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A Communications Analysis between Apple Inc. and Microsoft Corporation

Vincent S. Osborne, Shannon Schwarm Florida Institute of Technology COM2224 - Business and Professional Writing October 19, 2011 Professor Kathleen Bartlett

Executive Summary
This paper examines the corporate communications style between two titans in the technology sector: Apple Inc. and Microsoft Corporation. By analyzing the companys website, their marketing, public relations and the way they communicate their products, services and corporate brand/image to the public, were able to draw clear distinctions between the two companys styles of communications. Apple is legendary for their simple, yet effective marketing; theyve been recognized and awarded by many entities as one of the most effective and savvy corporation in advertising. Microsoft on the other hand is not as well decorated in the marketing category, but what they lack in public craftsmanship of their corporate message/image, they often make up in their willingness to be transparent and engage their core market demographics.

A Communications Analysis Report between Apple & Microsoft

Contents
Executive Summary ........................................................................................................................ 1 Introduction ..................................................................................................................................... 2
Apple Inc. .................................................................................................................................................. 2 Microsoft Corporation .............................................................................................................................. 5

Communication Style...................................................................................................................... 8
Corporate Web Presence .......................................................................................................................... 8 Apple ..................................................................................................................................................... 8 Prominent Apple Blogs: .......................................................................................................................... 10 Microsoft ............................................................................................................................................. 10 Marketing ................................................................................................................................................ 13 Apple ................................................................................................................................................... 13 Microsoft ............................................................................................................................................. 14 Media Presentation ................................................................................................................................ 15 Apple ................................................................................................................................................... 15 Microsoft ............................................................................................................................................. 16 Public Perception .................................................................................................................................... 16 Apple ................................................................................................................................................... 16 Microsoft ............................................................................................................................................. 17

Conclusion .................................................................................................................................... 18 References ..................................................................................................................................... 19 Appendix A: Gantt chart ................................................................................................................. 1

A Communications Analysis Report between Apple & Microsoft

A Communications Analysis between Apple Inc. and Microsoft Corporation

Introduction
These are two of the most successful and powerful companies in the personal computer business. These two companies (with IBM as a distance third) has single-handedly created the personal computer revolution that is so pervasive today, and which we now take for granted. Weve chosen to compare the communications style of these two companies because of their historical rivalry and the significant role theyve played in ushering in the technological revolution, but because these companies, while targets the same markets and releases similar, yet competing products offer vastly different style of communications. To understand Apple and Microsofts divergent communications style, we feel it is necessary to outline these companies corporate culture from an historical point of view.

Apple Inc.
Apple, Inc. currently fighting Exxon as the worlds most valuable publicly traded company based on market capitalization (Lowensohn). Although is Apple one of the worlds most successful and beloved brands, it wasnt until recently that the company rose to such illustrious status. A discussion of Apple would be impossible without mention of its former CEO and late marketing visionary and businessman Steve Jobs. For a snap-shot of Apples corporate structure in terms of its key executives, its market capitalization, major products and markets and their annual sales, please see Table 1: Apples Corporate Profile. Table 1: Apples Corporate Profile Company Statistics Headquarters Apple Inc. 1 Infinite Loop Cupertino, CA 95014 United States - Map Phone: 408-996-1010 Fax: 408-996-0275 Website: http://www.apple.com USD$ 65 Billons 367.66 Billons Nasdaq 100 Technology Personal Computers

Annual Income (2010): Market Cap: Index Membership: Sector: Industry:

A Communications Analysis Report between Apple & Microsoft Full Time Employees: Principal Competitors:

Markets:

Sales Channels:

Retail Stores: Key Executives:

Major Products:

46,600 Microsoft Corp.; Samsung; Google; Sony Corporation; Research In Motion; Nintendo; Hewlett-Packard; Lenovo; Dell; Nokia Worldwide to: consumer, small and mid-sized business, education, enterprise, government, and creative markets online stores, retail stores, direct sales force, thirdparty wholesalers, resellers, and value-added resellers 317 retail stores (233 in the US / 84 internationally) Mr. Timothy D. Cook , 50 Chief Exec. Officer and Director (Salary: $6.76M) Mr. Peter Oppenheimer , 48 Chief Financial Officer and Sr. VP (Salary: $1.42M) Mr. Ronald B. Johnson , 53 Sr. VP of Retail (Salary: $1.42M) Mr. D. Bruce Sewell J.D., 52 Sr. VP, Gen. Counsel and Sec. (Salary: $1.36M) Mr. Jeffrey E. Williams , 47 Sr. VP of Operations (Salary: N/A) Mac, iMac, Apple TV, MacBook, iPhone, iPad, and iPod, OSX and application software (iWorks, iTunes, Logic Studio & Aperture)

