makers, came the first generation of laptops to use the ultrabook name. These systems, from companies such as Acer, Lenovo, Toshiba, and Asus, came off very well in our initial reviews and we were surprisingly impressed with the platform, especially as prices declined, offering buyers systems with 128GB SSD drives for as little as $799.

Ultrabooks 2012: From noteworthy to no big deal
But a few months ago, at CES 2012, I warned that the road ahead looked foggy, saying: "The ultrabook is in danger of being oversold by both Intel and industry watchers overeager to get behind the Next Big Thing."

And that seems to be exactly what is happening here. The ultrabook idea was a hit. It even seemed to have high name recognition with CNET readers, who would e-mail us with specific questions about which ultrabook they should buy. Now, everyone's rushing to join the bandwagon and the bigger 14- and even 15-inch ultrabooks hitting stores feel like they dilute the concept far too much.

For an example of this kind of branding done right, think back to the early days of wireless networks, when Intel's Centrino name meant that a laptop was able to connect to Wi-Fi and do most of the other networking things you needed it to, without you having to delve too deeply into the spec sheet.

In this case, instead of looking for an Intel ultrabook sticker on a laptop and knowing that it's going to be very thin, very light, rely on SSD storage, boot quickly, and run for a long time on a battery charge, now consumers will have to go back to checking the size and weight specs carefully.

How is that helpful for anybody?

Expect to see more laptops that look like this. CNET

The ultrabook is dead; long live the new laptop order
But the ultrabook, as originally presented, is still an idea whose time has come. Apple's MacBook Air proved that consumers could live without optical drives and large-capacity hard drives, and valued long battery life and portability over ports and connections (in that sense, systems such as the Dell Adamo were ahead of their time). Also, ultrabook branding is certainly not going away anytime soon, and we'll all see dozens of new ultrathin laptops both with the ultrabook label and without during the rest of 2012.

The real long-term victory is that the ultrabook is rewriting what it means to be a mainstream laptop. By this time next year, I find it hard to believe that any midprice, midsize laptop won't be well under 1 inch, and closer to 3 pounds than 4 or 5. Optical drives will continue to fade away, as will dedicated Ethernet jacks (although I'm still convinced you'll eventually need one in a pinch). If you're a PC maker and most of your future laptops aren't at least trending toward ultrabooks and the MacBook Air, you simply won't be in the game.

So, yeah: I'm no longer sure what "ultrabook" means anymore. But if most future laptops are going to be thinner, lighter, and faster -- whether or not they get an Intel-approved sticker -- maybe that's not such a bad thing.

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Microsoft Windows 10 review: Microsoft gets it right

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Microsoft Windows 10 review: Microsoft gets it right

When Microsoft unveiled Windows 10 in 2015, it delivered an elegant operating system that could -- for the first time -- fulfill the potential of each modern computing form factor. Equally proficient on a touchscreen tablet, laptop, or conventional desktop PC, Windows 10 resuscitated the operating system's best features while setting the stage for Microsoft's ongoing innovation streak that includes idiosyncratic products like the Surface Pro 4, Surface Book and, more recently, the Surface Studio -- a desktop PC for artists and designers in need of high-end horsepower and display -- and the Surface Dial, a touch-friendly dial designed to facilitate fine contextual controls.

Late 2016 update

The next generation of the popular Surface tablet, the rumored Surface Pro 5, is expected to appear in the spring of 2017 -- timing that may coincide with the rollout of the next version of Windows, a free update scheduled for the first half of 2017. Windows "Creators Update" will introduce 4K video game streaming and support "augmented reality," bringing 3D capabilities to legacy applications such as Paint and PowerPoint. It will support 3D rendering for Microsoft's HoloLens technology, which will be incorporated into forthcoming devices from Acer, Lenovo, Dell, HP and Asus. And it will enable a virtual touchpad that lets you control external monitors from tablets, without need for a mouse.

It's worth mentioning that Apple delivered its own operating system overhaul in September 2016. MacOS Sierra added some new features inspired by its own mobile operating system. And though Apple clearly wishes to continue the integration of Macs and iOS products, providing additional incentives to keep your hardware inside Apple's walled garden, it's not always a perfect fit. In fact, the new MacBooks announced in early October 2016, equipped only with USB-C ports, can't connect to the new iPhone 7 and its Lightning Connector, without an adapter.

Editors' note: The original Microsoft Windows 10 review, first published in July 2015, follows.

Windows 10 is the Goldilocks version of Microsoft's venerable PC operating system -- a "just right" compromise between the familiar dependability of Windows 7, and the forward-looking touchscreen vision of Windows 8.

