Apple's real target

As Apple expands and uses its momentum from the success of the iPod to power to help drive sales spurred by the Intel transition, some question who Apple's real target should be. According to Rob Enderle, Apple is not at war with Mircosoft, but is really at war with Dell. Electronista.com reports that despite the general thinking that Apple is in a struggle against the 95 percent of Windows PCs, often used as a measuring stick for Apple's success, it is indeed a battle to draw customers into buying hardware. As such, the conclusion is drawn that Apple's tactic (during this era of Intel-based Macs) is not to overthrow Windows, but to offer a software advantage over companies who bundle third-party software due to their deficiencies -- and example of which is Dell. Apple often challenges Microsoft publicly at events like WWDC and in general PR, but the columnist believes this is simply a means to the ends of getting an advantage. In 1998, Apple's CEO declared that "For Apple to win, Microsoft doesn't have to lose," -- though that first attempt at a mutually beneficial relationship arguably failed, it would appear Apple is closer to this thinking than ever.

by MacNN Staff