Well, Microsoft clearly is not as cool as Apple. But with this man as CEO, they seem to be on the right track:
Yes, I know, some of you must be saying: "are we aiming for cool or goofy? ". Well, it seems to work, as Microsoft developers seem to feel supported by this approach. And it is cool to work on technology on a company still lead by techies, not by suits.
Be sure to follow the related videos. Here's one about MacBook Air: