Steve Jobs is famous for his 1996 quote about Microsoft not having taste ( https://www.youtube.com/watch?v=UiOzGI4MqSU ). I disagree; as much as I love the classic Mac OS and Jobs-era Mac OS X, and despite my feelings about Microsoft's monopolistic behavior, 1995-2000 Microsoft's user interfaces were quite tasteful, in my opinion, and this was Microsoft's most tasteful period. I have fond memories of Windows 95/NT 4/…
The company treats good design almost like a marketing expense only worth doing if it creates short term brand perception changes. Throughout its history it's had moments of great design when a particular leader creates a culture that promotes it, but inevitably someone higher up rotates out that leader and the culture resets.
That has been the pattern with Windows, Zune / Windows Phone, Xbox, Surface, and many other consumer facing products.