Ever since Ballmer took over, Microsoft is just scoring 'Own Goals'. Microsoft used to think that Apple was their enemy, that IBM was their enemy, that Sun was their enemy, that Oracle was their enemy, that Google was their enemy? Well Microsoft is their own worst enemy! In fact we have entered a Post-PC, Post-Microsoft era.
Apple knew it was Post-PC and invested in smartphone and tablets and knew the desktop GUI would not work in mobile devices. So iOS got a different GUI/UI than Mac OSX has. Microsoft does not get that, a Desktop GUI for all products! Hey why'd we lose $900M in Surface sales? Oh well better buy out Nokia who failed to turn profits selling Windows Mobile 8 phones named Lumina, and rebrand them as 'Surface' phone so they will sell better.
Microsoft has to fix their broken business model, they tried to steal Apple's model and it backfired on them because they aren't Apple (Duh!) and they don't manage things the same way Apple does. Steve Ballmer is no Steve Jobs or Tim Cook, and he should understand why.
Instead of fixing what is wrong with their products and services, they just 'rebrand' them under a different name. Lumina becomes Surface phone, Zune Music Player becomes XBox Music. Windows 8 gets updated to Windows 8.1 and adds the Windows logo where the Start Menu used to be and it takes you to the Start Page in the Metro UI. But where are the visual clues on how to find the Charms Bar? Where are any visual clues at all in the Metro UI? Why is Windows 8.X the first version of Windows not to have visual clues to the user in some form? Of course the desktop part has them, minimize, maximize, close buttons on Windows. But Metro UI does not.
If I were Tim Cook I would not worry about Microsoft taking away anything Apple has done. I would just develop a less expensive version of the iPhone and iPad series, perhaps the iPhone Lite or iPad Lite that can compete with Surface phones and tablets in price. Then let customers decide when the iOS versions have the visual clues and a UI that works for mobile devices and Surface does not.