If you can’t beat them, join them – Microsoft

If you can’t beat them, join them – Microsoft says.

In the last few years, the company based in Redmond realized that the best way to ”Surface” or to reSurface and be notorious again is to not fight Apple and Google in the smartphone market because Microsoft understood that battle is lost.

2018 is the year that Microsoft made public the best decision of the last decade, however, it may not be perceived by most people as such.

Great Decisions

What was the decision and why is it the best in a long time?

The answer is very simple.

First, it might become the best decision because Microsoft stopped fighting and embraced the adversaries, it stopped competing at his core culture and philosophy by going fist to fist with iPhones and Androids.

Second, by embracing the adversaries it can become the connection between the multi-device future we have ahead of us, establishing itself not as a platform but as THE platform that works with everything like water that shapes itself to everything and anything.

The Windows 2018 Spring update it is a mark for the upcoming years in Microsoft’s history. This update brought some interesting and cool stuff but the main goal of this update and of the future ones is to make it work better with non-Windows devices, to make it work well with basically everything that can incorporate and interact with Windows and the vast Microsoft platform.

Apple + Google = Microsoft

This is the correct decision in going forward for the Windows maker because it attacks the two main principles and/or features of the two biggest competitors, Apple’s optimization and Google’s ability to work well and adapting itself to any electronic device. If Microsoft’s software works smoothly with any device it can connect to and interact with and be really good at doing that, being as good as Apple is with the i devices, if they can take it to that level but with a broader approach it will be a game changer.

Apple is well known for its ecosystem optimization, the expression ”it just works” is common when referring to Apple’s products and that is the best-selling tool Apple has, that is why iPhones, iPads, and iMacs sell well, despite the big price tag, because the user experience is butter smooth and when there are no problems customers are happier. However, Apple can only do this by ‘encapsulating’ and limiting its software and what developers can do.

The opposite face of the coin displays an open source company, Google (Android) that does not bring optimization to the table but brings customization and by that I mean that the developers are free to do almost what they want with the software, incorporating it in any possible device they can think of, therefore the customization becomes endless. Interestingly customization is Android’s biggest strength but also its main weakness because with so much customization optimization it’s just not possible. Only Apple uses Apple’s software, however, with Android, several manufacturers use it in the most diverse industries not permitting sometimes the desired optimization for Google’s Android.

Here is where Microsoft’s decision can put the company again at the forefront of technology and user preference again. The company is putting all its energy and resources in making Windows work well with its competitors. Basically, what the Redmond based company is trying to do is to be Apple and Google together with a Microsoft twist. If Microsoft can actually pull this off it will rise again from the ashes, leaving its former dull, predictable and unoriginal state.

Microsoft has a chance of actually becoming the next big thing again.

Obviously, that culture already started inside of the company a few years ago by bringing the Surface and Surface Book, the Surface Studio and Dial and Hololens recreating the wow factor that the company needed so much in the hardware department being inspiring again. This year Microsoft turns its attention to its software making the cycle complete. For consumers, it’s always good to have companies that bring different things or the same things but better.

In conclusion, while other companies are fighting to see who dominates the smartphone world, Microsoft is trying to be itself not competing with others but with itself.

That is the best thing that happened to Microsoft in the last few years.

So what we have to say is:  Microsoft, Welcome Back!