This new Windows, available as a free upgrade for existing Windows 7 and Windows 8 noncorporate users, is built from the ground up to pursue Microsoft's vision of a unified OS that spans all devices without alienating any one platform. It's an attempt to safeguard Microsoft's crumbling software hegemony, assailed on all sides by Google and Apple. And it's a vision of the future as Microsoft sees it, where a single user experience spans every piece of technology we touch. Welcome to Windows as a service.

Yes, this new OS is chock-full of fresh features. To name just a few: a lean, fast Internet Explorer replacement called Edge; Microsoft's Siri-like voice-controlled virtual assistant, Cortana; and the ability to stream real-time games to your desktop from an Xbox One in another room. (And in case you're wondering: there is no "Windows 9" -- Microsoft skipped it, going straight from 8 to 10.)

Windows 10 bridges the gap between PC and tablet. Nate Ralph/CNET

But Windows 10 is also the end of a long, awkward road that began with the release of Windows 8 in 2012, when Microsoft tried to convince a world of keyboard and mouse wielders that touchscreens were the way to go -- or else. Ironically, in 2015, the PC hardware for that touchscreen future is now here -- everything from 2-in-1s such as the Lenovo Yoga line to convertible tablets with detachable keyboards, like Microsoft's own Surface. And Windows 10 smoothly lets users transition from "tablet" to "PC" mode on such devices like never before.

For the rest of the PC universe -- including those who still prefer good old-fashioned keyboard and mouse navigation -- Windows 10 is a welcome return to form. The Start menu, inexplicably yanked from 8, is back and working the way you expect it to. Those live tiles from the Windows 8 home screen still exist, but they've been attached to the Start menu, where they make a lot more sense. And the fiendishly hidden Charms bar has been morphed into the more straightforward (and easier to find) Action Center.

As always, there are some quibbles and gripes with the end product, but all-in-all -- after living with Windows 10 for months -- I can say it's a winner. It's flexible, adaptable and customizable. And it's been battle-tested by an army of beta testers for the better part of a year, making it one of the most robust operating system rollouts in recent memory.

A fresh Start

The Start menu is back; it's almost funny how relieving that is. That humble Start button has been a fixture on the lower left corner of the Windows desktop since the halcyon days of Windows 95, offering speedy access to apps and settings. Press it on Windows 10, and you'll see the latest step in a long conversation about the state of the PC industry.

I spend more time than I'd like to admit rearranging the Start Menu. Screenshot by Nate Ralph/CNET

The past sits on the left: a neat column with shortcuts to your most used apps. Press the "All Apps" button and you'll get an alphabetical list of all of the apps installed on your PC. There are folders in there too -- press them, and extra options will fly out, just like they always have.

The future -- or at least, the future as Microsoft envisions it -- sits on the right side of the Start menu. These are the colorful, animated live tiles that debuted in Windows 8, pulling double duty as app shortcuts and informative widgets. You can resize these live tiles, drag them about to arrange them into groups and pin as many apps as you'd like -- the entire Start menu can be shrunk or expanded to suit your liking. It's essentially a miniaturized version of the fullscreen Start menu we saw in Windows 8. Hate live tiles? Then unpin them to excise them from your computer, leaving you with the narrow column of frequently used apps we've known for so long.

One step back, two steps forward

The Start menu in Windows 10 is admission that Windows 8 maybe have been a bit too forward thinking. But Microsoft hasn't abandoned that vision of unifying all manner of devices under a single operating system: Continuum in Windows 10 is the latest attempt to bridge the gap between touch and non-touch devices, and this time it doesn't force us to relearn how to work with our PCs.

To start, there's no divide between the Windows 8-style "Modern" apps you get from the Windows app store, and those you install the old-fashioned way. Everything exists as a traditional windowed app, sharing space on the desktop. If you're on a two-in-one device like Microsoft's Surface Pro 3 , pop the keyboard off and Windows 10 will switch to tablet mode. The Start menu and your apps will stretch to take up the entire screen, and all of the miscellaneous apps and shortcuts on your taskbar will disappear, to give your finger fewer obstacles to hit.

Apps go fullscreen, and the taskbar gets a little less cluttered in tablet mode. Screenshot by Nate Ralph/CNET

Reattach the keyboard, and everything slots back into place. It's an instantaneous, seamless process (once you've shooed away the annoying confirmation window). It's also entirely optional: you can disable the feature and switch to tablet mode manually, or forget that this whole touch concept exists at all.

This is what Windows 8 always should've been: an operating system that bridges the divide between touch and non-touch, without alienating folks who fall into one camp or the other. Like it or not, the future belongs to devices with touchscreens. But Microsoft (finally) understands that we'll all get there at own pace, and Continuum makes the transition painless. And now that there are so many hybrid devices to choose from, making the switch to touch without abandoning the interface we know is more important than ever.

