With Windows 11, Microsoft is shooting back at Apple

First, Microsoft’s Windows 11 Looks like a solid update For operating system software that powers most PCs in the world. The biggest change of Windows 11 is its New streamlined look, Reminiscent of smartphones and tablets. Microsoft also added capabilities to help people in new ways we all learned to work with. It has built-in video chat software, technology for better viewing of video games and Very modern buttons and windows For controlling applications and sorting documents.

But its most important feature is that it does not. Then Windows 11 was announced last week, Microsoft CEO Satya Nadella said Google is developing its technology to work with as many products as possible, including software to compete with smartphones running Android.

“Today, the world needs a more open platform – allowing apps to become their own platforms,” he said. “Windows is a site where bigger things can be born than Windows.”

He pushed the issue by inviting Google to bring its App Store to Windows. He also told developers who are now allowed to sell programs in the Microsoft Store There is no commission, A complete change from the 15% minimum draw for Apple and Google Led to lawsuits And hopeless studies around the world. And he said He welcomes Apple’s Facetime And other technologies in Windows 11 and the Microsoft Store.

“We want to remove the barriers that often exist today and provide real choice and connectivity,” he said. “Operating systems and devices have to be designed to suit our needs, there is no other way.”

Microsoft’s move with Windows 11 marks the latest in a sea transition to the world’s most valuable software company. Two decades ago, Microsoft tried to crush rivals with its Windows software, leading to a federal judge declaring it a monopoly. Microsoft’s sharp elbow tactics and problematic software made it so defamatory that those in the technical landscape abbreviated the company M $ The company pays profits ahead of the needs of the people who use its products in the chat rooms for what they see.

Competitors also joined. In the early 2000s, Google marketed its new search engine with corporate ethics of “do no harm”. When Apple began developing its “Get a Mac” campaign in 2005, it helped market its computers The PC running Microsoft is a stupid and arrogant idiot.

“The truth is that you sell like hot cakes right now, I need to get my message, so I’m doing a little buzz marketing for the good old PC, the only computer you will ever need,” said the character, played by PC, the comedian. John Hotman, Then “Surprise!” And “Absolutely cool!”

But since then things have changed. Google has dropped its famous “Don’t Evil” corporate mantra In 2015, select “Do the right thing”. (Perhaps not by accident, the search company is now facing a hopeless test.) And Apple has a controlled approach to the iPhone and its App Store Fuel cases and government investigations In Europe and the United States, it has been plagued by complaints from key partners such as Tinder dating app maker IAC, music service Spotify and Fortnight developer Epic Games.

read more: Windows 11: These are the best new features and how to use them

Nadella, meanwhile, has been making changes since being appointed CEO at Microsoft in 2014. He was forced to soften his approach to Microsoft, even within partners, competitors and its own divisions. It’s “renaissance is like repairing something broken,” Nadella said CNET in 2018.

Now, with Windows 11, Microsoft sees an opportunity to stand out from the crowd, rather than simply compete. With a launch scheduled later this year, it will be coming soon This summer is a general beta testing period.

“Now is the time,” he said Maribel Lopez, Researcher at Lopez Research. Nadella has long told developers that Microsoft is very open, easy to build, sells hundreds of millions of PCs each year, and is still a platform with opportunities. Microsoft’s biggest hurdle – the lack of a smartphone operating system – is that the lines are further blurred as mobile chips begin to power more PCs.

That’s not to say there’s an easy path for Microsoft. Although the company has made its single operating system accessible to developers, Apple has two popular platforms on iOS and MacOS.

“You can’t take Apple lightly,” Lopez said, adding that a “battle” is going on for the future of technology.

Next Windows

In the 1990s, when people bought their first desktops and logged on to the Internet for the first time, Microsoft’s stated corporate goal was to “put a computer in every desk, in every home.” By 2015, it was largely a success – and that foundation helped put a computer in everyone’s pocket. (Devices do not have the Windows logo, despite Microsoft’s best efforts).

What will you do next? Nadella decided that Microsoft should “empower every person and every company on the planet”. That idea came to the end of Microsoft Mania with Windows, Further confirming this as products that help run other company’s products.

But the old Microsoft did not go away completely. Analysts believe Nadella’s wide-ranging actions against Apple during the Windows 11 launch speech are not the only ones tapping into Microsoft’s biggest frenzy. His tone is not humorous, nor is he Discount Apple co-founder Steve Jobs was like former CEO Steve Palmer when he first introduced the iPhone in 2007. Nadella was serious.

“He’s trying to pierce the veil,” he said Patrick Moorehead, A researcher at Moore Insights & Strategy, cites Apple’s position as an innovative cool kid in the technology industry. “How many chances do you have to pierce the veil?”

Moorehead noted that Microsoft has put a lot of effort into ensuring its office productivity applications, teams chat software and other programs Run well on iPhones, iPods and Macs. But Apple hasn’t updated iTunes on Windows in years, that is Not even developing apps like FaceTime Available for download.

Microsoft has refused to make Nadella available for an interview to discuss the motives behind his speech. Whatever her reasons, Nadella’s action showed it below Cool-by-being-polluted veneer from Microsoft, It has a cutrod business sense that makes it even more monopolistic.

“I can see why they are jealous of Apple – everyone worships the company as a religious amulet,” said Endpoint Technologies Associates researcher. Roger K..

read more: Windows 11: All major differences from Windows 10

But attacking Apple may not be enough to change people’s perception. In 2001, more than nine out of every 10 computers on the planet were running Windows. Today, This is close to seven out of 10, According to StatCounter.

So Nadella may want to position Windows 11 as anti-Apple, but these days Microsoft’s influence extends mostly to people who own Windows. Those people will download Free Windows 11 update when this fall is released Or wait until the ID team at their company allows them.

“Microsoft is only competing against themselves,” Kay said. “No one else cares.”

If that’s not enough, Microsoft’s team building software on Windows is similar to how Apple used Facetime with its devices. But it is clear that Microsoft wants to create its own identity in a way that will open Windows.

“We are building on the next decade and beyond,” Nadella said in a Windows 11 speech. “This is the first version of the new era of Windows.”

Probably the most important thing to him, it would not be Apple.