Source: Yahoo! Finance

Apple stared in a garage of Jobs' parents on Crist Drive in Los Altos, California in 1976. Apple is a technology company whose products, whether you love them or hates them, has caused a revolution in communication and entertainment consumption. From its early products such as the Apple I/II/II to their later world conquering products, such as the iPhone, iPods and iPads, the company has been a mastermind in successful consumer products over the last 10 years. However, behind the veiled of the companys recent tremendous successes, lies a company known for its Gestapo style communication culture fashioned by the charismatic but also vilified, co-founder, Steve Jobs. Apple is known, both inside and outside its corporate walls as a master of the communications narrative of the company, its products and its corporate image. Its what has made the company so successful. As Brad and Ashlee of The New York Times say, Few companies, indeed, are more secretive than Apple, or as punitive to those who dare violate the companys rules on keeping tight control over information. To understand how Apples communications style and corporate culture has contributed to its tremendous success and spawned millions of consumers to follow the company with almost cult like enthusiasm, well have to explore the various components that underpins the companys communication narrative. Firstly, however, lets take a look at a timeline of major events (and/or accomplishments) from the 1970s to 2011 that details the companys raise to one of the worlds most beloved brands and

A Communications Analysis Report between Apple & Microsoft most successful and powerful corporation as detailed in Table 2: Timeline of Major Apple Events/Accomplishments, on Page 4.

Table 2: Timeline of Major Apple Events/Accomplishments

College dropouts Steve Jobs and Steve Wozniak found Apple Computer on April Fool's Day. Within three months they show a rudimentary personal computer to fellow enthusiasts in Palo Alto, Calif., and start selling it at a local computer store for $666.66. The company rolls out the Apple II on its first anniversary, using money earned from the Apple I to create a far more elaborate and cosmetically polished machine. With a plastic case, it looks more like a conventional PC. Apple introduces the Lisa, a revolutionary computer that flops spectacularly. The machine nevertheless sports many features that later become standard. Apple launches the Macintosh with a 1984-inspired Super Bowl commercial ridiculing IBM. Jobs clashes bitterly with Apple CEO John Sculley over company strategy amid flagging sales for the Apple II and Macintosh. Jobs is driven out of the company and goes on to found NeXT Software, a new computer company, and buy Lucasfilm's Graphics Group. Apple buys NeXT and brings Jobs back to the company. Seven months later he helps lead a boardroom coup that soon reinstalls him as CEO. Exiled CEO Gil Amelio writes an angry memoir blasting him. Apple takes on the music business with the iPod, a player that costs $399. It's paired with iTunes, a software program that allows users to manage music files on their computers and iPods. The music industry attacks both. Jobs announces he has had surgery to remove a tumor from his pancreas. He says he has a rare form of pancreatic cancer but does not intend to step down. Jobs unveils the iPhone, a smartphone with a touchscreen. Three more-advanced models--thinner, faster, and more powerful--have followed, and a fourth is expected soon. The company has sold more than 100 million units. Responding to widespread speculation about his health, Jobs says a "hormone imbalance" is responsible for his gaunt appearance but announces nine days later he'll take a six-month leave, with COO Tim Cook stepping up. Jobs introduces the iPad, a touchscreen tablet computer, at Macworld. It's initially mocked for its name and for filling a need that doesn't exist, but it quickly dominates the tablet-computing market. Apple releases a second version in March 2011. Jobs announces a second leave of absence. Cook again takes over daily operations. Jobs announces he's stepping down as CEO of Apple and will become chairman.

APRIL 1, 1976

APRIL 1977

JAN. 1, 1983 JAN. 24, 1984

MAY 31, 1985

DEC. 10, 1996

OCT. 23, 2001

AUG. 1, 2004

JAN. 9, 2007

JAN. 6, 2009

JAN. 27, 2010

JAN. 17, 2011 AUG. 24, 2011

A Communications Analysis Report between Apple & Microsoft

Cook takes over as CEO of the company. Source: The Evolution of Cool, Newsweek, 2011.

Microsoft Corporation
Microsoft Corporation, like Apple, has had a very interesting and illustrious history. Microsoft was founded by Bill Gates (until the last few years, was the richest man on earth) and Paul Allen back in 1975. Similarly like Apple, but playing a more significant role, Microsofts has been the biggest purveyor of the personal computing technology revolution. The company's core business is based on developing, manufacturing, and licensing software products, including operating systems, server applications, business and consumer applications, and software development tools, as well as Internet software, technologies, and services. As a result, theyve benefited handsomely, growing to the status of the worlds largest and most powerful software company employing some ninety thousand people world-wide, and with revenues totally $69.5 billion (Yahoo! Finance). Unlike Apple, however, Microsofts fortunes have always relied heavily on making software for other companys hardware whereas Apple makes their own hardware and software. For a snap-shot of Microsoft corporate structure in terms of its key executives, its market capitalization, major products and markets and their annual sales, please see Table 3: Microsofts Corporate Profile, below. Table 3: Microsofts Corporate Profile Company Statistics Headquarters Microsoft Corporation One Microsoft Way Redmond, WA 98052-6399 United States - Map Phone: 425-882-8080 Fax: 425-936-7329 Website: http://www.microsoft.com USD$ 69 Billons 227.13 Billons Dow Jones Composite Dow Industrials Nasdaq 100 Technology Application Software 90,000 Apple Inc.; IBM; Google; Sony Corporation; Oracle; Yahoo! Inc; VM Ware Worldwide to: consumer, small and mid-sized