Learning new tricks

Microsoft hasn't stopped at making touch make sense on a Windows PC. With Windows 10, just about every facet of the OS has been tweaked and updated, and a few new features have been rolled in. In typical Microsoft fashion, there's a dizzying array of keyboard shortcuts and touch gestures for each of these features, giving you no fewer than three ways to access the things you're trying to get to. No need to memorize them all -- just use whatever suits you (or your device) best.

Virtual desktops

If I had to pick my favorite new feature, I'd go with virtual desktops. Click the new Task View button on the taskbar and you'll get a bird's-eye view of all of the apps you've got open. Drag one of those apps onto the "new desktop" button, and it'll be moved to its own independent workspace. I can keep one workspace focused on work, a separate desktop for gaming forums, yet another workspace for the new camera lenses I'm checking out; there's no limit to the amount of virtual desktops you can create, and each one is treated as its own little private island.

Virtual desktops help you spread your apps across several workspaces. Screenshot by Nate Ralph/CNET

Virtual desktops are far from a new development, and they've been available in past versions of Windows thanks to third-party apps. But it's nice to see Microsoft catching up here. The feature could still use some work: desktops are numbered, but if you create a lot of them it can be hard to keep track of where everything is. The "traditional" Win32 apps you might download and install from a website are happy to open a new instance on any desktop, while clicking the shortcut on an app from the Windows store will yank you back to whatever desktop you used it on last.

You can move apps across virtual desktops -- just drag them, or right-click to shunt them over -- but there's no way to reorder the virtual desktops themselves, which would be really useful for staying organized. I'd also like to be able to set a different wallpaper for every virtual desktop -- I can do both of those things in Apple's OSX operating system, and have always found it really handy.

Windows Snap

The Snap feature introduced in Windows 7 has gotten a bit of an upgrade, too. Drag an app to the left or right side of the screen, and it'll "snap" to fill that space. The new Snap Assist feature will then chime in, showing you little thumbnails of any other apps that are currently open -- click a thumbnail, and it'll fill up the remaining space. You can also snap an app into a corner of your display and fill your screen with up to four apps, divided equally across the screen -- this could prove useful for folks with massive monitors.

Action Center

The new Action Center replaces the "Charms" introduced in Windows 8, and is another nod to mobile operating systems. Click the Action center icon on the taskbar to bring up a panel that houses all of your app notifications, and offers quick access to a few important system settings, like toggling your Wi-Fi network or switching in and out of tablet mode -- you can choose the options that turn up here in the settings menu. If you're coming from Windows 7 and have no idea where to find some of the settings you're used to, there's a good chance you'll find them here.

Wi-Fi Sense

I'd be remiss if I didn't mention Wi-Fi Sense. While technically not a new feature (it's part of Windows Phone 8.1) its presence in Windows 10 should've been a welcome addition: Wi-Fi Sense connects your devices to trusted Wi-Fi hotspots.

I love the idea. Automatically sharing Wi-Fi credentials with my friends would remove much of the hassle of most social gatherings, when people just want to jump on my Wi-Fi network. And -- this part is key -- Wi-Fi Sense doesn't share your actual password, so it theoretically eases a social transaction (the sharing of Wi-Fi connectivity) without necessarily compromising my network security.

Until Wi-Fi sense offers granular control over sharing, I'd avoid it. Screenshot by Nate Ralph/CNET

But the implementation is, in a word, daft. I do want to automatically share my network with a select group of friends who are visiting, and have them return the favor. I don't want to automatically share access with everyone in my Outlook address book, or on Skype, or the random assortment of folks I've added on Facebook over the years. Give me the ability to choose who I share access with, down to the individual, and I'll give it a shot. Until then, I'll be leaving Wi-Fi Sense off -- I recommend you do too.

Windows Hello and Windows Passport

Microsoft is also beefing up security with Windows Hello. The feature will use your Windows 10 devices' camera or a fingerprint scanner to turn your body into a password. Once you've authenticated yourself with Windows Hello, Windows Passport will then give you access to a number of third-party sites and products, without forcing you to log in all over again. This should make it a bit more convenient to log in to your devices, so you don't skimp on traditional measures, like having a robust password. The only catch is that Hello isn't widely supported on a lot of existing hardware: you'll need a device sporting Intel's RealSense camera, or a fingerprint scanner.

Chatting with Cortana

Microsoft's virtual assistant Cortana isn't exactly a new feature, as she's been on Windows Phone for just over a year. But the company's answer to Apple's Siri, Amazon's Alexa and Google Now has made the transition to the desktop with Windows 10, taking over the OS' search functionality, while also handling quite a few housekeeping duties. You can have Cortana trawl through your email and calendar, and keep you notified of any upcoming flights you're taking, or packages you're expecting. She can set reminders and track stocks, and you can even dictate email messages for her to send to your contacts. Cortana can also be set to listen for you to say "Hey, Cortana," and can be trained to recognize several different voices. If you want to learn more about Cortana, head over to my preview on Microsoft's virtual assistant .

