At first glance, Microsoft’s Windows 11 looks like a solid update to the operating system software that powers most of the world’s PCs. The biggest change from Windows 11 is his new streamlined look, reminiscent of smartphones and tablets. Microsoft has also added features to help people with the new ways of working we’ve all learned. This includes built-in video chat software, technology to make video games look better, and for controlling apps and sorting documents.
But its most important characteristic will be what it doesn’t. After this Windows 11 announced last weeksaid Microsoft CEO Satya Nadella that his company is developing its technology to work with as many products as possible, including software for competing Google Android smartphones.
“Today the world needs a more open platform – one that allows apps to become platforms of their own,” he said. “Windows is a platform on which things bigger than Windows can be born.”
He pushed this point forward by inviting Google to bring its App Store to Windows. He also told developers that they can now sell programs in the Microsoft Store for little to no commission, a sharp shift from Apple’s and Google’s minimum earnings of 15%, that is led to lawsuits and antitrust investigations around the world. And he said he would welcome Apple’s FaceTime and other technologies on Windows 11 and in the Microsoft Store.
“We want to break down the barriers that all too often exist today and offer real choice and connections,” he said. “Operating systems and devices should adapt to our needs, not the other way around.”
Microsoft’s move to Windows 11 marks the latest upheaval for the world’s highest rated software company. Two decades ago, Microsoft’s attempts to destroy competitors with its Windows software resulted in a federal judge declaring it a monopoly. Microsoft’s sharp-edged tactics and problem-prone software made it so vilified that people across the tech landscape were calling the company short-time work M $ in chat rooms to put profit above the needs of the people who use their products.
Competitors also took part. In the early 2000s, Google marketed its nascent search engine using the “Don’t be Evil” corporate ethos. And when Apple began formulating its “Get a Mac” campaign to help market its computers in 2005, it was cast the Microsoft-powered PC on as a clumsy and arrogant fool.
“The fact is, you’re selling like hotcakes now, and I need to get my message across, so I’m doing a bit of buzz marketing for the good ol ‘PC, the only computer you’ll ever need,” said the PC character, played of comedians John Hodgmanwho then got signs that read “Amazing!” holds up. and “Totally cool!”
But things have changed since then. Google has dropped its famous corporate mantra “don’t be angry” in 2015 for “doing the right thing” instead. (Perhaps not by chance, the search giant is now facing an antitrust investigation.) And Apple’s controlling approach towards the iPhone and its app store has Heated lawsuits and government investigations in Europe and the US, fueled by complaints from major partners such as Tinder dating app maker IAC, music service Spotify and Fortnite developer Epic Games.
Meanwhile, Nadella has initiated changes at Microsoft since he was appointed CEO in 2014. He has pushed Microsoft to soften its approach towards partners, competitors, and even within its own departments. It’s about “the renaissance as well as repairing something that’s broken,” Nadella said CNET in 2018.
With Windows 11, Microsoft now sees the opportunity to stand out from the crowd and not just compete. And it will come quickly, with the launch scheduled for later this year.
“Now is the time,” said Maribel Lopez, an analyst at Lopez Research. For a long time, Nadella has told developers that Microsoft is more open, easier to develop, and with hundreds of millions of PCs sold each year, it is still a platform of opportunity. Even Microsoft’s biggest hurdle – the lack of a smartphone operating system – is fading as mobile chips power more and more PCs and the lines continue to blur.
That doesn’t mean Microsoft has an easy road ahead of them. While the company is making its only operating system more accessible to developers, Apple has two popular platforms in iOS and macOS.
“Apple cannot be taken lightly,” she said, noting that a “war” was on over the future of technology.
The next Windows
In the 1990s, when people bought their first desktops and logged on to the Internet for the first time, Microsoft’s stated corporate mission was to “put a computer on every desk and in every home.” By 2015 it was largely successful – and this preliminary work even helped to have a computer in everyone’s pocket. (However, despite Microsoft’s best efforts, the devices did not have a Windows logo).
So what are you doing next Nadella decided that Microsoft should “empower every person and organization on the planet to achieve more.” Microsoft put an end to this thinking Obsession with Windowsto cement it as a company whose products support the products of other companies.
But the Microsoft of yesteryear hasn’t entirely disappeared. Analysts believe that Nadella’s broadsides against Apple during his Windows 11 launch speech wasn’t just about beating Microsoft’s greatest enemy. His tone wasn’t jovial, and neither was he repellent like former CEO Steve Ballmer when Apple co-founder Steve Jobs first introduced the iPhone in 2007. Nadella was serious.
“He’s trying to penetrate the veil,” said Patrick Moorhead, an analyst at Moor Insights & Strategy, pointing to Apple’s position as an innovative cool kid in the tech industry. “How many opportunities do you have to break through the veil?”
Moorhead noted that Microsoft went to great lengths to ensure its Office productivity apps, Teams chat software, and other programs runs well on iPhones, iPads, and Macs. But Apple has barely updated iTunes on Windows over the years, and it did didn’t even make apps like FaceTime ready for download.
Microsoft declined to make Nadella available for an interview to discuss the rationale behind his speech. Whatever his reasons, Nadella’s crotch showed that underneath Microsoft’s cool-by-being-uncool veneer– It still has that monopoly cutthroat business savvy.
“I can see why they envy Apple – everyone bows to this company as if it were a religious talisman,” said the analyst at Endpoint Technologies Associates Roger Kay.
But one attack on Apple may not be enough to change people’s perceptions. In 2001, more than nine out of ten computers in the world were running Windows. Today, it’s closer to seven out of 10, according to StatCounter.
So Nadella might want to position Windows 11 as anti-Apple, but Microsoft’s influence these days extends largely to the people who already have Windows. And these people will either download it the free Windows 11 update when it releases this fall or wait for your company’s IT team to allow it.
“Microsoft only competes against itself,” said Kay. “Nobody cares.”
And as if that’s not enough, Microsoft is building its Teams software into Windows in a similar way that Apple used FaceTime with its devices. But it’s clear that with the way it opens Windows, Microsoft wants to develop its own identity.
“We’re building for the next decade and beyond,” said Nadella in his Windows 11 speech. “This is the first version of a new Windows era.”
And perhaps most importantly to him, it won’t be Apple.