Annual Income (2011): Market Cap: Index Membership:

Sector: Industry: Full Time Employees: Principal Competitors: Markets:

A Communications Analysis Report between Apple & Microsoft

Sales Channels:

Retail Stores: Key Executives:

Major Products:

business, education, enterprise, government, and creative markets, OEMs (Third-party manufacturers) online stores, retail stores, direct sales force, thirdparty wholesalers, resellers, and value-added resellers 317 retail stores (233 in the US / 84 internationally) Mr. Steven A. Ballmer , 54 Chief Exec. Officer and Exec. Director (Salary: $1.38M) Mr. Peter S. Klein , 49 Chief Financial Officer (Salary: $1.26M) Mr. B. Kevin Turner , 45 Chief Operating Officer (Salary: $2.67M) Mr. Steven J. Sinofsky , 45 Pres of Windows and Windows Live Division (Salary: $1.92M) Mr. Kurt DelBene , 51 Pres of the Microsoft Office Division (Salary: $2.06M) Windows OS, Windows Azure, Microsoft SQL Server, SQL Azure, Windows Intune, Windows Embedded, Visual Studio, Silverlight, Microsoft consulting services, Bing, MSN portals, Microsoft Office; Microsoft Exchange; Microsoft SharePoint; Microsoft Lync; Microsoft Dynamics ERP and CRM, Kinect for Xbox 360, Xbox 360 video games and Xbox LIVE

Source: Yahoo! Finance

Microsofts first software effort was the development and sale of BASIC (a programming language) for MITS Computer, Microsofts first customer. It wasnt until 1981 that Microsoft got their first big break with the development of a 16-bit Operating System (OS) for IBMs first Personal Computer the PS1. Thereafter, the company went on to achieve many great things, such as becoming first PC software firm to surpass $1 billion of sales in a single year. Unlike Apple, however, Microsofts corporate culture tends to rely more on public opinions and reactions to their products. For example, before Microsoft launched the Windows 7 Operating System, they publicly released a beta version (unfinished used primarily for testing/feedback) to the general public. This type of communication style with the public and their larger customers are in direct contradiction to the communications style of Apple which hardly ever releases information or public beta of their OSs (or software) for fear of revealing too much to the public and their competitors. Despite Microsofts more transparentness with its operations and in direct contrast to that of Apple, Microsofts culture has also contributed greatly to their success. As an example, Microsoft makes no excuses about the fact that they primarily hire the smartest and most talented

A Communications Analysis Report between Apple & Microsoft

tech people in the industry even incubating many young technical wizards during their college years. Like Apple, to get a sense of how Microsofts communications style and corporate culture has contributed to their success, well explore several key communications components that contributes directly or indirectly to their overall market tone -- such as corporate culture, web presence, consumer perception and their marketing style/image to name a few. Again, to contrast Microsofts corporate history and their successes and relevance as it relates to one of their main competitor (Apple), well break-down via a timeline of Microsofts greatest events/accomplishments as detailed in Table 4: Timeline of Major Microsoft Events/Accomplishments on page 7.

Table 4: Timeline of Major Microsoft Events/Accomplishments

1975 1981 1982 1983 1985 1986 1987 1990 Microsoft is founded by Bill Gates and Paul Allen; they sell BASIC, the first PC computer language program to MITS Computer, Microsoft's first customer. Microsoft, Inc. is incorporated; IBM uses Microsoft's 16-bit operating system for its first personal computer. Microsoft, U.K., Ltd. is incorporated. Paul Allen resigns as executive vice-president but remains on the board; Jon Shirley is made president of Microsoft (he later becomes CEO); Microsoft introduces the Microsoft Mouse and Word for MS-DOS 1.00. Microsoft and IBM forge a joint development agreement. Microsoft stock goes public at $21 per share. The company's first CD-ROM application, Microsoft Bookshelf, is released. Jon Shirley retires as president and CEO; Michael R. Hallman is promoted in Shirley's place; the company becomes the first PC software firm to surpass $1 billion of sales in a single year. Bill Gates is awarded the National Medal of Technology for Technological Achievement. The company introduces Windows NT. Bill Gates publishes his first book, The Road Ahead. The company acquires Vermeer Technologies and its software application, FrontPage. The Justice Department alleges that Microsoft violated a 1994 consent decree concerning licensing the Windows operating system to computer manufacturers. The U.S. Department of Justice files two antitrust cases against Microsoft, alleging the company had violated the Sherman Act. The company acquires Visio Corporation, its largest acquisition to date.

