> Its just that Apple does a lot better with marketing and makes a much bigger deal of these things. Microsoft on the other hand has always been really bad at m

> Its just that Apple does a lot better with marketing and makes a much bigger deal of these things. Microsoft on the other hand has always been really bad at marketing. It's more complicated than that: It's all about understanding disruptive technology. Arm is disrupting x86 / x64. The thing with disruptive technology is that being ahead of the curve is just as bad as being behind the curve. Microsoft has no benefit from "pushing" Arm, all they need to do is make sure that Windows is ready to run on Arm when someone's ready to sell an Arm desktop computer. But, Apple, as a hardware company, needs to be much more proactive about where the market is going and actively switch its hardware. If this means that Microsoft's first major Arm market for Windows are VMs on Apple, so be it. The rest of the PC makers will switch or be disrupted.