Microsoft Corporation (NASDAQ:MSFT), whose share price is up 20% this year and was trending up around 0.25% in the morning session, is a company that has been trying to project itself in recent times as a business with greater energy and a clearer focus under the CEO, Satya Nadella. The same cannot exactly be said of Apple Inc. (NASDAQ:AAPL), which remains the target of new and old players in the smartphone business. Re/code in an article has presented the latest plays in the smartphone segment that are to be expected from Apple and Microsoft.
The widespread adoption of smartphones and their increasing applications, even in the workplace, has meant that many companies are betting on the business to boost their revenues. After turning away its focus from the PC when the business was starting to fail, Apple Inc. (NASDAQ:AAPL) has never looked back with the launch of the iPhone in 2007. In fact, it is the player to beat in the high-end market. Following in the footsteps of Apple, Microsoft Corporation (NASDAQ:MSFT) also recently plunged into the crowded industry of smartphones with the $7.4 billion purchase of Nokia Corporation (ADR) (NYSE:NOK).
With everyone seeking to capture the biggest market in the smartphone space, both Microsoft Corporation (NASDAQ:MSFT) and Apple Inc. (NASDAQ:AAPL) have their new product launches coming up in the next few weeks. Microsoft is expected to debut an enhanced Lumia handset that also boasts a better camera capability. On the other hand, Apple is expected to unveil iPhone 6, which, according to speculations, will feature a larger display-screen. In fact, Apple is expected to unveil two versions of iPhone 6 – one being a 4.7-inch model and the other with a 5.5-inch screen.
Although Microsoft Corporation (NASDAQ:MSFT) and Apple Inc. (NASDAQ:AAPL) will release different smartphone models, it has been known that the more things change in the smartphone world, the more they remain the same. As in, there are hardly any big distinctions to expect from the devices from different manufacturers. That being the case, the companies are expected to spend big on marketing efforts to create an extra distinction.