• The Wall Street Journal, Friday, January 4, 2008 11:17 AM

At the upcoming Consumer Electronics Show, during a keynote speech by Chairman Bill Gates, Microsoft will hold a PC "fashion show" with judges--including Nigel Barker of "America's Next Top Model"--to size up various machines and pick three winning designs. Spurred in part by the success of Apple's innovative products, PC makers have begun an overhaul of their machines' appearance.

PC makers are replacing boring boxes with sexy silhouettes that will differentiate their products, entice new buyers and command higher prices. They also hope to compensate for factors over which they have little control, such as software options. Unlike Apple--famous for its easy-to-use operating system and original programs--PC makers largely rely on Microsoft for the underlying software. Some reviewers, despite healthy sales, have panned that company's latest version of Windows, called Vista.

It won't be easy. Producing new shapes and materials can raise costs and require tricky changes to production lines. Moreover, it's unclear if most consumers will pay a premium for style. Companies that focus too much on fashion over function could fall out of favor with fickle consumers.

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