… there is no mention of Microsoft.
This article isn’t unusual. Microsoft seems to be disappearing from the casual computer related “chatter”, such as the Wired article. I’m not talking about the Microsoft specific press like PC World or the like but rather the less specific and more general press and blogs that sometimes writes stories about computer issues.
Five years or more ago, you simply did not see computer stories that didn’t mention Microsoft. When Apple did something there was always some notice paid to how Microsoft might respond. More importantly, Microsoft showed up in political, economic or cultural writing that weren’t computer specific. Microsoft was on the minds of the general public, not just computer geeks.
Today, Microsoft is almost invisible. I’m an Apple/Unix guy so I don’t read the Microsoft specific press but in the past Microsoft intruded into every part of the industry. Today, when the Mac/Unix specific press talks about non-Apple companies, they talk about Google’s Android or one of the web services. Microsoft has been reduced to an afterthought. The company no longer has “mindshare”.
I’ve seen this before. From 1975-1995, computers meant IBM, especially in the minds of the general public. There was a great deal of “chatter” about IBM. Sometime after 1992, the chatter began to drop off and by 1995 it had virtually disappeared. With the release of Windows 95, Microsoft supplanted IBM as the main computer company in the popular culture and quickly in the industry itself.
I think the same thing is happening to Microsoft. Microsoft is certainly in no danger of disappearing. The majority of computing on earth is still done with Microsoft software. But IBM didn’t disappear either it just became old hat and uninteresting.
Might want to short Microsoft long-term.