Rivalry Between Apple and Microsoft Heating Up Again Over Augmented Reality, Gaming, and More

[MacRumors]

The iconic and industry-classic rivalry between Apple and Microsoft, which has arguably seen a slowdown in recent years, is poised to begin heating up as both companies target the future of augmented reality and renewed competition in the PC industry, according to an analysis from Bloomberg's Mark Gurman.

Both Apple and Microsoft have strong ambitions for the future of augmented reality. Apple so far has committed to the AR space by offering developers tools and frameworks, such as ARKit, that enable AR experiences through the iPhone and iPad. The company has yet to offer a hardware device solely focused on augmented reality; however, that is set to change in the coming months, and more so later on next year.

Microsoft, on the other hand, has invested heavily in its Hololens product line, pursuing a more hardware-based strategy for augmented reality while Apple focuses, at least for now, on the underlying technologies that will eventually drive future experiences. The two companies are also facing competition in AI, cloud computing, and of course, control over the PC industry.

Microsoft has also thrown its hat behind Epic Games, which's pursuing a significant legal battle against Apple for its App Store. Last year, Apple and Microsoft were in a clear public dispute over the Redmond-based company's xCloud game streaming service which allowed users to stream games with a single service.

Apple's App Store rules originally forbid all-in-one game streaming services on the platform. However, it later tweaked the rules. Despite the change in stance from Cupertino, Microsoft has ultimately abandoned its plans to launch xCloud via the App Store and will instead offer it via the web and Safari.

For those interested, the Bloomberg piece offers a more detailed analysis of the future of the rivalry between the two companies.

Article Link: Rivalry Between Apple and Microsoft Heating Up Again Over Augmented Reality, Gaming, and More

 

[Vol Braakzakje]

The blue screen of death company needs to shut it. Their products are inferior. More and more people are running away from MS. Towards Apple and all the poor pleps towards the Chrome Book.

 

[EightBitJoe]

Any fellow old timers from the 70s and pre-5150 80s remember when this antagonistic relationship didn't exist? It feels like a different world, centuries ago.

 

[GrumpyCoder]

Well, it's MS. 🤷‍♂️

What baffles me is Microsoft Research (MSR). The have amazing people there, they build great proof-of-concept prototypes, really amazing stuff. Yet, they never manage to hand this stuff over to Microsoft Corp. to commercialize it in the form of actual products and end up with a bunch of junk.

Hololens is a perfect example for this. For prototypes and to play around with, it's doing a good job. As an everyday product where people actually use it... meh.

 

[Think|Different]

Nah, I don‘t really think it is…Why do we always pit companies against each other? It’s not even about “healthy competition“ or “antitrust“ — these companies don’t worry about one another nearly as much as everyone’s always thinking. At one time, sure, they were tit for tat but Apple and Microsoft have never been more different to each other as they are now.

 

[Analog Kid]

While I'm not entirely sure that "rivalry" is the right word, they're definitely playing in more of the same places again and I look forward to seeing where that goes. I like the modernized Microsoft-- there's been a palpable shift of culture in Redmond that makes it harder to paint them as the bad guys.

 

[deebinem]

Great... will I now be subjected to that kid with his Surface Pro, touting his superior AR?

 

[Realityck]

IMHO bringing up this discussion won't be helpful to the trial IMHO. A week ago you had several articles about Microsoft topic in the EPIC vs Apple Trial against XCloud gaming service.

Microsoft wanted its XCloud gaming service to be a one-stop shop for mobile games, and was puzzled why Apple wouldn’t give the company a “special carve-out” like Netflix Inc. and other entertainment businesses had that allows them to offer a catalog of content within their apps, Lori Wright (Microsoft Games) said.

You just can't make fun of everything involved with this topic. On the Mac you have alternatives to the App Store readily available such as cloud based gaming. But to use the iPads/Apple TVs examples , anything that runs from an external server that is not completely downloadable into that iOS family device is prohibited. It just magnifies the restriction concerning cloud based online gaming that does effects the consumer, outside the 30% store argument and relevant marketplace articles that this trial should be focused on.

 

[fncd]

Nah, I don‘t really think it is…Why do we always pit companies against each other?

Because clickbait articles like this are Macrumors’ bread and butter. It’s all about the ad revenue and the anger they can produce.

