<ul data-eligibleForWebStory="false"><li>Apple and Microsoft had different approaches to user experience despite being in the same fight.</li><li>Apple's motto was 'Think Different' while Microsoft used slogans like 'Be what’s next' or 'Your potential. Our passion.'</li><li>Both companies aimed to change how people interacted with computers.</li><li>From the beginning, Apple and Microsoft targeted different types of users but faced frequent conflicts.</li><li>They diverged in design philosophy despite starting in the same era.</li><li>This resulted in two distinct visions of human-computer interaction.</li><li>Steve Jobs and Bill Gates, the founders, had contrasting philosophies.</li><li>In the 1980s, Apple's Macintosh computers initially ran Microsoft software such as Word and Excel.</li><li>Apple focused on hardware and the operating system, while Microsoft developed applications like Word, Excel, and BASIC.</li></ul>

How Apple and Microsoft think differently

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