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Apple may be building augmented reality glasses; Should Microsoft worry?

By then Microsoft's high-profile, untethered, AR wearable computer, HoloLens, will be three years old. Microsoft's earlier arrival to the market, however, is no guarantee that Redmond's answer to AR will win over Cupertino's much later arrival.

Microsoft was first to tablets and smartphones after all, and we know how that turned out. Still, Redmond seems to have learned a lesson or two from its former lax approach to hardware that resulted in the company being beaten at its own game on more than one occasion.

Microsoft beating Apple to AR doesn't guarantee a win.

With HoloLens Microsoft has taken a strategically calculated approach to the market by introducing it to specific industries and for specific use cases. This tailored approach has garnered passionate developer support for Windows Holographic. Moreover, Microsoft's nurturing of partner relationships to bring HoloLens-like hardware to market will further help Microsoft's ecosystem become the industry's platform for mix-reality (the continuum from augmented to virtual reality).

With such a strategically comprehensive approach and an undeniable lead, does Microsoft have anything to fear from a potential AR headset from Apple? Candidly speaking: yes.

Apple is as Apple does

Apple's CEO Tim Cook had the following to say of AR this Summer:

AR can be really great, and we have been and continue to invest a lot in this…We think there are great things for customers and a great commercial opportunity....Augmented reality is going to take a while, because there are some really hard technology challenges there, but it will happen in a big way, and we will we ever lived without it…Like we wonder how we lived without our phone today.

Apple employs a strategic approach to the market that helps the company minimize financial and perception risks that more daring company's like Google and Microsoft may incur.

Apple minimizes risk by watching as other companies pioneer new tech.

Cupertino often makes minor (relatively speaking) investments in a field while it watches and learns from the successes and failures of companies that make heavier and earlier investments in an unproven area.

Others test the viability of new technology in the market, allowing Apple to then glean what works while avoiding what doesn't. Mark Gurman of Bloomberg recently stated this strategy this way:

The company specializes in turning technology that others have struggled with into easy-to-use devices for the masses...Apple simplified fingerprint technology into an unlocking mechanism for the iPhone and took touch screens mainstream with the original iPhone.

Apple is a consumer company. Before it invests deeply in a technology, it must see a path to bringing that tech directly to the mass consumer market in a consumer-friendly form. With sixty-percent of its revenue coming from the iPhone, in a saturated market, Apple is under pressure to diversify, but must do so with minimal risk.

If a company builds an AR headset and that company isn't Apple, did it happen?

Cupertino lacks the breadth of products, services and infrastructure that Microsoft has as a consumer and enterprise platform company. Redmond has been able to take advantage of its deep-reaching relationships as the default computing platform in the enterprise to take the long road to the consumer space by refining and proving HoloLens and Windows Holographic in the private sector.

If reports are true Apple's AR glasses will work in concert with the ever-popular iPhone, much like the Apple Watch does today. When we consider history and the fact that the iPhone is still seen by many in the industry and the media as the industry's standard, Microsoft's mindshare with AR could be in jeopardy. Particularly in the ever-important consumer space.

Apple's mindshare-grabbing media attention and marketing may mainstream AR.

Historically, an accessory, like the Watch, that treats the iPhone as a hub for a user's digital experiences receives profound media coverage and a tremendous marketing push from Apple. Apple Watch news saturated both tech and mainstream media mainstreaming the idea of a smartwatch for non-techies. If history's any indication of what may occur with Apple branded AR glasses, the resulting phenomenon may propel Apple's AR efforts to the forefront of not only tech but also mainstream news.

Conversely, as profound an accomplishment as the self-contained, wearable holographic computer HoloLens is, few non-techies know it exists. Furthermore, with a first-party consumer-facing version not expected until about 2020 per Microsoft's CEO Satya Nadella, Apple's simpler, iPhone-dependent AR glasses may reach consumers two years before HoloLens does. Granted, Microsoft partners may bring a consumer-facing AR headset to market before or around the same time as Apple's rumored time frame. It is unlikely, however, they will get the type of mindshare-grabbing marketing or media coverage Apple's efforts will engender.

Four Eyes

There was a time when glasses were considered unfashionable. Now people with 20/20 vision wear non-prescription lenses to look chic.

HoloLens is a full Windows 10 computer that can be worn comfortably on one's head. That's a tremendous engineering feat, but no one will be walking around publically sporting those sci-fi-looking goggle computers.

We've no idea how Apple's AR glasses will look. We do know that it will likely be iPhone-dependent, Apple is obsessive about the aesthetic beauty of its hardware and Cupertino's goal is to bring AR to the consumer market in a user-friendly form. Simply put, they'll be something Joe Consumer would wear.

BYOD may be Apple's way of bringing its take on AR to the enterprise.

Apple's massive developer ecosystem will also likely ensure practical everyday uses early on. Furthermore, because a person's personal phone often becomes their business phone via BYOD, the iPhone has a dominant presence in the enterprise. Thus, the iPhone may become Apple's portal for AR into the enterprise and with that a corresponding proliferation of industry-specific iOS AR apps.

The popularity of the iPhone, BYOD and likely aesthetically pleasing AR glasses may be positioning Apple's AR strategy to threaten HoloLen's budding enterprise presence.

Still ahead of the game

Microsoft's mixed-reality strategy is not only more comprehensive than Apple's, but it's already here. Now. HoloLens and Windows Holographic are in the hands of developers and is in use in various industries. Moreover, Microsoft's cognitive services (opens in new tab) such as facial recognition and vision APIs are more advanced than Apple's current facial recognition implementations in its camera app.

These technologies, in addition to the 3D scanning tech demoed at Microsoft's Oct 26th event, will likely find a way into a number of augmented reality scenarios.

Still, the iPhone's dual camera system and Apple's purchase of Metaio and PrimeSense may point to a future evolution of AR within iOS. No matter how far ahead Redmond may be, like the hare who lost the race to the tortoise, I think Microsoft has learned not to sleep on its lead.

Live Photos, 3D Touch & Universal Apps: Apple hijacks Microsoft's lingo

Jason L Ward is a columnist at Windows Central. He provides unique big picture analysis of the complex world of Microsoft. Jason takes the small clues and gives you an insightful big picture perspective through storytelling that you won't find *anywhere* else. Seriously, this dude thinks outside the box. Follow him on Twitter at @JLTechWord. He's doing the "write" thing!

