Apple Goes All Out On Rival Microsoft – Fortune

Apple stepped up in its never-ending battle along with rival Microsoft.

The Cupertino, Calif.-based firm rolled out a smaller sized version of its iPad Pro tablet device on Monday, targeting corporate clients and office workers. The device, which competes along with Microsoft’s high-end tablets such as the Surface Pro and Surface Book, was unveiled along with a 9.7-inch screen size while its bigger iPad Pro sibling still has actually a 12.9-inch display.



is betting that corporate customers will certainly want a smaller sized version of the iPad Pro, which went on sale last fall, framing it as a lot more comfortable to carry while likewise retaining support for Apple’s Pencil stylus and removable keyboard.

The brand-new device, introduced throughout Apple’s initial media event of 2016, highlights the consumer tech giant’s continuing efforts to became a big corporate technology seller.

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Over the past year, Apple has actually partnered along with legacy enterprise companies, including IBM


and Cisco


, to cross-sell products. Apple hopes these high-profile partnerships will certainly advice it build relationships along with corporations that would certainly have actually been a lot more difficult to do devoid of advice from traditional firm technology providers.

In September, Apple shocked technology analysts and journalists as quickly as it invited a Microsoft


executive to appear at a fall media event in which Apple initial trotted out the iPad Pro. The 2 companies have actually been fierce rivals for decades, however they temporarily place aside their differences (a minimum of on stage) to demonstrate exactly how each company’s products job in tandem.

Apple required Microsoft’s reputation along with businesses to reveal exactly how its brand-new tablet could be used to run Microsoft’s Office software suite. For Microsoft, it was merely yet another example of the firm attempting to illustrate exactly how even more willing it is to collaborate along with rivals under current chief executive Satya Nadella compared to under former CEO Steve Ballmer.

The charade seemed to job in Apple’s favor, along with a February Worldwide Data Corporation report noting Apple’s iPad Pro outsold Microsoft Surface-branded machines throughout the fourth quarter of 2015.

Now that Apple appears to have actually gotten exactly what it wanted from Microsoft, the firm went on a full-court press versus the Redmond, Wash.-based corporation throughout its latest media event.

Apple’s head marketer Phil Schiller took several shots at Microsoft throughout his presentation of the brand-new iPad, suggesting Apple is hoping to convert the millions of Windows users in the marketplace to jump-ship to the globe of Apple’s operating units comprised of iOS and Mac OS.

Schiller quipped that the majority of brand-new iPad Pro customers “are coming from a Windows PC,” and he belittled the 2 the Windows operating system and PCs powered by it, reflecting they were developed prior to modern technological innovations adore the Internet and Apple’s App Store.

Schiller likewise cited that that there are over 600 million personal computers in usage today “that are over five-years-old.”

“This is actually sad,” said Schiller.

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Even Apple CEO Tim Cook chimed in after Schiller’s talk to encourage PC users to ditch Windows and hook up along with Apple.

“We believe that whether you already have actually an iPad or whether it’s time to replace that PC laptop, the iPad Pro is an incredible choice that allows you to do so considerably more,” Cook posited.

It’s not surprising that Apple executives would certainly be quick to call out rivals as they unveil brand-new competing products. however the truth that Apple went straight after Microsoft after just a couple of months as quickly as it invited the firm to its own press event is noteworthy due to the fact that it reveals exactly how intense the tablet market is for Apple.

One day Apple requires Microsoft to reveal consumers that it can easily do business, then the next day Apple disparages Microsoft to persuade those consumers that it has actually superior technology.

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