It’s good to be at the top, and right now, that’s where Apple and Google currently reside. Both technology companies have the finances, resources, developer backing and clout to mold an entire industry to their liking. When it comes to Microsoft, the software giant does possess the former two key components, but it's been a while since they’ve had the latter two. Without the backing of new prominent developers, Microsoft is quickly losing the clout needed to push particular initiatives. Knowing this, Google isn’t looking to give Microsoft any uncontested opportunities of competition.
Recently, Google yanked the carpet from underneath a potential Microsoft acquisition that would have helped Microsoft gain some much needed engineering prowess. An engineering team out of Aarhus, Denmark, had been in talks with Microsoft about being hired to work for the Redmond software company. The negotiations began after the small engineering team sold off their previous company and were contemplating their next move as a business entity. During their talks, Microsoft, like any normal company would, asked that upon hire, the team move back to Redmond to continue work. The small engineering team drew their line in the sand and said, no.
Some may think this is indicative of ‘the’ failing Microsoft mentality. Microsoft being too stubborn of a company to think outside of the box. But when you are a company large enough to create a box, as Microsoft did with Windows and the PC ear, there are much more significant things to consider. As Google increasingly becomes similar to Microsoft in trajectory and execution, investors are expecting to see a much more calculated and less "Google-y" business model from the advertisement and search company.