Microsoft tries to match Apple’s vertical approach

“When Microsoft launches its Zune to compete with Apple’s iPod, it won’t just be reversing its own strategies, but going against two decades of received wisdom. This could indicate a sea-change that will help more people get what they want. But it could also lead to users being increasingly locked into whichever systems they happen to buy – and ultimately paying higher prices,” Jack Schofield writes for The Guardian.

Schofield writes, “According to Ted Schadler, an industry analyst and vice-president of US-based Forrester Research, that’s the new trend. ‘Consumers hate complex things,’ he says. ‘They want to be handed a working solution.’ Last December, Forrester published a research note: “Sell digital experiences, not products.” It points out that consumers buy products but often don’t buy the content and accessories they need to get all the benefits. For example, half the US consumers with high-definition TV sets don’t subscribe to HDTV programming.”

“The idea’s poster boy is Apple’s iPod system, which includes the online iTunes Music Store and iTunes software on personal computers. Analysts believe that this vertical integration of online store, PC and portable player enabled Apple to deliver the ease of use that helped it overwhelm the [market],” Schofield writes.

Schofield writes, “Apple’s vertical approach to the music market matches its vertical approach to personal computers, where it maintains control of both hardware and software, its own online service and even its own shops. Microsoft’s [PlaysForSure] horizontal approach matches the one it took with its DOS and Windows operating systems: it licensed them as widely as possible. For Microsoft to try the vertical approach is out of character, and means it will be competing against itself and its own partners in PlaysForSure.”

“Vertical integration may now be making a comeback because consumers are facing the problems businesses faced before: integrating a wide array of products that they barely understand. These include PCs, printers and webcams, smartphones, portable media players, digital cameras, set-top boxes and digital video recorders, games consoles, internet phones and home networking,” Schofield writes.

There is much more in the full article here.
First off, Microsoft’s Zune is a rehashed, rebranded Toshiba Gigabeat with Microsoft software, so it’s not a true vertical solution. Microsoft can’t help having too many cooks in the kitchen, even when they know it’s counterproductive.

Apple’s Mac was once vertical-only, but now, with Mac OS X’s compatibility with Linux and Windows along with the Mac itself able to run Linux and Windows natively, the Mac platform is both vertical and horizontal. The Mac, and only the Mac, is now the universal personal computer: it runs the most software, it also runs the best software, and it’s fully compatible with everything. If Apple can get the message (Macs run Windows and Mac OS X, you get the best of both worlds!) out to the general public (and Apple has a long, long way to go with that task) then the Mac will make explosive gains on the PC hardware market. As people get Macs, even if they intend to run Windows mainly, they will be exposed to Mac OS X, iLife, and many other Mac-only applications. Over time, they will see what Mac users already know and find themselves using Windows less and less. Microsoft should be worried. PC box assemblers like Dell, HP, Gateway, Lenovo, etc. should be scared zuneless.

Related articles:
Apple was right all along: vertical market quality trumps horizontal market woes – April 30, 2006

$399 for Windows Vista Ultimate?! (Hint: Get a Mac) – August 29, 2006
Development approaches of Mac OS X Leopard vs. Windows Vista yield very different results – August 15, 2006
Analyst: Apple’s new Mac OS X Leopard sets new bar, leaves Microsoft’s Vista in the dust – August 08, 2006
Symantec researcher: At this time, there are no file-infecting viruses that can infect Mac OS X – July 13, 2006
Sophos: Apple Mac OS X’s security record unscathed; Windows Vista malware just a matter of time – July 07, 2006
Computerworld: Microsoft Windows Vista a distant second-best to Apple Mac OS X – June 02, 2006

