Business strategy is a route, vision and targets in terms of projects, to be able to configure the full total recourses that spend into the tasks basic on the market segments needs and challenging of other challengers. After all, a scorecard will be use to judge the overall performance and the next phase can be draw out bottom part on the evaluation. The evaluation is approximately the suitability, feasibility and lastly acceptability. Different company may have same or different policies on the same situation is dependent which way they comfort with. Within this paper, Microsoft and Apple business strategy will be compare and contrast.
Innovation is a radical or revolutionary change on doing a typical thing and helps it be think from the box. The procedure include from technology to application. Technology can be value added if the technology is successful considering that the earnings and the currency markets price of certain company will be increase significantly due to the uniqueness of the products. But the technology also bare the chance of lost, this in because in the R&D process, a lot capital been invested and may well not produce the come back so fast or even never if the innovation is failed. This paper include how impressive Apple and Microsoft is and how the technology invented by them help to push the globe in to the next level.
1. 2 Purposes/ Objectives
The first purpose of this paper is to review about the business strategy between your Microsoft and Apple. The second is to study about the advancement of both company and their contributions to the technology world. As an engineer, one must have the ability to capture up the technology developments, make their own judgment about the incident and be impressive enough to foresee the continuing future of the technology world. By learning background of companies, you can understand how others success and the lessons from others fails.
1. 3 Scope
The sample human population of our research was 100 students from Multi-media University or college Cyberjaya. These 100 students were come from different faculty which included students from Faculty of Executive, Faculty of IT, Faculty of Management, Faculty of Creative Multi-media and lastly FOSEE.
1. 4 Methods & Sources
Two methods are being used to complete this research. The primary data are collected through the questionnaire and the web researches. A thorough contrast and categorization will be performed in the next phase research. The second phase research final result will be used to provide sufficient empirical facts and to floor truth our findings from the research. The questionnaire is as per fastened in the appendices.
2. 0 Literature Review
Apple Inc. is a multinational firm which located in Cupertino, California. Apple was founded by Steve Careers, Steve Wozniak in 1st of April 1976. By Apple to shifted itself from the computer industry to the information technology industry the coverage of business become wider, it offers pcs and mobile hardware (desktop and laptop computers, servers, iPhone, ipod touch), software (Mac pc Operating-system X, iLife, iWork suits) and further to the web services (Mobile me services). For more than 34 years, Apple experienced from the go up to the gold age then show up back to serious lose and climb back again to the current world's leading technology company position. For the Apple community the main, most effective person ever is the current CEO which is the co founder Steve Careers. He founded the company in 1976 and get fired by the CEO that chosen by him in 1985, then he back on 1997 following the acquisition of NeXT Computer which is the new company that founded by Steve been layoff by Apple. In 1997 after Steve become the interim CEO of Apple, Michael Dell creator of Dell Computers said that "What would I do? I'd shut the company down and then give back the money to the shareholders, " in front of the masses of several thousand IT professionals.  After more than a decade which is currently, Apple worth more than 4 times of the Dell's market value.  It is not difficult to identify whether Steve Jobs in Apple campus, just look for the handicapped space before the Apple campus access. Since it is usually for him to park at there and sometime occupied both handicapped car lot. If identify the Apple as big dispatch, the Steve will be an erratic and temperamental captain. But this captain is capable to foresee and gratify what the finish users needs and setting up the trend in creativity and style. Moreover, Steve Careers been award because so many valuable CEO by Barron's, The Wall Neighborhood Journal and CEO of the Ten years by Fortune mag. 
