Microsoft (NASDAQ: MSFT) is selling and that can be a threat to Apple (NASDAQ: AAPL). The shifting tide can be proof that Microsoft is finally getting back on track, but it may have to look into more critical points to ensure success.

Microsoft's Surface 4 saw a barrage of flaws and complaints but they are still selling. According to 1010data, Microsoft is selling enough to beat Apple’s numbers. Apple took the top spot for the last 12 months, but a large shift occurred in October: Microsoft performed past Apple's online share.

Microsoft became the leading market shareholder following the release of the Surface Book and the Surface Pro 4. That is, it gained 45 percent market share in October as opposed to Apple's 17 percent share. Data is based on information from millions of online shoppers from the United States. 1010data’s Ecom Insights panel compiles and assesses the information upon consent from shoppers to track their online behaviour anonymously for market research purposes.

With Microsoft's recent strong performance, there have been talks whether the company can become a full contender against Apple. According to The Motley Fool, Microsoft is no doubt getting better at making devices. It has also invested heavily on the marketing of the Surface line of tablets where the device boosted the growing market share. So far, Microsoft has continued solid growth from the line. It also helps that 1010's Data Ecom Insights affirms the decisions made were right. Previously, analysts would have thought Microsoft's chance against Apple was nowhere where it was this year. The slowing iPad growth for Apple is another contributing factor.

" ... Apple's once-dominant iPad business has considerably slowed amid a slower-than-expected refresh market, a trade-down to cheaper options, and the presence of substitutes like Microsoft's new two-in-one Surface book. In the end, Microsoft may be able to put a dent in Apple's device margins ... ,“ wrote Jamal Carnette. However, Microsoft and its team may need to realise that the right product line for them can be beyond luxury smartphones.

Contact the writer at feedback@ibtimes.com.au, or let us know what you think below.

RELATED STORIES