Rivalry Between Apple and Microsoft Heating Up Again Over Augmented Reality, Gaming, and More
The iconic and industry-classic rivalry between Apple and Microsoft, which has arguably seen a slowdown in recent years, is poised to begin heating up as both companies target the future of augmented reality and renewed competition in the PC industry, according to an analysis from Bloomberg's Mark Gurman.
Both Apple and Microsoft have strong ambitions for the future of augmented reality. Apple so far has committed to the AR space by offering developers tools and frameworks, such as ARKit, that enable AR experiences through the iPhone and iPad. The company has yet to offer a hardware device solely focused on augmented reality; however, that is set to change in the coming months, and more so later on next year.
Microsoft, on the other hand, has invested heavily in its Hololens product line, pursuing a more hardware-based strategy for augmented reality while Apple focuses, at least for now, on the underlying technologies that will eventually drive future experiences. The two companies are also facing competition in AI, cloud computing, and of course, control over the PC industry.
Microsoft has also thrown its hat behind Epic Games, which's pursuing a significant legal battle against Apple for its App Store. Last year, Apple and Microsoft were in a clear public dispute over the Redmond-based company's xCloud game streaming service which allowed users to stream games with a single service.
Apple's App Store rules originally forbid all-in-one game streaming services on the platform. However, it later tweaked the rules. Despite the change in stance from Cupertino, Microsoft has ultimately abandoned its plans to launch xCloud via the App Store and will instead offer it via the web and Safari.
For those interested, the Bloomberg piece offers a more detailed analysis of the future of the rivalry between the two companies.
Popular Stories
Apple's online store is going down for a few hours on a rolling country-by-country basis right now, but do not get your hopes up for new products.
Apple takes its online store down for a few hours ahead of Black Friday every year to tease/prepare for its annual gift card offer with the purchase of select products. The store already went down and came back online in Australia and New Zealand, ...
Apple recently teamed up with Japanese fashion brand ISSEY MIYAKE to create the iPhone Pocket, a limited-edition knitted accessory designed to carry an iPhone. However, it is now completely sold out in all countries where it was released.
iPhone Pocket became available to order on Apple's online store starting Friday, November 14, in the United States, France, China, Italy, Japan, Singapore, ...
While all Macs are now powered by Apple's custom-designed chips, a new rumor claims that Apple may rekindle its partnership with Intel, albeit in a new and limited way.
Apple supply chain analyst Ming-Chi Kuo today said Intel is expected to begin shipping Apple's lowest-end M-series chip as early as mid-2027.
Kuo said Apple plans to utilize Intel's 18A process, which is the "earliest...
We've been focusing on deals on physical products over the past few weeks, but Black Friday is also a great time of year to purchase a streaming membership. Some of the biggest services have great discounts for new and select returning members this week, including Apple TV, Disney+, Hulu, Paramount+, Peacock, and more.
Note: MacRumors is an affiliate partner with some of these vendors. When...
Apple's first foldable iPhone is expected to launch alongside the iPhone 18 Pro models in fall 2026, and it's shaping up to include three standout features that could set it apart from the competition.
The book-style foldable will reportedly feature an industry-first 24-megapixel under-display camera built into the inner display, according to a recent JP Morgan equity research report. That...
Apple's disappointing iPhone Air sales are causing major Chinese mobile vendors to scrap or freeze their own ultra-thin phone projects, according to reports coming out of Asia.
Since the iPhone Air launched in September, there have been reports of poor sales and manufacturing cuts, while Apple's supply chain has scaled back shipments and production.
Apple supplier Foxconn has...
Cellular carriers have always offered big savings on the newest iPhone models during the holidays, and Black Friday 2025 sales have kicked off at AT&T, Verizon, T-Mobile, and more. Right now we're tracking notable offers on the iPhone 17, iPhone 17 Pro, iPhone 17 Pro Max, and iPhone Air. For even more savings, keep an eye on older models during the holiday shopping season.
Note: MacRumors is...
