As far as I'm concerned, you can either compare market segments (computers OR phones) or you can compare product strategies.
Apple's strategy is focusing on small form factor consumer products. Microsoft's (successful) strategies are focusing on workplace and living room. Both companies appear to have successful respective strategies, though the big story is how Apple's new products have stolen share from a huge number of competitors:
- Sony Walkman, et al
- Nokia, et al
- Nintendo
- Windows computers