Microsoft is getting high marks from partners and industry watchers for a new holiday television advertisement that suggests a desire to have a more friendly relationship with Apple.
In the ad, posted to Microsoft's YouTube channel Tuesday US time, a group of employees from Microsoft's Fifth Avenue retail store in New York City are seen marching to the nearby Apple store, where they meet up with a local children's choir and begin singing "Let There be Peace on Earth" on the sidewalk outside.
Apple gave Microsoft prior permission to film the ad, which will air on television 3 December US time, Advertising Age reported Monday US time.
In the commercial, alerted by the clatter, Apple employees come rushing outside to see what the matter is. Then everyone smiles and hugs amid a glow of mutual admiration and respect. During that moment, no one seems to care that the two vendors have spent tons of time and money over the years making ads that bash each other's products.
Former Microsoft CEO Steve Ballmer was famously averse to his employees using Apple products, but the software giant actually released OneNote for the iPad - its first Office app custom built for Apple's tablet - back in 2011.
However, under Nadella, Microsoft has made a priority of getting its software running on as many platforms as possible, even when doing so could enrich competing platforms while eroding interest in its own.
Since Nadella took the helm in February 2014, Microsoft has stepped up support for open source and made it easier for developers to write apps for Apple iOS and Android. Microsoft has also formed cloud partnerships with one-time rivals Salesforce.com and Red Hat.
While the Microsoft holiday ad may not portend a similar partnership with Apple, its partners believe that a deeper relationship between the vendors could help both in their battle against Google, both on the Android front and in the cloud wars that loom on the horizon.
This article originally appeared at crn.com