Microsoft should go after its own customers, not Apple's
Yes, Apple has a loyal following, but Microsoft helped enlarge its customer base by not playing to its own strengths sooner than it did. The last phase of the Ballmer era was marked by Apple-envy, leading to Windows 8. I remember him being asked at a Churchill Club dinner in Santa Clara, what were the most important changes in Windows 8 and he answered, "Touchscreen, touchscreen, touchscreen." He got his message across, but not his operating system. The Microsoft customer is potentially a different customer than Apple's. It used to be and could again be a large, and large spending set of customers, if Microsoft would just give them a reason to be.