Last updated on September 8th, 2018
A half dozen years ago, Apple had the temerity to charge $129 for an upgrade to the software that runs its Mac computers. Today, it had the sheer audacity to announce that going forward. the price for such upgrades would be cut to zero. But it wasn’t done there, making its productivity suite, which competes with Microsoft’s Office, free as well. That move paralleled a similar program for iPhones and iPads. Free software isn’t new, but for Apple, it represents a sea change in how it prices such products. And while the strategy has some defensive elements, it’s nothing short of a declaration of war against Microsoft.