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In the age of announcing apps before they are approved, Microsoft is holding back on apps for its upcoming Zune HD device that has many of us excited.  The new player was captured over the weekend with an apps entry in the menu.  So far, Microsoft hasn’t said much regarding apps.

“Games came pre-loaded on the current version of the device, but we made a decision to take them out of the firmware update and let people choose what games they want to have for themselves—and it made sense to do this via Marketplace,” a representative told CNET News. “As before, games are free; the only difference is that people get to choose. Right now, we don’t have anything further to say regarding Apps functionality beyond what we’ve already shared.”

Perhaps Microsoft is holding back for a big reveal at product launch so the new features in the device, new apps, and that new device smell get our reality sensors all out of whack so we forget to compare and contrast with other devices?  This points to a small, by comparison, number of app titles and wishes to stop that from becoming the buzz before launch.  Not a bad move, but the apps would have to be better than say iPhone apps, not just “me too” attempts.

The app trend we are seeing today will be tough to buck.  Microsoft’s Windows Mobile team has emphasized quality over quantity and charging a higher price for quality apps as a means to differentiate their products, this could be a theme floating around Microsoft HQ and will likely extend to the Zune platform (assuming they are different?).  Can you imagine the new Microsoft TV ads?

PC: I am beat, wanna go for a beer?
Mac: Drinking beer?  There’s a crappy app for that!
PC: (smacks head)
Mac: Self mutilation? There’s a crappy app for that!
PC: Sigh (shakes head)
Mac: Bobble head?  There’s a crappy app for that!

Of course, that is just my take.  I am sure the smarter folks at MS will have Seinfeld and Gates discussing footwear again.

Read [CNET]