Apple vs Microsoft: Tone of Voice Compared
A side-by-side comparison of how Apple and Microsoft communicate — tone words, language style, sentence structure, and taglines.
Voice comparison
| Dimension | Apple | Microsoft |
|---|---|---|
| Tone words | Innovative, Aspirational | Innovative, Bold |
| Language style | Imperative | Imperative |
| Sentence type | Command | Command |
| Tense | Present | Present |
| Expression | Figurative | Figurative |
| Tagline | "Think Different" | "Be what's next" |
What Apple and Microsoft share
Both brands use a innovative tone. Both compete in the Technology sector.
Where they differ
Apple leans aspirational. Microsoft leans bold.
Frequently Asked Questions
How is Apple's tone of voice different from Microsoft's?
Apple uses a innovative, aspirational tone with imperative language, while Microsoft uses a innovative, bold tone with imperative language. They share the tone word Innovative.
What is Apple's tagline and what is Microsoft's tagline?
Apple's tagline is "Think Different". Microsoft's tagline is "Be what's next".