For years, Apple has sold itself as the anti-Microsoft. Now Windows 11 is the anti-Apple
At first glance, Microsoft’s upcoming Windows 11 looks like a solid update to the operating system software that powers most PCs around the world. The first thing you’ll notice when you look at it is the new streamlined design similar to Apple’s iOS-powered smartphones and tablets and Google’s Android. Microsoft has also added features meant to help people navigate the new ways we’ve all learned to work during the coronavirus pandemic. They include built-in video chat software, technology to enhance the appearance of video games, andto control applications and sort documents.
But Microsoft thinks that perhaps its most important selling point is what it doesn’t. After announcing Windows 11 on June 24, Microsoft CEO Satya Nadella said his company is building its technology to work with as many products as possible, including software for competing smartphones running Google’s Android. Microsoft launches Windows 11 as a free upgrade.
“Today, the world needs a more open platform – a platform that allows applications to become full platforms,” he said. “Windows is a platform where things that are bigger than Windows can be born.”
He took this point further by inviting Google to integrate its Google Play app store on Windows. He also told developers they were now allowed to sell programs on the Microsoft Store for little or no commission, a drastic change from Apple and Google’s minimum 15% hold that led to a avalanche of court cases, antitrust investigations and it would host Apple’s FaceTime and other technologies on Windows 11 and in the Microsoft Store.around the world. And he said
“We want to remove the barriers that exist too often today and offer real choice and real connection,” he said. “Operating systems and devices need to adapt to our needs, not the other way around. “
Microsoft’s move to Windows 11 marks the latest in a sea change for the world’s most beloved software company. Two decades ago, Microsoft’s attempts to crush its competitors through its Windows software led a federal judge to declare it a monopoly. Microsoft’s sharp tactics and problem-prone software have made it so vilified that people across the tech landscape have reduced the company to their hands. M $ in discussion forums for what they saw as a business putting profit above the needs of the people using its products.
Competitors also joined us. In the early 2000s, Google marketed its fledgling search engine with the “Don’t be Evil” business philosophy. And when Apple began formulating its “Get a Mac” campaign to help market its computers in 2005, it Present the Microsoft-powered PC as a clumsy, arrogant fool.
“The point is, you’re selling like hot cakes now, and I have to get my point across, so I’m doing a bit of marketing buzz for this good ol ‘PC, the only computer you’ll ever need,” the character said. PC, played by the actor John hodgman, who then held up signs saying “Unbelievable! And “Totally cool!”
But things have changed since. Google ditched its famous corporate mantra “Don’t be mean” in 2015, opting instead for “Do the right thing”. (It might not be a coincidence that the search giant itself is now under antitrust scrutiny.) And Apple’s vetting approach to the iPhone and its App Store has in Europe and the United States, fueled by complaints from major partners such as dating app maker Tinder IAC, music service Spotify and developer Fortnite Epic Games.
Meanwhile, Nadella has made changes at Microsoft since he was named CEO in 2014. He has pushed Microsoft to loosen up its approach with its partners, competitors and even within its own divisions. It’s about “rebirth as much as just fixing something that’s broken,” Nadella told CNET in 2018.
Now, with Windows 11, Microsoft sees an opportunity to stand out from the crowd, rather than just compete. And it will come quickly. Microsoft plans to launch Windows 11 later this year, after. Rumors suggest , around the same time Apple publishes its free directory as well as.
“Now is the time,” said Maribel Lopez, analyst at Lopez Research. For a long time, Nadella has told developers that Microsoft is more open, easier to develop, and with hundreds of millions of PCs sold each year, remains a platform with opportunity. Even Microsoft’s biggest hurdle – the lack of a smartphone operating system – is fading as mobile chips start powering more PCs and the lines blur more.
That’s not to say that there is an easy road ahead of Microsoft. While the company is making its single operating system more accessible to developers, Apple offers two popular platforms on iOS and MacOS.
“You can’t take Apple lightly,” Lopez said, noting that there is a “war” going on for the future of technology.
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In the 1990s, when people bought their first desktops and connected to the Internet for the first time, Microsoft’s stated mission was to put “a computer on every desk and in every home.” By 2015, he had largely succeeded – and this preparatory work even made it possible to put a computer in every pocket. (Despite Microsoft’s best efforts, the devices did not have a Windows logo on them).
So what do you do next? Nadella decided he wanted Microsoft to “empower every person and organization on the planet to do more.” This thinking ended Microsoft’s obsession with Windows, further solidifying it as a company whose products help other companies’ products run.
But the Microsoft of yesteryear hasn’t completely disappeared. Analysts believe Nadella’s swings against Apple in her Windows 11 launch speech were not just aimed at hitting Microsoft’s biggest enemy. His tone wasn’t jovial or dismissive like former CEO Steve Ballmer when Apple co-founder Steve Jobs first introduced the iPhone in 2007. Nadella was serious.
“He is trying to pierce the veil,” said Patrick moorhead, analyst at Moor Insights & Strategy, referring to Apple’s position as a cool and innovative kid in the tech industry. “How many opportunities do you have to pierce the veil?”
Moorhead noted that Microsoft has put a lot of effort into making sure its Office productivity apps, Teams chat software, and other programs run smoothly on iPhones, iPads, and Macs. But Apple has barely updated iTunes on Windows over the years, and it hasn’t even made apps like FaceTime available for download.
Microsoft declined to make Nadella available for an interview to discuss the motives for her speech. Whatever his reasons, Nadella’s decision showed that under Microsoft’s cool varnish, he still has that staunch business sense of monopoly.
“I can see why they envy Apple – everyone bowed to this company as if it was a religious talisman,” said the analyst at Endpoint Technologies Associates. Roger kay.
But attacking Apple may not be enough to change people’s perceptions. In 2001, more than nine out of ten computers on the planet were equipped with Windows. Today, it’s closer to seven out of 10, according to StatCounter.
Nadella may therefore want to position Windows 11 as the anti-Apple, but Microsoft’s influence now extends widely to people who already have Windows. And those people will either download the free Windows 11 update when it releases this fall, or wait until their company’s IT team allows it.
“Microsoft only competes with themselves,” Kay said. “Nobody else cares.”
And if that’s not enough, Microsoft is integrating its Teams software into Windows in a way similar to how Apple used FaceTime with its devices. But it’s clear that Microsoft wants to forge its own identity with the way it opens Windows.
“We are building for the next decade and beyond,” Nadella said in this speech on Windows 11. “This is the first release of a new era of Windows.”
And perhaps most important to him, it won’t be Apple.