Attacking Apple on Multiple Fronts

By Don Reisinger  |  Posted 2009-09-15 Print this article Print

Importantly, Microsoft is touting Windows 7 as a viable alternative to Mac OS X. It has become such a battle between the two companies that the vast majority of Microsoft's television marketing budget focuses on highlighting the issues (mainly price) that the company finds associated with Apple's products.

Windows Mobile

Microsoft is also focusing on improving its mobile efforts. So far, the company hasn't performed nearly as well as it might have liked in the mobile market. Its Windows Mobile platform has had little success in either the consumer market or in the enterprise, as Research In Motion and Apple have brought devices to store shelves that easily best those running Microsoft's software.

Although Windows Mobile 7 is scheduled for a 2010 release date, it could have an impact on the market. Microsoft has said that it will be a vast improvement over Windows Mobile 6.5, which is slated for release Oct. 6 and will feature improved browsing, a better interface and more. Windows Mobile 7, like its predecessor, should compete more effectively in the marketplace where, you guessed it, Apple is setting the pace.

At the same time, Microsoft is getting ready to offer an app store from which users can download applications and add them to their mobile devices. According to Microsoft, Windows Marketplace for Mobile will have thousands of applications. The company also wants to entice developers to create apps for the platform by allowing them to charge what, as Microsoft put it at a developer conference, those apps are really worth.

Apple effect?

But just what impact all these updates will have on Apple is up for debate. It's most likely that Microsoft will find the most success in the OS market, where it still dominates. But in the mobile space and in the PMP market, it's doubtful that Microsoft will be able to pierce Apple's tough armor.

Microsoft's biggest problem is simply that Apple dominates those markets. And although both the Zune HD and Windows Mobile will be improved, it's doubtful that users will find reason to switch to Microsoft's products.

So as Microsoft prepares to wage all-out war on Apple, it's doubtful that the result will be as mighty as its intentions. That said, Microsoft will continue to enjoy strong profits. Its Windows 7 platform will dominate the software market. And Windows Mobile will hang tough. Just don't expect major shifts in the industry.

Don Reisinger is a freelance technology columnist. He started writing about technology for Ziff-Davis' Since then, he has written extremely popular columns for, Computerworld, InformationWeek, and others. He has appeared numerous times on national television to share his expertise with viewers. You can follow his every move at

Submit a Comment

Loading Comments...
Manage your Newsletters: Login   Register My Newsletters

Rocket Fuel