Apple and Microsoft are competitors, and while both companies are clearly more concerned with Google than each other at the moment, they serve as a great example of why good, well-funded marketing is important. Apple leads the world in the art of crafting perceptions. Though it has a market share that is near insignificant against Windows -- even taking the iPad into account -- the perception driving the two companies' stock valuations has Apple solidly in the lead and doing impressive damage.
Source: TechNewsWorld