MS’ CEO took at some jabs at Apple when he saw a reporter using an iPad for writing the notes. He told him, “You need to get a real computer, my friend”. That’s exactly what IBM said to people when IBM saw the first personal computer – IBM people thought it was a joke. Well, the joke was on them. It was easier for IBM to deal with corporations than deal with consumers – IBM had no idea how to deal with consumers, and Microsoft ate their lunch. Nadella has no idea how to deal with consumers, and he’s making a ton of money dealing with corporations, so why should he deal with consumers? So, he follows IBM’s strategy from 1985. Good luck with that.