First, Nadella plans to spark the public imagination by introducing the device to folks it calls “makers”—the people who attend TED conferences and lined up to buy Google Glass—and the oh-so-critical developers. Microsoft plans to distribute lots of development kits this year. Next up will be the commercial partners. Finally, once the platform has critical mass, Microsoft will make it available to everyone, including the Minecraft-obsessed.
The slow rollout is because—in another sign of an attitude shift—Nadella says he wants to see how people react to Project HoloLens, and adjust the product accordingly. In 2007, when Steve Jobs introduced the iPhone, he resisted apps, preferring his customers to access the web through their Safari browsers. But after that approach tanked, in 2008 he released a software development kit for app makers and launched the App Store. In similar fashion, Nadella has defined a strategy for Project HoloLens but says its path will ultimately be determined by the behaviors and preferences of its developers and users.