One of the tenets of Microsoft’s strategy under Satya Nadella is that it's trying to make its products more broadly available, so it’s still making money from people who use Office 365 on the iPad Pro, along with applications powered by its Azure cloud services.
And there's also another outstanding question: how many people actually want a new iPad these days? Apple’s financial results over the past year have shown continually shrinking iPad sales. The company still sells millions of tablets every quarter, but sales aren’t as good as they used to be.
Apple is far from doomed in the tablet market, but interest in the iPad has, objectively, cooled. And Windows tablets have the benefit of being appealing to companies that want to upgrade aging technology but still rely on legacy applications built to run on Windows.
If there’s one arena Apple still has an advantage, it’s with consumers who want to make sure their tablet has dedicated mobile apps built for it. Schiller touted that the iOS App Store has over a million applications for the iPad, a not-so-subtle dig at Microsoft’s Windows Store, which is growing, but still missing key applications.
Get ready for Microsoft to fire something back at Apple next week, when the company holds its Build developer conference in San Francisco. It’s not yet clear what the folks from Redmond have up their sleeve, but odds are good that the Windows Store and Windows adoption in general will be on the menu.
Sign up for CIO Asia eNewsletters.