  • Thanks for reading folks!!! Microsoft seems to have a learned a lesson about sitting on tech it has an early entry on. They are really strategically and methodically pushing and building a strong foundation for Windows Holographic. WinHec will likely yield partnerships for "HoloLens-like" device's across varying price points. It's a slow process however. And one that is happening out of the public and medias eye for the most part. Apple's augmented reality glasses entry will likely be with a big splash and a laser and tailored consumer focus. This may result in the gravitation of the ever important mindshare toward Apple and may position them in the limelight in relation to AR headset. The media loves Apple. ABC News recently reported on the patent Apple filed for a foldable phone. Samsung has invested in similar tech but I don't recall ABC reporting on that. I share that one example among others to point out the power Apple has with media. Make no mistake, we are over a year into HoloLens ans Joe Consumer knows nothing about it. The world will know about Apples AR glasses on day one if they launch. Microsoft needs to be positioned ahead of the wave to garner and maintain mindshare in the consumer space. Well you know the drill...LET'S TALK!!!
  • Great article but at the same time it's quite depressing as I think whatever Apple bring out will overshadow the technical brilliance of HoloLens ☹
  • Scary but possible.
  • Well, apple are known for stealing everything and claiming is their own innovation. I am in no doubt their retarded customers will buy into everything crapple has to offer. But, well, that does not mean that Microsoft can't go sky high.
  • Apple copies and articles like this say: "Apple minimizes risk by watching as other companies pioneer new tech", what a load of garbage. Imagine articles saying: "Samsung minimizes risk by watching as Apple pioneers new tech"... Heck they would crucify any other company!
  • Apple don't actually claim anything as their own innovation, that's just what people say about them but it has literally never been said by Apple.
  • Thrn, you probably never heard of the first smartphone;). First tablet and first apps capable device Steve was bragging about;).
  • They probably will deliver a consumer based AR stuff that lots of people will buy and MS will lack behind again
  • Exaclty, like Windows mobile.... Biz only LOL
  • MS should be very afraid, yeah the media will ensure Apple's efforts are promoted above anyone else. It's already been happening, if you watch something like Bloomberg technology whenever AR/MR gets mentioned it's always MagicLeap, Apple, Google etc. Microsoft is never mentioned ever and only in scenarios related to enterprise. Apple has a far bigger developer base who will make lots of apps for it's AR/MR system, Microsoft has had great difficulty in getting anyone doing the same in it's corner. Look at the AppleTV and Xbox, despite the huge difference in userbase the AppleTV has way more apps, if Xbox didn't have games it would be dead. The Window of opportunity Hololens had is closing fast, it will get hammered by MagicLeap if it's rumors of being technically superior are true and it will get hammered from the other side by Apple's popularity and developer base. What MS should do is beat them to market even if it means launching a cheap lower powered arm version they sell at a loss, treat it like a game console, break open the cheque book and get key apps on it. Do live demos on the street with consumers across multiple cites/countries, build product awareness, Hololens is till pretty unknown. MS should be pouring resources into pushing Hololens as the next big wave of computing but they just arent.
  • Well, if Microsoft doesn't go on a rampage and advertise and market their product heavily then they deserve to be overshadowed by some other company that will put the effort in doing those things with their product.  Just saying.
  • I agree. Apple has a better connection with the general public than Microsoft. I think most of the general public is doesn't even know that Hololens exists. When Apple rolls out their AR glasses, the general public will think that AR glasses is an Apple innovation. All Microsoft is doing is right now is building up a future AR app store for Apple. So sad.
  • Over at another web site, one devoted to Apple, there was an article about how Samsung has announced one of their phones in the color Jet Black. The people there are having a screaming fit that Samsung is copying Apple, how pathetic Samsung is for heir blatant copy, and how Samsung has no original ideas left. To Apple and their fans, a color option is innovation that must be protected (btw, the last car I bought, the color is named Jet Black). Over the summer Apple held a media event where speculation was rampant over the great products they would announce, instead they released some new watch bands. Their watches have been stalling in the marketplace because hey don't offer anything that people want. Their greatest innovations (or should I say courage) in phones was the removal of he headphone jack. iPhone was supposed to have sapphire glass, OLED (something on the Zune from 6 years ago that was denounced by Apple fans). Phones are missing things that other phones have; the resolution is horrible compared to the competition. They release laptops where the greatest innovation is a small touch strip rather then full touch - then say the reason is because they can't fix their UI to be touch enabled. Hey haven't released new desktop computers in years, and are far behind the competition. They tried to build heir own car, failed miserably and so they scaled back their plans to do what every car manufacturer as well as companies such as Google and even Uber are doing, autonomous driving.  The talk years ago was that Microsoft only cared about money, and they fell behind because of it. And there was a lot of truth to that. People don't talk about the great features in the latest Apple product, they talk about how much money Apple makes. They are even losing that. Apple is not going to collapse any time soon, but the innovation is not there any more, Cook cares only about the bottom line. For the past 3 years at every conference call after announcing earnings he claims that they will have great innovation in the next year. It never materializes. When Microsoft releases som new product, people claim that they are late to the game. For some products, yes, they have been. But Apple is far behind on this, they have been late to the game for features their competition have had for years and their sales are showing it. It will be interesting to see what, if anything, they release. But it will be rushed to the market, not have what the competition has today, and as usual the excuse will be that not one person wants those features so Apple decided for their potential customers they should not have them.
  • I assume this other site is called MacRumors?
  • Yep
  • Knew it. I've been arguing with so many people in that thread.
  • I just go over to catch up on the news, always good to see what the other side is doing. I don't bother commenting, I just leave them to themselves.
  • Re: Michael Alan Goff,
    I hope you aren't trolling the site the way some of those people troll this site.
    Best Wishes
  • No, I try to have discussions. They turn into arguments.
  •  Unfortunately, what's happening to Apple is they make so much money are becoming protective to the point of standing guard. That is why we are seeing even on what they are calling new products that are not at all impressive or unique a better way to say it not innovative and have been doing so for a few years now. They know the market will react in their favor and so introduce products at high prices with just minute upgrade over the previous device. In comparison Microsoft has introduce products that allow the OEMs to compete with their versions in so doing developing a market and at various pricing points. For instance Hololens is gaining ground in industry as well as they are using it on the Space Station including being experimented with in surgical procedures in hospitals and the Surface tablet has several versionings by OEMs.
  • Depends on the flexibility or future iterations of IOS. If they do this, they will likely have to introduce ANOTHER OS for it, and it will have to critically be compatible with IOS apps. Won't be MacOS, (that's dead), won't be Apple TV, IOS currently likely wouldn't be able to handle it properly. Windows 10 allows a much more mature platform, but there is literally no limit to what Apple can throw out, overcharge for and people will flock to, and even developers will inherently support it on principle that it "should" be a success. I think this is a market that will be as relevant as the watch and won't reflect in the share price as much as the imminent iPhone sales will cause it to decline. Despite Apple's latest moves, they will still get the benefit of the doubt, but that's a legacy that will certainly fade as everyone else continues to meet or beat them at every relevant level, including software integration, design and overall user experience.
  • Hard to know.
    If it's tied to the iPhone what will it really be capable of doing, maybe it will be another iWatch gimmick?
    HoloLens on the other hand looks to he a serious tool with unlimited potential, but maybe iGlasses will be huge with the Pokémon Go crowd?
    Time will tell.
  • I dont think msft should worry... Msft is already ahead of apple on AR
  • Msft was ahead of Apple in smartphones and tablets, too. Look how that worked out for Msft. I would say Msft absolutely should be worried.
  • I never saw msft to be ahead of apple on smartphones and tablet
  • Hi TuanLVT. :-) Microsoft had Windows Mobile (Not Windows 10 Mobile) smartphones in the market long before the iPhone was ever introduced. I had a few. Here's a link to the history: Same goes for tablets. Microsoft was on tablets, albeit with a desktop OS long before the iPad debuted. So yes MS was ahead if Apple in both smartphones and tablets. Thanks for contributing! :-)