Cortana will help you get things done. James Martin/CNET

I'm torn. I love Google Now's proactive stream of useful information, served to me whenever I need it. But my primary mobile device is an Android phone and not a Windows Phone, which keeps my interactions with Cortana sequestered to my desktop.

She's not especially useful here. Windows 10's Voice recognition is rather accurate, but if I have to send an email message and I'm at my desk, I'm just going to use my email client. She'll offer recommendations for places to eat or things to see, but that'd be a lot more useful when I'm out and about than at my desk. The same goes for reminders, which are decidedly less useful if I can't access them anywhere.

Cortana will be making her way to Android and iOS devices later this year, which should clear up most of these issues -- provided most of her functionality crosses platforms without issue. I'll still turn to Cortana for the occasional joke, but until it's available on a phone I use regularly, I'll be sticking to Google for Now.

Microsoft Edge rethinks the browser

Microsoft has added a brand-new browser into Windows 10, and it's called Microsoft Edge. Introducing a new browser in a world that already has Google Chrome, Mozilla Firefox and Apple's Safari is a pretty bold move. Doubly so when your previous effort was Internet Explorer -- once a juggernaut in the space, now the Internet's favorite punchline.

Annotate webpages with Microsoft's Edge browser. James Martin/CNET

Edge is a fast, modern browser that offers quite a few commendable features. Cortana is integrated right into the browser, and she'll offer detailed information on things like the weather or flight statuses while you're typing into the browser's address bar. Navigate over to a bar or restaurant's website, and Cortana can pull up a little sidebar full of useful information, like reviews or directions. The webnote feature lets you scribble on webpages and share your annotations to OneNote or via email, and you can use the Reading view option to strip a website down to its bare essentials. Edge has also been built with tighter security from the start, to hopefully circumvent some of the headaches that erupted from Internet Explorer.

But there are no extensions to tame overzealous advertisements, or enhance websites like Reddit, or simply organized my tabs -- I've been thoroughly spoiled by Google Chrome. There's no way to sync tabs or bookmarks across devices, and you currently can't import bookmarks from other browsers. All those features will be available eventually, with support for extensions coming sometime before the end of the year -- like Windows 10, Edge is a constantly evolving work in progress. But it's going to take a lot for someone like me, wholly enmeshed in Google's ecosystem, to ditch Chrome for something new. Internet Explorer also isn't going anywhere: it'll remain a part of Windows for the foreseeable future, as legacy apps are dependent on it. Head over to my Microsoft Edge preview to learn more about Microsoft Edge .

Getting your game on

Windows 10 adds and tweaks a few things in the entertainment department. The Xbox Video and Xbox Music apps have been renamed to Movies & TV and Groove Music, respectively. Their function is identical: any music and video files on your device can be found here, but it mostly serves as a means to convince you to buy or rent content from Microsoft's stores. You've got plenty of streaming services to choose from, for music and video.

Xbox Live achievements for Solitaire? Brilliant. Screenshot by Nate Ralph/CNET

If you're a gamer, the Xbox app will prove far more interesting. It's a window into your Xbox Live feed, letting you see what your friends are up to and send them messages, browse recordings people have made, compare achievements, and all of the expected ways of interacting with the social network. But if you own an Xbox One, you can stream activity from your console to any device running Windows 10.

It's awesome. No, it's not a game changer, and certainly not a reason to run out and grab an Xbox One. But it's still awesome: if someone wants to use the television, I can just plug an Xbox One controller into one of my PCs and continue plugging away at the Xbox One version of The Witcher 3 . The quality of the experience is going to be dependent on your network, so I'd recommend making sure both your console and the PC you're streaming to are connect to your LAN. The console also can't be used by others when it's streaming so this won't enable cooperative gaming. But if you frequently find yourself sharing the TV and have a PC with Windows 10 on hand, it's a fun little addition that could come in handy.

Handy tools for shutterbugs

The new Photos app isn't going to replace something like Adobe Lightroom, but if you take a lot of photos and are looking for a simple tool to keep things organized, you'll do well here.

Use the Photos app to make quick, non-destructive edits to your pictures. Screenshot by Nate Ralph/CNET

The Photos app scans your devices and OneDrive account for photos, and automatically arranges them into albums. You can use the app as a way to keep track of your pictures, but it also offers some basic editing tools too. If you prefer a hands-off approach, Photos will automatically enhance all of the photos it finds, wrangling red eye and sorting out exposure levels -- it works on RAW files, too. But don't worry: the edits Photos makes are non-destructive, so you can undo any changes it makes, or prevent it from altering your photos altogether.

