The free-OS revolution: What Apple's Mavericks move means for Windows
Oct 23, 2013 12:12 PM
As Apple vice president Craig Federighi declared OS X Mavericks would be a free upgrade, an image of a boxed copy of Windows 8 Pro flashed on the screen behind him, next to a $199 price tag. "Today we're going to revolutionize pricing," Federighi said. Hold on there a second, Craig. While the low, low cost of $0 for Mavericks is certainly a welcome change from the (entirely reasonable) cost of past OS X upgrades, it's not quite as revolutionary as Apple claims. Mobile operating systems have been free for years, and long before Apple's Tuesday announcement, Microsoft made Windows 8.1 a free upgrade for Windows 8 users. But there's more to Apple’s strategy than price alone: Mavericks could very well offer a glimpse into the future of Windows, now that Microsoft has reimagined itself as a device and services company.
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