> I believe the poor UI situation is holding windows back from gaining market share.
Big companies just love to jack around with Windows, and do things like prevent users from changing their desktop backgrounds (in the name of "security," of course), and Microsoft has always bent over backwards to give them the ability to do any stupid thing some corporate IT drone can think of, so they continue to be loved my companies around the globe.
There's a _fundamental_ difference in the way that Microsoft and Apple have approached making an operating system. One treats it like a layer of software in an entire stack that someone else owns and controls, and the other makes PERSONAL devices. And it shows.
And, of course, the Microsoft-slobbering trade press can't imagine a scenario where they don't try to prove that YOU should be running Windows because the numbers -- inflated by the Fortune 1000 -- says it's what "everyone" is running. Meanwhile, more than half the people I know now run NOT-Windows for their personal computing.
Let's break out the corporate purchases from sales data, and then let's talk about actual, personal market share, and whether better UI/UX would help Microsoft in a heads-up battle against macOS or ChromeOS.
I have been in the corporate environment for more than 6 year more on the administrator/ engineering side of things. Currently, I am about a year at OrgPad - a very small and quite alternative startup. Two extremes so to say. ;-)
In my experience, Windows is still the target for most specialized or business software. Most of these things also demand a Windows Server component. Typical suspects are: "Personalmanagement" timesheet software basically (accounting working hours, vacation, bonuses etc. and making sure the right receipts are printed at the end of each month and more, like when somebody leaves the company, is ill or the is "Kurzarbeit" because the union with the employer settled on this). Another suspect is software for insurance and taxes, energy management (which in a stainless steel foundry is an important piece of software and keeps at least a handful of people fully employed), logistics software (usually also with needle printers that are able to still print "Durchschlag" carbon paper https://en.wikipedia.org/wiki/Carbon_paper which is fast and handy for the drivers). There is special software for measurement and production with complex machines, ovens, mills, spectrometers, microscopes, x-ray machines etc. Oh and then there is the internally developed application, that keeps running the company and will be replaced sometime during the next 10 years with a different Windows native app if it is ever finished.
And there is the MS SQL administration in addition to group policy for all the Windows computers everywhere that also is best done from a Windows computer.
People are used to Windows, older generations in middle and slightly eastern european countries (former east Germany/ DDR included) especially. There just were no Macs in any company besides maybe a top design studio in the capital or regional hub. This is a big factor. In most companies, ordering certain behaviour just doesn't work in practise.
In companies, every purchase is oriented towards "Abschreibung" or the amortisation period that is determined by "Abgabenordnung" if I am not mistaken - basically the tax. To be most efficient on paper, you have to use the device at least for the duration of the period determined by the state tax books, else you will have a bad tax audit etc. Anything that hasn't followed the rule will raise an eyebrow and somebody will have to explain otherwise you will likely pay more in taxes or whatever. I don't understand this stuff at all but I was told it works something like that and therefore you do so much accounting stuff such as inventory of basically everything that costs at least X, every piece of software, where you also get Microsoft and Oracle and other audits from time to time...
If you are not in the business of selling/ writing enterprise or specialized software in some capacity, you don't really have to care. Most things work using a web browser nowadays, even some enterprise software some companies use. Some software is just more performant or can access certain APIs that aren't available in the web browser. Also, it is very hard to support anything for 10+ years in the webbrowser. Stuff just breaks too frequently on the web, even compared to Windows 10.
In the end, people usually buy Windows, because it really is the only platform that actually works for 99,9% of things. You can spend a long time to support the CEO's Mac, because it is the CEO. Of course, most things running a web app or supporting infrastructure can be Linux or UNIX-based without an issue, but the OS on people's desks just is Windows and it will stay like that for a long time. There are few companies that have the resources to support something else on the desktop as well. I bet, these are in the software or hardware development or creative/ design/ art business and not much else.
Education is a very special market, really anything goes there. Simple things tend to win, but what simple is changes school to school. :-) There are schools that it seems don't know what to do with their money and have dedicated IT department, supporting anything Apple, Google, Adobe, AutoDesk and Microsoft is not a problem there. There are schools that cannot even equip one IT classroom and students have to share computers each with a different OS and updates barely work because the internet connection is flaky.
Big companies just love to jack around with Windows, and do things like prevent users from changing their desktop backgrounds (in the name of "security," of course), and Microsoft has always bent over backwards to give them the ability to do any stupid thing some corporate IT drone can think of, so they continue to be loved my companies around the globe.
There's a _fundamental_ difference in the way that Microsoft and Apple have approached making an operating system. One treats it like a layer of software in an entire stack that someone else owns and controls, and the other makes PERSONAL devices. And it shows.
And, of course, the Microsoft-slobbering trade press can't imagine a scenario where they don't try to prove that YOU should be running Windows because the numbers -- inflated by the Fortune 1000 -- says it's what "everyone" is running. Meanwhile, more than half the people I know now run NOT-Windows for their personal computing.
Let's break out the corporate purchases from sales data, and then let's talk about actual, personal market share, and whether better UI/UX would help Microsoft in a heads-up battle against macOS or ChromeOS.