Anyone who is interested in PC in particular and hi-tech history in general will know that the personal computing war is the battle of Apple and Microsoft. It was Microsoft after seeing the success of the Macintosh – the first intuitive graphical machine – copied to create Windows. It was the success of Windows that caused the Mac to fail, Apple led to the brink of bankruptcy.
By the end of the 90s, with the turn of iMac, iPod, iPhone and finally the iPad, Bitter Apple Apples miraculously revived. Most especially, when the iPad came into being in the irony of CEO Steve Ballmer and chairman Bill Gates, the traditional piece of Microsoft food was also affected: from 2010 to 2013, the netbook market "evaporated" 90% in when the iPad increased from more than 3 million units in the quarter to 26 million in the last quarter of 2013.
But that success should have belonged to Microsoft: right from the late 1990s and early 2000s, Microsoft brought touch on Windows laptop, gave birth to "TabletPC" on XP. Microsoft failed and Apple succeeded, forcing Bill Gates' company to find a vengeance.
On paper, the hybrid tablet is the perfect vengeance: if Microsoft integrated the touch screen into Windows, if the tablet is integrated with the laptop, no one will buy the tablet anymore. In 2012, Windows 8 was born alongside the cult family of Surface products. Microsoft wants to devour the final legacy of Steve Jobs – the amazing experience brought by large touchscreen machines.
Ironically, iPad sales will fall, but not because of Microsoft. Every quarter, Microsoft only collected about $ 1 billion from Surface; Even the record quarter (nearly 2 billion USD) is still less than 1/3 of Apple's iPad revenue. 7 years passed, the application experience on Microsoft Store is still too inferior when compared to iPad: many big developers (like Google) are determined to say no, the rest usually only follow the style … alms ( like Facebook).
If you count on sales, Microsoft certainly cannot reach 1 million units (because the cheapest Surface price is 500 USD), while Apple still sells 8-11 million units every quarter. Worst, the quality scandals continue to make users dissolve their belief in Microsoft.
The "swallowing" iPad has failed completely. Even more than half a decade, Apple did not give any serious answer to Microsoft's efforts. Apple "teases" users by taking a strip of touch keys on the MacBook but not fully touching the macOS. Apple launched both the iPad Pro and called this machine PC but did not support the mouse, forcing users to use the keyboard and … stylus.
Must go to WWDC 2019, Apple will just change. With a completely new operating system called iPad OS with a completely independent interface, the file management feature is closer to macOS, the ability to read data from USB and especially the mouse feature first appeared, iPad I was able to take on simple tasks instead of PC.
For the first time in history, Apple has actually created the answer for Surface. Only with an operating system update, Apple will turn iPads into hybrid devices.
When Google's Android tablet is "already a story", which new iPad will choose to fight? The answer is cheap PC. All the features that iPadOS brings is to help iPad become a simpler entertainment and working machine. No matter how much improvement, the iPad will not replace MacBook running Final Cut or Android Studio. They also can't compete with the x86 app store.
But they will squeeze cheap hybrid laptops. Windows machines have never been able to keep up with the iPad in touch application quality. The only thing that surpasses iOS is the full application, but which users need the full power of Photoshop or Premier Pro on a cheap "hybrid" laptop? If there is a small device, the price is relatively reasonable and can be used both for entertainment and for basic work needs, surely many people will not buy new cheap Windows laptops anymore. At least, they already have a Windows machine in the company?
For years, the iPad has defeated Surface in this way. Tablets are only successful when Steve Jobs looks at the needs of users, that need large, intuitive and easy-to-use screen devices to cater to simple needs like watching movies, YouTube or surf the web. The next surface could not swallow the iPad just because it did not meet this demand. They are too big, bulky, short of applications for "basic" needs. Not yet a good tablet, how can Surface be a hybrid device that users crave?
Will Microsoft stand still watching Apple continue to gnaw at what should have belonged to Microsoft? No. of course. Because if Microsoft could stand still, Microsoft would have stopped long ago: half a decade ago, Microsoft rose to the brink of cloud power. Without Surface, Microsoft is still a huge success.
So is Apple. Apple today lives on the iPhone (and soon the service segment). IPad sales after the decline has returned to steady over the years. Apple doesn't need to fight with Microsoft to redefine what PC does anymore …
But both may not be able to give up the feud with a half-life. Even when the PC became "a supporting actor" on the hi-tech floor, the PC battle between Apple and Microsoft must continue. Apple and Microsoft are still there, and whenever the history of the PC goes to the page, you can be sure that the new page will be written by these two bitter rivals.