1992 1993 1995 1996 1997 1998 2000

A Communications Analysis Report between Apple & Microsoft

2001 2003 2006 2009 2010

Microsoft Windows XP is released internationally. Microsoft launches Windows Server 2003 and Windows Mobile, an operating system for Smartphone and PDAs. Windows Vista is launched. Microsoft Windows 7 launched internationally. Microsoft re-launches their Mobile OS as Windows Phone 7

Communication Style
Apple and Microsoft are two of the most successful and power brands in technology today. In part, both companies have risen to their respective roles in the global technology market primarily by offering superior products and services in much different ways by crafting and controlling their corporate communications style and messages. From the companys websites, to their annual reports down to adverting and marketing, what and how these two companies portray their corporate message has as much to do with their success as the products and services they market and sells.

Corporate Web Presence

Like all major corporations today, Microsoft and Apple maintain and cultivate their corporate image and online presence via their corporate web sites, blogs and by directly and indirectly feeding the online world with information. It has become a major component in their efforts to win mindshare, market share and convey information about the companys products, its governance and services. To understand how both companys web presence play a role in helping to craft their public image and their corporate message, well analyze both companys web site and draw comparison on their effectiveness in conveying elements such as, look, feel, ease of navigation and if these elements sync with other parts of their overall corporate tone.

Apple
Apples command and control of its corporate web presence meticulously cultivated over similarly the way it has done with every other facet of the companys corporate image. When you visit Apples homepage (see, Figure 1: Apples Corporate Homepage, page 9), the first thing that strikes you is its simplicity. As Figure 1 illustrates, youre greeted with a single product (or product line) that is currently being promoted or heavily marketed and beyond this there are usually smaller sub-categories of products. Even the homepages menu structure is simplistic depicting seven main tabs or menu categories, making navigation fluid, intuitive and unintimidating to get in and find the product youre looking for (or to discover any number of their products). In essence, Apple has taken the same simplicity engineered in their product lines (iPhone, iPad, Software, etc.) and applied the same streamed line aesthetics and simplistic visual appeals to their corporate web page communicating a consistent image across their entire corporate image.

A Communications Analysis Report between Apple & Microsoft Figure 1: Apples Corporate Homepage

Blogs/Other Online Presence Perhaps, nobody utilizes the power of the blogosphere better than Apple. Apple is a master of marketing and thus has found ways to whip-up enthusiasm in consumers with fever pitch frenzy. Apple does this in very clever ways by utilizing the power of the blogosphere to drumup word-of-mouth marketing, drive public awareness and keep the Apple name and brand constantly in consumes mind. For example, during the uproar of an editorial by the Tech blog site, Gizmodo.com in April 2010 about the discovery of a lost prototype of the next version of iPhone (iPhone 4) in a German beer garden in Redwood City, California, it was purported that it was a very cleverly disguised marketing ploy Apple. This was the prevailing talk amongst the blogosphere despite the sites own admission that, Apple's legendary security has always worked perfectly (Diaz, 2010, para. 6). One thing became apparent after the event, regardless if Apple was secretly responsible for the loss prototype iPhone or not, the media frenzy and publicity that were generated over the event drove-up demand and public awareness of the product benefiting Apple and the product which went on to launched with tremendous success. As much as Apple uses the blogosphere to their advantage to garner attention and keep the Apple imagine constantly in consumers mind, the company is known equally as much for their tight

A Communications Analysis Report between Apple & Microsoft sealed on other types of information about the company, its executives, products and corporate culture. As an example, in 2004 when Steve Jobs learned and expressed publicly (but, only partially the truth) that his doctors discovered he had a tumor on his pancreas, he said to a Stanford graduating class, 'I had the surgery and I'm fine now, adding, Remembering that you are going to die is the best way I know to avoid the trap of thinking you have something to lose. However, the situation was far worse than this and even when Apple was pressed by the media and financial community for clarity, their replies fell on deft ears. They would normally get the companys standard non-answer: Steve's health is a private matter (Nocera, 2008),

10

Prominent Apple Blogs:

http://gigaom.com/apple/ http://www.tuaw.com/ http://www.engadget.com/ http://www.macrumors.com/ http://daringfireball.net/

http://www.cnet.com/ In apples narrative of the companys image, they keep bad news close to their chest and when they do try to get out ahead http://www.gizmodo.com/ of bad news, its usually in the form of splendid public relations fanfare. Such was the case with their Antennagate which affected iPhone 4s reception when held a certain way. After the issue became quite loud and negative, in typical Apple showmanship fashion, they held a press conference to address the issues surrounding the iPhone 4s perceived antennae problem and went on to announce they were going to give all iPhone 4 users free cases. Essentially, as Apple almost always does, they pretty much announced that there was no issue to the point that all smartphones have antennae issues. As Steve Jobs said during the press conference, So the heart of the problem is, smartphones have issues . . . . But the data supports the fact that the iPhone 4 is the best smartphone in the world, and there is no Antennagate . . . there is a challenge for the entire smartphone industry to improve its antenna technology so there are no weak spots. So today we're going to try and take care of our customers (Topolsky, 2010).

