Editing Microsoft (section)

===2007–2011: Microsoft Azure, Windows Vista, Windows 7, and Microsoft Stores===
[[File:Steve Ballmer - MIX 2008.jpg|thumb|left|CEO [[Steve Ballmer]] at the [[MIX (Microsoft)|MIX]] event in 2008. In an interview about his management style in 2005, he mentioned that his first priority was to get the people he delegates to in order. Ballmer also emphasized the need to continue pursuing new technologies even if initial attempts fail, citing the original attempts with Windows as an example.<ref>{{Cite news |title=Steve Ballmer on management style |url=http://www.itworld.com/051109ballmerinterview |work=ITWorld |agency=CIO Asia |publisher=[[International Data Group|IDG]] |date=November 10, 2005 |first=Gerald |last=Wee |access-date=January 29, 2011 |archive-url=https://web.archive.org/web/20110514145636/http://www.itworld.com/051109ballmerinterview |archive-date=May 14, 2011 |url-status=live}}</ref>]]
[[File:Belgique - Bruxelles - Schuman - Berlaymont - 01.jpg|thumb|Headquarters of the [[European Commission]], which has imposed several fines on Microsoft]]
Released in January 2007, the next version of Windows, [[Windows Vista|Vista]], focused on features, security and a redesigned user interface dubbed [[Windows Aero|Aero]].<ref>{{Cite web |url=http://reviews.cnet.com/windows/windows-vista-ultimate/4505-3672_7-32013603.html |title=Windows Vista Ultimate review |date=January 23, 2007 |access-date=April 4, 2012 |last=Vamosi |first=Robert |work=[[CNET]] |publisher=[[CBS Interactive]] |archive-url=https://web.archive.org/web/20120406015257/http://reviews.cnet.com/windows/windows-vista-ultimate/4505-3672_7-32013603.html |archive-date=April 6, 2012 |url-status=live}}</ref><ref>{{Cite web |url=http://www.informationweek.com/gates-says-security-is-job-one-for-vista-/d/d-id/1040561 |title=Gates Says Security Is Job One For Vista |date=February 14, 2006 |access-date=April 4, 2012 |last=Ricadela |first=Aaron |work=[[InformationWeek]] |publisher=UBM TechWeb |url-status=live |archive-url=https://web.archive.org/web/20120318064254/http://informationweek.com/news/180201580 |archive-date=March 18, 2012 }}</ref> [[Microsoft Office 2007]], released at the same time, featured a "[[Ribbon (computing)|Ribbon]]" user interface which was a significant departure from its predecessors. Relatively strong sales of both products helped to produce a record profit in 2007.<ref>{{Cite web |url=http://www.scotsman.com/news/vista-gives-microsoft-view-of-record-profit-1-1316524 |title=Vista gives Microsoft view of record profit |work=Edinburgh Evening News |date=April 27, 2007 |publisher=[[Johnston Press]] |access-date=February 1, 2009 |archive-date=August 4, 2020 |archive-url=https://web.archive.org/web/20200804053508/https://www.scotsman.com/business/vista-gives-microsoft-view-record-profit-2512476 |url-status=dead }}</ref> The European Union imposed another fine of €899&nbsp;million ($1.4&nbsp;billion) for Microsoft's lack of compliance with the March 2004 judgment on February 27, 2008, saying that the company charged rivals unreasonable prices for key information about its [[Microsoft SQL Server|workgroup]] and [[Microsoft BackOffice Server|backoffice]] servers.<ref>{{Cite book |last=McCormick |first=John |title=European Union Politics |publisher=Palgrave Macmillan |year=2011 |isbn=978-0-230-57707-7 |location=New York |pages=340 |language=en}}</ref> Microsoft stated that it was in compliance and that "these fines are about the past issues that have been resolved".<ref>{{Cite news |title=AFP:EU hits Microsoft with record 899&nbsp;million euro antitrust fine |url=http://afp.google.com/article/ALeqM5iozBXlp2nzuVxnMx_SwmtKvi7C-w |agency=[[Agence France-Presse]] |work=[[Google News]] |date=February 27, 2008 |access-date=June 1, 2008 |url-status=dead |archive-url=https://web.archive.org/web/20080430164250/http://afp.google.com/article/ALeqM5iozBXlp2nzuVxnMx_SwmtKvi7C-w |archive-date=April 30, 2008}}</ref> 2007 also saw the creation of a multi-core unit at Microsoft, following the steps of server companies such as Sun and IBM.<ref>{{Cite web |url=http://www.serverwatch.com/trends/article.php/3657451/Microsoft-Multicore-and-the-Data-Center.htm |title=Microsoft, Multi-core and the Data Center |access-date=March 18, 2013 |archive-url=https://web.archive.org/web/20130406115001/http://www.serverwatch.com/trends/article.php/3657451/Microsoft-Multicore-and-the-Data-Center.htm |archive-date=April 6, 2013 |url-status=live}}</ref>

