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How Microsoft won and Apple did not lose



  satya-nadella.jpg

Quiet win


James Martin / CNET

These two are like George Clooney and Russell Crowe.

They have always been there and still manage to recalibrate themselves for a new generation.

Sometimes her work borders on the void. Sometimes they do something really amazing, which makes them believe that they have hidden depths.

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9659005] As recently as 2018, Microsoft and Apple managed to maintain a timeless significance. The market capitalization of Microsoft surpassed that of Apple this year.

The more comprehensive transformation is of course that of Microsoft.

Secretly, she's no longer just being Windows, Bill Gates and a huge vat vicious to be a company that seems to have so many digits in so many cakes it needs to use its toes.

It's not just that CEO Satya Nadella has cleverly projected a picture of human decency – despite his adoration of the cricket game.

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Redmond has managed to offer no word for the tech industry's worst inconvenience.

Step forward, Google and Facebook. The ugly box is yours. Microsoft enjoys an image beautification as you babble blessed things to unsuspecting politicians and become symbols of youthful indiscretion, hubris, and juul-puffing ignorance.

It is not easy to point out something that has driven Microsoft around the corner. It could be said that the intelligence of understanding the cloud has shown the way. Some will refer to LinkedIn's clever takeovers – pretty much the worst $ 50 I spend each month – and GitHub as proof that Microsoft has dumped its gross image.

For me, though, it's the slow, positive creep of Surface.

At first, Surface was a joke. Microsoft's experiment with tablet hardware was launched with one of the worst ads ever made by supposedly sensitive minds, and has earned a cunning credibility.

Even though I have still mentioned Microsoft Surface in NFL segments I now know enough people who are confident enough to refer only to my surface .

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No, it's not as strong as the Mac (or even Xbox), but the fact that Surface gains some independence and credibility is a good sign of Redmond's own personality as a remarkable survivor and a company that can connect with real people. without completely annoying her.

Apple managed for decades to connect real people with unimaginable effort.

The Apple Store staff is still giggling that their shop is always full, and the mall's Microsoft Store is emptier than the head of a troll.

For Cupertino, however, it was not a year of uncontrolled triumphs.

Three new phones, but lots of grip that they do not sell as well as they should. Finally, a new MacBook Air, but a touch of ah, computers are old hats, you should actually use an iPad Pro .

And where is the AirPower that Apple promised not to be delivered then?

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That's why it's fun to be Microsoft. The expectations are lower. The potential for a (positive) surprise is much higher.

Oddly enough – and in my opinion – the revolutionary product that Apple has developed in recent years is the AirPod.

It's hard to figure out how much people feel committed to these things. I'm sure there's a monstrous group of Americans going to bed and carrying them while they're still waking up.

I know I went to the AT & T store, and the saleswoman has an ear in her ear during a conversation and explains that she likes to listen to music all the time.

Yes, even if she talks to customers.

One thing that Microsoft and Apple have in common is a sensible, sensible leadership that is so painfully lacking in too many tech companies.

For Apple, Tim Cook was certainly the best, the strongest and the clearest leader of all Tech, ready to lead, at least occasionally, difficult decency struggles.

However, Nadella has created a culture of collaboration with other companies and a sense of accepting business rather than trying to force her to give up. [19659005] Also: Tim Cook Calls on Bloomberg to Withdraw the Controversial Chip Story

It is almost entertaining that these two companies should come to the fore if one could imagine that both are usurping and would have been destroyed by som. The newcomers headed by arrogant boys with attitude.

You need to know what they are doing, at least to some extent.

This means that they may even know what they will do next year to sustain operations. While Facebook and Google are being eradicated by politicians for a little public blood.

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