 

[Quu]

I don't think they're in competition on augmented reality. The HoloLens has literally no market presence outside of business and even then it's miniscule. They're selling under 100 thousand units annually and there is under 50 applications specifically made for it that you can purchase if you have the hardware.

When Apple finally does release an AR or VR type headset it will sell more in its first day than HoloLens would have sold in its entire market presence and within a week it will have 100x more apps too.

It's just not in the same ball park really and I don't say it like this to say HoloLens is bad. I actually think it's a very cool implementation of AR. It's just Microsoft lacks ambition with it. There's no consumer version, no partnering with other companies to bring out a range of HoloLens compatible headsets for consumers. They've not even tried to take on the VR market with a headset of their own instead leaving it to Steam, HTC and Oculus (Facebook).

Apple is working heavily on the technology side, getting the software ready, getting the apps ready, getting developers familiar with the AR/VR development paradigm but it's all leading to an eventual consumer product. Businesses will use it for sure just as they do iPads and iPhones but it'll be a consumer play first and foremost.

I don't really see Apple and Microsoft competing all that much in gaming. Microsoft has the XBOX which is to me a closed ecosystem that competes with the Playstation and to a lesser extent the Nintendo Switch. I don't look at the XBOX and think that competes with the iPad, iPhone, Apple TV or Mac in gaming. And when it comes to Windows there is no Microsoft controlled or operated game store that has market share. Steam which is operated by Valve is the giant there with 80% of all digital game sales for most of the globe etc

 

[ProVideo]

Nothing will come close to the Jobs v Gates rivalry of the 80s and early 90s.

 

[Nipommu]

Does anybody really care about whose going to win this tech race? I just gave in that below companies will dominate the entire planet:

Tech total dominations -

Phones, computers, AI = Apple & Microsoft
eCommerce & AI = Amazon
Search engine & AI = Google (AI King)
EV cars & self driving AI = Tesla
Streaming service = Netflix
Electronic devices = Samsung
Semiconductors & wireless tech = Qualcomm & Intel & AMD
Graphics = Nvidia
5G = Ericsson & Nokia
Social Media = Facebook & Google
Music stream - Spotify & Apple

I can list more but I'm feeling lazy.

Its above companies who is in total domination of the market and will come out on top. Pick one. It will continue its domination. Just give in I don't care anymore. Consumers are the real winners here.

 

[SkyRom]

I've been saying for years Nintendo + Apple felt like a very natural fit. Disney already made great Nintendo games in the past, and the three of them together is a strong alliance of like-minded corporations. So Apple circumventing them and making their own 'Switch-like' device sometime with AR isn't a stretch to me at all.

Microsoft has always been more about the working world and ruthless power and efficiency at all costs, whether in gaming or business. I agree with the post above that more competition is ultimately great for the consumer, especially as trillion-dollar giants start taking aim at marketshare in nontraditional sectors they don't usually enter. And if Apple's CPU's make Intel actually try for once, that's great for all of us.

 

[Think|Different]

Because clickbait articles like this are Macrumors’ bread and butter. It’s all about the ad revenue and the anger they can produce.

You’re not wrong (and I don't always blame them — I’ve visited this site for over half my life and never had to pony up a penny) but, in this case, they were just quoting Bloomberg’s positioning, which obviously comes with its own stigma.

 

[routine_analyst]

The blue screen of death company needs to shut it. Their products are inferior. More and more people are running away from MS. Towards Apple and all the poor pleps towards the Chrome Book.

This comment is entirely subjective.

The PC holds the gaming community. Now that Xbox has been merged with the PC platform, there's even more options for families to buy in. The platform remains cheap and configurable.

I own both a Mac and a PC. Grew up touting that Mac could game. Realized I was an idiot and bought a PC to actually game.

 

[genovelle]

Any fellow old timers from the 70s and pre-5150 80s remember when this antagonistic relationship didn't exist? It feels like a different world, centuries ago.

This is because they were an important and very trusted partner. Apple made the OS/hardware and they supplied the software and support for it.
The latter came after the knife 🔪 in the back.

 

[genovelle]

I've been saying for years Nintendo + Apple felt like a very natural fit. Disney already made great Nintendo games in the past, and the three of them together is a strong alliance of like-minded corporations. So Apple circumventing them and making their own 'Switch-like' device sometime with AR isn't a stretch to me at all.