  • They were about 7 years ahead on both tablets and smartphones.
  • Apple changed the game with the iPhone, they reset the entire perception of what a smartphone is, should be and how we interact with those devices. I don't see them completely changing the perception of and how to use Augmented Reality.
  • @19Michael87; True...but Microsoft was not targeting the consumers but the corporate market and left that door open because around that time we had Nokia which was the top consumer brand perhaps in the world and before Apple, Blackberry had it's time in the sun as well perhaps being the top brand for business a market that was Microsoft's target as well but their several others like HTC, Sony, Palm with the WebOS, Motorola ,etc., Apple came along targeting consumers and outdid the other brands until Google came along with Android. Again, Microsoft phone at that time was not a target for consumers until wp7 in reality.
  • Apple is making lots of iPhone 8, AR rumors after boring product launched. I think merely prevent it's share goes down.
  • The answer is yes Microsoft should be worried. Just asked eight of my friends if they knew what holo lense was none knew what it was. When I told them what it was they had heard of Htc .
  • Problem with HoloLens is whether it will actually see any sort of consumer release by then (LIkely it won't and I don't think the existing version is suited/targeted to the general public anyway - You can't really be 100% sure that it will EVER see a consumer release, by the time it's cost effective people may not be that interested) I think the VR push with the creators update is a good one to make, and I think they realise that AR may still be a way off from being suitable for consumers. If companies like Dell can release $300 VR headsets it makes much more sense than trying to get a much more expensive consumer version of HoloLens out there.
  • @Keith Brymer; Not at all. Microsoft's primary target is industry, corporations, businesses who can use such a device and not necessary consumers where there are already several companies exist; Sony, HTC, Google, Alcatel made an entrant, Samsung, etc. of which Apple will just be another entrant. If anything, it's about getting your slice of the pie...  
  • That's fine if Microsoft wants to target industry. their choice they invested the money its entirely up to them who they target. But the question was should Microsoft be worried ? My answer is still yes but only because I like Microsoft. There are millions of Corporations but Billions of Consumers That is where the money is . that's how Microsoft eventually made tonnes of money by selling windows 95 then Win 98 and office to consumers.
  • Apple will have their version and so will everyone else who enter's this area of technology. It's not a race at all to see who wins in contrast to Microsoft version of the Hololens is very practical in the science fields including industry, corporations, etc. which are the areas of target for this product. Google has already put to market the Cardboard version and Alcatel has package one with their new wp making it an attractive and compelling buy. Of course there are others already like Sony, HTC, etc. It's new and wide open market at this early point of development. 
  • Here in italy i've never read on media or tv or radio about Surface or Hololens...
    Microsoft at least here in Italy is not present at all in marketing stuff
    Last spot on tv about something from MS was lumia phone in june 2014...
    I don't know where Microsoft want to go without any marketing or spot, they are simply crazy about me
  • Probably. Apple zombies will buy 10s of millions of whatever Apple drops, so it will be the instant market leader. AR may end up like phones and tablets, where Microsoft plays around first, but Apple comes in and dominates.
  • Sometimes I wish everything was like it was hundreds of years ago when people genuinely seemed to be kind and selfless. Huge corporations didn't do bad things and say "it's just business!" One thing that really pisses me off is how tech companies, especially Apple, manufacture their devices through companies like Foxconn. Foxconn makes high quality devices with high quality materials. But guess how they do that, modern day slavery. Asian workers at Foxconn pretty much get paid in pennies when they do get paid. They aren't allowed many, if any breaks of any kind throughout their long work shifts. Most of them are forced to wear adult diapers to keep their jobs. Some of the Foxconn plants put nets outside of their windows because many of the employees hated their jobs and lives so much that they were willing to jump out the windows and hope that they wouldn't survive. We need to do something to stop companies from ruining/ending the lives of people far away just so that we can live in luxury.
  • Sometimes I wish everything was like it was hundreds of years ago when people genuinely seemed to be kind and selfless. Huge corporations didn't do bad things and say "it's just business!" One thing that really pisses me off is how tech companies, especially Apple, manufacture their devices through companies like Foxconn. Foxconn makes high quality devices with high quality materials. But guess how they do that, modern day slavery. Asian workers at Foxconn pretty much get paid in pennies when they do get paid. They aren't allowed many, if any breaks of any kind throughout their long work shifts. Most of them are forced to wear adult diapers to keep their jobs. Some of the Foxconn plants put nets outside of their windows because many of the employees hated their jobs and lives so much that they were willing to jump out the windows and hope that they wouldn't survive. We need to do something to stop companies from ruining/ending the lives of people far away just so that we can live in luxury.
  • It's not a rude comparison, your Hitler comparison is just stupid^10.
  • I think the product will be very different in terms of capabilities if Apple's device is going to be a pair of glasses - Surely it's going to be a more refined Apple version of Google Glass which pretty much fell flat on it's face. They do have the brand following to be more successful in sales of something like this than Google, but it's still going to face issues. It sounds like something designed for outside of the house/workplace where as HoloLens so far is less likely to be used out and about (Except if it's being used remotely for work etc)
  • That's what I'm thinking. They must leverage the iPhone in selling the Apple glasses as a companion device, just like the Watch. Remember, it's form over function for them, so good looking glasses with integrated AR is what I'm thinking as well.
  • I dont think it's true anymore, i mean look at iPhone 7 and the latest macbook, all they did was remove the headphone jack from the phone, didn't put a lightning port to the laptop( so the iph 7 owners are screwed), removed all legacy ports for USB-C( they ever hold hardware review meetings?!)and the reviewers too lashed about them. This is the highest criticism I've seen on apple since I've known them. And what innovation they had to show for it?
    I dont think even if they're capable for making the best augmented reality glasses, they will, because their mental design principles come in the way. So take a chill pill everyone.
  • Common rule, who ever uses Hitler in an argument/discussion automatically loses said discussion. Their is no comparison. Please stop
  • Like Apple fans have decided to buy 10s of millions of watches? They are quickly losing their standing in the market. The hardcore fans will buy it, but the casual fans probably not.
  • Did you know the dumb iPad Pro (even when iPad sales are declining) outsold the Surface? Like it not, they sell consumer devices in numbers Microsoft can't imagine (yet).
  • Microsoft hardware is 4% of the Windows market -- Apple hardware is 100% of the iOS market. I had a [choice] and went with a XPS 15.
  • you are aware that was the first quarter that the ipad pro was on sale? Of course you are going to sell more of a product in the first quarter of its release than a product released 4 years earlier - most people that want a surface already have one.
  • we don't know if that is true or not. APple fans demand exact numbers of Microsoft products sold,  broken down into which models were sold. Thy want to know how many SP4 vs SP3 vs S3 sold. They want exact numbers numbers of m3, i5 vs i7 devices sold. They want to know how many are in customer's hands, how many are on store shelves, how many have been returned. And if Microsoft doesn't give those numbers, not rounded off but exact, then he Apple fanboys proclaim that Microsoft is hiding the truth because not one device has sold. Meanwhile Apple gives some vague number lumping all iPads together, mini, air, pro, old airs and minis they are selling at a discount and refurb devices, and somehow you can judge that they outsold Surface devices. Watch sales are reported by analystists to have dropped, Apple doesn't report how many sales they made, and people like yourself dismiss those numbers. But you are quick to accept those numbers when the analysts are making guesses that contain many variables.
  • IPads do outsell surface just look around. On trains buses even in work. Ask your friends which tablets have they got at home. To my annoyance there are two mini ipads here one Android and one Surface. Yes eyebrows are slowly rising when family members are slowly realising I can do a lot of the things that they can't.
  • Sorry but I disagree. There used to be a lot of ipads around about a year ago but not anymore. I mostly see windows based 2 in 1 devices now with a few surfaces at university and at work. I've never seen an android tablet in the wild though.
  • Why down vote him?
  •   Not so sure about that. Not any more. Apple products are good, they are even great. ​But Apple has become way special, and they are far away from "magic".
    ​Apple has become more normal, may it even has become a "normal" luxary good.

