> Apple wants to drive the software cost to zero [...] Google wants to drive the software and hardware cost to zero [...] Amazon wants to drive the software and

> Apple wants to drive the software cost to zero [...] Google wants to drive the software and hardware cost to zero [...] Amazon wants to drive the software and hardware cost to zero But where does that leave Microsoft? It makes most of its profits from Windows and Office products. For enterprise, this probably isn’t a problem, as most of those customers pay Microsoft for seats, not software versions. For the consumer market however, I don’t think Microsoft can afford to charge for software upgrades much longer. Perhaps Microsoft’s strategy is to convert those users to subscribers: have them pay one annual fee to get support and the latest releases of Windows, Office, and online storage.