Microsoft (NASDAQ: MSFT) and Apple (NASDAQ: AAPL) have been tech archrivals for roughly 40 years, since the dawn of the personal computer.

The two companies have different routes to dominance of the tech industry. Microsoft has largely climbed the ladder through its ubiquitous Windows operating system, dominance of enterprise software, and, more recently, its strength in cloud infrastructure. Apple, meanwhile, has reached a market cap of $3 trillion, largely through the popularity of its consumer electronics devices such as the iPhone, Mac, iPad, and others.

In 2024, the two tech titans are set to butt heads again. Let's take a look at how each company is positioning itself as the next transformative technology, generative AI, takes hold.

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Source Fool.com