    Consumers have become more informed, more educated and more critical about  gadgets they buy. Apple in future will have a hard time to dominate anything.
    ​And as we have seen, other companies make good products as well, including Chinese companies. Apple has lost its edge it had in "the early years", it has way more competition right now and for the years coming. They'll have to fight hard TO KEEP their marketshare and they also will find it hard to maintain the margins they are used to right now. Apple's "magic wand" is broken, and I wonder if they ever will find or fabricate a new one.          
  • I hope you're right about them being more informed, but I'm not convinced. The more I talk to people about tech, the more I'm convinced they only watch commercials....but I hope you're right about the general consumer. I read a lot of tech stuff (which really doesn't make me all knowing on this stuff), but I have yet to talk to someone who had heard of the hololens. It's kind of understandable, because it's still a beta product. But if Microsoft is ever going consumer with this thing, they better do a lot better at marketing than they have in the past. People just don't know about their products.
  • I don't know what Apple will do but HoloLens will still be different. If the glasses will be iphone dependant, they clearly can't be a holographic computer like MS did and will probably just display stuff from the phone in a similar way HoloLens does. MS will still have the unique applications of their hardware but they have to continue working on it, to get the price down, reduce size and increase performance
  • The Apple glasses jus sound like Google Glass to me, so I agree a very different type of product. I don't we'll see a consumer version of HoloLens anytime soon anyway - They are clearly pushing the more affordable VR route with new devices from OEMS for the creators update. I think it'll take MS a long time to improve the tech to meet expectations of the average consumer (who want the moon on a stick) and at a price they are happy with....By the time it's possible who knows if it will even still release to the consumer market. It took VR so long to actually get anywhere and it's just about to become affordable for the general consumer, so I think HoloLens specifically is years away from any sort of consumer version - Bank on VR being pushed more and more though, at $300 it'll have a great entry price
  • Give me AR over VR any day!
  • Sure, but in the meantime there is no AR solution that can be pushed commercially to consumers. AR is definitely better but smart move by Microsoft to push VR for now
  • Apple is the best copy specialist company in the world. Whatever they'll make, always a copy of something else, the iSheep herd will bleat and bleat and continue to buy it no matter what.
  • I bet you,in a few years time, even if Hololens comes before apple's device... The iSheep will shame the Hololens as a "[apple] rip-off", just like they do with the iPad Pro + Surface iSheep will jump at anything with the apple logo, and anything that came before it will be considered to not have existed before it. Sad reality
  • Because Microsoft invented AR?
  • When did I say Microsoft invented AR? Don't twist my words
  • bleached here has taken the job of DJ by ranting against MS.
  • Yep! He'll twist whatever words he can if it will shame MS or anyone who uses their devices
  • It is implied in your statement. Hololens is a ripoff either way, they didn't invent AR.
  • No... that's not what my comment implies. It's pretty obvious that I'm saying iSheep (to clarify, I'm talking about die-hard apple fans) will claim that apple's AR came before Hololens, even despite the overwhelming evidence to prove otherwise.
    iSheep already claim that the Surface is a rip off of the iPad pro... Despite it existing years before apple made their device. No where did I say MS made the first ever Laptop+Tablet there either (However that may be the case). Why is it suddenly any different with AR, is it just so it "benefits" your case? Sorry but twisting people's words makes your argument that much more invalid.
    It's pretty obvious MS wasn't the first to develop AR. Gaming AR came way before MS dipper their feet into it. Don't twist my words and make a new meaning of my comment which I obviously didn't mean :) otherwise you may as well go onto say every company rips off each other. You know,since most OEM's make phones... And laptops... Etc, none of which made the original hardware. But that makes your Argument that bit more invalid :)
    And just to quote my comment which apparently implies that I said MS made the original AR (lol)
    "the iSheep will shame the Hololens as a "[apple]" rip off". I don't see any remote meaning behind that that states your invalid argument... Do you? :)
  • I invite you to quantify, fully, your suggetion that "Hololens is a rip off".
  • No but they beat apple to it. Microsoft developed thier own while Apple bought into it. Apple really hasn't created anything spectacular in years... maybe the Watch which is cool.
  • I wouldn't say the watch as being spectacular.
  • How do you know what Apple is doing behind closed doors?
  • Yeah, like Apple is building a Tesla killer before closed doors.
  • like I wrote above, Apple fans are angry that Samsung copied the color black for their phones, claiming that Samsung can't innovate so they copied black. A few years ago around this time of the year Sears had a commercial where a kid was standing in front of a white background talking about how he wanted an Xbox 360. They claimed that it was a copy of Apple commercials, and couldn't innovate with commercials. When XP was released, Apple fans were mad about how Microsoft copied the use of the color blue because the Aqua UI was blue. Apple and their fans have no problem screaming about other companies copying. But when Apple starts their photocopiers, then copying is just a normal part of business.
  • It's funny, I was reading your comment above ^ as you sent this one haha, and yep exactly. And then when you point the iSheep out on their illogical double standards, they reply back with the same unquestionable logic "You're a blinded fanboy", even when they don't have any knowledge on your opinions on other OS, including the one you currently use. Sadly, hardcore iSheep are likely one of the most closed minded of all OS hardcore fans, and if you point out the holes in their arguments, you're in the wrong. :P
    No one can forget when Surface was originally talked about at an event, and all apple fans said "It's a bad idea" "will never work"... Year or two later, all iSheep Apple fans lose their minds when Apple reveal a more downgraded version of the Surface, however with an apple logo. Lol funny times.
