There is no competition with Apple, only partnership
Microsoft says that its cultural shift has transformed Apple from a rival to a friend, especially as its product strategy involves bringing apps and services to Cupertino’s own platform and devices.
Microsoft and Apple have long been considered fierce rivals in a wide array of businesses, with the Mac vs PC campaign without a doubt marking the apogee of the long-distance dispute.
The eternal rivalry between Microsoft and Apple may actually be over, said Microsoft’s chief marketing officer Chris Capossela.
“We’ve moved away from that competitive focus that I think we’ve had in the past,” said Capossela. “We need to bring our products on the platforms that our customers are using. So Office on the iPad or iPhone, Minecraft on every platform, that’s just a natural thing for us to do.”
See full interview on the link – https://cheddar.com/videos/marketing-microsoft