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Bloomberg: The rivalry between Apple and Microsoft is back, that’s why

New report from Bloomberg shows that the rivalry between Apple and Microsoft is back. Until the tension arises during the Epic Games trial, the two companies have to compete in everything from cloud computing to mixed reality.

Over the past few years, Apple and Microsoft have looked good. For example, Office and other Microsoft applications began appearing on iPads and iPhones, and a Redmond CEO was even invited to launch an Apple product. The company has also made it easier to use Xbox game controllers on its devices, as Microsoft has adopted Apple Pencil and Magic Keyboard compatibility in its iPadOS applications.

But around November, when Apple introduced the first Mac with the M1

chip, things began to change. The company hired actor John Hodgman, known as the “computer,” to promote his new Mac. Intel then, losing Apple’s long-term partnership, hired the “Mac guy” actor to promote Intel-powered computers over the Mac and iPad.

Mark Gurman of Bloomberg reports that another breaking point is Microsoft’s attempt to debut its cloud gaming service for iOS devices, and Apple did not allow the company to launch the product as it intended to:

“One application will allow users to pay a monthly fee to Microsoft and transfer dozens of different titles for games from the cloud. The service was supposed to do for games what Netflix did for video, reassure gamers and turn Apple devices into a more powerful gaming platform supported by Xbox, one of the hottest names in the industry. But Microsoft never launched the service in its intended form after failing to persuade Apple to loosen the App Store’s rules prohibiting all-in-one gaming.

(…) A few months after concerns about the ban on streaming apps became public, Apple changed the rules. Microsoft can now launch a cloud gaming service, but each game must be downloaded separately, defeating the goal of the all-in-one solution. “

Gourmet cites other reasons as Microsoft began urging U.S. and European antitrust regulators to study Apple’s practices and Mac’s growing market share as Windows computers stagnated.

In the long run, both companies will compete in the same segments, as Apple plans to release mixed-reality headsets in 2022, which could be a problem for Microsoft’s HoloLens.

Gourmet also says the two companies “are also competing for talent in AI and cloud infrastructure, two key future battlefields.”

For now, we know that the rivalry between Apple and Microsoft is back and will divide technology fans for years to come, the guys from Mac and PC will soon face each other again.

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