At first glance, the next Microsoftto the operating system software that powers most of the world’s PCs. The first thing you’ll notice when looking at it is the new streamlined design similar to Apple’s iOS and Google’s Android powered smartphones and tablets. Microsoft has also added features aimed at helping people navigate the new ways we’ve all learned to work during the coronavirus pandemic. They include built-in video chat software, technology to make video games look better, and to control applications and classify documents.
But Microsoft thinks its biggest selling point may be what it doesn’t do. After announcing Windows 11 on June 24, Microsoft CEO Satya Nadella said her company is developing its technology to work with as many products as possible, including software for Google’s competing Android smartphones. Microsoft releases Windows 11 as a free update.
“Today, the world needs a more open platform, one that allows applications to become platforms in their own right,” he said. “Windows is a platform where things that are bigger than Windows can be born.”
He pushed this point forward by inviting Google to bring its Google Play app store to Windows. He also told developers that they can now sell programs on the Microsoft Store for little to no commission, a sea change from Apple and Google’s 15% minimum that has led to a spate of court cases, antitrust investigations and I would welcome Apple’s FaceTime and other technologies in Windows 11 and in the Microsoft Store.worldwide. And he said
“We want to remove the barriers that exist too often today and provide real options and connections,” he said. “Operating systems and devices must adapt to our needs, not the other way around.”
Microsoft’s move to Windows 11 marks the latest sea change for the world’s most valued software company. Two decades ago, Microsoft’s attempts to crush competitors through its Windows software led a federal judge to declare it a monopoly. Microsoft’s blunt tactics and problem-prone software made it so vilified that people across the tech landscape took the company’s hand away. M $ in chat rooms for what they saw as the company putting profits before the needs of the people who use its products.
Competitors also joined. In the early 2000s, Google marketed its fledgling search engine in the corporate spirit “Don’t be Evil.” And when Apple began formulating its “Get a Mac” campaign to help market its computers in 2005, Cast the Microsoft-powered PC as a clumsy, arrogant fool.
“The fact is, you’re selling like hotcakes now, and I have to spread my message, so I’m doing a bit of fad marketing for the old PC, the only computer you’ll ever need,” the character said. PC, played by the comedian John hodgman, who then displays signs that say “Incredible!” and “Totally cool!”
But things have changed since then. Google released its famous corporate mantra “Don’t be evil” in 2015, opting instead to “Do the Right Thing”. (Perhaps not a coincidence, the search giant is now facing antitrust scrutiny.) And Apple’s controller approach to the iPhone and its App Store in Europe and the US, fueled by complaints from top partners like dating app maker Tinder IAC, music service Spotify, and Fortnite developer Epic Games.
Meanwhile, Nadella has instituted changes at Microsoft since he was named CEO in 2014. He has lobbied Microsoft to soften its focus with partners, competitors, and even within its own divisions. It’s as much about “rebirth as it is about fixing something that’s broken,” Nadella told CNET in 2018.
Now, with Windows 11, Microsoft sees an opportunity to stand out from the crowd, rather than just compete. And it will come fast. Microsoft plans to release Windows 11 later this year, after. Rumors suggest , around the same time that Apple launches its annual also.
“Now is the time,” he said Maribel lopez, an analyst at Lopez Research. Nadella has long told developers that Microsoft is more open, easier to develop, and with hundreds of millions of PCs sold each year, it remains a platform of opportunity. Even Microsoft’s biggest hurdle, the lack of a smartphone operating system, is fading as mobile chips start to power more PCs and the lines blur even more.
That is not to say that Microsoft has an easy road ahead. Although the company is making its single operating system more accessible to developers, Apple has two popular platforms on iOS and MacOS.
“You cannot take Apple lightly,” Lopez said, noting that there is an ongoing “war” over the future of technology.
The next windows
In the 1990s, when people were buying their first desktops and connecting to the Internet for the first time, Microsoft’s stated corporate mission was to put “one computer on every desk and in every home.” By 2015, it had been hugely successful, and that groundwork even helped put a computer in everyone’s pockets. (However, despite Microsoft’s best efforts, the devices did not have the Windows logo.)
So what do you do next? Nadella decided she wanted Microsoft to “empower every person and organization on the planet to achieve more.” That thought ended Microsoft’s obsession with Windows, further solidifying it as a company whose products help other companies’ products work.
But the Microsoft of yesteryear did not completely disappear. Analysts believe that Nadella’s broadside against Apple during his Windows 11 launch speech weren’t just to hit Microsoft’s biggest enemy. His tone wasn’t jovial or dismissive like former CEO Steve Ballmer when Apple co-founder Steve Jobs first showed off the iPhone in 2007. Nadella was serious.
“He is trying to pierce the veil,” he said. Patrick Moorhead, an analyst at Moor Insights & Strategy, referring to Apple’s position as the innovative girl in the tech industry. “How many opportunities do you have to pierce the veil?”
Moorhead noted that Microsoft has gone to great lengths to make sure its Office productivity apps, Teams chat software, and other programs work well on iPhones, iPads, and Macs. But Apple has barely updated iTunes on Windows over the years, and it hasn’t even made apps like FaceTime available for download.
Microsoft declined to make Nadella available for an interview to discuss the motivations behind his speech. Whatever his reasons, Nadella’s move showed that, beneath Microsoft’s appearance of coldness for being inelegant, he still has that ruthless business sense of making monopolies.
“I can see why they envy Apple – everyone bows to that company like a religious talisman,” said the Endpoint Technologies Associates analyst. Roger kay.
But attacking Apple may not be enough to change people’s perceptions. In 2001, more than nine out of 10 computers on the planet were running Windows. Today, is closer to seven out of 10, according to StatCounter.
So Nadella may want to position Windows 11 as the anti-Apple, but Microsoft’s influence these days largely extends to people who already have Windows. And those folks will either download the free Windows 11 update when it launches this fall or wait until their company’s IT team lets them.
“Microsoft is only competing against themselves,” Kay said. “Nobody else cares.”
And if that’s not enough, Microsoft is building its Teams software on Windows in a similar way to how Apple used FaceTime with its devices. But it is clear that Microsoft wants to forge its own identity with the way it opens Windows.
“We are building for the next decade and beyond,” Nadella said in that Windows 11 speech. “This is the first version of a new era of Windows.”
And perhaps the most important thing for him, it will not be Apple.