Microsoft’s Windows PCs are starting to chip away at Apple’s dominance of the high-end computer market, Microsoft CFO Amy Hood said on an earnings call on Thursday. Microsoft’s business of licensing Windows out to PC manufacturers was up 5% last quarter , Hood says, accounting for both business and consumer PCs.
Microsoft’s business of licensing Windows for the “non-pro” consumer market had its own 5% growth last quarter, beating the overall shrinkage of the PC industry, as our partner ecosystem continued to see growth and share gains in the Windows premium device category.”
Microsoft’s “premium devices” as computers are in the $900-plus price range. The segment which has long been Apple’s strongest market, with its popular iMac and MacBook lines commanding luxury prices for what the company pitches as a more user-friendly computing experience.
Microsoft launched its Surface Book laptop back in the fall of 2015, which the company said is a more powerful and versatile alternative to Apple’s flagship MacBook Pro.
More recently, Microsoft introduced the Surface Studio PC , a unique blend of tablet and desktop computer, competing with the Apple iMac. And while the Surface Studio isn’t cheap, starting at $2,999, it’s reported to be selling better than even Microsoft’s most optimistic projections .
Microsoft says that the disappointment in the newest line of Apple’s MacBook Pro laptops has driven people towards the Surface this holiday season , and this could be Microsoft’s attack on Apple might be working as of now.