Microsoft
Unlike Apple, Microsofts corporate homepage and their web message overall tends to be a bit more cumbersome, non-streamlined and sometimes unnecessarily complex or confusing. Conversely, comparing Microsoft homepage depicted in Figure 2: Microsoft's Corporate Homepage, on page 11, one can immediately see a stark difference in corporate narrative and tonality. While this new improved homepage is a significant improvement over what Microsoft has traditionally depicted, sill does not convey the same simplistic and easy going navigation style presented by Apples homepage.

A Communications Analysis Report between Apple & Microsoft Figure 2: Microsoft's Corporate Homepage

11

A Communications Analysis Report between Apple & Microsoft

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Perhaps, both companys target market may have a lot to do with this perception, in that, Apples main target demographics for their products are consumers, who by a large degree, are not usually very technical and computer literate in nature. Whereas, majority of the people who visits Microsofts sites are usually technical or computer literate in nature -- remember, Microsoft major target demographics are other computer/hardware manufacturers, computer programmers and hobbyists and corporate executives looking for information to evaluate Microsoft corporate products (Windows Server 2008, Microsoft BizTalk Server, Dynamics, SQL Server, etc.). Therefore, to the extent that both companies websites are tailored to their target demographics, it is without question nonetheless, that Microsoft websites does not boast the same simplistic ease of navigation demonstrated by Apples website. Blogs/Other Online Presence Another major battle ground both companies utilize for consumer and corporate perception can be seen in how they utilize the other online presence (often called, the blogosphere) to help craft their overall corporate message or the message of a product(s). This is one area where Microsoft hands-down bested Apple in terms of their transparency with many of their products whether its from failure, negative sales figures, press releases or simply conveying features or specifications for an upcoming product before its launched. An example of this can be seen with Microsofts recent Anaheim, California event for developers called: Build (see photo, Figure 3: Microsoft Build Event). Figure 3: Microsoft Build Event

Source: Microsoft, 2011. BUILD attendees catch some sun outside of the Anaheim Convention Center in Anaheim, Calif. during the BUILD conference on September 13, 2011

In this event, Microsoft released to the general public what they called Windows 8 Developer Preview, which is an extremely early build of the next version of their flagship product,

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Windows. This products specification and features are incomplete at this point but, Microsoft is eager to show the world whats in store for the next version of Windows OS and garner early feedback on the product a stark contrast to Apples model (where they never releases early builds or early betas of their products). Microsoft has even provided a website (http://blogs.msdn.com/b/b8/), called Building Windows 8 where early developers and general consumers can go to provide feedback and exchange ideas about the product. As an example of this transparency in Microsofts efforts to engage the developer community, the corporate world and general consumers as a whole, Microsoft is actively listening and factoring its participants comments into the product development cycle even negative ones such as this comment from blogger, mt327000 who commented on Windows 8 new start screen: The Start Screen feels like a mess of icons, having all of the problems with the Start Menu you described and adding some of its own. I keep a very neat and orderly desktop, and can see everything on my computer in a glance in the "All Programs" view introduced in Windows Vista. To me, the Start Screen just doesn't work, nor does it have any advantages over the superior Start Menu. The Start Screen feels like a Unlike Apples traditional stance on negative discourse about its products features and specifications which are usually ignored or are given a sharp rebuttal from Steve Jobs or provided with a dry company line, Microsoft has adapted a more reconciliatory tone in addressing users concern or perceived inadequacy in the product. For example, Steven Sinofsky goes into details to address this (and perhaps, other) users concern over the start screen by explaining, The comments have been very clear that knowing whats on your PC and seeing it at a glance is an important aspect of feeling in control. Lets talk a little bit about how this works in the Start menu and how it compares to the Start screen.

mess of icons, having all of the problems with the Start Menu you described and adding some of its own. I keep a very neat and orderly desktop, and can see everything on my computer in a glance in the "All Programs" view introduced in Windows Vista. To me, the Start Screen just doesn't work, nor does it have any advantages over the superior Start Menu. by mt327000

Marketing
Marketing is a major component of any companys arsenal in conveying the benefits and features of its products and services to its target demographics. To that end, both Microsoft and Apple has been two of the most successful companies in technology that has harnessed the power of marketing/advertising to grow their companies to record-earning profits year after year.

Apple
Beyond the simple, beautiful products Apple designs, markets and sells, their marketing has become legendary in the consumer space. Apple, unlike any other company, knows how to market its products exceedingly well. From their early 1984-inspired Super Bowl commercial ridiculing IBM to the launch of the iPhone, Apples marketing machine has produced some of the most memorable advertising during the past two centuries.