  • That's the thing about Apple. The high premium prices make people feel exclusive and it creates this world of people who Normally would be loners who now have this thing they share with so many others. Some build little friendship circles that make fun of users on anything but Apple. It's this blind loyalty that Tim Cook knows he has so he has that grin when people say Apple isn't innovating. The removal of the jack was such a bad thing and users were complaining but in the end their sales were amazing and all of a sudden blog posts started coming up about how the removing of the jack makes sense. When I showed my friend continuum HP commercial he was blown away and he said "I hope Apple comes out with something like that". He's one of those loyalists, but I don't mind. They honestly do have the best processors and Qualcomm may not get close to them ever. Microsoft can go producing their own chips which may end up happening. Compete with Apple with chip and let oems use that chip. This could create a new group of loyalists. These are the people companies love most. A lot of us are those people for MS. Think about the stuff the company does to you guys but you stay. I haven't been burned yet as I'm a fairly new user but I do love the OS.
  • Yeah. Don't get me wrong, I'm not again apple fans in general, people can like whatever OS that they want. Just hate when people put others down because they use a different OS. And hey, I guess that's why apple called the removal of the jack "Courage" lol. It is a lot of courage to do that as it kind of prompts users to buy apple's wireless earphones, or some other expensive Bluetooth earphones, which cost more $$$, £££ etc. Also I'd love for MS to make their own Chip, it could allow for more competitive hardware ad performance. Maybe someday :)
  • You're wrong Bleached... Microsoft did not invent AR.
  • And why? Because apple knows how to market. Apple know ls how to make their customers feel privilleged and happy. Apple knows how to make stuff. Apple knows how to make their bank account happy. Microsoft? They only throw around the word enterprise with zero strategy for what is left of us, the Microsoft fans.
  • That is one downfall of MS. They are terrible at advertising. They really need to play better cards with that or they're not gunna get far with future products. Hopefully they will improve on that's soon rather than later
  • Microsoft is historically an enterprise- and small-business-focused software company (apart from Xbox) trying to evolve to serve the needs of the consumer (or prosumer) as well. It's in their DNA and you can't scrub that out. I am sure they sometimes struggle to reconcile the idea of Xbox with the rest of Windows and Surface. I don't Microsoft can make a new 100% consumer-first product, because they would always need to find a way for it to support or be manageable by the IT, enterprise crowd. Apple is an intensely consumer-focused soft- and hardware company. It is evident in their products. They also market to the average person. Both companies dominate in their respective areas, but MS has always been used to the separation of home and work computing. That is no longer the case.
  • I'd pass the word as much as possible everytime whenever Microsoft releases something spectacular but the people really doesn't know much of the products of Microsoft.... Some of my lame friends who doesn't give a damn about technology knows there is something called apple watch yet they don't know the surface line at all.... The strategy of advertising the phone as pinnacle of technology and quality though they are nothing innovative ha always paid them because Microsoft never advertises as rigorously as apple
    I think as apple has performing poor in the phone market they are trying to jump into a new area for attracting consumers. But if apple doesn't succeed in presenting the iphone 8 as all of the previous glory of iphones , people have seen unattractive designs these days , will make tech industry to confirm they are out of ideas..if they don't succeed with iphone 8 then people will have lot of expectations on their ar device ...i don't think their os or mainstream softwares have that kind of capabilities right now and it is really hard to do them in the span of some years without even beta testing them...they will surely not have a consumer friendly product by then...and having aesthetic design with all that sensors will not be easy....
  • Well leave it to MS to develop and sit and, if that is the AR glasses setup that Tim has in the picture, I know what ones I would want to wear, and its not the HOLOLENS
  • Those were the Google Glass patched into the picture. You can be Apple ones won't look like that
  • LOL. You realize that it's a crooked Photoshop of Google Glass over his regular glasses right? LOL you love to hate MS, don't you?
  • NO, I don't want to look like a total nimrod if I want to use AR. The hololens is a great idea, however, it's massive scale of the product itself is a no go for me. Also, I don't hate on MS for the sake of MS, I just bought a new Dell 13" 2 in 1. I must really hate it….And No, i did NOT know that it was a photoshop of the google glass. why would I?
  • Well, you have to consider that Hololens is a fully featured computer with all that it entails whereas the failed Google Glass experiment was... Hardly even comparable to a very bad smartphone.
  • Ummmm does the HoloLens have to be plugged into a computer or connected to a computer in anyway?
  • No.
  • Really...that does change things...I thought it was just a headset system that needed to be connected somehow to a main computer....
  • No, like i said... It's a complete computer, and more.
  • Cool.
  • If you thought they were just mere VR-glasses I could understand why you thought of them as no big thing.
  • I thought they were more than VR, as they are filled with cameras etc, but I was under the understanding that they still needed a "main device" to feed them information.
  • Ah, no. It is not just another dumb headset.
  • Go for the Google glasshole look... it suits apple fans.
  • The glasses he wore in that picture looks like its only on one side. Would that be Apple's way of saying that the is no need to have AR on both sides? Like they said about phones being over 4.5 inches and tablets that use a stylus?
  • the good thing is .. some apple freaks are flocking to Surface STudios and Surface brands.  Macbooks are a pOS now.  Touchscreens on laptops are becoming the norm.
  • Those new MacBooks do seem to sell well - as usual. ​But look at the other Mac products,
    ​many long-time Apple users fear that Apple is trying to get out of those products. . 
  • Ms will be prepared for this
  • What the hell does Tim Cook know? He's a supply chain guy, nothing more.
  • Anytime apple starts on something, microsoft has to worry. Mainly because of all the apps that are available to apple products, while windows devices are always being held back by this.
  • what if the new apple product require a whole new app for it, ms has its universal ecosystem. we bet on that
  • But no one, developers or users, are familiar with UWP. Apple has both users and developers so they will have no issue getting software created.
  • Wrong lots of developers are interested in UWP... in fact many are working on ports from traditional desktop to UWP. These things take time and new products need to fit into product life cycles. Even Autodesk is looking and developing in UWP. Please keep your narrow Android mobile mind out of it.
  • And you know this how?  Do you attend the Build conferences that have been talking about UWP?  I'm sure the programmers going to those conferences are familiar or interested in it.
