Microsoft and Apple are considered two eternal enemies with the "Mac versus PC" campaign marking the height of their dispute.
Microsoft is coming to deny the rumors, emphasizing that its cultural shift has turned Apple from a rival into a friend, as its strategy includes porting applications and services to Cupertino.
A typical example is Office, which runs on Windows, Mac, iPhone and iPad. Microsoft Edge is also released on iPad and iPhone and in general the majority of Microsoft applications can be installed on Apple devices.
The company aims to make its products available to everyone regardless of the device they use. It doesn't want to knock its rivals but to update and improve its apps on their own devices. If that means improving an Apple app at the same time, it doesn't reject it.
"We've found that it's much better for us to focus on our own fans. Fans are the ones who are going to drive our products, fans will honestly tell us what we need to fix to get better at what we do," said Chris Capossela, Microsoft's chief marketing officer.
It's no secret that Microsoft has been criticized in the past for its product tactics. A prime example is the company's increased focus on the iPhone, combined with a lack of interest in improving Windows Phone, which has created a negative impression of the company.
