From the dawn of the personal computing era, Apple and Microsoft have been huge platform rivals. The companies traded blows over the years and drove innovation that caused the PC industry to grow at a remarkable pace. According to Apple’s new chief executive, however, those days are over.
“I don’t really think anything Microsoft does puts pressure on Apple,” Cook told The Wall Street Journal, raising the question of whether or not the world’s most valuable company even views Microsoft as a rival anymore.
Rivals put constant pressure on each other, driving one another to raise the bar and innovate. With Apple’s core business having shifted to mobile and Microsoft just beginning to regain its footing in the mobile market, it makes sense that Apple’s attention has shifted elsewhere. And with dozens of patent complaints having been filed by Apple around the world against Google’s Android partners, it’s safe to say we know where Apple’s focus has shifted.
Cook wouldn’t say much about Apple’s future plans for its Mac PCs, but he did suggest that the rest of the industry is trailing behind Apple and struggling to catch up. In particular, the executive sees the MacBook Air as a huge accomplishment that the rest of the industry is now trying to duplicate. ”Now, you see the industry at large trying to copy it in some way, but they’ll find that it is not so easy,” the CEO told The Journal.
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