Microsoft Firm is a multinational computer technology company that develops huge range of software products, gamming hardware products, online services etc. But Microsoft main business & most profitable products are selling the software products such as operating system, office suits. In 1975, Microsoft was founded by two founders which is Bill Gates and Paul Allen, and for now headquarter is locate at Washington. Microsoft originated and sold the Beginner's All-purpose Symbolic Instructions Code (BASIC) interpreters for the Altair 8800 computer when it was founded. Then continue with all the AppleSoft Complier (TASC) which compiles the BASIC written program to Apple machine language. By award the contract by IBM to Microsoft for the operating system in IBM future PC, it yields the first real success for Microsoft is by providing the Disc OPERATING-SYSTEM (DOS). Then Microsoft goes on release a the new operating system which known as as Windows operating-system that equipped with the visual user interface (GUI). From Home windows 1. 0 to the latest Glass windows 7 or Windows server 2008, Microsoft rose of small player to the giant in the program industry. Microsoft provides large selection of software to aid the hardware products. Before January 2000 the chief operating officer for Microsoft is Bill Gates, but after Invoice Gates stepped down and be the non executive chairman, he gradually transfer his tasks to Steve Ballmer, an executive that became a member of Microsoft on 1980. Next to the operating-system Microsoft also create the business enterprise software, game hardware such as XBOX, gamming software such as Journey Simulator 2000 and other popular game titles for both Laptop or computer and XBOX. Microsoft also participates in the search engine, BING and other online services such as Home windows Live. To compete with iPod, Microsoft released their own lightweight media player named as Zune which offer more selections to consumers.
3. 0 Methods, Materials & Process
3. 1 Participants
Our entire research is dependant on the students from MMU Cyberjaya. The aim of study is to accumulate view of students in MMU Cyberjaya toward business strategy and innovation of Microsoft and Apple. Consequently, our main standards lay on the Faculty of Anatomist (FOE), Faculty of Information Technology (FIT), Faculty of Management (FOM), Centre For Foundation Studies and Extension Education (FOSEE) and Faculty of Creative Multi-media (FCM). All the students from the study sample are chosen randomly regardless of how old they are and sex. We targeted a research test of 100 students.
3. 2 Materials
We started our research utilizing the questionnaire. The questionnaire fundamentally includes close finished and open concluded questions. Each of the questions is specially designed in correspondence with the objective of the research, which is to determine the image of both the company in students mind. The questionnaire is fastened on Appendix A.
3. 3 Process
There are 5 participants inside our group. The different responsibilities on the questionnaire design and distributions have been divided uniformly one of the group users. Our research examples are the 100 students from every faculty. Our friends out of every faculty assist us in distributing the questionnaire. Besides that, we also perform the web review and send the hyperlink through public network such as msn, email or facebook. Every question may necessitate more than one answer, which will be the answers which come to their mind.
4. 0 Survey Results:
Which company will you heard before?
In the statistic, it implies that all found out about both companies before.
Which product from Microsoft that you have got used before?
As show in club chart above, Home windows and Office suite dominates the marketplace, as the web Explorer and Home windows Media Player pack with the Glass windows operating-system, so both of it likewise have 100% of usage. Windows Mobile is just for the one who own the smartphone that use Home windows Mobile as operating-system which only 40%. The less among all is Microsoft hardware, which includes keyboard, mouse, webcam etc.
Which product you think symbolizes Microsoft the most?
Pie chart above implies that when people speak about Microsoft, the image or product that relate with the company is Home windows.
Which product from Apple which you have used before?
Most of the people have used iPod and iPhone before compare to the other Apple products. That is as a result of pricy of the Macintosh personal computer personal computers even the basic level product compare to other others.
Which product you think signifies Apple the most?
Pie graph above shows that when people speak about Apple, the image or product that relate to the company is mainly iPhone and iPod.
Which company do you consider is more impressive?
Peoples feel that Apple is more progressive compare to Microsoft maybe due to the image that Apple keep refresh its products collection and keep introduce new products.
Which company image is more mysterious or secretive?
From statistic, Apple image is more secretive compare to Microsoft. That is probably due to Apple won't announce current or ongoing projects compare to Microsoft makes general public in what its current ongoing.
Which sector do you consider Microsoft monopoly?
Microsoft monopoly the program market in the Personal computer industry because of its operating system can operate in any hardware combinations.
Which sector do you think Apple monopoly?
Apple monopoly in digital music sector and mobile sector, many iPod and iPhone are available easily on the street as the portable device of several users.
Usually where you get the information or reports for the merchandise?
Compare both of the pie chart above, almost all of the people get the info of Microsoft from email campaigns and social multimedia, but also for Apple, Email deals and social advertising tactics less likely to be use with.
