The technological battle between Apple and Microsoft is one of the most emblematic rivalries of the history of technology, symbolizing not only the competition between two giants of the computer industry, but also two different visions of the future. Apple, founded by Steve Jobs and Steve Wozniak in 1976, focused on creating personal computers with innovative design and an intuitive user interface. For its part, Microsoft, founded by Bill Gates and Paul Allen in 1975, focused on developing software, with its MS-DOS operating system and later Windows being the pillars of its success.
Over the decades, this rivalry has manifested itself on multiple fronts: from legal disputes and aggressive advertising campaigns, to technological innovations that have defined the direction of personal computing. In the 1980s, the confrontation intensified when Microsoft launched Windows, a graphical interface that competed directly with Apple's Macintosh operating system. This tension continued into the 1990s and 2000s with the dominance of Windows in the PC market and the growing popularity of Apple products such as the iMac, iPod, and later, the iPhone and iPad.
Microsoft, it was not necessary
Yesterday, Microsoft presented the new Surface Laptop and did so in a totally offensive and out of place way. At the event, they decided use the powerful MacBook Air of Apple as a guinea pig, trying to expose it by comparing its performance with that of the new Microsoft equipment.
This is an unjustified action that It hasn't felt good at all to the followers of Apple, who have remembered good old Steve Jobs, who if he had seen this advertisement against his company, would not have been able to remain motionless.
In the presentation, Microsoft made a detailed comparison in which his new laptop and the MacBook Air with M3 chip appeared, both carrying out a high-quality photo editing process, with a high requirement in terms of performance. The result was the winner of the new Microsoft device, which apparently carried out the processes faster than the Apple laptop.
This practice of comparing its products with those of Apple has been a recurring strategy over the years in Microsoft's presentations and advertising campaigns. This tactic can be interpreted in several ways, and one of the most common criticisms is that it is sad or indicative of a lack of trust that Microsoft feels the need to mention Apple products to highlight the capabilities of their own.
Genius or lack
However, this strategy can also be seen as an admission of Apple's dominant influence in certain markets, especially in the realm of premium laptops and mobile devices. By mentioning Apple, Microsoft implicitly recognizes that consumers are comparing its products to those of the Cupertino company, which is a pfurther proof of the power of the brand from the Cupertino company.
Steve Jobs presented the war between Microsoft and Apple as an epic battle of innovation versus conformity. According to Jobs, Microsoft lacked creativity and focused on copying and replicating, while Apple focused on originality and design excellence. Jobs saw Apple as brave David against the giant Goliath of Microsoft. This rivalry manifested itself in advertising campaigns like Think Different and in revolutionary products that challenged the status quo. For Jobs, the competition with Microsoft was not only commercial, but also a fight for the vision and spirit of the technology industry.
While the direct comparison to Apple may be a useful marketing tactic for Microsoft, it also reflects a competitive dynamic where the company positions itself in response to a highly influential rival, which some consider a sign that Microsoft feels the pinch. need to validate in the face of the success and popularity of Apple products.
