For years, Apple has championed its ability to control every aspect of the products that it designs and builds, including the operating system. Apple has used this tight integration to great effect with both its iPhone smartphone family and its lineup of Mac desktops and notebooks, tying them all together with iCloud. Historically, Microsoft relied on ecosystem partners and OEMs to build machines that make use of its software products. However, the company came around to its own branded product portfolio approach with its Surface/Surface Pro line of tablets and expanded that vision with the Surface Book and most recently, the Surface Studio.
But in Microsoft’s move to compete with Apple’s strategy and have total control over the software and hardware for its branded consumer PCs, is the former doing more to advance design and ergonomics than the latter?