5. 0 Conversations:
5. 1 Compare of Business Strategies
5. 1. 1 Secrecy
As show in graph above the different between Apple and Microsoft business strategy is its secrecy level. Nowadays the social networking systems such as blog, facebook, twitter, etc are incredibly famous about the world. You can find companies that use these platforms to communicate with their fans, potential prospects, costumers, sharing about the home based business strategy, new technology, new future products or have the immediate respond from the public. Such as Microsoft, there are different official blog for different team, such as IEBlog or Server Team Blog. But there is also the official Microsoft Blog for the executives or employees to provide the news and the perspective from Microsoft. Besides that, the Microsoft team uses their blog to respond to the current related matters or what happenings in the commercial, such as Microsoft Cooperate Vice President reply the criticism of the past worker by the name "Measuring Our Work by Its Wide Impact" through your blog. 
But this type of the culture is suspended in Apple. In Apple, no employees are allowed to promote to public any tidbits in what are they currently doing. There are also no standard blog for Apple. The only real Apple have is their formal website to provides the details to the public. In addition, Apple has been known to spread wrong information with their workers. According to a ex - employee mention that Philip Schiller, senior vice president for worldwide product marketing, provided wrong information in regards to a product's price or features about new products in internal conferences. Utilizing the incorrect details, Apple then attempts to locate the foundation of leak. For those staff that leak or accidently leak the information, they'll be fired. 
Even Apple employees have no idea what are they currently working at. They just finish the task that given. The designers that package with the hardware part and the program part are separate in different properties in order to prevent for them to know what is the whole project was. So for Apple employees they can be as stunned as consumer about the new product kick off or products revise. In essence Apple secrecy extends to paranoia. A previous Apple marketing director describe as below "Employees working on top-secret projects must pass through a maze of security doorways, swiping their badges again and again and finally entering a numeric code to attain their offices, according to one former employee who did the trick in such areas. Work places are typically supervised by security camera systems, this employee said. Some Apple employees in the most critical product-testing rooms must hide devices with dark cloaks when they will work on them, and start a red warning light when devices are unmasked so that everyone knows to be extra-careful".  Next to the unannounced new products, this rule also applies for the declared. Such as for new iPad that just kick off and will be available in Apple Store on 3rd of Apr, but even couple of days before introduction, Apple Store employees form concierge to supervisor haven't seen it yet. One of the most interesting part is the geniuses that in charge of the problems fixing and fixing don't know how to solve and fix the potential problems yet. 
Why secrecy is so important in Apple business strategy? It is because this approach has been critical to success, it'll allowing Apple to strike the market share of others before because of their competitors conscious about it. Usually if Steve discovered that if there are some damage or potential products in the areas, they will find the options to connect it or create it out. Such as for example iPhone, it requires more than 3 years for Apple to figuring out how to product it ought to be, so that was three years before their rivals. So when their rivals make an effort to create some product to fight back, maybe Apple has taken their existing product into another level. This make Apple in lead of the areas and their rivals keep capturing up at behind.
Since Apple image is about the secrecy, before any happenings that held by Apple, there are sure many gossips taking place the tech website or mass media. But there sure will have leaks about the new product information. A ex - Apple manager describe that "these kinds of leaks are passed down from mature Apple executives to the employees to get hold of major media or website shops. The communication is actually done personally or on the phone rather than by e-mail. This is because if there's ever any dispute in what transpired, there's no physical research to show the wrong of either party's version of the storyplot. " So that it is focused on the business enterprise or marketing strategies. By control leaks, Apple will know who the general public will react to their new products and it is a free solution to study and free method to advertise the new products.
All of the rumours or lawsuits that are related to Apple mackintosh well shown in their stock (AAPL) that outlined on Nasdaq. The stock price will go higher before there are any events of course, if the new product release matches the public expectation the stock price will be climb again or remain same. But if out of expectation, the purchase price will be drop. So as the lawsuits, by receiving the lawsuit will help to thrust up the stock.