Windows, everywhere

Windows 10 has finally arrived, but this version of Windows is fundamentally different from any that have come before it. It will truly be an everywhere OS, a concept Microsoft will be pushing with Windows 10 Mobile , and Universal Apps. We've been here before: apps developed for Windows 8 and Windows Phone 8 could share much of their code, which was supposed to make it easy to create a single app that ran everywhere.

Microsoft's universal apps share an identical codebase: the Excel client on your desktop, for example, will be the exact same client as the one on your phone, with elements adjusted to make sense of the different display, and the lack of a keyboard or mouse. You can currently get a taste of this on the latest version of Windows 10 Mobile, and while I wouldn't recommend editing spreadsheets on your smartphone, it's possible.

Universal apps will lead to their own challenges, as developers will have to weigh creating rich, robust apps that can run on a mobile device, against developing apps that can make use of all of the power a full PC can bring to bear. Microsoft is already drafting a solution using Continuum. Microsoft has demonstrated Continuum for phones: plug a Windows Phone into a display, and the interface will one day morph to mimic the PC-based version of Windows. You'll see the desktop, desktop-versions of Windows Store apps, and get full mouse and keyboard support. There's no word on when Continuum for phones will be available, or what devices it'll run on, but it offers a tantalizing glimpse of what Microsoft has in store.

Getting ready for what's next

The Windows Update process will be key to getting everyone on board with Microsoft's vision of the future of Windows. It'll also prove to be one of the most contentious elements: if you're running the standard Home version of Windows 10, updates are automatic and can't be refused.

This is a great thing. Windows' Achilles' heel has long been its nigh-ubiquity, which makes it a prime target for malware and other digital nastiness. A computer that's kept up to date is a happy computer, as it will offer you the best chance of avoiding viruses and other unpleasant things.

You can delay updates, but you can't avoid them. Screenshot by Nate Ralph/CNET

This is also a terrible thing. Many of us have encountered software updates that don't quite work out, occasionally breaking more than they fix. One of the last updates to the Windows 10 preview has been triggering software crashes, a recurring reminder that things occasionally don't work out as intended.

Microsoft has plans in place to mitigate these snafus: those of us who've signed up for the Windows Insider program can opt to continue serving as beta testers in perpetuity, and we'll be receiving every update first, for better or worse. But an army of five million testers could go a long way toward making sure these compulsory updates go as smoothly as possible. Insiders will also be able to continue driving the future of Windows by sharing feedback on features and functionality in Windows as they are developed.

I still worry that something will eventually slip through the cracks, and that will be the forced update that sours everyone's mood on the whole process. But I still favor Microsoft's approach: better to deal with the occasional botched update than have the legion of vulnerable or compromised devices that currently exists.

Conclusion

In an ideal world, we'd just call Microsoft's latest operating system "Windows," and sweep version numbers and codenames under the rug. That "10" gives the impression that something comes next, when in reality Windows is transitioning from something you buy (begrudgingly) once every few years, to a living document that's constantly being updated, and tweaked. For many Windows users expecting a predictable upgrade cadence, this is going to be a difficult transition.

Windows 10 will mean the end of grand, sweeping changes, with a marked increase in the sort of minute, quality-of-life tweaks we've grown accustomed to on our smartphones and tablets. Cortana will learn new tricks, and the interface will become flexible enough to support entirely new kinds of devices, like Microsoft's HoloLens . Should Windows Phone survive, we'll eventually see the world Microsoft envisioned back at the launch of Windows 8, when every device was supposed to feel right at home.

All of that comes later. What we have, at present, is a fast, functional OS that that is equally at home on a beefy gaming rig as it is on a Surface tablet. It does everything you expect it to, and bakes in all of the improvements Windows 8 brought to bear. Both Cortana and Edge have a long road ahead of them before they'll supplant Google's vicelike grip on my digital life, but the novelty of dictating emails and requests to my PC is not lost on me. And then there's the price: free, for those upgrading from Windows 7 or Windows 8.

If you're running Windows 7 or Windows 8 you've little to lose, and quite a bit to gain, by making the jump to Windows 10. If you're still on Windows XP, you've probably got your reasons. But Windows 10 marks the first steps in a transition from operating system to ecosystem, a wild dream that gets a little less crazy every time I ask my PC a question, or pop the keyboard of my laptop to get some reading done. This is Microsoft's second attempt at bringing us the future, and this time they're getting it right.

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Huawei, OnePlus and beyond: China's biggest smartphone brands you should know about

Huawei, OnePlus and beyond: China's biggest smartphone brands you should know about

This story is part of Generation China, CNET's series exploring the nation's technological ambition.

