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(Despite Microsoft's best efforts, though, the devices didn't have a Windows logo on them). In the 1990s, when people were buying their first desktops and logging onto the internet for the first time, Microsoft's stated corporate mission was to put 'a computer on every desk and in every home.' By 2015, it had largely succeeded - and that groundwork even helped put a computer in everyone's pockets as well. Windows 11 has a lot of smartphone- and tablet-inspired features. 'This is the first version of a new era of Windows.'

Now, with Windows 11, Microsoft sees an opportunity to stand out from the crowd, rather than merely compete. It's about 'the renaissance as much as about just sort of fixing something that's broken,' Nadella told CNET in 2018.

He's pushed Microsoft to soften its approach with partners, competitors and even within its own divisions. Meanwhile, Nadella's been instituting changes at Microsoft since he was named CEO in 2014.

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Read more: Windows 11: These are the best new features, and how to use them Google dropped its famous 'Don't be evil' corporate mantra in 2015, opting instead for 'Do the right thing.' (Perhaps not coincidentally, the search giant is now facing antitrust scrutiny itself.) And Apple's controlling approach to the iPhone and its App Store have fueled lawsuits and government investigations in Europe and the US, fueled by complaints from major partners such as Tinder dating app maker IAC, music service Spotify and Fortnite developer Epic Games. 'The fact is you're selling like hotcakes now, and I've got to get my message out, so I'm doing a little buzz marketing for good old PC, the only computer you'll ever need,' said the character PC, played by comedian John Hodgman, who then holds up signs saying 'Amazing!' and 'Totally cool!'īut things have changed since then.

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In the early 2000s, Google marketed its nascent search engine with the corporate ethos 'Don't be Evil.' And when Apple began formulating its 'Get a Mac' campaign to help market its computers in 2005, it cast the Microsoft-powered PC as a bumbling and arrogant fool.

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Microsoft's sharp-elbowed tactics and problem-prone software made it so reviled that people across the tech landscape shorthanded the company as M$ in chatrooms for what they saw as the company putting profit before the needs of people using its products.Ĭompetitors joined in too. Two decades ago, Microsoft's attempts to crush competitors through its Windows software led a federal judge to declare it a monopoly. Microsoft's move with Windows 11 marks the latest in a sea change for the world's most highly valued software company. Microsoft is building its Teams video chat into Windows 11. It's an area of calm, security, openness, and it's designed to be centered around you.' Windows 11 gives you a place that feels like home. 'And it's home for billions to do their jobs, live their dreams, connect with the people they love. It's an enduring platform for each one of us to create,' Microsoft product chief Panos Panay said when announcing new Surface laptop and handheld devices last month. 'Windows is a driving force for innovation. And Microsoft said it'd welcome Apple's FaceTime and other technologies on Windows 11 and in the Microsoft Store. He also told developers they're now allowed to sell programs on the Microsoft Store for little to no commission, a stark shift from Apple's and Google's 15% minimum take that's led to an avalanche of court cases, antitrust probes and proposed new laws around the world. He pushed this point by inviting Google to bring its Google Play app store onto Windows. Read more: Windows 11 review: Familiar but fresh 'Windows is a platform where things that are bigger than Windows can be born.' 'Today, the world needs a more open platform - one that allows apps to become platforms in their own right,' he said.