2. Login
3. Do you want to stay logged in?
4. Is your information up to date?
5. Office / OneCloud homepage ("Good evening"). Press 'Install Office' (its a secondary/white button that blends into background, whereas 'New doc' is a blue button).
(20 URL redirects)
6. Installs page. Press 'Install Office' again.
7. Still Installs page, now with banner that says 'Your Office 365 subscription info has moved to account.microsoft.com. Now there's one place to manage all your subscriptions'. No download happens when you press 'Install Office'. No actual link to account.microsoft.com.
8. Go to account.microsoft.com. No download button.
I'm literally unable to download the Office dmg right now. Also, this is the improved interface. The prior one from last year was even less clear, except for the fact I could download it.
Most other apps have a 1-click download button on their homepage, and guide you through the login/reg process when you launch the app. Oh, that's right, Office ALSO does that, in addition to the aforementioned steps. It's braindead.
I think companies sometimes acknowledge that they've screwed up so badly that they need to rethink how they do things. Microsoft demonstrated willingness to do that since Satya became CEO and have shifted the entire company strategy away from Windows, killing a sacred cow. Whether or not that's what's going on behind the scenes here, the end user experience is severely improved going to App Store.
Regarding UIKit, yes the current Marzipan apps suck, all four of them. They're not mainline apps by any stretch of the imagination, and none were previously on the Mac. They'll get better. Just because Marzipan/UIKit today doesn't have good MacOS affordances doesn't mean it won't in the future, especially since it's not even being offered to developers right now. I don't see why it's difficult to see where the puck is going here. There's certainly some implementation details to work out, but it's better for the ecosystem as a whole - users, devs, and Apple - to have a single framework in the long run. Were you making something from scratch you certainly wouldn't make two frameworks.
To be specific, Apple has been against a 2-in-1 style product. I'm not advocating that, sorry to have caused confusion. I'm saying they'll have same underlying tech (UIKit/marizpan), but different end-user UX affordances based on mouse vs touch.
Remember that iPad is as large a market as Mac right now, and is moving upmarket and attracting more pro apps. There are also way more iOS devs than MacOS devs, 10:1 or 100:1. Devs making technical decisions about Apple ecosystem products right now should be getting the hint, and if they're not they likely will this June at WWDC. Apple doesn't tend to lurch around on product decisions, almost everything they do is a multi-year strategy executed in well-telegraphed steps.