Apple and Microsoft each launched new products. One company astonished everyone. The other made people sleepy. Can you guess which was which? You probably guessed wrong. Because Apple, famous for its creative products, was the tech giant whose new product caused a collective shrug. While Microsoft, which stole a move out of the Apple Playbook, won cheers from high-end, creative-class consumers like business analysts, media designers and music producers.
As Hayley Tsukayama remarked at The Washington Post, the Surface Studio, one of Microsoft's new products, is really just a super-sized version of the Surface Books product that Microsoft has been selling for years. But if you've ever watched science fiction movies like Minority Report-- where Tom Cruise seems to operate pictures and data hanging on mid-air by touching them, spreading his fingers to increase on details, and sending files and information sliding from one folder to another with a click of the finger, you can see how Microsoft is trying to show the same experience.
Meanwhile, apple's new products were almost like some fine promotions for its Apple TV. They boast that the new Macbook Pro has a smaller size and more functions, and a new touch screen bar on laptop keyboards where function keys used to be.
So what's going on? In many ways, Apple is focusing on attracting the average consumers who have been attracted by Microsoft. And Microsoft is focusing on targeting the high-end professionals Apple has historically been associated with. You can even see this is the companies' ad campaigns: Microsoft's ads stress imagination and creativity, while Apple's commercial chief performance and convenience of its Macbooks.
So Apple is trying to control the world of devices and laptops from the top down, starting with the high-end market and moving on to appeal to a broader base of consumers. Microsoft, having already strengthened itself within the bigger low-end market, is now attempting the opposite with a bottom-up strategy. Will they succeed? Time will tell...
