The classic Mac vs PC campaign was a master-class in comparative advertising and helped cement the impression of Apple as a brand suited to those striving to be cool and Microsoft as a brand suited to those who wore cardigans. But Microsoft is fighting back with a bit of comparative advertising of its own and showing that its Cortana system is smarter than Siri.
The iPhone remains hugely important for Apple and chief executive Tim Cook believes there's much more scope for growth in developing markets. But recent market share data shows iOS has declined while Android has grown to over 80 percent. And Windows is also on the rise, with IDC predicting its share will almost double by 2018.