  • Well, there's Adobe XD as an example of a big desktop software being developed in UWP.
  • You're wrong again Bleached.
  • I have written UWP apps tat are in the Windows store, but being my alias is nohone I guess you could say no one is familiar with UWP.
  • You mean the 16+ million apps available to Windows, is falling behind the couple million Apple has? The apps on iOS are not an easy mapping to AR. Apple has multiple programming models, one for Mac, one for iOS, one for the TV, one for watch, and a new one will be needed for AR unless they do something as simple as pop up notifications on your glasses from those old programming models. Microsoft has two models, legacy Win32, and one for all devices that is adapted between those devices with minor changes, if changes are needed at all. AppleTV, watch, and even Mac have few apps, and a new Apple device is no guarantee that it will have apps available in mass quantities.
  • This points out why MS has had a strong focus on enterprise. The Hololens will be used in many ways by industry and business. That gives them a leg up in AI.
  • No they shouldnt worry about the inevitable. Apple will out shine Microsoft as usual.
  • The HoloLens is certainly cool, but like AR it's very user-centric and exclusive. What I'd like to see is this:
    1 - a pair of ordinary looking glasses/sunglasses with HUD functionality.
    2 - a smartwatch with controls for the glass HUD.
    3 - a personal Surface Hub reminiscent of a smartphone for powering the HUD, and generally filling the role as THE personal device. The Hub would provide processing power, biometrics, GPS and connectivity, to allow the glass HUD to display notifications, stepcounter, music info, environment info (think City Lens), simple AR graphics HoloLen-style, directions (optionally with a simple map), or whatever other information you'd prefer/need.
    The smartwatch would provide an (optional) simple and discreet way of controlling the HUD info through swipes and presses, as well as NFC connectivity for interaction with external devices. The glasses would obviously not have the graphic capabilities of the HoloLens, but would serve a more everyday purpose and be so discreet as to be easily acceptable in any situation.
  • This will not happen until technology improves.  Just think of cellular phones, some of the earliest portable phones had to be carried around in large cases.
  • I like your idea, all but the smartwatch...I would prefer something like the current clicker of hololens, maybe with a "mouse wheel" and a pair of button easy to find and click. I think swipe and tap on a smartwatch is uncomfortable because of the position you have to put your arm.
  • I like that idea. But I think the Dial would be ideal as a peripheral that Hololens could work with.
  • I think something like this would be perfect: without the "optic sensor"(sorry i don't know what is its name) indeed the mouse pointer should be controlled with gaze(like current HoloLens version). Or something like this:
  • No
  • MS better get something consumer ready and not a dev kit pretty damn quick. MS is first to the table w lots of things.Apple can productize it.
  • This is another reason why their failure in mobile will hurt them in the future. If Apple comes out with this they have way more apps that could potentially run on it vs how many UWP apps MS has
  • I sure Microsoft read the article about what Tim cook as we all did ,and I'm sure they are planning accordingly. The a surface phone hasn't been released yet and see what they did with the Microsoft studio,HoloLens,and surface pro and book I'm sure they have one more ace up their sleeves.
  • Apple don't have a universal app system like MS do. Apple mobile apps will 99% likely NOT work on their AR. Devs would likely need to redevelop for apple's AR device
  • Like all the fart apps that would be ported over to the Apple AR. That might actually be funny though.
  • Not quite. Look at what happened last time. Apple flopped with their new macbook pro with that useless touchbar, usb-c only ports, no more magsafe, no more glowing logo know some of them that were macbook's unique things, because of their stupidity and greed for more money for less stuff. MS simply blew them off with the Surface Studio. Also don't get me started with the totally crap iphone 7! No audio port, stupid home button that you cannot use without capacitive gloves in the winter, you cannot even unlock your phone :)), bad Intel modems on most models, cheap paint on jet black models..want more? Google may have flopped with their Pixel phones in terms of pricing, but that will fix on it's own, at least those phones work and are not built like crap iphone 7 is
  • What does it matter how many apps they have on iOS? All their ecosystems are separate and not compatible.
  • Spoken like a true fanboy!
  • Which fact in what I wrote triggers you to be offensive?
  • Just that you think that apps are not important to a phone ecosystem at present.....that's all. So, the fanboy in you makes the statement that what does it matter how many apps are on ios.....ask Microsoft regarding windows mobile....It matters a ALOT of people....and I don't mean fart apps, snapchat or pokemon....I mean usefull apps that millions of people use that are not available on windows mobile...if they were, I would have the 950xl in front of me instead of the iPhone 6s.
  • What? That's not what is being discussed... You said phone apps would be important to this device, but Apple has never been very good at integrating their devices and have different frameworks for each platform. This would be a new device with another framework. This is also why the MacOS app store failed despite them having a lot of apps on iOS. I'm sorry if you didn't get what I wrote, but the fact is there. Apple has a separate ecosystem for each OS which means having a big appetite on one device means nothing to the other ecosystems. They are bad at compatibility.
  • Agreed....I mis understood what you were trying to convey.
  • Sorry mr Cook, I never wonder how I lived without a phone. Life was still fun without it. Life will find a way without it.
  • Totally MrGS, I was outside, on my motorcycles etc….Still am. The phone is more of a pass time while I wait for the food to digest or gas to fill up in the toys! Before the GPS / Phone apps, I used paper maps. However, now with the phone, I don't have to destroy my paper maps as quickly as before.
  • Let's hope to god they don't sleep in their lead!
  • microsoft already has most of the OS, has already apps (and eco system),
    they can/are giving the OS for other hardware manufactures. Also the OS for VR is (almost) the same. Apple has a lot of work before they have a good AR device.
  • As you said, Apple is a consumer company.
    ​And as a consumer company, Apple has a highly tailored business-model.
    And it is this very business-model that makes it hard for Apple to do certain things
    ​as those might jeopardize other corners and silos of their business. Microsoft and Google are more free to follow specific routes and ideas. ​Of course Apple is good with what is does,
    and they can throw a truck-load of money at whatever the decide to persue,
