Microsoft (MSFT) dominates the markets in which it competes. Microsoft dominates the operating system markets where Windows has 75% of the PC market share. It also dominates he business productivity market where Office has 95% share by our estimates.

Microsoft competes with Apple (AAPL) and open source players like Red Hat (RHT) and Novell (NOVL) that support Linux distributions in operating systems, and with Google's (GOOG) Apps suite of products, Adobe (ADBE), IBM (IBM) and Oracle (ORCL) in business productivity.

For years Microsoft (MSFT) was the tech leader. Then, Google (GOOG) came along and Microsoft missed the entire search engine revolution. But Microsoft still dominated in software. Then came Apple (AAPL) with its iPod, iPhone, and iPad. Again, Microsoft missed the small device revolution.

The Wall Street Journal reports that now Microsoft is playing catch-up again. With its next operating system it will use low-powered chips similar to those Apple uses.

Do you remember the battle of the pop-ups? Now we have a new, but rather different problem. Advertisers use tracking devices to follow a customer's moves throughout the Internet. The aim is to pinpoint the customer's needs and purchases with the hope of capturing more business.

And as with pop-ups, customer complaints are growing. Customers resent being tracked and consider it an invasion of their privacy. The Wall Street Journal reports that Microsoft has taken the lead by adding a "Tracking Protection" tool that will allow users to prevent being tracked by small text files called "cookies." It will be included in Internet Explorer 9.

Once upon a time, Mac users could brag they were much safer from malicious electronic attacks. After all, in the days before Google (GOOG), when Microsoft (MSFT) was the only uber-player in town, Windows was the perpetual malware target. Phishers, however, aren't discriminating; they're just looking for an account to plunge. So, both Apple (AAPL) and Microsoft users are threatened. Virus writers do tend to focus on the Windows operating system, which owns 90% of the OS market, but phishers are platform independent.

Phishing involves attempts to get a user to reveal information about their accounts. Once the soon-to-be victim clicks that link or fills out a form, the "transaction" is complete -- no operating system interaction necessary. As a result, there really isn't any advantage to using a Mac over a PC.

Amazon, Inc. (AMZN) is in the clouds. So are Google, Inc. (GOOG), EMC (EMC) and Cisco (CSCO). Now, Microsoft Corporation (MSFT) is joining them, having announced on Tuesday its new Windows Azure cloud computing system. The new product will be released on January 1, 2010 -- a new solution for a new year.

Azure will deliver an online platform for the software development set to build their own mousetraps and provide plenty of storage space for users. Testing began a year ago, and full live version will be celebrated next year. For the first month, Azure will be free. The charges start in February.

Businesses do not see a turnaround in 2010. Even with public figures talking up the economy (and who can blame them, it's practically in their job description) businesses are not listening. If consumers aren't spending, why should businesses?

For example, Intel (NASDAQ: INTC) said the year will close strong, although it still will be down compared to 2008. This end-of-the-year optimism is being driven by a once-in-five-year change in the Windows operating system -- something that should have created booming demand, not a modest uptick.

Microsoft Corporation (NASDAQ: MSFT), a company in the same competitive league as Apple, Inc. (NASDAQ: AAPL), Google, INc. (NASDAQ: GOOG), Yahoo! (NASDAQ: YHOO), and International Business Machines Corp. (NYSE: IBM), posted its Q4 earnings release after the bell on Thursday. As I was writing this paragraph, shares of the software giant were trading down over 6% in the after-hours session. Looks like the market was disappointed.

To be certain, the results weren't great (of course, no one was expecting them to recall the company's growth story of yesteryear, I'm confident about that, let me tell you). Sales were down 17%. Operating income on a dollar basis dropped 30%. And, on a reported basis, Microsoft's per-share profit, calculated out to be 34 cents, declined 26%. On an adjusted basis, adding back 4 cents for a few items, earnings came in at 38 cents per share. According to my earnings preview, that beat estimates by two pennies.

Google (NASDAQ: GOOG), which already has most of the money in the world, seems intent on grabbing Microsoft's (NASDAQ: MSFT) pile by elbowing its way into the operating system business.

Last year Google introduced its own web browser, Chrome, and a platform for smart phones, Android. Now the Wall Street Journal (subscription required) reports that by the end of next year it will roll out an operating system to compete with Windows.

Microsoft Corp. (NASDAQ: MSFT) blamed its crummy numbers on something you may never have heard of -- netbooks. Why should you care? Because netbooks -- $200 to $500 stripped down laptops designed for web surfing -- are growing faster than any market I know of -- 11 million were sold in 2008 and 22 million are likely to fly of the shelf in 2009.

Netbooks are making Microsoft's valuable Windows franchise vulnerable after two decades of dominance. That's because if Microsoft is used to selling Windows to a desktop or laptop maker for $300 or $400 a copy, it is not going to make much headway with a netbook maker who is selling the entire device for $300. The netbook phenomenon will force Microsoft to either come up with a much less expensive operating system or continue to see its Windows revenue -- which fell for the first time in history in the last quarter of 2008 -- shrink.

This post is part of our Battle of the Brands feature. Let us know which brand you prefer, and check out other Battle of the Brands posts.

Going by ad campaigns alone, you would think that every person -- or, at least every cool person -- had abandoned their Windows PCs and hoisted themselves onto the Macintosh bandwagon. Not so. The truth is that PCs far outnumber Macs in the market. The big-business worlds of finance, law, medicine use predominantly PC, while the areas of video production, web design and art use Mac. These computers do most of the same things (play games and DVDs, word-process, create web pages, store and play music) but they are completely different operating systems. Even though Apple computers now include the Intel processor that makes it possible to use Windows-only applications, it can still be hard to compare products.

But what about the companies themselves? What does the Apple brand signify that the Dell brand does not? And vice versa.

Apple (NASDAQ: AAPL): Providing innovative products and a user-friendly interface, Apple has turned the whole computer thing into a fashion accessory. For someone who used Dell products for years and then switched to Mac, the difference is like night and day. A Mac is so easy to use. With a clean interface, a near-universal compatibility with external products and tools, these computers are a beautiful breeze. And now that Macs include Intel processors, one can switch back and forth between a Windows interface and a Mac interface, making previous incompatibilities (software, games, etc.) now perfectly compatible. And when it comes to customer service (see below) Apple really socks the house.

One of the wonderful things about the Apple (NASDAQ: AAPL) Mac and its operating system was that, because so few people used them, they were not an attractive target for hackers. Apple used that fact to market itself as an alternative to Microsoft (NASDAQ: MSFT) Windows, which is constantly fending off bugs.

All of that is changing now that computer users actually buy Macs and use Apple's new OS. The FT quotes Patrik Runald, an F-Secure security researcher, as remarking: "Over the past two years, we had found one or two pieces of malware targeting Macs. Since October, we've found 100-150 variants."

Now Apple will have to spend a lot of programmer time working on hacks the same way that Microsoft does.

The Apple hacking army is lead by a group called the "Zlob gang." It appears that they are very good at getting consumers to download software for things like watching video. All the person really gets is a virus.

It is a shame that the Mac is so successful. Now Apple will have to spend endless hours in a chess game with hackers.

Douglas A. McIntyre is an editor at 247wallst.com.