Commentary: Why is Microsoft the new Apple scapegoat?

Computerworld published a commentary article titled "Why is Microsoft Apple's New Scapegoat?" which is summarized below:

At the new product launch on October 23rd, Apple CEO Tim Cook and others retained their greatest bias against Microsoft. In fact, they seem to deliberately criticize Microsoft at every opportunity. Why is Microsoft, and not Google, Apple's new scapegoat?

Through the entire presentation by Apple, it is clear that Microsoft has become Apple's number one adversary. Before announcing the launch of the new iPad, Tim Cook stated: "The difference in our competition lies in: their current thinking is very confused, they chase netbooks, trying to combine tablets with PCs, who could know what they will do next? I can't answer that question, but I can tell you what we are focusing on now." He also criticized Microsoft's Surface tablet, calling it a product that resembles both a tablet and a PC.

Apple Senior Vice President Eddy Cue said that iWork offers free services to users of the new Mac and iOS devices, while the slide on the screen prominently displayed "Office 365, $99 per year". Cue also pointed out: "iWork is free, if users use applications from other companies, they will have to pay a certain fee annually." Apple Senior Vice President of Software Engineering, Craig Federighi, stated at the launch that the latest version of Mac OS X, Mavericks, is free for existing users. The slide he presented also prominently displayed "Windows 8 Pro, $199". Federighi further added: "The era of spending hundreds of dollars to make computers work effectively has ended."

Why does Apple view Microsoft as an adversary and ignore Google? Analysts explained that this is all part of Apple's strategy to disrupt Microsoft's plans, put politely, it's overcorrection.

Clearly, this is part of Apple's strategy targeting Microsoft. The reason is simple: Apple wants to tap into new potential users. Tablet sales continue to eat into PC sales, and Apple hopes to increasingly target users who might buy a tablet instead of a PC. Therefore, the more Apple criticizes Microsoft, the more opportunities the company has to gain more market share, using price as a key tactic to achieve this, which is a smart move.

As for Google, it is difficult for Apple to criticize its pricing because there are many Android tablets available, and they are cheaper than the iPad. Google has already given away productivity suites, so Apple finds no point of criticism.

Therefore, analysts expect Apple to continue attacking Microsoft in the foreseeable future. Whether Microsoft will retaliate is unclear.