Microsoft no longer sees Apple as an 'enemy': executives say they have ended the competition

Although Microsoft and Apple have had fierce competition in many businesses over the years, such as PCs and Macs, whoever is better, Microsoft has recently stated that it has turned Apple from a competitor into a friend. In the product strategy, applications and services have been introduced into Apple's platform devices. The Office Productivity Suite is a good example. It supports not only Windows and Mac, but also iPhone and iPad versions.

Interestingly, as the default browser for the Windows 10 operating system, Microsoft Edge also logs on iPads and iPhones, not to mention most of the company’s other software and services can be installed on Apple devices.

Chris Capossela, Microsoft’s chief marketing officer, said in an interview with Cheddar that the company wanted their products to be used on any device:

We have moved away from what we thought was the focus of competition and needed to put products on the platforms our customers use.

So with Office on iPad / iPhone and Minecraft across every platform.

This is a natural thing for us.

Microsoft also said that it is not trying to catch up with competitors, but rather about updates and improvements for fans. These are tailor-made for their equipment and customers will ultimately benefit from this strategy:

We have found that concentrating on our own fans is a better choice. They are passionate about talking and winning new people, honestly telling you what needs to be done to repair the product and getting your product getting more and more it is good.

We have moved away from the hot competition in the past. We are not only focusing on our customers but the people who use our products.

Microsoft is often criticized by the user community for keeping its own platform behind (such as Windows Phone). This is no secret.

After the transition, Microsoft’s attention to the iPhone has rapidly increased, but it has not provided any interest in improving the Windows Phone. The original software giant also kept its plans tight-lipped.

To sum up, in the long run, Windows Phone is not a future. It is the future of Apple's equipment, which will become more friends.