Tech Arena

Apple Didn’t Beat Microsoft, Robbie Bach Did: Apple’s Secret 5th Column

Last week, Apple passed Microsoft in market capitalization. Microsoft is still the most profitable company in the segment, and as Jobs himself would point out, it is all about profit. However the one saying I’ve made famous is that “perception is 100 percent of reality,” and the perception is that Apple did and continues to beat Microsoft. The executive Microsoft had positioned against Apple was Robbie Bach, who ran Microsoft’s entertainment and hardware division, and this got me thinking that Apple’s greatest strength may be its secret fifth column.