A document from the trial between Microsoft and the FTC reveals part of the American giant's strategy, particularly with regard to Windows. The firm seems frustrated by Apple's success with its Mac M1/M2.
We know more about Microsoft's Windows strategy thanks to a confidential document that Frandroid was able to consult in the context of the lawsuit between Microsoft and the FTC. It's a report on the strategy of the entire group, shared on June 9, 2022 between Phil Spencer and Bonita Armstrong, respectively in charge of Microsoft Gaming and Director of Finance and Administration.
In this document, for each of its activities, Microsoft takes stock of the situation, its strategy for the fiscal year and, above all, its plans for the future. It's this last part that caught our attention in the case of Windows.
Moving Windows 11 to the cloud
For its fiscal year, Microsoft is above all keen to promote the growth of Windows 11 and its subscriptions around the system, such as PC Game Pass or Microsoft 365 Personal. Beyond that, Microsoft says it wants to "move Windows 11 more and more to the Cloud".
The idea is to build a version of Windows that can be streamed to any device, using the power of the cloud to "enable AI-powered services". It's true that generative artificial intelligence is currently very resource-intensive for some models, such as OpenAI's GPT.
Of course, it's hard to imagine Microsoft abandoning the local version of its operating system. But the company seems very serious about improving its cloud offering, which will be of particular interest to Chromebook and Mac users.
In the same document, Microsoft compares its results with those of its competitors. The firm notes strong pressure on the $800+ PC market from Apple, which "continues to invest in its Apple M chips", and on the entry-level market from Google with its Chromebooks.
More specifically concerning Apple, Microsoft has dedicated another slide to its long-standing rival in praise of the Apple brand's investment in its own chips. It says that Apple presented its mixed-reality headset to its board of directors. The same headset that would become the Apple Vision Pro a year later.
Microsoft also wants to offer its own chips
So it comes as no surprise to read that Microsoft also wants to invest in the development of its own chips. Custom silicon" would enable the Windows ecosystem and Surface products to become more competitive.
To achieve its objectives, Microsoft wants to "continue innovating with our Surface products and the underlying silicon to improve Windows performance". More clearly, the firm notes that "we will be moving to ARM-based technology to ensure that Windows remains a leading system".
The firm would like to integrate its future ARM solution with Windows, with optimization on a par with what Apple does with its Macs. It describes a "SoC + OS" strategy that would enable Windows to gain in performance and reduce power consumption, a competitive advantage enabled by ARM. Microsoft seems particularly frustrated with x86: "Almost all Windows devices are x86 today. We need to guide the ecosystem towards ARM to optimize price and functionality". Not sure AMD and Intel will appreciate these revelations.
Microsoft has been timidly stepping into the ARM pool for several years now, but Apple has managed to catch the Redmond firm off guard by making mobile chips its only future. It would seem that for the future of Windows, Microsoft is more motivated than ever to embrace this new ecosystem.
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