Apple, Samsung and Huawei have long been mainstays on the global smartphone leaderboard, but in recent years there's been a string of new players. Xiaomi, Oppo and Vivo might sound unfamiliar to most Americans, outside a tech-savvy bubble, but they're right up there with the world's top brands.

While Samsung wears the crown as the world's largest smartphone company and Apple still pulls in the most profit, Chinese phone-makers have ascended rapidly worldwide and are displaying resilience amid the coronavirus pandemic. Huawei surpassed Apple to become the world's second largest seller of smartphones last year, achieving this coveted milestone without selling any phones in the US, and briefly eclipsed Samsung in April. A Shenzhen-based phone company, Transsion, meanwhile, has overtaken Samsung as the No. 1 phone supplier in Africa since its launch there in 2018. 

"Chinese smartphone-makers have captured around 40% of the global market share, showing that Chinese firms are increasingly capable of building consumer products with global appeal," said Dan Wang, technology analyst at Gavekal Dragonomics, a research firm. 

In addition to enticing shoppers around the world to buy their handsets, Chinese vendors have worked hard to shed the reputation that they're merely cheap copycats -- they're starting to drive innovations such as foldable designs or pop-up cameras, which offer a window into the future of smartphone technology. Royole, a Shenzhen-based company, unveiled the world's first flexible smartphone, beating Samsung to the punch, although the South Korean electronics giant is often mistakenly credited for it. Nevermind that it was a spectacular failure. Xiaomi, meanwhile, unveiled the first trifold foldable phone that much of the world had ever laid eyes on. Vivo and Meizu both made waves when they released phones without a single physical button and almost no ports.

Generation China is a CNET series that looks at the areas of technology where the country is looking to take a leadership position.

Along with these innovative designs, Chinese phone brands are increasingly churning out high-end phones and pushing price boundaries, aiming to transcend their budget phone image and compete with the likes of Samsung and Apple after focusing on the budget or entry level market for years. Critics say they still have a long way to go. 

"These competitive pressures drive changes in pricing, innovation and marketing, but I'm not convinced that Chinese vendors, aside from Huawei previously, pose a significant threat to Apple's brand," said Tuong Huy Nguyen, senior principal analyst at Gartner. "Apple is a high-end brand and an ecosystem-driven experience."

To be fair, China's smartphone industry has witnessed its fair share of failures along with the meteoric rise of companies like Huawei and Xiaomi as the smartphone market consolidates. Gionee, a Shenzhen-based manufacturer that was among the first Chinese firms to break into the lucrative Indian market, went bust last year. There was also Vsun, a Chinese contract manufacturer that laid off all its employees on the same day it filed for bankruptcy in May last year. Small players have been squeezed even tighter amid the coronavirus pandemic, which has resulted in Chinese phone-makers refocusing their efforts back to their home market, according to industry analysts.

But the rapid emergence of China's phone-makers on the global stage underscores the country's rising technological prowess. It comes as Beijing seeks to catch up and eventually overtake the US as the global technological leader across 10 high-tech sectors including robotics, semiconductors and even electric vehicles, as part of Chinese President Xi Jin Ping's ambitious master plan known as Made in China 2025. It's this very plan that fueled the costly trade war between Washington and Beijing. In May, Beijing unveiled a follow-up plan that details China's involvement in setting the standards for key tech like 5G.

Still, some Chinese phone-makers are poised to gain market share from Apple and Samsung in the second quarter despite the coronavirus pandemic, which has ravaged the global economy and disrupted supply chains, according to a TrendForce report published in April. 

But who are the key players? The following is a breakdown of all of the Chinese phone-makers you should know, according to how recognizable they are in the US.

Huawei

US chipmakers continue to sell product to Huawei, despite a Trump administration ban on the sale of US technology to the Chinese telecom giant.

SOPA Images

Of all the Chinese phone manufacturers on this list, Huawei is probably the name that needs no introduction. It's the world's second largest smartphone company, and it's at the center of an international battle for technological dominance between Beijing and Washington. 

Once virtually unknown to most Americans, the telecommunications giant was splashed across newspapers when top executive (and daughter of the company's founder) Meng Wangzhou was arrested in Canada for an alleged violation of US sanctions with Iran. Since then, the Chinese telecom has regularly made international headlines, especially since the US Commerce Department banned American companies from doing business with Huawei without first obtaining a license. 

For Huawei, that meant it could lose access to crucial technological parts including semiconductors, which are key components used in its base stations and phones. It also meant Huawei's handsets were cut off from the full power of Google's Android operating system, along with several popular apps including the Google Play store, Gmail, Google Maps and apps that rely on Google like Uber and eBay. 

