Re: I'm a bit confused
I honestly don't see this as an issue of stealing from the OEMs. This is more like what Cisco did when they made UCS. They tried to tell their partners what they needed to make data centers really work. The partners (IBM, HP, Dell) all told Cisco they shouldn't dabble in things they didn't understand and they should just be nice and make network equipment. Then Cisco reinvented the entire server market by simply not selling servers. They instead worked towards selling data centers. Even now, Dell, HP and Lenevo have no idea what hit them. It's not that Cisco's sales team are so good, it's that Dell, HP and Lenevo just really suck at making data centers.
Now enter Microsoft who year on year was losing market share to Apple who clearly understood that power users were not important. Power users account for a very small percentage of the market. What was more important was fashion and function. Apple spent a decade making one high volume device after the next after the next. Apple never once released a powerful device, they instead turned Jonny Ives into a brand and turned on the sex appeal. They hired marketing from Tag Heuer, Burberry and more to master the art of designing a top selling fashion brand that made simply owning one of these devices would make you special. They added features and presented them as if having access to them and using them would make girls or guys swoon at the knees to been near you.
And then they focused on building a market where the initial purchase wasn't even the sex appeal, but the accessorizing was. There are 3 year olds who are asking mommy for the new app or to buy an in-game add-on. Apple mastered the art of making sure that whether you buy the cheapest thing they sell or the most expensive was irrelevant, they would get $0.30 from this sale and $1.30 from that sale and then stand on stage bragging to everyone that they made hundreds of billions of $$$ by charging what is basically a 30% credit card processing fee... and then they cut out the middle man by starting their own payment processing system so now even VISA and the others won't see their 3%.
So... here comes Microsoft who realized that Windows could never have sex appeal if you leave it up to vendors like HP to do it. The problem with the PC world is that the PC vendors need to sell PCs. As such, if they deliver someone else's platform like Microsoft Windows or Android, their only path the profitability is through repeat hardware sales.
This isn't like the Android phone world where Samsung can make a profit by selling Google searches after the phone ships. HP, Lenevo and Dell have absolutely no possible way to make a profit following the sale of a PC to a customer. Microsoft has the option to insert music and video stores and such. But the PC vendor is screwed. If they can't sell you another PC, how will they make a buck.
So, the big PC vendors are terrible at sales. There was a time when there was a Gateway 2000 store in nearly every town and you could pay premium prices to buy a computer directly from the vendor. This meant the vendor could actually benefit from some money for supporting the computer or at least not having to split the warranty cost with the store like BestBuy. It didn't work because it just wasn't the right time and frankly Gateway 2000 overextended since they were basically selling other people stuff and the margins weren't good enough etc...
So, when Microsoft comes along and opens stores, sells their own computers and while they do show off computers from their OEMs, no one visits a Microsoft store to buy a Dell or HP. You go there to buy a Surface because it's clean and sexy. It's also supported and even now, I have no problem getting support for Surface Pro (version 1) devices from Microsoft. I still get firmware updates for it as well. So instead of some crap vendor like Dell, HP or Lenevo selling me a computer and basically telling me to buy a new computer the second I need a new BIOS or driver, Microsoft is supporting their devices long term.
Microsoft is still missing one major component... marketing. They can't keep sending Panos Panay onto stage like that. This guy is "soooo local" in the sense that he is REALLY REALLY Seattle. Watching him makes me want to gore myself with an over-sized cork screw. Steve Jobs was said to practice his speeches dozens maybe even hundreds of times before getting on stage in front of people. He would get every word just right. Panos Panay is actually as big of a disaster on stage as Steve Ballmer. You need someone up there who can sell sex. Panos Panay should be selling pizza. I'm sure he's great at what he does... just some people should never be broadcasted around the world. I can only assume that his creepy Seattle behavior lost Microsoft millions of sales because people were creeped out by him.
Microsoft should dig up some people who are great on camera and stage and make them co-VPs of their divisions and make their jobs nothing more than presenting the next products. Give them 18 months from release to release to do nothing more than stand in front of mirrors and perfect the art of selling Microsoft's next big thing. These people should be pretty but not too pretty. They should look like the person everyone wants to be or be with.
Basically Microsoft needs to learn how to market fashion. They now entered the fashion business, it's time to learn from the best and compete. Jobs is dead but there's thousands of hours of video of him out there.