    but they have a hard time to increase their market share in terms of devices in the market. It is Google who rules the masses for now and some time to come. Microsoft has the broadest scape of them all in the application universe
    ​(in terms of applications* that potentially can be addressed)
    ​as they their business model is completely different than Apple's and Google's. If Microsoft stays on track and cleanly executes their strategies and plans
    ​it is them who has the biggest total available market.  Time will tell, but I see Microsoft as a leader in this space.   *no, I do not mean "apps", I mean applications (and application scenarios)  
  • Hololens is a joke. Microsoft is again and again missing the point of a super strong mobile phone being the hub of a person's computing needs. Everyone has one. Apple is right to make iwatch and whatever AR they create to utilize the computing power of what we have already in our pockets. Why do we need a second computer on our head while the one in the pocket is sitting idle!? HoloLens should have been a remote display and control device for the mobile. Like continuum. Like the band should have been. But for that, these losers in MS would have to have a working vision of mobile and not throw in the towel like proper cowards they r. They will loose this AR race as well, although they might have good APIs, they just don't have a proper smart strategy.
  • And you miss the complete idea behind the purpose of Hololens. You seem to assume its another attempt in the mobile market. The purpose of the Hololens is for the 3D visualisation in real time, in your room. This can be VERY useful, for industry related tasks like design work, especially design work that require a 3D product design, as well as some games being able to be played on it like MC etc, as well as apps like Paint 3D (casual art, and industry), and apps like Amazon that can help visualise products in your room, before you even press the "Purchase" button, the list can go on. (which would benefit consumer side of the market too).
  • Should Microsoft worry? Yes, they should. They had to bring a consumer version of hololens before apple and google if they want to avoid another windows mobile.
  • Get ready for the (Iview) or the (Isee)
  • iGlasses
  • iWear
  • Apple devices aren't prefixed with a small i any longer. They're prefixed with "Apple". Apple Watch, Apple TV, etc.
  • do this guys every get tired of been beaten. or they just want to make eye grasses more expensive
  • Apple will just wait & piggy back whatever MS & other companies have done in augmented reality then launch a product based off years of research done by other companies and their fans will buy in droves and fight over cool colors like whitish white
  • Do you remember Google Glass? Right, there's your answer.
  • Apple seems to have the power to sell just about anything to their loyal, mentally numb followers. But Apple doesn't have a unified ecosystem. It will be just a toy. Also, it's embarassing how they've become a company that only imitates.
  • Microsoft used to be fairly easy to beat but today, I think that day has past. Nadella has a focus unlike I've haven't seen from MS in a long time and he has a very sharp team around him. He's removed a lot of Microsoft's dead wood and has energized it again. It shows in most everything they have done of late. Having said that, I think that IF Microsoft sees a market in what Apple is up to, it won't be flatfooted like Balmer was during the rise of the Iphone and Android OS. At least there seems to be some thawing out between MS, Google and Apple under Nadella. That has to be a good thing for the platform. Great article Jason. Well thought out as usual.
  • nopz Apple is past old generation.
  • If Microsoft sits on their ass, doesn't improve Hololens(especially the FOV), and doesn't bring the product out for consumers at a reasonable price in the next year, then yes they should worry. Fix those two things and bring it out for consumers for no more than $1000 in the next year, and they will be well ahead of the game and Apple.
  • Jason, I think you are grossly underestimating Apple's appetite to surprise you. They are working on something bigger. And I think I know something about it.
  • Hi Satish, I'm all ears. :-)
  • Only Good things are copied so Apple will do it the same
  • Apple will make a slim headset powered by the newest iPhone at the time. It will have limited functionality, but will be marketed like crazy. They'll focus on things like how Nokia's City Lens used to work, where you use AR to see where businesses are and how far they are. It's practical and easy to market. I'm sure you'll also be able to find friends and family through AR, knowing where they are and always being able to find each other. All the cool 3D holographic things MS is doing will be seen by Apple enthusiasts as unnecessary. So Apple will successfully convince people that a low powered, but small and pretty pait of goggles is best for them. And in many cases they'll have a point.
  • If you look at Apples marketing, the fun thing is, that there is none at all. The wannabelieves of the rampant Apple-dependent tech writers guild will ensure, that there are enough rumors, news and hands-ons.
  • Apple wants to build "glasses". That indicates a push to something like Google Glass. Which is neither in the same league, not being the same sport than HoloLens, but can be sold in 10s of million copies as an iPhone accessory. All they do in the last few years is offering glorified accessories, to optimize monetization from an otherwise stagnating ecosystem.
  • Apple copying Microsoft again. How the world has changed (for the good of Microsoft).
  • Google had some smart glasses and no one bought them at that 1500$ price tag...
  • Apple will make gay glasses
  • and you will buy a pair.....what does gay have to do with anything...homophobic?
  • Yes, Apple made touchscreen mainstream, and fingerprint scanner mainstream. But what is Apple creating exactly these days?
    1. After 1 year iPhone 7's dual camera?
    2. After years of research new MacBook Pro's touch strip?
    3. After working for 8 years an Apple Book full of pictures? Their focus seems to be in emoji's, dongles and expensive products only. They have been relying too much on developers, and have made a different OS for every product. If someone tells me that next Apple product will be revolutionary, I know it won't happen, looking at what their ''years of research' has been producing for last 3 years. And if someone tells me that MS's next product will be a disappointment, I know that is false too, because now they won't release a thing until it is REALLY good (looking at last 3 years). So, Apple may create a high quality AR/VR headset, which may 'WOW' the fans, and make VR a norm in the world. But it'd be expensive (it has to be, otherwise Apple fans won't buy it), and the technology won't be anything revolutionary, or something some other company hasn't done yet. And OS will be smooth, but will heavily rely on developers.
  • Yes, Like I said, they were sinking the day Steve Jobs died. When they announced Cook as new leader, I said to my wife, down goes the ship. However, its taking longer than expected. I do really enjoy our iPhones. But I cannot get into OSX at all. W10 is better as much as I hate to admit I was wrong. But……I was wrong.