At its launch in September, the Mate 30 was Huawei's first major phone to launch without Google's proprietary apps. Despite US efforts to constrain Huawei, the company reported first-half earnings this month showing revenue grew more than 13% from a year ago to around $65 billion.

But in May, Washington tightened its entity list measures in a move that blocked Huawei's global chip supply from key supplier's like Taiwan's TSMC, which could put Huawei's future in genuine jeopardy. "It might cripple Huawei, which I consider China's most important technology company," Wang said.

ZTE

ZTE launched the Axon 10 series in the US last year, which marked its comeback into the United States after being swept up in a trade fight with the Trump administration. 

Angela Lang/CNET

You may remember ZTE from when it got embroiled in a trade fight with the US government. Once the fourth largest phone vendor by market share in the US, ZTE saw its operations come to a grinding halt after the Commerce Department in 2018 barred the state-owned Chinese telecom from buying components from American companies over sanctions violations. 

Although the ban was lifted several months later as the result of Trump's surprise intervention, ZTE paid the US $1.4 billion in penalties, the Chinese telecom took a reputational hit and suffered a $1 billion loss in 2018. 

The 35-year-old company had spent years building its brand in the US, where it sold low-cost smartphones through wireless carriers including AT&T and Verizon, selling 19 million phones in 2017, according to Canalys. It had achieved what none of its homegrown competitors had been able to in the US. Much of that evaporated with the controversy. 

Last year, ZTE quietly reentered the US market with its "comeback phone," the Axon 10 Pro, its first major phone launch since it was banned. Still, industry analysts say they have doubts over whether ZTE can shake off the impact of the US ban even after installing company veteran Ni Fei at the helm of its consumer electronics business.

"ZTE is expected to face challenges from both its Chinese competitors and the US-China tensions," said Will Wong, research manager at IDC Asia Pacific. "Since ZTE has been banned by the US in the past, the current tensions between the US and China are expected to make its channel players more cautious while working with them."

Lenovo

Angela Lang/CNET

Lenovo is a giant in the PC industry. It can even lay claim to the world's first 5G laptop. But it's also the owner of one of the most iconic American phone companies: Motorola, which it bought from Google for a cool $2.9 in 2015. Still, it's been a long road back to the black for Lenovo's phone business. After years of bruising losses and layoffs, Lenovo's mobile unit turned a small profit last year, its first since it acquired Motorola, thanks to a "clear focus on selected markets, a competitive product portfolio and expense control." This year, the company released a string of phones across the price spectrum under its Motorola label like the revamped Razr, and it's gearing up to release its Legion-branded gaming phone as the company seeks to grow those gains in its phone business.

OnePlus

Launched this month, the Nord is OnePlus' inaugural midrange phone from a brand-new line by the same name.

Andrew Hoyle/CNET

Unlike most of its Chinese competitors, OnePlus has emerged as an unlikely success story in the US, breaking into the brutally competitive American smartphone market within the seven years of starting out. The young company, which has roots in tech metropolis Shenzhen, started off there as an online-only supplier of high-end yet affordable phones. 

But it truly broke into mainstream America in 2018 when it launched the 6T flagship series with the support of a key US ally: T-Mobile. It was the first time OnePlus had the backing of a major US carrier, which marked an important milestone for OnePlus since most Americans still buy their phones from carriers. It also meant that the phones would be available in T-Mobile's vast network of retail stores around the country. 

Jump ahead to 2020, and OnePlus is one of the fastest-growing smartphone brands in the US after its phone sales more than tripled in 2019, according to Counterpoint Research. Although its market share remains minuscule compared to those of Apple and Samsung, it has managed to snatch a small slice of the pie from both juggernauts, as well as curry favor with some of the most discerning gadget enthusiasts out there. 

In April, it launched its OnePlus 8 flagship series amid the coronavirus pandemic with the backing of Verizon, and is set to launch the more wallet-friendly Nord this month via an augmented reality launch.

Xiaomi

Xiaomi's flagship for this year is known as the Mi 10 series.

Xiaomi

Xiaomi is one of China's earlier homegrown success stories. Founded in 2010, Xiaomi, which was once widely ridiculed for blatantly copying Apple, has matured into one of China's domestic champions, shipping more than 124 million phones in 2019 in more than 90 countries worldwide. 

For many years, Xiaomi's not-so-secret weapon has been selling quality phones at near cost. It has even released a $100 phone. This low-margin strategy has helped Xiaomi cultivate a loyal fan base, especially in price-sensitive countries in Asia like India, where its slick Android phones often sell out within hours of release. 

Xiaomi generates most of its revenue from selling phones, but recurring revenue from the sale of software and services that ride on its phone allow the Beijing-based company to sell its handsets for cheap. It also sells a portfolio of its own smart products to help boost its brand. 

