Count on good old Tom Warren to come up with the take that the MacBook Neo is actually good news for Microsoft in an article titled, and I shit you not, The MacBook Neo is the best thing to happen to Windows in years. In the article, Warren argues that Microsoft has always responded well to competition and from Apple in particular.
If there’s one thing I know about Microsoft after covering the company for more than 20 years, it’s that it will always respond to a competitive threat. Apple’s MacBook Air convinced Microsoft and Intel to launch thin and light laptops with the Ultrabook initiative, the iPad pushed Microsoft to create its own tablet hardware, and the threat of Chromebooks saw Microsoft try to match the security and simplicity of ChromeOS with S mode versions of Windows.
Ultrabooks are indeed a good example of the PC industry responding to a product released by Apple, but as far as I am aware, the initiative to flood the market with off-brand MacBook Airs didn’t come from Microsoft. It came from Intel. I can’t speak to Windows S mode and honestly confused it with the now defunct Windows 10 S operating system, but I would like to know how many buyers were swayed from buying a Chromebook. My best case scenario guess is that maybe it kept a few schools on PCs.
This brings me to Microsoft’s tablet hardware, something that Warren doubled down on in a later paragraph.
It’s no coincidence that Microsoft announced these Windows changes around the same time as the MacBook Neo. Just like how former CEO Steve Ballmer held up an HP tablet PC days before Apple’s original iPad announcement in 2010, Microsoft has always closely followed Apple, be it with the Zune or making Windows Mobile a touch-friendly OS.
Tablet PCs running Windows existed throughout the aughts where they struggled to find a market, mostly because they sucked. The HP branded tablet PC that Ballmer showed at CES just before the iPad was announced was part of a half baked “slate PC” initiative, which involved a line of tablets from different manufacturers and ran Windows 7. Slate PCs turned out to be such a nothing burger that they are basically a footnote in the Table PC Wikipedia entry.
His other two examples are just as laughable. Zunes might have been fine MP3 players, but the first ones were released 5 years after the iPod and less than three months before the iPhone was announced. Speaking of, Microsoft’s response to the iPhone was a textbook example of what not to do. Ballmer first dismissed it out of hand, which his company followed by releasing a few lackluster updates to a struggling Windows Mobile OS before launching an entirely new Windows Phone platform three years later. I actually found Windows Phone compelling at the time, but it was too little/too late and was ultimately canned.
Oh and let’s not forget the unbridled success that’s been Microsoft’s transition to ARM, which as Warren points out, started before Apple decided to finally get its act together and follow suit.
I’m still surprised that I use an Arm-powered Windows laptop daily, especially as Microsoft’s original Windows on Arm launch with the Surface RT was such a mess that it led to the company pivoting to focus on Intel-based Surface Pro devices for many years instead. It wasn’t until 2019 that Microsoft got serious about Windows on Arm again. Microsoft’s Windows chief, Pavan Davuluri, was a key engineer in the effort with Qualcomm to make Windows on Arm a reality. Davuluri worked on the custom Surface processors with AMD and Qualcomm, and helped launch the impressive Surface Pro X model ahead of Apple’s transition to its own silicon.
I’ve already written a whole piece on The Verge’s years long and absurdly positive coverage of Windows on ARM. Taking that aside, Warren is basically arguing that Microsoft responded well to Apple Silicon and also that it didn’t need to respond to Apple Silicon because it was already responding to Apple Silicon before Apple Silicon existed to demand a response. Fourth dimensional check and mate.
There’s at least an argument that Microsoft did eventually after almost a decade get Windows on ARM right, even if it isn’t exactly a shining example of how well the company responds to threats. On the other hand, arguing with a completely straight face that Tablet PCs, Zune, and Windows Mobile are examples of how Microsoft has successfully responded to competition from Apple is inane. His perspective makes me truly wonder if Tom Warren is writing to us from an alternative universe, one where Microsoft has been a bastion of competition replete with a slew of attractive and popular products people love to use.
It’s the only thing that makes sense.



