The factor for the major success of Microsoft in developing operating systems is that they usually tolerate a third party to write a program for them. Windows has managed to stay on top of its game because it has a variety of programs where one can choose from compared to MacOS distributions. Windows joined their forces with many programmers. Currently the danger of substitute systems of operation is at a low level. Microsoft faces great threat from Internet browsers. In this field, alternative products are growing fast; if Microsoft is to survive, it has to make a major facelift to IE. Apple does not have a great share in this field, but covers up for this sector with the profit from multimedia products (Cushman, & King, 2001). How each would continue to thrive

When Apple needs to employee new personnel, they should not rely on an individual's work experienced but rather, whether the individual is likely to fit into their culture. The only criterion is whether a potential employee will fit to fill the vacancy. The culture of Apple is founded based on secrecy, which has proven to be a great deal with product value, innovation, and maintaining the loyalty they owe their customer. This culture is problematic because the secrecy is rooted deeply in Apple's internal environment. They are weed very secret on the issue of secrecy and in most cases; they perceived it to be the surprise factor. Apple saw this to working for them. However, this had an impact on the interaction between employees resulting in lack of motivation. Another problem with it was the legal ethics governing secrecy. This has led to withdrawals from legal battles leaving spots on the image...

If this culture is altered with without care, it may have negative effects on the corporate structure. However, this culture is unique in its own way but it is the firm that lacks the support structure, strategy, performance and leadership (Martinez, & Wolverton, 2009).
Both companies enjoy the competitive advantages that the Internet grants them. Apple makes maximum use of the Internet to charge their iTunes Library. In the absence of the Internet, the Library would never be in place. These two corporate render online support for their commodities and online shopping. The two make maximum use of the Internet by making patches and automatic updates. Microsoft Inc. claims the competitive advantage they once had, has been taken completely. Both can only evade falling short of the market share, which they are enjoying currently by focusing on care in the course of developing products and an adaptable image in the market (Martinez, & Wolverton, 2009).

References

Betz, F. (2001). Executive strategy: Strategic management and information technology. New York: J. Wiley.

Beyazitoglu, F. (2010). Business Marketing - the case of Microsoft. Mu-nchen: GRIN Verlag GmbH.

Hill, C.W.L., & Jones, G.R. (2010). Strategic management theory: An integrated approach. Boston, MA: Houghton Mifflin.

Cushman, D.P., & King, S.S. (2001). Excellence in communicating organizational strategy. Albany: State University of New York Press.

Martinez, M., & Wolverton, M. (2009). Innovative strategy making in higher education. Charlotte, NC: Information Age Pub.