5. 1. 2 Open door versus closed down door
The second strategy related to secrecy is approximately the wide open door versus shut door. Since the day Microsoft collaborate with IBM when IBM strategy Microsoft for needing the operating system for his or her new to-be-announced Personal computer. The non-public computer (PC) that creates by the IBM is open architecture, which means that peripheral components and appropriate software can be produce and sell by other manufacturers without purchasing licenses. Soon there comes other makes to reverse designed the Personal computer which so call the IBM Computer suitable. As the success of the IBM Laptop or computer lead the Computer end up being the standard on the market and lead many of the other companies to learn to clone it. Due to the acceptance of the IBM Laptop or computer, it helps to push to Microsoft to world because every one of the clone will use the Microsoft DOS operating-system.
After more than 30 years of advancement, nowadays there are full of computer company such as Dell, Asus, Acer, etc which is PC maker and vendor. It is not too over to say that each of the PC that they sold come with the pre-install Home windows operating system that developed by Microsoft. The information proved that more than 90% of the operating-system market stocks are own by Microsoft.  How Microsoft reach so far? The answer is collaboration with the hardware manufactures and with software programmer. Microsoft released the Application Programming Software (API) inside the operating-system for the use of the programmer. Because the PC is extremely popular and due to the popularity and high demand, so are there a tons of programs which is wrote to be work in Home windows operating system. Back again to computer production, each Computer that preinstall with the Home windows operating-system must be genuine. The demand for the operating system by the end will be pay by the finish users. From there Microsoft get a great deal of income from the licenses. Because of the needed of cooperation with different gatherings, Microsoft need to release their street map or preview of the new software beforehand order to let or encourage or make sure the companies to build their offerings around Microsoft new systems. Sure, this will only let Microsoft a stranglehold on the program market.
For Apple, it is completely different. Apple hardware is an in depth architecture, so only Apple proprietary software can match with proprietary hardware. It really is totally black field operations. Mac Operating-system X is merely for Apple Mac computers, iPhone Operating-system just for Apple iPhone or ipod touch. Apple have different keyboard design, different connector for video output. By using iPod or iPhone, really the only software that you can synchronize with is to apply iTunes. Unlike Home windows mobile operating-system or Windows operating system that was created to work on any participating computer or handset. So there is completely no openness and interoperability in Apple compare to Microsoft. Because of that close looped and high prices, less people that your Mac OS X market talk about significantly less than 5% and the program that operable on the Macintosh personal computer OS X is quite limited and the drivers for peripherals hardware that use Mac Operating-system X also limited. But on the other palm, due to ecosystem, Apple can design the combination of hardware and software that work well together, this can ensure that whole system is running smoothly and to enhance the user experience which others can't deliver. The advantage for Apple is they only write the software because of their own hardware so are there fewer problems, for Microsoft, as they need to support all the variant hardware then it run on, so you will see more problems to deal with.
5. 1. 3 How exactly to reach customers
The third point is how the both company reach their customers. Usually there are three ways to reach the customers, first is through the state online store, secondly is immediately through the idea store and the last and the most important method is through ad. The Microsoft web store aka Microsoft Current market offers all the latest products from Microsoft and computer or hardware by alternative party manufactures. It provides all the technical specs, minimum requirements, pricing, evaluation between products and other details that will be need by the purchasers. User can choose the products and add into cart then straight pay by visa or mastercard to get the products. Unfortunately, Microsoft Software industry just open to decided on countries only which exclude Malaysia. Beside for the program for computer, Microsoft also supplies the software for smartphone. For the Glass windows mobile platform there is a special store or platform for users to view and download the applications, games that induce by alternative party designer which name as Windows market for mobile.
The virtual store is not enough to connect to users. So why the idea store is so important? For the reason that there are demands for users to actually experience the stuff, to bring in to the new technology and have the direct help from the experts. So it contributes to opening of the state principle store. For Microsoft, they have got total two Microsoft store at United States, both open in '09 2009. Microsoft store is goal to increase the customers retail purchase experience for Microsoft products, provide thoughts and help consumers to make decisions with their PC and software acquisitions. The store provide wide variety of products, it includes both hardware and software that induce by Microsoft such as Microsoft house windows, Microsoft office, Xbox 360, Zune potable multimedia player etc. It also offers the computers that created by third gatherings producers such as Horsepower, IBM, Dell etc. A lot of the Personal computer peripherals and accessories are available in the store too. For both hardware part and software part, customers can have a try at there about all the new technologies or functions offering by Microsoft for new software and captivate their personal with Xbox 360 360 or the Zune. Gleam corner called as Answer pub which duty by the Microsoft professional with this is of helps to answer and troubleshoot the issues about Microsoft products. Next to the normal customer service, they also supply the after sales service at there. For the faulty Microsoft hardware can be send to there for the repair. Class lessons also provided to expose to the new users to highlight all the basic and new functions.
