Windows Phone 7 – Always Delightful and Wonderfully Yours? Or just another Kin?

Steve Ballmer launched Windows 7 today with a strapline that is guaranteed to drag groans out of tech journalists. “Always delightful and wonderfully mine” is the mantra behind the new operating system that will be built into nine new handsets.

Steve Ballmer presenting in New York said “We want it to be delightful – across a range of different applications and experiences.”

Steve Ballmer promised a “different kind of a phone” – the difference is not just what you’re going to with the phone, but how you do it”

In a phrase that echoed the publicity around doomed teen phone the Kin, he said – “We focussed in on real people and what they really do…” It seems that Microsoft haven’t abandoned the idea of a phone designed by focus groups.

“We want to it to be wonderfully mine – or yours, or yours. With my email, my notes, my pictures, my friends and my avatar…”

The 9 different handsets are made by phones from LG, from HTC, from Samsung – all form factors – large to small.