Apple has always positioned itself as the antithesis of Microsoft. Windows 11 is now the anti-Apple operating system

Microsoft wants to bring out its Windows software by targeting the iPhone. Windows 11 will be a free upgrade when it launches later this year. At first glance, Microsoft’s upcoming Windows 11 looks like a solid update to the operating system software that powers most PCs around the world. The first thing you’ll notice when you look at it is the new streamlined design similar to Apple’s iOS powered smartphones and tablets and Google’s Android. Microsoft has also added features meant to help people navigate the new ways we’ve all learned to work during the coronavirus pandemic. They include built-in video chat software, technology to improve the appearance of video games, and more modern buttons and windows to control applications and sort documents.

He took this point further by inviting Google to integrate its Google Play app store on Windows. He also told developers they were now allowed to sell programs on the Microsoft Store for little or no commission, a drastic change from Apple and Google’s minimum 15% hold that led to a avalanche of court cases, antitrust investigations and proposed new laws around the world. And he said he would welcome Apple’s FaceTime and other tech on Windows 11 and in the Microsoft Store.

But Microsoft thinks that perhaps its most important selling point is what it doesn’t. After announcing Windows 11 on June 24, Microsoft CEO Satya Nadella said his company was building its technology to work with as many products as possible, including software for competing smartphones running Google’s Android. Microsoft will release Windows 11 as a free upgrade later this year. “Today the world needs a more open platform – a platform that allows applications to become full platforms,” he said. “Windows is a platform where things bigger than Windows can be born. “

“We want to remove the barriers that exist too often today and offer real choice and real connection,” he said. “Operating systems and devices need to adapt to our needs, not the other way around. “

Competitors also joined us. In the early 2000s, Google marketed its fledgling search engine with the “Don’t be Evil” business philosophy. And when Apple began framing its “Get a Mac” campaign to help market its computers in 2005, it portrayed the Microsoft-powered PC as a clumsy, arrogant jerk.

Microsoft’s move to Windows 11 marks the latest in a sea change for the world’s most beloved software company. Two decades ago, Microsoft’s attempts to crush its competitors through its Windows software led a federal judge to declare it a monopoly. Microsoft’s sharp tactics and problem-prone software made it so vilified that people across the tech landscape cut the company into millions of dollars in chat rooms for what they saw as the company putting profit before the needs of the people using its products.

“The point is, you’re selling like hot cakes now, and I have to get my point across, so I’m doing a little bit of marketing buzz for a good old PC, the only computer you’ll ever need,” the character said. PC, played by comedian John Hodgman, who then holds up signs saying “Unbelievable!” “And” Totally cool! “

But things have changed since. Google dropped its famous corporate mantra “Don’t be mean” in 2015, opting instead for “Do the right thing”. (It may not be coincidence that the search giant itself is now subject to antitrust scrutiny.) And Apple’s approach to scrutiny of the iPhone and its App Store has fueled lawsuits. and government investigations in Europe and the United States, fueled by complaints from major partners such as the dating app Tinder. IAC maker, Spotify music service, and developer Fortnite Epic Games.

Meanwhile, Nadella has made changes at Microsoft since he was named CEO in 2014. He has pushed Microsoft to loosen up its approach with its partners, competitors and even within its own divisions. It’s about “rebirth as much as just 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 quickly. Microsoft plans to launch Windows 11 later this year, after a period of public beta testing this summer. Rumors suggest it will arrive in October, around the same time Apple also releases its annual free software updates for iPhone, iPad, and Mac.

“Now is the time,” said Maribel Lopez, 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, remains a platform with opportunity. Even Microsoft’s biggest hurdle – the lack of a smartphone operating system – is fading as mobile chips start powering more PCs and the lines blur more. That’s not to say that there is an easy road ahead of Microsoft. While the company is making its single operating system more accessible to developers, Apple offers two popular platforms on iOS and MacOS.

Summary of the news:

• Apple has always positioned itself as the antithesis of Microsoft. Windows 11 is now the anti-Apple operating system
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