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Microsoft's New Strategy: 'Out Apple' Apple


In the wake of the iPhone 5's successful announcement and the Windows Phone failure, Microsoft is down, but not out.


Naturally, the new HP Envy x2 will include touch on its screen, but in a landmark move that is surprising the tech industry, Microsoft's partner Intel (NASDAQ:INTC) has stated that all of its products will eventually include touch starting next year. In an article by CNET, Rob Deline, director of product marketing for the Ultrabook, is reported to have said, "Every Screen in the future is going to have some level of touch. We're looking for a pretty aggressive ramp." In contrast, despite being the major modernizer of touchscreen usage, Apple has already indicated that touch isn't suitable to a MacBook-like device yet, giving Microsoft an edge against the MacBook's rising market share, and a greater range of ability for its Windows 8 OS.

Of course, for Microsoft to truly ensure the success of Windows 8, it has to hit Apple where it hurts: the apps. To do just that, yesterday Microsoft opened its Windows 8 app store to all developers with the hopes that it will be able to greatly increase their quality and quantity of apps. Microsoft is also planning on rewarding developers for their efforts with a one-year free subscription to its Microsoft Developers Network, which includes a slew of free development programs. In addition to professional developers, Microsoft is also trying to appeal to students by offering its Dreamspark program, also without a subscription fee.

Although the immediate future may look bleak for Microsoft, these announcements prove that good times may come again for the company, even if it has to wait until next year. Microsoft might not have as strong a brand as any of its competitors, but it seems resolved to stay on the cutting edge of technology, and has apparently learned from Apple about predicting consumer demand. Hopefully, none of these investments fail as massively as Nokia's Windows Phone did, or else the software developer might end up falling from grace for good.
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