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Microsoft is back: thinking different and being different

In operating as one entity, rather than competing with itself, Microsoft’s created a bold, smart foundation for future tech success, argues Craig Grannell

Craig Grannell

Microsoft. Depending on your age and experiences in the world of technology, that single word can conjure up all kinds of imagery in your head — and not all of it good. 

For some, it will be pleading in vain with Office to "Please. Just. Work." For a younger generation of gamers, Microsoft is perhaps more entertainment company than oppressive PC overlord. For many, though, Microsoft is a company to scoff about whenever it announces anything at all.

Painting a target on its own back

It’s easy to see why the second Microsoft says anything these days, certain people are instantly ready to crow about the company and its plans. This is, after all, an industry giant that didn’t so much fumble the ball when it came to mobile as set fire to it and then reach for a flamethrower rather than a fire extinguisher. It also plodded along, dinosaur-style, while smaller, sleeker rivals blazed past elsewhere. Google grabbed the web. Apple stole the profitable end of the PC industry and, for good measure, made its OS free.

Profile image of Craig Grannell Craig Grannell Contributor

About

I’m a regular contributor to Stuff magazine and Stuff.tv, covering apps, games, Apple kit, Android, Lego, retro gaming and other interesting oddities. I also pen opinion pieces when the editor lets me, getting all serious about accessibility and predicting when sentient AI smart cookware will take over the world, in a terrifying mix of Bake Off and Terminator.

Areas of expertise

Mobile apps and games, Macs, iOS and tvOS devices, Android, retro games, crowdfunding, design, how to fight off an enraged smart saucepan with a massive stick.