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Apples marketing, like their corporate message and their products, they all tie into the same narrative: simplicity. Take their corporate slogan for example, Think Different. Its simple, yet provocative enough to evocates and empowers its employees to strive harder in their thinking and their never-ending pursuit of perfection. To this end, Apples marketing via their late CEO, Steve Jobs has created such a powerful brand and image, that Work from TBWA\ Media Arts Lab underscored Apple's positioning as a top-end brand that believes its products are worth the extra money (Bulik, 2010). As an example, most of Apples commercials offer something simple, yet powerful: the idea of showing the general consumer how using their products can make their lives, simpler, more engaging or more connected. Unlike most of their competitors who mainly focuses on features and product specifications, which almost never is as effective when marketing to consumers. Apple archives success with their marketing/advertising because they follow the same criteria as they do for almost every other facets of their business communication style, make it simple. Figure 4: iPhone 4S Commercial

Source: Apple, 2011. Apple's marketing doesnt show features for the sake of features, they show its target demographics how their products work to improve their lives or make their lives more connected or easier.

Microsoft
The marketing efforts of Microsoft have been a hit and miss at best. Unlike Apple, Microsoft messages often change from one marketing campaign to another, even when they are marketing the same product. Take for instance when Microsoft launched their re-imagined OS for smartphones, Windows Phone 7, they launched the products (some 10 different smartphones from a myriad of manufacturers) with a series of Really ads. A still photo from one of the really ads can be seen below in Figure 5: Microsoft Windows Phone 7 Really Ad, page 15, which shows a man free-falling during a skydive taking a picture of

A Communications Analysis Report between Apple & Microsoft

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another skydiver. While the ad it itself may be fun and slightly creative, its effectiveness falls short nonetheless to convey a sense of desire because its premise is groundless. Most people do not skydive, and for those that do, Im sure there is far more adrenaline rush in the free-falling experience (or there are far more interesting things going on) than the need to take a photo of a fellow skydiver. If this was an marketing effort led by Apple to demonstrate the simplicity and ease at which the phones camera feature allowed its users to take quick, but yet beautiful shots, Apple would probably have had a father quickly taken out the camera from his pocket just in the right moment his baby was born. Essentially, the difference with most of Apples marketing as oppose to Microsoft is that Apple tends to create powerful and usually emotional connections between their precepts use-cases and peoples real lives. Figure 5: Microsoft Windows Phone 7 Really Ad

Media Presentation
Like the companys marketing, websites and control of the public relations process, both companies releases press release and annual reports to the general public, investors and special groups, such the media. Again, both companies utilize these communications channel in similar, but yet, very different ways.

Apple
Apple seldom ever releases press releases on joint venture, products that are in the pipeline, corporate/internal staff promotions and general information about its corporate governance.

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When Apple issues press releases, its almost always news that reflects on how successful various products Apple is one of the world's were, when they have launched a new product, coolest companies. But there financial statements (which are mandatory for SEC is one cool-company trend it filing, stockholders, etc.) and/or major purchases or buy-out of other companies. Essentially, like every has rejected: chatting with other facet of the companys communication style the world through blogs and Apple seldom ever divulges information that it doesnt dropping tidbits of want you to know. As Mark Hamblin, an engineer who helped created the touch-screen technology for the information about its inner iPhone said, They make everyone super, super workings. Brad Stone paranoid about security, after leaving Apple last year. I have never seen anything else like it at another company'. Apple is one of the world's coolest companies. But there is one cool-company trend it has rejected: chatting with the world through blogs and dropping tidbits of information about its inner workings (Stone, 2009). This type of communication style is on the opposite end of the spectrum when compared to Microsofts corporate message, whom as mentioned in the section under Blogs/Other Online Presence, where Microsofts Steven Sinofsky actually embraces the online blog community.

Microsoft
If someone were to do a quick comparison on the press section of both Microsoft and Apples site, they might think that Microsoft releases press releases for everything management does. Unlike Apple, Microsoft provides a fair amount of details to its investors, the media, developers and the general consumer as a whole. Microsoft publishes press releases for quite a lot of their innovations, future product specifications and releases (sometimes even when they are months away from release), partnerships, beta and community previews of software and services and corporate promotions, reshuffling of staff and a few other internal workings (such as projects in incubation, Research and Development prototypes, etc.).

Public Perception
Public Perceptions plays a great role in a companys ability to craft its message to its target demographics, whether to persuade public opinions or governments on mergers and acquisitions, sales of products and services, hiring and promotions and general overall perception of the company as a good community citizen. Both companies harness public perception to advance these and other causes.

Apple
Words such as cool, hip, revolutionary and even Steve Jobs beloved magical (its the blogospheres favorite one also) are all words that conjure the images of a company that is on the cutting-edge of consumer perception and loyalty. These types of narrative help Apple in ways most company does not understand. People who have, as they say, drunk the Apple cook aid are ardent supporters of its products and services they go on websites, into their schools/colleges and into their workplace and brag or defend Apple products and its brand.