For Apple, identical to Microsoft, they have both the online store and the idea store so call Apple Store. But both Apple online store and idea store are quite different with the Microsoft. For Microsoft the key idea is ideal for promote and present their product to the general public rather than sales. It is because personal computer can buy from the make and maybe the produce provides more campaigns or offers. For the program part, almost all of them are pack with the new computers. But this is completely different for Apple. For Apple, all the software and hardware are custom independently. So they are the only 1 who supplies the service or warranty. All the faulty hardware which can't solve by the certified distributor is send back again to Apple. For Microsoft, they just provide online store for few countries, but also for Apple, they provide the online store for most of the country on the planet which all the purchase price are display in the neighborhood money. For Apple web store, they provide both the hardware and software from themselves and third party too. The special about the Apple web store is they provide the training discount for both the students and lectures. The education prices are less than market price, so that it can encourage the students or lectures to switch to the Apple ecosystem less expensive. As talk about above, Apple website is the only path to obtain the new information about the Apple. In order the online store, it is the only way to get information about the updates or refresh of the existing Apple product lines. When the online store is down, there are just two possibilities, is for maintenance and another is ideal for product update. Beside the online store, there are other stores such as Apps Store which provide the applications for the ipod itouch, iphone and apple ipad tablet by third people. Itunes store to market the music, video tutorial, ringtone, play to both the mac and home windows users.
For Apple concept store, there are totally 286 stores in worldwide. In the store provide all the product range between Apple. To be able to run the store effectively and achieve high customers stratifications, all the staff are been well trained for specific tasks. The level of training depends upon the post that presently retains. First is store supervisor that responsible for whole team members, evaluate their performance and control the success. Second is concierge/ specialist, there are quite a amounts of specialist such as Inventory Control, Back of House and Personal Shopping Specialist. For Personal Shopping Specialist they works assorted customer service jobs, such as conduct product sales and answers enquires about Apple products and their main process is to deliver unique shopping experience to customers. Third is Creative which been well trained to provides training or advice, instruct about all Apple's software and expert applications to customers. As Apple very focus about the customer service and from the statistic of Customer Service Champs 2010 that done from the BusinessWeek magazine, Apple get 3rd get ranking which is highest among all the computer production. Finally, there is also Apple Genius that assists at the Genius Pub to diagnoses and identifies the possible problems, perform repairing, replacement services for the products that under recall or needed and provide technical support to Apple users. To entice the visitors to Apple store, Apple got made many affords. Among it's the architecture and home design. In a results, numerous architectural awards been award to its store designs, so that's make it Apple Store so unique to each others like the Apple Store at the 5th Avenue of New York. It is the underground store which its entry is a big glass cube. By far the most unique and sight catching home design is the wine glass staircase that brings about the underground store. Beside that the goblet staircase was granted design style in 2002. 
For the advertising part, both companies almost perform same to one another. First is by mailing email. This is because it is a most cost effective way. Usually the e-mail will present either the new products or the campaign of the existing products. By sending the email or publication to the customer, it can create the knowing of the customers to the advertisement, help to create faithful customers and provide as a reminder. Through the email news letters that send, the direct selling can be increase and will lead to increase the income.
Nowadays, the usages of the various search engines are area of the lifestyle. Just key the web site or information that hopes to look for at the internet search engine, and you'll get the webpage that want. So advertising through the search engine is the way to do so. Internet search engine company provide paid search advertising at the top of the all the results when the keywords are matched. This allow interested visitor to browse the details, improve the business income and reduce spending limit.
