Apple is the mid-2000s Microsoft. Its revenues are as healthy as ever, but it's become a company that seems to make things just because it has to, that doesn't take risks, that plays catch-up. The closest it's come to a really exciting announcement in recent years was the launch of a niche pro desktop PC.
Microsoft just showed the world some crazy exciting stuff. Holographic computing might not be all it's chalked up to be. HoloLens might never take off. Maybe people don't want to talk to their computers. We'll see. But Microsoft is trying to excite, or, to borrow an Apple buzzword, "delight" us all. If you're a huge tech company, you should be trying to do that every day. Apple might be trying, but it's not succeeding.