For the first time in past five years or so, Apple seems to be recognizing a Microsoft launch as a competition worthy of attention and has responded with some actions. 
The most significant of Apple’s responses in this context has come in the form of a decision to merge the iOS and OS X teams, for the mobile and desktop lines of products, respectively. That this merger was accompanied by the news of iOS driver Scott Forstall’s removal from the role of chief mobile software architect is a different matter (related to Apple’s recent Maps fiasco).
The merger of the two platforms echoes the direction that Microsoft has taken with Windows 8, that of optimum integration and convergence between the PC and the smartphone worlds.
Apple’s decision to launch the smaller iPad and the timing of the launch may also be seen as a move to lock more users into the Apple ecosystem and hence potentially reduce the number of initial sign-ups for Windows 8-based tablets, particularly Surface, the Windows RT version of which has even started shipping and has received mixed yet interested responses.
That Apple decided to enter the small form-factor tablet segment despite knowing well that it would lead to a compromise it has so long avoided, shows how strategic a challenge Windows 8 and Surface could be posing. The compromise is that Apple would have to remain content as not being a leader in the smaller-tablet sub-segment despite having defined the overall tablets market and dominating it throughout.

© 2018, the insights service provider focused on IT and telecom, offering rich analysis done by subject matter specialists.
To make a service inquiry, click