  • o|o
  • Well their strategy works. More so in the end their clout is what bests the competition... People want to feel special and no matter what apple releases z they get that... I do not understand it... Hi is there he sake as the majority want to show the world that they can have "luxuries"... It's that clout that supercedes others. Whether they sale more or not they have the highest profit margins. Investors love this and again... People who do not have a fine of their stock brag about it like they will get some. We will see what they "might" be releasing... If it good, kudos... For me to their good is usually not good for me... So I really don't care what they are doing. I buy what works for me, there is no win lose fighting over companies who only want outer money
  • I dig the comments about luxury and apple phones. Those two do not intermingle. If you want a luxury phone....go buy a vertu. NOT an apple. Apple is a pedestrian phone, not a luxury phone by any means. Have a looksee!
  • -1 honestly......
  • Ha ha....AM I not correct? the Vertu is a REAL LUXURY phone. Not an iPhone. have a look at the vertu website. 24/7/365 conseirge Live person service, real titanium, carbon fiber, Animal hides, titanium etc. real sapphire glass, not a copy, access to unaccessable events, etc....that's my idea of a luxury phone. Not an iPhone where you can just run into any store and buy one for less than a grand!
  • They should first think about building a powerful enough PC. The best mac can t drive a cardboard hahahahahah
  • What scares me is the technology press and bloggers will all fall in line and call it another Apple breakthrough. Those invested in the Apple ecosystem will pay anything to get it based on the media, and the real innovators will be squashed out of the market for Apple's implementation. But I do agree based my research into the approach that Microsoft is taking with their partners is a superior product right now. They are looking at standard API's, interfaces, etc. Windows holographic services will be built into their platform independent of hardware implementation which makes it available to a much larger audience.
  • Ron, it does not matter who develops it matters to who puts it to the public in a reasonable cost/form factor/etc....that's what counts. The general public gives two you know whats that MS developed HoloLens first...if apple puts out a consumer based version before Microsoft.....good on them, Microsoft slept again! Just like, they slept when developing the windows phone.....they are on the right track with the surface line, however. The book and studio are sweet devices. But the mobile OS leaves them in the dark because of NO apps.
  • Re: Steve Adams,
    Promoting putting the idea "out there" that there are absolutely totally NO / (None) apps is also part of the problem. Maybe/maybe not the biggest part, but definitely part of the problem. Please don't perpetuate the negative exaggeration.
    Geez! I really do have all the apps I need. That said, I certainly understand that other people are missing their "must have" apps and I would support anything that would bring the majority of those apps to Windows mobile.
    Best Wishes
  • I am not perpetuating any exaggeration. IF the windows ecosystem had most of the apps that IOS has, minus the typical snapchat/pokemon/fart app......there would be ALOT more users. That is a true statement. I know that if I could use all the apps in my iPhone on the 950xl, I would have it now. my wife would have the 950. She loved windows phone but the app situation etc regarding windows phone drove us away to apple. Doing what we need to do on iPhone is easier/possible. Unlike when we were on our 1020s. We were lacking what we needed. Besides the camera which was amazing on the 1020. SO to say its an ecaggeration is false....its a very true statement.
  • Re: Steve Adams,
    Respectfully, please read your comment again, then read mine. You said NO apps. Exaggeration?
    Don't hate.
  • Microsoft has one great advantage over Apple right now which is the Hololens and Xbox working together to use existing games' TV, Movie streaming and new augmented reality games. Microsoft now has a large number of developers working with the hololens they know it's strong points and weak points. they may not want to jump so swiftly over to apples device while working with hololens. The main Hurdle that Microsoft has to overcome is the problem of building cheap enough Hololens so xbox owners and others can buy them becuse if the masses cannot buy them then the Hololens will end up nicht product like Windows smart phones and that aint a good place to be.
  • Gregory, They need to get it on the consumer market. that's where it needs to be now even at the 3k asking price. It was not to long ago that VR headsets were ridiculously expensive as well....
  • why media is supporting apple and google....?!!!! why?!!!
  • Sounds great, I can use these while driving my Apple car or watching my Apple TV set.
  • BECAUSE THEY ARE PAYING THE MEDIA. Part of their marketing budget every year as far as I am concerned.
  • I can just see an bigger iMaps flops comming! This is just too complex, as autonomous cars are, for Apple's 'create cheap & innovate less while charging top prices' filosophy to pull it out right!
  • One could argue that Apple and Microsoft both copied the Google Glass, but apparently we aren't actually focusing on who came first but who is releasing after Microsoft.
  • Other than the voice commands I don't see the similarity. Google Glass incorporated the basic functions of a smart phone into a pair of glasses.
  • And microsoft help to iphone popularity, when ceo satya go and say iphone pro, and now we can see AR pro. Employees in microsoft are using iphone, thats how is bad condition in microsft. Stop supporting android and ios and make more support to windows phones and windows!
  • Stefan, that is beating a dead horse there. I will go on record and say you will never see nadella with anything but an iPhone. Even If/When the magical new phone device they are hinting at comes out, he will still have the iPhone. I have said this many times before……He is a terrible CEO. It is exactly like the CEO of Mercedes Benz driving an Audi to work everyday. Just pointless. How can consumers or even enterprise customers have faith in your phone division/OS/ecosystem when the CEO himself does not…….Just think about that. And fanboys here talk about apple users being mindless. I guess their Almighty CEO is mindless as well!
  • All Microsoft is doing right now is building an apps store for Apple AR. When the Apple AR is released, it will be filled with apps from the Microsoft Hololens store.  The burn is that the general public is going think that AR glasses is an Apple innovation. Microsoft will probably get pushed to the back while Apple steals the spotlight from them. Apple is just letting Microsoft do all the heavy lifting for them by building up an app store. Apple is probably going to use its public influence to wrestle AR away from Microsoft.
  • Truth be said I'll love to use an AR headset that could be worn everywhere unlike the HoloLens, and I'm sure that's exactly what Apple will be creating, "a HoloLens that can be worn anywhere"