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Microsoft Corporation (NASDAQ:MSFT) and Apple: Best Frenemies

Microsoft Corporation Nasdaq:msft

Microsoft Corporation believes in a new mantra that if it offers the products users need, they will come. The firm has built a $1,499 laptop, sidestepping OEMs like HP and Dell, who have been making PCs for its Windows software for a long long time.

Microsoft Corporation (MSFT)

Microsoft challenging Apple, Google

On Tuesday, Microsoft introduced two new phones, a new Surface tablet and updated its wearable. The firm is betting that deploying premium hardware will lure a larger number of customers into its cloud ecosystem, says a report from Market Watch. Microsoft’s latest move are a part of its efforts to compete with Apple and Google, who offer premium mobile devices.

“With the mobile revolution, and with Apple and Google competing, Microsoft was in jeopardy. It had to fully integrate in order to create devices that it thought would further its cause,” Pat Moorhead of MoorInsights Strategy said.

Surface Book is Microsoft’s first laptop, which has a screen that diagonally measures 12.3-inch. With Surface line of tablets being the first, this is its second device category for enterprise use, the report said. Moorhead said that the laptop will help the firm to push the sales its software products as well. “This is what this is all about, to get more people using Microsoft 365, OneDrive and Windows 10,” the expert said.

At the event, the firm also said that the Windows 10, since its launch at the end of July, has racked up more than 110m users.

Friend at the same time

Microsoft Corporation and Apple have been into cut-throat competition, but they also need each other to expand their offerings. Last month, both the firms were seen together at Apple’s public event in San Francisco. The purpose was to pitch their products for making money.

At the event, Apple executives talked about the latest iPad, describing how it could be used to enhance the productivity at the workplace. During the event, a Microsoft executive was also called on to the stage. The crowd was shocked to see corporate vice president for Microsoft’s Office division, Kirk Koenigsbauer, who then showed off the latest version of Microsoft Office for the new iPad Pro.

At around 11.30 am EDT, Microsoft Corporation shares were down 1.54% at 46.03. Year to date, the stock is down over 2% while in the last one-year, they are up over 1%. Around the same time, Apple shares were down 1.62% at 109.52.

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Aman is MBA (Finance) with an experience on both marketing and Finance side. He has work as a Risk Analyst for AIR Worldwide, and is currently leading VeRa FinServ, a Financial Research firm. Favorite pastimes include watching science fiction movies, playing PC games and cricket.