04-26-2018 , 06:27 PM
https://news.softpedia.com/news/microsof...0860.shtml Microsoft: Apple Is No Longer an Enemy
The rivalry between the companies is over, exec says
Apr 26, 2018 06:07 GMT · By Bogdan Popa · Share:
Microsoft and Apple have long been considered fierce rivals in a wide array of businesses, with the Mac versus PC campaign without a doubt marking the apogee of the long-distance dispute.
But Microsoft says that its cultural shift has transformed Apple from a rival to a friend, especially as its product strategy involves bringing apps and services to Cupertino’s own platform and devices.
One such example is Office, which now runs not only on Windows and Mac, but also on iPhone and iPad. Microsoft Edge, the default browser on Windows 10, has also been released on iPad and iPhone, and the majority of other Microsoft apps can be installed on Apple devices as well.
And Chris Capossela, Microsoft’s chief marketing officer, explains in an interview with Cheddar that this is just because the company wants to make its products available to customers whatever device they use.
“We’ve moved away from that competitive focus that I think we’ve had in the past,” Capossela explained. “We need to bring our products on the platforms that our customers are using. So Office on the iPad or iPhone, Minecraft on every platform, that’s just a natural thing for us to do.”
"Going after the “fans”"
Microsoft says it’s not trying to go after rivals, but actually target its fans with updates and improvements that are specifically tailored for their own devices. If this means improving Apple apps, that’s perfectly fine, he suggests, as Microsoft customers are the ones who in the end benefit from this strategy.
“We found out it’s far better for us to actually focus on our own fans. The fans are the ones that are going to talk about your stuff, the fans will recruit new people, the fans will tell you honestly what you need to do to fix your own products and make your own products much better,” Caposella continued.
“So we’ve moved away from that sort of competitive focus that I think we’ve had in the past and now we’re focusing not just on our customers, but specifically on the people that use our stuff.”
It’s not a secret that Microsoft has often been criticized by its own user community for leaving its platforms behind, and Windows phones are probably the best example. Microsoft’s increased focus on iPhone, mixed with the lack of interest in improving Windows Phone, generated a huge wave of criticism against the company, especially because initially, the software giant remained tight-lipped on its plans.
In the meantime, Microsoft confirmed that Windows phones no longer have a future, and this increased focus on Apple’s devices makes sense for everybody in the long term.
The rivalry between the companies is over, exec says
Apr 26, 2018 06:07 GMT · By Bogdan Popa · Share:
Microsoft and Apple have long been considered fierce rivals in a wide array of businesses, with the Mac versus PC campaign without a doubt marking the apogee of the long-distance dispute.
But Microsoft says that its cultural shift has transformed Apple from a rival to a friend, especially as its product strategy involves bringing apps and services to Cupertino’s own platform and devices.
One such example is Office, which now runs not only on Windows and Mac, but also on iPhone and iPad. Microsoft Edge, the default browser on Windows 10, has also been released on iPad and iPhone, and the majority of other Microsoft apps can be installed on Apple devices as well.
And Chris Capossela, Microsoft’s chief marketing officer, explains in an interview with Cheddar that this is just because the company wants to make its products available to customers whatever device they use.
“We’ve moved away from that competitive focus that I think we’ve had in the past,” Capossela explained. “We need to bring our products on the platforms that our customers are using. So Office on the iPad or iPhone, Minecraft on every platform, that’s just a natural thing for us to do.”
"Going after the “fans”"
Microsoft says it’s not trying to go after rivals, but actually target its fans with updates and improvements that are specifically tailored for their own devices. If this means improving Apple apps, that’s perfectly fine, he suggests, as Microsoft customers are the ones who in the end benefit from this strategy.
“We found out it’s far better for us to actually focus on our own fans. The fans are the ones that are going to talk about your stuff, the fans will recruit new people, the fans will tell you honestly what you need to do to fix your own products and make your own products much better,” Caposella continued.
“So we’ve moved away from that sort of competitive focus that I think we’ve had in the past and now we’re focusing not just on our customers, but specifically on the people that use our stuff.”
It’s not a secret that Microsoft has often been criticized by its own user community for leaving its platforms behind, and Windows phones are probably the best example. Microsoft’s increased focus on iPhone, mixed with the lack of interest in improving Windows Phone, generated a huge wave of criticism against the company, especially because initially, the software giant remained tight-lipped on its plans.
In the meantime, Microsoft confirmed that Windows phones no longer have a future, and this increased focus on Apple’s devices makes sense for everybody in the long term.