Gates retired from his role as Chief Software Architect on June 27, 2008, a decision announced in June 2006, while retaining other positions related to the company in addition to being an advisor for the company on key projects.<ref>{{Cite magazine |url=https://www.pcmag.com/article2/0,2817,1977363,00.asp |title=Bill Gates Announces Resignation |author-link=Natali Morris |last=Conte |first=Natali Del |magazine=[[PC Magazine]] |publisher=[[Ziff Davis]] |date=June 15, 2006 |access-date=July 17, 2010 |archive-url=https://web.archive.org/web/20100420070747/http://www.pcmag.com/article2/0,2817,1977363,00.asp |archive-date=April 20, 2010 |url-status=live}}</ref><ref>{{Cite news |url=https://www.telegraph.co.uk/technology/3357698/Bill-Gates-steps-down-as-Microsoft-head-to-concentrate-on-philanthropy.html |title=Bill Gates steps down as Microsoft head to concentrate on philanthropy |last=Beaumont |first=Claudine |work=[[The Daily Telegraph|The Telegraph]] |date=June 27, 2008 |access-date=January 9, 2016 |archive-url=https://web.archive.org/web/20160313023003/http://www.telegraph.co.uk/technology/3357698/Bill-Gates-steps-down-as-Microsoft-head-to-concentrate-on-philanthropy.html |archive-date=March 13, 2016 |url-status=live}}</ref> [[Microsoft Azure|Azure Services Platform]], the company's entry into the [[cloud computing]] market for Windows, launched on October 27, 2008.<ref>{{Cite web |url=http://news.cnet.com/microsoft-launches-windows-azure/ |title=Microsoft launches Windows Azure |work=CNET |publisher=CBS Interactive |first=Ina |last=Fried |author-link=Ina Fried |date=October 27, 2008 |access-date=July 6, 2010 |archive-url=https://web.archive.org/web/20110510020425/http://news.cnet.com/microsoft-launches-windows-azure/ |archive-date=May 10, 2011 |url-status=live}}</ref> On February 12, 2009, Microsoft announced its intent to open a chain of Microsoft-branded retail stores, and on October 22, 2009, the first retail [[Microsoft Store (retail)|Microsoft Store]] opened in [[Scottsdale, Arizona]]; the same day [[Windows 7]] was officially released to the public. Windows 7's focus was on refining Vista with ease-of-use features and performance enhancements, rather than an extensive reworking of Windows.<ref>{{Cite web |url=http://news.cnet.com/8301-13860_3-10163206-56.html |title=Microsoft follows Apple into the retail business |work=CNET |publisher=CBS Interactive |first=Ina |last=Fried |author-link=Ina Fried |date=February 12, 2009 |access-date=July 17, 2010 |archive-url=https://web.archive.org/web/20110510020436/http://news.cnet.com/8301-13860_3-10163206-56.html |archive-date=May 10, 2011 |url-status=live}}</ref><ref>{{Cite web |url=https://www.reuters.com/article/us-microsoft-store-idUSTRE59L5E220091022 |title=Long lines as Microsoft opens retail store |work=[[Reuters]] |publisher=[[Thomson Reuters]] |last=Gaynor |first=Tim |date=October 22, 2009 |access-date=July 3, 2010 |archive-url=https://web.archive.org/web/20110204102408/http://www.reuters.com/article/2009/10/22/us-microsoft-store-idUSTRE59L5E220091022 |archive-date=February 4, 2011 |url-status=live}}</ref><ref>{{Cite news |url=https://www.nbcnews.com/id/wbna33429899 |title=Windows 7 operating system makes its debut |work=[[NBCNews.com]] |publisher=[[NBCUniversal]] |agency=Associated Press |last=Mintz |first=Jessica |date=October 22, 2009 |access-date=April 4, 2012}}</ref>