Embrace and Extinguish in action: TechIQ’s ‘The VAR Guy’ dumps Windows, switches to Mac OS X – September 25, 2006
Apple’s Mac market share rises over 24-percent year-over-year – September 21, 2006
Apple Mac’s 2007 market share climb will dumbfound almost everyone, create mayhem in PC market – September 08, 2006
Apple gaining traction as Mac market share increases – July 31, 2006
Apple market share myths deconstructed – July 22, 2006
IDC: Apple Mac attained 4.8% U.S. market share in Q2 06 – July 19, 2006
Gartner: Apple Mac grabbed 4.6% U.S. market share in Q2 06 – July 19, 2006
‘Fantastic quarter’ helps Apple double share of U.S. retail notebook market to 12% – July 19, 2006
BusinessWeek: big market-share gains coming for Apple’s Macintosh – June 15, 2006
Analyst: Apple Mac market share primed to explode; iPod Halo Effect to become increasingly important – June 13, 2006
Analysts: Apple Mac market share to surge by end of 2006 – June 07, 2006
Analysts expect Apple’s new MacBook to drive market share gains in near future – May 17, 2006
Dude, you got a Dell? What are you, stupid? Only Apple Macs run both Mac OS X and Windows! – April 05, 2006
Apple introduces Boot Camp: public beta software enables Intel-based Macs to run Windows XP – April 05, 2006
Apple CEO Steve Jobs’ ultimate goal: ‘to take back the computer business from Microsoft’ – June 16, 2005


  1. Let’s hope for the rumored fast user switching between Mac OS X and Windows to get even more people to give Mac a try. THAT would be the ultimate “show off” feature. Once they see the Mac OS X difference, the only times they will switch over to Windows will be to run some Windows-only app they need for work.

    I realize that Parallels Desktop does the concurrent stuff now, but having the screen rotate over to Windows and then rotate back to Mac OS X seems even more intuitive. And there would not be the additional cost.

  2. Schofield writes, “According to Ted Schadler, an industry analyst and vice-president of US-based Forrester Research, that’s the new trend. ‘Consumers hate complex things,’ he says. ‘They want to be handed a working solution.’

    It took research to figure that out? I think cunsumers have always wanted a working solution. Unfortunately, nobody else ever figured that out until Apple came along.

  3. Hahahaha….I remember a couple of years ago when everybody was saying “Vertical markets are doomed! Apple is a relic! They should dump the Mac! The iPod will be killed once Microsoft’s ‘ecosystem’ gets out! Nyah nyah nyah!”

    Hint: vertical markets are great if done well. Apple does them well. End of story.


  4. I attended a business networking lunch on Tuesday where the iPod Product Marketing Manager from Apple presented on iPods, iTunes Store and Podcasting. It was a very impressive presentation particularly when he demonstrated how easy it was to create a Podcast with GarageBand, iPhoto and iTunes using just one hand (he was holding a microphone in the other) then uploading it onto a website for later publication through iTunes Store.

    He delivered the best line in the whole session during the Q&A session in response to a grey haired ‘business leader’ who asked how much GarageBand cost and if it was available on WinDOS:

    “It costs just a few hundred dollars but the best part is that it comes with a free Mac Mini! Oh, and you can run Windoze on it… if you have to…”

    Therein lies the opportunity for Apple – use stealth mode to sneak a Mac back into the office! Actually, while I’m here, Mr J should check his ego at the door and… well, pick up the Newton and deliver it back to the world as a truly advanced piece of ‘personal computing’.

    Make it an appealing device (like, as appealing as an iPod is today) with high ‘utility’ value for the white collar masses in the world of business. A Newton on 21st Century steroids. IT departments of the future will not have estates of PCs in their businesses as workers will arrive at work with their own computing devices that simply recognise and set their context based on whether the user is at home near a domestic Airport signal or in the office near a corporate network. A friend of mine already takes his personal laptop (with wireless broadband) to work, in addition to having a PC provided by his employer, simply to deal with his personal life as it develops: he uses his personal machine to check personal emails, trade shares, on-line banking etc After all, employers certainly don’t own all the cars their staff drive to work in, so why the desktop? The guys over at Apple Matters have a great wish list going if some good ideas on what this device should contain are required:

    I’ve been using Macs since 1984 and having had to live on WinDOS for a few dark years, I am now OS ambidextrous. Today I run my own consulting firm and that is Mac based. I’d just hate to go back to WinDOS.

  5. With all the ignorance Jack Schofield has shown us in the past it seems a shame to give him much credit for this one, so I don’t.

    He’s an ignorant hack andI regret to say I’d probably flatten him if I ever met him face to face!

  6. @ken1w

    Parallels Desktop already allows you to do something like that. If you are running Windows (or whatever…) with Parallels in a window you can switch to fullscreen mode and back with the rotating cube “Fast User Switch” effect. Very cool and it totally blows people’s minds when they see it.

    Of course, it would be taking it to the next level to do it the way you are saying.

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