In his closing Windows event remarks, Nadella issued a subtle but stinging critique of Apple, positioning Microsoft as Apple's main competition for developers

‘Windows has always stood for sovereignty for creators and agency for consumers’ — At the end of a surprisingly eventful …

The Verge 2021-06-26 Dieter Bohn

Context & Ripple Effects

Microsoft’s messaging marks a sharper turn from its earlier effort to extend Windows experiences onto iOS and Android, when the company was adapting to mobile platforms rather than casting Apple as its central developer rival. It also fits the renewed Apple–Microsoft rivalry spanning gaming, PCs, and AR, making developers another explicit front in that competition.

First-order effects

Microsoft gives developers a clearer Windows-centered alternative to Apple’s platform model, using creator sovereignty and consumer agency as the contrast.
Apple becomes the direct target of Microsoft’s developer-facing positioning at a Windows event, rather than merely a competing device maker.

Second-order effects

Apple and Microsoft’s competition for developer goodwill becomes more tightly connected to their competition in PCs, gaming, and emerging device categories.
Developers evaluating where to build and distribute software gain a more overt platform-governance contrast between the two companies.

Third-order effects

If this framing persists, the Apple–Microsoft contest shifts further from product-by-product rivalry toward competition over the rules, reach, and perceived openness of developer platforms.

The trend: Major platform companies are increasingly treating developer agency and platform governance as competitive differentiators alongside devices and services.

Discussion

@satyanadella Satya Nadella on x
Windows has always stood for sovereignty for creators and agency for consumers, and with Windows 11 we have a renewed sense of Windows' role in the world. https://twitter.com/...
@drbarnard David Barnard on x
So many tweets/headlines/stories about the Windows store the past 24 hours have (sometimes inadvertently) made Apple's case for them that the App Store does face pricing pressure from other app stores. And even tangentially that Apple has to compete for developers. https://twitte…
@om @om on x
Enemy of an enemy is my friend. And if they help kick in some dollars, they are the best friend. To be clear 2021 version of @microsoft is no different than 2001 version of Microsoft or any other version of Microsoft. Just have more controlled outwards expression of arrogance. ht…
@timsweeneyepic Tim Sweeney on x
The 2021 version of Microsoft is the best version of Microsoft ever! https://twitter.com/...
@dj_link David Amador on x
What I *understand* from this is that Games are pretty much supporting the whole ecosystem, and they don't mind sacrificing some money from other apps to get more people developing for Windows Store. https://twitter.com/...
@damienpetrilli Damien Petrilli on x
So even on the new Microsoft store, games are still taxed 12%. It's far less than Apple but shows who's the cash cow of any App Stores: games. EPIC was right and the judge conclusion of “games sponsoring everybody else in the App Store” was spot on. https://www.theverge.com/...
@davrous David Rousset on x
Let's recap: - As a web dev, you can build PWAs & package them in the Microsoft Store using @pwabuilder v3: https://blog.pwabuilder.com/ ... - You can target Win10 & #Windows11 & starting July 28, use your own commerce platform with no fee! https://blogs.windows.com/... How cool …
@migueldeicaza Miguel de Icaza on x
Windows can now run your favorite Linux distribution, and your Android apps side-by-side with all your existing Windows software And for developers, Visual Studio and Code come with batteries included for this new multi-platform world.
@samifathi_ Sami Fathi on x
Microsoft taking a big swing at Apple, saying apps can use their own commerce engine and developers can keep 100% of the revenue on the Microsoft App Store.
@daniel_rubino Daniel Rubino on x
While many have pointed out that the Amazon Android app store is not the best, Microsoft's goal here is not to ONLY have Amazon. Samsung? Google? It could all happen too.
@benjedwards Benj Edwards on x
Satya Nadella just said “The web itself was born and grew up on Windows” NeXT begs to differ https://www.howtogeek.com/... Tech history literacy is important, people
@joannastern Joanna Stern on x
A very good @backlon take on Microsoft's position against Apple with the new Windows app store. https://www.theverge.com/...
@twthereddragon @twthereddragon on x
Satya's closing Windows 11 remarks were a direct shot on Apple I like that Microsoft is pushing for more openness and inviting competitors to their system. It's much better then the Microsoft that tried & failed to create a successful closed system https://www.theverge.com/...
@reckless Nilay Patel on x
Nadella going hard at how open Windows is to end this thing — “there is no personal computing without personal agency.” Hitting the controversies about app stores and control hard!
@galyonkin Sergiy Galyonkin on x
Microsoft allowing third-party payment systems on MS Store for Windows so devs can keep 100% of revenue is awesome! https://www.theverge.com/...
@aatilley Aaron Tilley on x
Microsoft refashions its Windows store to go after iPhone App Store's business model. It will take a 0% cut of transactions, or 15% if the app uses Microsoft's payments system https://www.wsj.com/...
@ricmac Richard MacManus on x
🤔 “The web was born and grew up on Windows.” I'm pretty sure @timberners_lee didn't have a Windows PC when he created the web (it was a NeXT if memory serves). https://twitter.com/...
@pierce David Pierce on x
I wrote about the new Microsoft Store, which: * is going to be genuinely useful for the first time * is a really clever way to make devs love Windows again * throws a total wrench in the App Store antitrust wars https://www.protocol.com/...
@timsweeneyepic Tim Sweeney on x
Respect to the rebel graphics artist who photoshopped the logo in https://www.apple.com/.... A buoy of truth in a sea of lies! https://twitter.com/...
@backlon Dieter Bohn on x
@benthompson In case you were wodering if Nadella wanted these remarks to fly under the radar, he literally just tweeted the key part that caught my eye right after I hit publish: https://twitter.com/...
@reckless Nilay Patel on x
More on Satya Nadella positioning Microsoft and Windows as Apple's primary competition for developers and innovation from @backlon https://www.theverge.com/... https://twitter.com/...
@backlon Dieter Bohn on x
Had to transcribe Nadella's closing remarks from the Windows 11 event in full because they are REMARKABLE. He alludes to the Apple App Store, @benthompson, Arthur Schopenhauer, creators, Android apps, and more. It's SO MUCH and I have some thoughts. https://www.theverge.com/...

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