In addition to phones, Xiaomi relies on a portfolio of smart products including bedside lamps and air purifiers to help build its Mi brand internationally. An upgraded electric scooter (pictured above) was launched in July.

Screenshot by Sareena Dayaram/CNET

In recent years, however, Xiaomi -- like many of its rivals -- has prioritized selling more high-priced phones as the global smartphone industry and its margins shrink. This strategy seems to have paid off, with the company reporting nearly 14% revenue growth in the first quarter despite the business challenges of the coronavirus pandemic. It stands in contrast to Samsung and Apple, which have both warned of a challenging year ahead. 

Oppo and Vivo

Vivo has broken ground for a 32-story highrise, which will house its headquarters, in the southern Chinese tech metropolis of Shenzhen. It's scheduled to be completed by 2025.

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If you're not familiar with the name Vivo, there's still a good chance you have seen some of its phones, which appeared in Marvel's blockbuster Captain America: Civil War. As with its older and larger sibling Oppo, the Chinese phone-maker's trademark marketing style involves using high-profile product placement and sponsorships to win over European shoppers. Although Oppo and Vivo aren't household names in the West, both have vaulted up the global rankings to place within the top six smartphone manufacturers in a comparatively short period of time, due partially to the popularity of their affordable phones among young consumers. 

Oppo and Vivo (along with Xiaomi) are expected to have gained even more market share in the April-to-June quarter despite the pandemic, according to IDC. That's mainly because both companies enjoy a strong foothold in Asia, including the world's two largest smartphone markets, China and India, where most of their regional sales are generated, according to Wong. Even though Oppo and Vivo stress that they're competitors, both companies were spun out of the same parent company. BBK Electronics is a privately held, media-shy Chinese conglomerate believed to be the world's third largest manufacturer of smartphones. Along with Vivo and Oppo, it counts OnePlus and RealMe as part of its stable of brands.

RealMe

Ian Knighton/CNET

RealMe is the baby of the bunch, a 2-year-old company founded by a former Oppo executive. RealMe phones found success quickly because they were cheap but juiced up with cutting-edge technology. 

Last year, the company, which is also owned by BBK Electronics, said it shipped 25 millions phones -- a figure it hopes to double by the end of 2020.

"Their connection with Oppo allowed them to form a partnership with channel players in a more efficient way, which might be difficult for new smartphone-makers as channel players may not be familiar with a new brand," said IDC's Wong. 

The brand originally piggybacked on Oppo's success, and was known back in 2010 as Oppo Real before it spun off into an independent division. It also rapidly entered new international markets, finding success in India and parts of Europe in recent years. Earlier this year, the company unveiled its first 5G phones as part of a push toward the premium end of the market.

TCL

TCL is the new kid on the smartphone block -- after a fashion. The Shenzhen-listed company has had a long history of designing, manufacturing and marketing phones under brands that are not its own: TCL has produced handsets carrying the Alcatel name, the once-popular Blackberry brand and even has the tiny Palm handset. 

In April, the company, better known for making televisions, launched the moderately spec'd TCL 10 series, the debut line using its own brand that included a 5G phone, internationally. 

But the Chinese company is also vying to become the next big name in foldable phones, teasing radical designs including a trifold phone and a rollable phone. 

Founded in 1981, the Chinese consumer electronics company built its reputation selling value-for-money TVs that mostly kept up with competitors in terms of specs.TCL will continue selling these TVs along with the bevy of consumer electronics under its portfolio, but it's aiming to boost its brand through the more personal smartphone, echoing a strategy employed by industry giants Samsung and LG. 

Meizu

The Meizu Pro 6 (center) looks a lot like an iPhone.

Dave Cheng/CNET

Formerly a maker of MP3 players, Meizu was one of the earlier Chinese firms to make a foray into the hypercompetitive world of smartphones. The Zhuhai-based company rolled out its first phones in 2009, quickly becoming a force to be reckoned with domestically, and eventually entering overseas markets like India and parts of Europe. 

At its height, it was China's sixth largest domestic manufacturer, shipping approximately 20 million smartphones in 2015, which was a 350% jump from the year before. Huawei sold about 100 million in 2015. In a sign of confidence in its business that same year, Meizu garnered a near $600 million investment from Alibaba, as part of the e-commerce behemoth's push of its own mobile operating system into Meizu's popular handsets.

But Meizu has failed so far to break into the upper strata to join the ranks of China's smartphone elite. Today, the once high-flying company is struggling to stay afloat amid the consequences of misguided business decisions that included the over-release of smartphones and intensifying competition from its homegrown rivals. As players with more financial firepower refocus on the Chinese market, "there is little room left for smaller vendors," said Canalys research analyst Hattie He in a 2018 report.

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