For Apple, for the major products such as ipod touch, iPhone and iPad, or whenever there are major advancements over old products, they'll publish the ad video to expose the features or the uniqueness of the products. Besides that, the most famous Apple advert is the "Get a Mac", which use to compare between your PC and Apple pc computer. To contend with the ad, Microsoft creates "I'm Computer" advertising which concentrate on the price tag on Computer which is cheaper over Mac computers.
Another strategy which use by Microsoft and later follow by Apple is use the strength of social media. Through the use of social media, the end users or customers will help to spread out the information which is product advertising. The reviews by the experts or pioneers are post at the Facebook or Youtube to add their products. Communicate with the users are essential for Microsoft strategy, so they create personal blogs, discussion groupings on forum or communal networking website such as Facebook or even Twitter to supply the frequent information updates about new products and use the system as the brand ambassador to increase to adoption rate of new products. From being attentive the feedback rather than self defend can help Microsoft to boost and create better products. As discussed above, the ideas or ideas from users act as a opinions look and make a whole close loop ecosystem. For Apple, there are two standard Facebook webpage, one for iTunes and another for Apps Store. The content include introduce the new apps or song and direct connect to the store for further purchasing, which is another way to promote the items. Overall, the communal media can be effective tool for marketing, it also allow user to tone their ideas and ideas and participate in the product development cycle, which direct result better products for better future. 
5. 2 Compare of Innovations
5. 2. 1 Apple Innovations
According to the study percent of men and women considers that Apple is more innovative. It is a norm where when discuss about creativity, most computer and consumer electronics consumers will focus and chasing after for Apple, which why Forbes Mag rated Apple in 1st place for most respected company for development. The formula for Apple is keep improve the spending for R&D, keep innovate, keep release the services or improvements and lastly maintain the competitors far back of. Apple do innovate a large number of systems, but it is shock that in many cases Apple do help push the systems in the mainstream but Apple did not invent the primary technologies. Steve jobs said that "You can't ask people what they want next, they don't know, they can't tell you what they need next, they just know when they view it and feel that it gonna be right things. First of all is graphical user interface (GUI). The GUI was launched by Apple in 1984 named as Mac Operating-system pairing using its Apple Lisa computer and changes the computer industry since ever. Before the launch of GUI to general population, all the personal computers were power by dot matrix control line operating-system, to perform any command, end user need to type in the order and the connection and it is not user-friendly whatsoever. In the truth is the GUI generally acknowledged to Xerox because the idea is get from Xerox when Steve Careers and other Apple executives visit the Xerox research center in 1979. Alternatively, Apple do help to innovate for GUI, Apple include the move and drop, two times click, menu pub at top of the screen with move down menu. All the steps follow by Microsoft with release Glass windows 1. 0 in past due 1985.  With all the launched of GUI in Apple pc OS, Apple introduced the mouse to be the pointer because of its GUI. Apple did not invent the mouse, the mouse was invent by Douglas Engelbart and dispatch with Xerox workstations in 1981. Due to population, nowadays all the pc must set with a key pad and mouse. 
The successor for Apple Lisa is Apple Macintosh. It is the first commercially successful all in a single personal computer feature with GUI and mouse. All in one computer not the initial idea from Apple as aged 8 bit personal computers such as Commodore Family pet and Kaypro executed this idea first.  After Steve Careers back 1997, he released iMac in 1998 which is all in a single computer which colorful clear casing for keep an eye on, computer keyboard and mouse. This is the 1st computer for Apple to return its success after go back if Steve. Since then iMac been classified as mid range price computer and the hottest of iMac feature 21. 5 and 27 inches LCD screen. As the uniqueness and the all in a single pc decrease the space utilization, nowadays other production such as NEC, LENOVO, DELL release their own all in a single pc with Windows OS to seize the market share of all in a single pc.
Another history for introduction of iMac in 1998 is abandoning old technology such as take away the floppy drive drive. The remove of floppy was before others and before other method be ready enough to be transmit and copy the info. The universal serial bus USB was created in 1996 but not become the commercial standard to include the USB interface until Apple include it iMac in 1998. In 1998, all the computer was included with both USB and other serial and parallel dock, but Apple removes all the legacy slot such as SCSI dock and ship only with USB and Firewire with iMac. This task essentially pushes the creator to learn to develop the peripherals with USB port rather than serial or parallel slot. 