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As the blogger, LethalWolfe, said in a blog post on mcarumors.com, In the past few years that I've really been paying attention to Macs I've noticed a gradual shift towards the company from not only the mainstream but also PC geeks. I frequent a very large PC forum (anandtech.com) a bit less than I frequent MR and the change in attitude over there has been almost shocking. When I first joined AT in '01 any mention of "Mac" started a huge flamefest . . . Today in the threads at AT (yes threads) there a couple of trolls, but I saw many people say how cool the iPod Shuffle looked, or how cool the Mac Mini looked (and that a Mac Mini might be their first Mac ev[e]r) . . . (macrumors.com)

Microsoft
Because of several key product missteps and a few public relations battle with Microsoft over the years, the Microsoft brand and their public perception has taken quite a nose dive over the last few years. After the European Union bought a case against Microsoft for abuse of its dominant position in the market, which subsequently made Microsoft divulged certain information about its server products and released a version of Microsoft Windows without Windows Media Player and made Microsoft make the choice for alternative browsers in its Windows, these public events painted Microsoft in a very negative light. Rightfully or not, Microsoft was portrayed as a greedy, monopolistic corporate entity that wants nothing but to stifle competition and diminish opportunities for others in the tech sector (Newman, 2009). Also, Microsoft has had some missteps, such as the launching of Windows Vista which many consumers and corporate citizens decried as a slow, buggy, slow, bloated and poorly designed. Other products such as Windows Mobile, which languished in the same unattractive, poorly designed for a mobile device for many years which allowed competitors like Apple with their iPhone and forward-thinking designs, too swoop in and cause a revolution in the mobile market. Even late comers like Googles Android which stared late in the mobile space have trashed Microsofts mobile efforts and has now overtaken Apple in global market share. These and other missteps have left many consumers disenfranchised, disappointed and angry at Microsofts products and their corporate brand/image as a whole. Today, Microsoft efforts such those mentioned above with their new emphasis on greater transparency, embracing new forms of marketing and communications are slowly helping Microsoft corporate brand and message. While consumers still do not line up outside of a retail store for days waiting for a Microsoft product release, they are slowly winning back the trust, loyalty and brand recognition of consumers, with great products such as Xbox 360, Windows 7 and their new emphasis on consumer inclusion.

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Conclusion
The communication style between Apple and Microsoft are in stark contrast to each other. While both companies have had an illustrious past in the tech sector and have veered off into totally different direction with its evolution, theyve both had an equally immutable presence that helped define the technology world as we see it today. Apple one end of the spectrum through its late perfectionistic and enigmatic CEO, Steve Jobs (many often characterized him as an egomaniac) has crafted and cultivated a corporate style of communications that has made it almost unbeatable. With the very simple premise of Think Different, this message has manifested into some of the most ground-breaking products ever produced and has permeated through-out every fabric of Apples Cupertino hallways to make Apple one of the most beloved brands and most successful technology companies in the world. To speak about Apple would almost be impossible without speaking about Microsoft. While Microsoft has been Apples primary rival for decades, the competitive nature between the two companys CEO, Steve Jobs and Bill Gates provided the impetus that pushed both companies to innovate and at exceedingly break-neck pace. Microsofts corporate culture and communication style has traditionally been less, hippy and more corporate and this has been reflected in the companys major target demographics. Today, Microsoft is increasingly embracing a consumercentric communication tone launching products that target consumers solely (Xbox, Microsoft Kinect, Windows Phone 7, etc.) and along the way, they are becoming more transparent and adept to listening to what their customers has to say. In reality, today, Microsoft and Apple have adapted a more respectful tone of each other after decades of fighting, suing and public rhetoric by each other, both companies have adapted policies that reflect this reality. Theyve both teamed-up to purchase Nortel patents and have signed agreements not to poach each others staff and to sue over patents (Church, 2011). Although, these communications go over channels not intended for the general consumer, the implications are felt by consumers nonetheless in the companies products and services.

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References
Apple, Inc. http://www.apple.com/ Brass, Dick. (2010, Feb. 4). Microsofts Creative Destruction. Retrieved from: http://www.nytimes.com/2010/02/04/opinion/04brass.html?th=&emc=th&pagewante d=all Bulik, B. (2010). Marketer of the decade: Apple. Advertising Age, 81(37), 14. Retrieved from OmniFile Full Text Mega database Church, Steven. (2011, July 11). Apple, Microsoft Group Wins Approval to Buy Nortel Patents. Retrieved from: http://www.businessweek.com/news/2011-07-11/apple-microsoft-groupwins-approval-to-buy-nortel-patents.html Diaz, Jesus. (2010, April 19). How Apple Lost the Next iPhone. Retrieved from: http://gizmodo.com/5520438/how-apple-lost-the-next-iphone Lewis, Scott. (2004). International Directory of Company Histories. Retrieved from Encyclopedia.com: http://www.encyclopedia.com/doc/1G2-3429000077.html Lewis, Scott; Covell, Jeffrey. "Apple Computer, Inc." International Directory of Company Histories. 2006. Retrieved October 20, 2011 from Encyclopedia.com: http://www.encyclopedia.com/doc/1G2-3483500017.html Lowensohn, Josh. Apple dances with Exxon for market cap crown. Retrieved from http://news.cnet.com/8301-27076_3-20090137-248/apple-dances-with-exxon-formarket-cap-crown/#ixzz1YcYYVeel Macrumors.com. (2005). Changing public perception of Apple. Retrieved from: http://forums.macrumors.com/showthread.php?t=104438 Maddox, K. (2005). Microsoft opens up the lines of communication. B to B, 90(12), 1, 42. Retrieved from OmniFile Full Text Mega database. Retrieved October 20, 2011 from:

