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Apart from the purely technical parameters that concern a limited number of users, including myself, the overwhelming majority of users want their mobile devices to be easy to use and reliable, to have a sufficient number of useful applications and, last but not least, to facilitate their lives through the increasingly expanding smart functionalities.

The battle between the two US technology giants will heighten and the main front seems to be the market of consumer electronics rather than the corporate market. The companies’ technological cycle for changing hardware and software is too long and cumbersome whereas users change their mobile devices every 2 years on average. We have seen that Microsoft has started losing its influence and monopoly. On an annual basis, Apple is ahead of the growth in PC sales in the US and has strong positions in the segment of mobile devices unlike Microsoft. Last but not least, the company from Redmond wants to become a direct competitor of Apple and, therefore, both companies will offer a combination of their own hardware and software.

We see that the competition between the two companies is leading to the launching of free updates for the operating systems and free office suites, which can only be in favour of users.