As the favorite of the Napster, a web based music file writing software to talk about the music for all of internet individual, but that's not for Steve. For Steve, he observed the start of new period, the age of digital music. Apple 1st step into digital music space in 2001 with the release of iTunes, Apple jukebox software. Consumers wish to listen their music all over and not only before computer, so Steve directs his employee to survey about portable Music player on the market and the effect is all current Music player are expensive and people really didn't know about it. Even Sony did not step into the portable MP3 market yet, so Steve noticed a giant chance of success to step into the market and in overdue January 2001 Steve change the span of Apple to make ipod device. Because of the simple software and attractive white color hearing bud with white color circumstance, it gained the attraction of the major consumers and gain commercial success. Until January of 2010, Steve announced that Apple acquired sold more than 30 Millions of ipod device since 2001. ITunes is the software for loading the music into the iPod, with the integration between each other, Steve found another change to increase their earnings and increase the market share of ipod touch. Which lead to start of iTunes store. In iTunes store which now provides music, video recording, movie. Until February of 2010, more than 10 billion songs sold.
In 2007, Apple released iPhone, a 3. 5 inch touch screen phone with incorporate movie, music, email, web surfing and a tons of apps which can download from the Apps Store. Until April of 2010, more than 4 billion programs downloaded and even more than 50 million of iPhone sold and it end up being the most successful smartphone ever before. Before Apple released iPhone in 2007, almost all of the user probably no idea in what is multi touch and what's accelerometer. Multi touch is technology that competent to registering several finger input at a time. Since that time the multi touch technology been put into practice by other smart phone make and even branch out to keep track of pad produce, multi touch screen and even multi touch mouse. As the iPhone came with a capacitive touchscreen which provide more correct sensing capability rather than resistive touch screen. To be real truth, the multi touch technology not developed by Apple but actually purchased from a business called Fingerworks, a corporation that research and produce some of the multi touch product. Accelerometer is use to automatically align the display depending the way the device held and become the motion input of the iPhone. Before the appearance of the iPhone, no person ever before thought the accelerometer includes in cellular phone. Now almost all the games and almost all of the applications in programs store take this advantage to provide better integrity with users. For now, not simply iPhone, other smartphone laptop or even camera manufacture use this feature. It is undeniable the impact of the iPhone toward the cellular phone sector. It place new standard and least functions for a fresh era mobile phone. To survive in the smart phone sector, other produce must learn how the phone should like and exactly how should it operate to draw in the clients. 
In 2008, Apple released the world's thinnest notebook which is Macbook Air. The Macbook Air assessed at 3 pound and 0. 76 inches for thickest part and 0. 16 for thinnest part and the complete body is manufactured out of aluminum. The processor of Macbook Air is special crafted by Intel to meet up with the size, power intake, performance and other requirements from Apple. Since that time, all Apple notebooks range uses the precision unibody principle no matter white color polycarbonate case for Macbook or aluminium for Macbook Pro and Macbook Air. Laptop is the combo of multiple parts, raise the part will raise the weight and percentage of inability, so Apple replace with just once part which craved from a bit of aluminum. Because of this, the Macbook become thinner, lighter, and stronger. Besides that, it is more environment friendly and greener notebook. 
5. 2. 2 Microsoft Innovations
In the survey, most of people feel that Microsoft is not advancement enough. That is maybe as a result of impression on the upgrade of the Home windows operating system. But the truth that can not be denied is Microsoft is a huge computer technology corporation which dominate more than 90% of the operating-system market share, involve in virtually all the sector which mobile sector, hardware or peripherals sector, internet or online service sector, software sector and much more. But it is also fact that when one's look back the history of the development of Laptop or computer industry, one's can conclude that very few innovation done by Microsoft. First of all, Microsoft Disk OPERATING-SYSTEM (MS DOS) that release with the IBM product which so call pc PC. MS DOS was renamed from Quick and Dirty Operating System (QDOS) which received from Seattle Computer Product in order to secure the exchange with IBM. Second is the visual user interface GUI that used on Home windows. The GUI was under a magic formula agreement between Apple and Microsoft this means Apple certified to Microsoft, which end result Microsoft consent to develop software for Apple platform in order to switch to that offer. The third is the current office suite, which include excel, electric power point, word. Each of them either obtained from other company if not execute or imitate bottom part on current available solutions. So as the web browser such as in Home windows 95 operating-system. Web browser was qualified from Spyglass which is the originator of the foundation or the core of the browser. 
