Release[edit]

Release[edit]

Windows 8 launch event at Pier 57 in New York City

On August 1, 2012, Windows 8 (build 9200[39]) was released to manufacturing with the build number 6.2.9200.16384 .[40] Microsoft planned to hold a launch event on October 25, 2012[41] and release Windows 8 for general availability on the next day.[42] However, only a day after its release to manufacturing, a copy of the final version of Windows 8 Enterprise N (a version for European markets lacking bundled media players to comply with a court ruling) leaked online, followed by leaks of the final versions of Windows 8 Pro and Enterprise a few days later.[43][44] On August 15, 2012, Windows 8 was made available to download for MSDN and TechNet subscribers.[45] Windows 8 was made available to Software Assurance customers on August 16, 2012.[46] Windows 8 was made available for students with a DreamSpark Premium subscription on August 22, 2012, earlier than advertised.[47]

Relatively few changes were made from the Release Preview to the final version; these included updated versions of its pre-loaded apps, the renaming of Windows Explorer to File Explorer, the replacement of the Aero Glass theme from Windows Vista and 7 with a new flat and solid-colored theme, and the addition of new background options for the Start screen, lock screen, and desktop.[48] Prior to its general availability on October 26, 2012, updates were released for some of Windows 8's bundled apps, and a "General Availability Cumulative Update" (which included fixes to improve performance, compatibility, and battery life) was released on Tuesday, October 9, 2012. Microsoft indicated that due to improvements to its testing infrastructure, general improvements of this nature are to be released more frequently through Windows Update instead of being relegated to OEMs and service packs only.[49][50]

Microsoft began an advertising campaign centered around Windows 8 and its Surface tablet in October 2012, starting with its first television advertisement premiering on October 14, 2012.[8] Microsoft's advertising budget of US$1.5–1.8 billion was significantly larger than the US$200 million campaign used to promote Windows 95.[51] As part of its campaign, Microsoft set up 34 pop-up stores inside malls (primarily focusing on Surface), provided training for retail employees in partnership with Intel, and collaborated with the electronics store chain Best Buy to design expanded spaces to showcase devices. In an effort to make retail displays of Windows 8 devices more "personal", Microsoft also developed a character known in English-speaking markets as "Allison Brown", whose fictional profile (including personal photos, contacts, and emails) is also featured on demonstration units of Windows 8 devices.[52]

Windows 8 Pro DVD case, containing the a 32-bit and a 64-bit installation disc

In May 2013, Microsoft launched a new television campaign for Windows 8 illustrating the capabilities and pricing of Windows 8 tablets in comparison to the iPad, which featured the voice of Siri remarking on the iPad's limitations in a parody of Apple's "Get a Mac" advertisements.[53][54] On June 12, 2013 during game 1 of the 2013 Stanley Cup Finals, Microsoft premiered the first ad in its "Windows Everywhere" campaign, which promoted Windows 8, Windows Phone 8, and the company's suite of online services as an interconnected platform.[55][56]