For years Microsoft and Bill Gates criticized Apple for creating computers soup to nuts and not relying on partnerships. They saw Apple's approach as fundamentally flawed.
Apple was on to something profound for the world of computer and phone sales, and now Microsoft is planning on emulating their approach. Microsoft is expected to release it's own tablet, which it has designed and produced and will run a new version of its Windows operating system. This will be the first time Microsoft has built it's own computer. It comes at a time when Microsoft is trying to exert it's relevance in the computer industry to both consumers and business buyers.
Microsoft is not whole sale adapting Apple's approach. Microsoft will continue to license out it's software to hardware makers, as it has always done. Simply stated, Microsoft is trying to gain a foothold against Apple's iPad, which has helped to shake up Microsoft's market.