To be good to Microsoft, technology is harder in the top company. As world largest technology company, turning idea into truth or implementation is a hard progress. Creativeness is personal, after the work of this particular cannot agree by their innovator, the whole idea will be suspended. As development is a tougher step to gain sustain rapid development, defense within an easier step for them to do so. How profitable, what exactly are the income is the main matter of the share holder, so in order to make new product, they choose to defense Glass windows and Office suite. As notice of the general public, when Microsoft release House windows 7 and Office 2007, both of these products sent more user friendliness from past products, it allows consumer to do some things in fewer clicks and even in second which usually used to be done by firmly taking many minutes. Microsoft also redesigns the whole user interface which is quite alike compare to the competitors. So for Microsoft, essentially they are participating in catch up games with competitors. Microsoft let others to exploit the new market, and wait until the market become mature and enough time shape is right, then they will get themselves into the market and make an effort to snatch the users. This strategy is effective in previous 80s and 90s. For the present time this plan may be work and could not. Let's make a good example, it required Microsoft many years to develop the House windows Vista in order to reduce the space with Mac Operating-system X. What's the effect is, the software is very attractive, but it uses a lot of resources which is not suitable to be use with old pcs. For individuals who like to move, they must buy a fresh computer. But is situation has been corrected with releasing of Glass windows 7. Another example is the new Home windows Mobile 7 that going to be release. The brand new WinMo7 provide good user interface but the operation has been reduced. Which unable to multitask, duplicate and paste and. This example serves as a one step forward, but two steps backward.
Actually Microsoft does innovate, but it just on the incorrect time and wrong things. The interesting part of the storyline is Microsoft rates number 1 1 in patents, granted with 2918 patents in yr 2009.  Patents are brilliant property, which is also a basis to be innovating with plus more services are under development for the future. Besides that, there are many great products that available or available in future under the advancement of Microsoft. To begin with is Microsoft Surface, a multi touch screen surface that allows multiple users to interact with it for manipulating the digital data. The product has been optimized for respond to up to 52 touches once. But it addittionally cost badly around $12500 for the unit. The other product is Photosynth. Photosynth can make 3D scene that can be view and rotate around it basic on a couple of the images with different angle and view of the same field. The third is approximately the cloud processing. Cloud computing is online processing which resources are talk about to computer by demand, which is believed that is the future of processing. In respond your, Microsoft delivered House windows Azure Program with three key part which is compute, storage and cloth. Compute is computation environment, storage space offers scalable storage space in Microsoft data centers and finally fabric is Windows Azure hosting environment. The best expected product from Microsoft is from Project Natal, a project which advances for XBOX 360 360 with a controller free video games experience. A sensor device is added and users have the ability to use gesture, spoken orders to interact with the console. This peripheral is planned to be release on approaching Christmas 2010 and rates is yet to be declared.
6. 0 Conclusion
In conclusion, different company might use different business strategy to reach their customers, this is because of different focus on of users and market they go for. Compare to last century, nowadays there are many companies make an effort to compete in market, each of them keep release products that match of others products, use many kind of business strategy and delivered the meaning through different platform in order to gain the attention of depends upon.
Generally, the public images for Apple products are expensive, lack of functions, and have a unique prospect. More often than not Apple not the 1st to the get together but they always been credit as "innovator" because of they refine the available technology and make it impressive to execute. The image for Microsoft is a huge who move slowly and gradually to react to the new age, but Microsoft is getting back into the keep tabs on right now plus they have a whole lot of experts and resources that others don't have. This makes these to be standstill and motivate the whole large keep going ahead. There is absolutely no rules say that can't innovate through acquisitions. The main is how they make benefits to their users and help the technology expansion.
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