Can Google Inc (GOOG), Microsoft Corporation (MSFT) Take Advantage of Apple Inc (AAPL)’s Fall?

For tablets, it’s clear that, with the Surface, the firm is trying to define a space for itself among business users. Those people who are accustomed to working with Windows and MS-Office because they’d be handed them at work for the last 30 years. The Surface is obviously trying to become the first real productivity tablet. That can become a real thing, since the other tablets are all largely positioned in the home/entertainment space. If Microsoft can successfully sell the Surface to large corporations as replacements for PCs, over time that could represent a significant market share. Combine that with the rumors that there will be a Surface version of the Xbox at some point and Microsoft’s strategy starts to show some long-term potential.

As for its stock, Microsoft again behaves as a non-tech firm in many ways. They try to keep the price reasonable through issuing shares (8.42 billion compared to Apple’s 940.69 million) and they’ve offered a dividend for a long time. Apple just started offering dividends reluctantly and Google doesn’t at all.

The challenges these two firms represent to Apple Inc. (NASDAQ:AAPL) can’t be overrated. Both are approaching the market in different ways that Apple might not be able to counter quickly. But if Apple Inc. (NASDAQ:AAPL) can change its business model to a lower-cost, less exclusive market it’s possible that they could come back. But it might be some time before the firm sees a stock price of $700 again. Be warned.

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The article Can Google, Microsoft Take Advantage of Apple’s Fall? originally appeared on Fool.com.

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