Dive summary:

• The Windows 8 launch on Oct. 26 is set to come with $1.5 to $1.8 billion in marketing for the new operating system.
• The launch of Windows phones and tablets will also come in the days following Windows 8 launch.
• Windows spent $200 million on their Windows 95 launch, which will be dwarfed by Windows 8 spending.

From the article:

PC users will face two big changes with Windows 8: Its emphasis on cloud-based apps over traditional software applications that need to be installed on the computer; and the way that Windows 8 is optimized for phones and tablets, putting an emphasis on touchscreen navigation. The user experience is deeply unfamiliar if you have to rely on a mouse to get around.