Microsoft’s mass appeal makes it a far stronger brand than Apple

2 min. read

Published onJanuary 9, 2014

published onJanuary 9, 2014

Share this article

Read our disclosure page to find out how can you help Windows Report sustain the editorial teamRead more

Microsoft’s “One Microsoft” brand is proving more popular than Apple with the US public. A survey by Forrester Research tested the brand strength of ten top technology firms including Apple, Microsoft, Samsung, and Sony. The results, which found Microsoft coming out on top ahead of Apple and Sony, surprised even those carrying out the survey.

Forrester analyst Tracy Stokes said “Time was definitely a factor. I think the results would have been much different a year or 18 months earlier.” But she also explained that Microsoft has become so ubiquitous that it is more of a household name than many of the others.

But Microsoft scored very highly when rated in terms of “essentiality” and trust. Microsoft is seen as being an essential part of life these days — how many people could live without Office and “Windows ?! — and the research also found that the company received a very high trust rating from people in of all ages.

Apple holds different place in people’s hearts. While Microsoft may be seen as producing essential products, Apple is regarded as producing the must-have ones. “Microsoft has a utilitarian essentiality, not the kind of emotional essentiality that Apple relies on.”

Another factor in Microsoft dominance is the fact that the company manages to appeal to such a broad age range. High rating were received in every category from every age group.

Stokes said that it is too early to tell whether the “One Microsoft” is a success — but perhaps the results speak for themselves. What do you think?

Radu Tyrsina

Radu Tyrsina has been a Windows fan ever since he got his first PC, a Pentium III (a monster at that time).

For most of the kids of his age, the Internet was an amazing way to play and communicate with others, but he was deeply impressed by the flow of information and how easily you can find anything on the web.

Prior to founding Windows Report, this particular curiosity about digital content enabled him to grow a number of sites that helped hundreds of millions reach faster the answer they’re looking for.

User forum

0 messages

Sort by:LatestOldestMost Votes

Comment*

Name*

Email*

Commenting as.Not you?

Save information for future comments

Comment

Radu Tyrsina

With KB5043178 to Release Preview Channel, Microsoft advises Windows 11 users to plug in when the battery is low#

Copilot in Outlook will generate personalized themes for you to customize the app#

Microsoft will raise the price of its 365 Suite to include AI capabilities#

Death Stranding Director’s Cut is now Xbox X|S at a huge discount#

Outlook will let users create custom account icons so they can tell their accounts apart easier#

Microsoft’s mass appeal makes it a far stronger brand than Apple#

With KB5043178 to Release Preview Channel, Microsoft advises Windows 11 users to plug in when the battery is low

Copilot in Outlook will generate personalized themes for you to customize the app

Microsoft will raise the price of its 365 Suite to include AI capabilities

Death Stranding Director’s Cut is now Xbox X|S at a huge discount

Outlook will let users create custom account icons so they can tell their accounts apart easier

Microsoft’s mass appeal makes it a far stronger brand than Apple