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http://vnweb.hwwilsonweb.com/hww/jumpstart.jhtml?recid=0bc05f7a67b1790e3625819 81b20482bf886b17dd1e062baa62feb8e41e40576433b7c011b52f078&fmt=H Microsoft Corporation. http://www.microsoft.com/ Newman, Matthew. (2009, Dec. 16). Microsoft and EU Settle Browser Case - Ending more than a decade of antitrust prosecution in Brussels, Microsoft today agreed to a deal that should give consumers more choice among browsers. Retrieved from: http://www.businessweek.com/globalbiz/content/dec2009/gb20091216_507834.htm Mintz, Jessica. Huffington Post. (2010, Jul. 22). Microsoft's 4Q 2010 Revenue Breaks A Record. Retrieved from: http://www.huffingtonpost.com/2010/07/22/microsoft-revenue-4q2010_n_656278.html Nocera, J. (2008, July 26). Apple's Culture Of Secrecy. New York Times, p. C1(L). Retrieved October 20, 2011 from: http://go.galegroup.com.portal.lib.fit.edu/ps/i.do?&id=GALE%7CA181840474&v=2.1& u=melb26933&it=r&p=AONE&sw=w OGrady, Jason. D. (2008). Apple Inc. (Corporations That Changed the World). Westport, CT: Greenwood Publishing Group. Sinofsky, Steven. Building Windows 8. Reflecting on your comments on the Start screen. Retrieved October 20, 2011 from blog.msdn.com: http://blogs.msdn.com/b/b8/archive/2011/10/11/reflecting-on-your-comments-on-thestart-screen.aspx Stone, B., & Vance, A. (2009, June 23). Apple Obsessed With Secrecy On Products and Top Executives. New York Times, p. B1(L). Retrieved from http://go.galegroup.com.portal.lib.fit.edu/ps/i.do?&id=GALE%7CA202226012&v=2.1& u=melb26933&it=r&p=AONE&sw=w

A Communications Analysis Report between Apple & Microsoft ---- (2009, Jun. 22). Apples Obsession With Secrecy Grows Stronger. Retrieved from http://www.nytimes.com/2009/06/23/technology/23apple.html The Evolution of Cool. (2011). Newsweek, 158(10), p. 32-4. Retrieved from:

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http://vnweb.hwwilsonweb.com/hww/jumpstart.jhtml?recid=0bc05f7a67b1790e3625819 81b20482b7c29372886bcdfcaa670d9b5e168fe5d9d9c66fd2ef3d9b1&fmt=H Topolsky, Joshua. (2010, July 16). Live from Apple's iPhone 4 press conference. Retrieved from: http://www.engadget.com/2010/07/16/live-from-apples-iphone-4-press-conference/ Yahoo! Finance. (2011, Oct 20). Retrieved from Yahoo.com: http://finance.yahoo.com/q/pr?s=AAPL+Profile

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Appendix A: Gantt chart

Figure 6: Project Schedule
Sep 2011 Oct 2011 23 24 25 26 27 28 29 30 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20

ID 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

Task Name Initial meet-up (Vince & Shannon) Shannons email with initial data Shannons 2nd email w/ data Schedule meet-up (scheduling conflicts) Schedule meet-up (progress report) Schedule meet-up (analysis status) Open for re-scheduling conflicts Schedule meet-up (progress report) Schedule meet-up (analysis status) Schedule meet-up (progress report) Open for re-scheduling conflicts Schedule meet-up (analysis status) Schedule meet-up (progress report) Schedule meet-up (analysis status) Submittal of Final Project

Start 9/14/2011 9/15/2011 9/19/2011 9/21/2011 9/24/2011 9/28/2011 9/26/2011 10/1/2011 10/5/2011 10/9/2011 10/10/2011 10/12/2011 10/16/2011 10/19/2011 10/20/2011

Finish 9/14/2011 9/15/2011 9/19/2011 9/21/2011 9/24/2011 9/28/2011 9/30/2011 10/1/2011 10/5/2011 10/9/2011 10/14/2011 10/12/2011 10/16/2011 10/19/2011 10/20/2011

Duration
14 15 16 17 18 19 20 21 22

1d 1d 1d 1d 1d 1d 5d 1d 1d 1d 5d 1d 1d 1d 1d Open for re-scheduling conflicts Open for re-scheduling conflicts

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