The Bizarre Role Reversal of Apple and Microsoft
Steven Levy
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Apple continues along the path of being a consumer electronics company (being Apple, Inc, not Apple Computer), whereas Microsoft continues along the path of a technology company. Apple has abandoned many vertical markets. The last Mac Pro “Death Star Trash Can” refresh was in 2013. They can continue to sell business class machines to certain professional niches because all they really need is a certain amount of speed and responsiveness.

CE companies don’t want you to expand or upgrade your product — they want you to replace it. It is a simpler, easier model to follow and you can control your own product ecosystem.

Microsoft will fill any niche related to computers, while Apple becomes a Nintendo 2.0 or Sony 2.0.