Tone of voice comparison: Microsoft vs Apple

Microsoft?and Apple were founded just a year apart (1975 and 1976 respectively).

And they’re both known for having charismatic CEOs. ?

But they’re different companies.?

Apple is more focused on hardware. Microsoft, software.

Apple is based in California. Microsoft, Washington State.

In this article, we'll see how these differences and similarities play out in terms of brand tone of voice.?

The text will include a section that likens Microsoft’s brand personality to Angela Merkel and Apple’s to Barack Obama.?

But before we get to that, let's start by imagining the brand voice narratives of the two companies.

Imaginary brand voice narratives

Microsoft’s brand voice narrative?illustrates the dignified pursuit of progress. The firm believes that making great products requires systematic mastery of both technology and the market. At their core, they think with a level head and emphasise the importance of the public good.

Let’s see how this story compares to Apple.

Apple’s brand voice narrative?is ambitious. Everything's possible, and possibility is everything. If you can write something amazing, write it. Got something cool to share? Share it. Customers love this restlessness and desire to overturn old thinking.

Now we understand a bit more about the narratives of the two brands let's conceptualise some tonal values.

Tonal value #1

Microsoft: A scientific method

Weigh each sentence carefully. Like a scientist observing the world through a microscope, the writer should scrutinise their work with honesty and a degree of detachment. This means avoiding unnecessary adjectives, corporate jargon, and complex sentence structures. ?

Apple: Simple

One word is better than two.

Tonal value #2

Microsoft: Our shared humanity

The winds of change are blowing through the tech world, and not all reforms will be easy. This is a time for understanding different points of view. So write with your back straight and a sense of empathy, inclusion, and global purpose.

Apple: Smart

There's a reason why you work here. So live up to your potential in everything you do. Believe you can write the next great Apple headline. And whatever you do, break the rules at least once a week. It's impact that we're famous for.

Tonal value #3

Microsoft: Precision

Don't show your workings out. The world is complicated, but your writing shouldn’t be. So, find the shortest path from A to B. This means sentences shouldn't have unnecessary words, and paragraphs, unnecessary sentences.

Apple: Enticing

There's a whole orchestra inside you. So choose your words like they’re musical notes.

Which famous person embodies the spirit of the company?

Microsoft

Known for her long, stable Chancellorship and understated public persona,?Angela Merkel?personifies Microsoft. Her famous quotes include “Politicians have to be committed to people in equal measures" and "This is correct and important". She emphasises the value of order and goodness, reflecting Microsoft’s values.

Apple

Barack Obama?is lively and charismatic. Some of his most quoted sayings include, “We did not come to fear the future. We came to shape it”. He's a captivating man with endless charm and even more confidence. Embodying the spirit of seize the day. He's just like Apple.

Agree. Disagree. Strongly disagree...?

Do you agree with me about the Microsoft and Apple tones of voice? Have I got it right or completely wrong?

Let me know in the comments below.

#Microsoft #Apple #ToneofVoice