Microsoft has always been more about the working world and ruthless power and efficiency at all costs, whether in gaming or business. I agree with the post above that more competition is ultimately great for the consumer, especially as trillion-dollar giants start taking aim at marketshare in nontraditional sectors they don't usually enter. And if Apple's CPU's make Intel actually try for once, that's great for all of us.

Apple tends to get into markets they believe they can make significantly better or to prevent the platform from being poorly supported. When they have a player in the game, the developers in that field commit or recommit to Apple’s platforms.

 

[nt5672]

I just hope that Apple & Microsoft get along enough for Microsoft to license Windows to run virtualized on Apple silicon. Without that, I cannot buy anything, except phones, that contains Apple silicon, no matter how good the performance is.

 

[Blowback]

The iconic and industry-classic rivalry between Apple and Microsoft, which has arguably seen a slowdown in recent years, is poised to begin heating up as both companies target the future of augmented reality and renewed competition in the PC industry, according to an analysis from Bloomberg's Mark Gurman.

Both Apple and Microsoft have strong ambitions for the future of augmented reality. Apple so far has committed to the AR space by offering developers tools and frameworks, such as ARKit, that enable AR experiences through the iPhone and iPad. The company has yet to offer a hardware device solely focused on augmented reality; however, that is set to change in the coming months, and more so later on next year.

Microsoft, on the other hand, has invested heavily in its Hololens product line, pursuing a more hardware-based strategy for augmented reality while Apple focuses, at least for now, on the underlying technologies that will eventually drive future experiences. The two companies are also facing competition in AI, cloud computing, and of course, control over the PC industry.

Microsoft has also thrown its hat behind Epic Games, which's pursuing a significant legal battle against Apple for its App Store. Last year, Apple and Microsoft were in a clear public dispute over the Redmond-based company's xCloud game streaming service which allowed users to stream games with a single service.

Apple's App Store rules originally forbid all-in-one game streaming services on the platform. However, it later tweaked the rules. Despite the change in stance from Cupertino, Microsoft has ultimately abandoned its plans to launch xCloud via the App Store and will instead offer it via the web and Safari.

For those interested, the Bloomberg piece offers a more detailed analysis of the future of the rivalry between the two companies.

Article Link: Rivalry Between Apple and Microsoft Heating Up Again Over Augmented Reality, Gaming, and More

Bloomberg......lets not forget!!! Remember? Something they never retracted?????

 

[inkswamp]

It's not a rivalry if one side consistently wins and produces better products.

Seriously, Microsoft's presence in mobile at this point is more of rounding error than anything (10 points to anyone who knows what I'm paraphrasing!)

 

[H00513R]

I’m all for rivalry if it makes better overall products. Apple has a lot of good products, but let’s not kid ourselves about their keyboards, mice, etc. They usually lag behind the competition nowadays and users feel like it IS magic when they release an old/new feature like widgets on the iPhone.

 

[Ultimateomega]

Well, it's MS. 🤷‍♂️

What baffles me is Microsoft Research (MSR). The have amazing people there, they build great proof-of-concept prototypes, really amazing stuff. Yet, they never manage to hand this stuff over to Microsoft Corp. to commercialize it in the form of actual products and end up with a bunch of junk.

Hololens is a perfect example for this. For prototypes and to play around with, it's doing a good job. As an everyday product where people actually use it... meh.

Yeah it’s a shame that Hololens didn’t make it mainstream. Although they have won a $22 billion contract with the US army to supply 120,000 semi-custom versions of Hololens headsets. So they have at least made bank with the technology!

 

[Blowback]

It's not a rivalry if one side consistently wins and produces better products.

Seriously, Microsoft's presence in mobile at this point is more of rounding error than anything (10 points to anyone who knows what I'm paraphrasing!)

Don't know but would like to...Did remind me of a MDell: ' sell all the stock and give the money back to the stockholders/investors'. One of my favorites..... Guess: Apples slice of the business pie at one time?

 

[EightBitJoe]

This is because they were an important and very trusted partner. Apple made the OS/hardware and they supplied the software and support for it.
The latter came after the knife 🔪 in the back.

I know. I was there. 💔

Interesting aside: Bill and Steve had their moments, but they never hated each other like Bill hated Commodore and Jack Tramiel.

 

[Freeangel1]

Can't be because of PC's.
Microsoft already has 90 percent Windows OS share.
Contest over for PC wars.