PRESSURE Apple will give away operating and work software free to Mac computer users, challenging
Apple revealed the surprise offer, available to all users of MacBooks and Mac computers, on Tuesday at the same time as it unveiled a slimmer, faster iPad Air and a new line-up of Macs in time for the holidays.
Its Mac operating system and iWork software suite, which compete with
By giving away its Mac operating system Apple is taking on
"We are turning the industry on its ear, but this is not why we're doing it," Apple Chief Executive
"We want our customers to have our latest software." Apple may be trying to safeguard its grip on mobile software as
Apple is going after the entire tablet computing market, trying to appeal to both consumer and enterprises, and is likely wary of
"In the tablet PC market, they do think
Apple, which jumpstarted the tablet computing market in 2010 with the first iPad, has already come under increasing pressure from cheaper devices ranging from
But while Apple is ceding market share to rivals, its superior library of apps and content should safeguard its lead for years to come, analysts say.
Longer term however, investors hope to see real device innovation from a company that has not unveiled a new breakthrough product in years.
Cook on Tuesday dismissed the competition as directionless.
"Our competition is different: they're confused," he said. "Now they're trying to make PCs into tablets and tablets into PCs. Who knows what they'll do next?" "We have a very clear direction and a very ambitious goal. We still believe deeply in this category and we're not slowing down on our innovation."
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