As the smartphone industry boomed in the late 2000s, Microsoft had struggled to keep up with its rivals in providing a modern smartphone operating system, falling behind [[Apple Inc.|Apple]] and [[Google]]-sponsored [[Android (operating system)|Android]] in the United States.<ref>{{Cite web|url=https://money.cnn.com/2010/10/11/technology/windows_phone_7/index.htm|title=Microsoft unveils Windows Phone 7 partners – Oct. 11, 2010|website=money.cnn.com}}</ref> As a result, in 2010 Microsoft revamped their aging flagship mobile operating system, [[Windows Mobile]], replacing it with the new [[Windows Phone]] OS that was released in October that year.<ref>{{Cite book |last1=Lecrenski |first1=Nick |title=Beginning Windows Phone 7 Application Development: Building Windows Phone Applications Using Silverlight and XNA |last2=Watson |first2=Karli |last3=Fonseca-Ensor |first3=Robert |publisher=John Wiley & Sons |year=2010 |isbn=978-0-470-91233-1 |location=Hoboken, NJ |pages=4 |language=en}}</ref><ref>{{Cite book |last1=Helal |first1=Abdelsalam A. |title=Mobile Platforms and Development Environments |last2=Helal |first2=Sumi |last3=Bose |first3=Raja |last4=Li |first4=Wendong |publisher=Morgan & Claypool Publishers |year=2012 |isbn=978-1-60845-866-0 |pages=33 |language=en}}</ref> It used a new user interface design language, codenamed "Metro", which prominently used simple shapes, typography, and iconography, utilizing the concept of minimalism. Microsoft implemented a new strategy for the software industry, providing a consistent user experience across all smartphones using the Windows Phone OS. It launched an alliance with [[Nokia]] in 2011 and Microsoft worked closely with the company to co-develop Windows Phone,<ref>{{Cite web|url=https://www.marketingweek.com/nokia-to-partner-with-microsoft-under-new-structure/|title=Nokia to partner with Microsoft under new structure|first=Rosie|last=Baker|date=February 11, 2011}}</ref> but remained partners with long-time Windows Mobile [[Original equipment manufacturer|OEM]] [[HTC]].<ref>{{Cite web|url=https://www.theverge.com/2012/9/19/3356676/htc-microsoft-windows-phone-8-marketing-partnership|title=HTC rekindles its old Microsoft romance and bets on Windows Phone 8|first=Tom|last=Warren|date=September 19, 2012|website=The Verge}}</ref> Microsoft is a founding member of the [[Open Networking Foundation]] started on March 23, 2011. Fellow founders were [[Google]], [[HPE Networking]], [[Yahoo!]], [[Verizon#History|Verizon Communications]], [[Deutsche Telekom]] and 17 other companies. This nonprofit organization is focused on providing support for a [[cloud computing]] initiative called Software-Defined Networking.<ref>{{Cite web |url=http://www.openflow.org/wp/2011/03/open-networking-foundation-formed-to-speed-network-innovation/ |archive-url=https://web.archive.org/web/20110326044008/http://www.openflow.org/wp/2011/03/open-networking-foundation-formed-to-speed-network-innovation/ |url-status=dead |archive-date=March 26, 2011 |title=Open Networking Foundation News Release |first=David |last=Erickson |work=Openflow.org |date=March 21, 2011 |access-date=May 29, 2011}}</ref> The initiative is meant to speed innovation through simple software changes in telecommunications networks, wireless networks, data centers, and other networking areas.<ref>{{Cite web |url=http://www.computerworld.com.au/article/380663/google_other_titans_form_open_networking_foundation/?fp=4&fpid=78268965 |title="Google and other titans form Open Networking Foundation." Noyes, March 23, 2011 |work=[[Computerworld]] |publisher=[[International Data Group|IDG]] |date=March 23, 2011 |access-date=May 29, 2011 |archive-url=https://web.archive.org/web/20110406121956/http://www.computerworld.com.au/article/380663/google_other_titans_form_open_networking_foundation/?fp=4&fpid=78268965 |archive-date=April 6, 2011 |url-status=live}}</ref>