Maybe we all miss the point here, both Microsoft and Apple based OS's were designed by monopolists. 
If anything, thanks to apple buying Xerox initial research for pennies on the dollar, apple had the initial advantage in the better OS for the consumer based personal computer. 
But Bill Gates and Microsoft was the far smarter monopolist, Its took many years for Microsoft to even achieve parity to the apple OS, but because apple was heap dumb, they tried to monopolize over priced computer hardware on top of a monopoly on apple computer software. 
And Bill Gates was far smarter, he monopolized the Microsoft OS, made in easily cross license to PC makers, and made the Microsoft OS the platform innovative  software developers had to use. And then to put the icing on the cake, Microsoft became the compatibility experts on hardware. So every time Microsoft gets a wild hair up their butt to use calculated obsolesce to justify a New OS, they pass the enormous of writing New Drivers for old hardware to the hardware makers themselves. 
As a result, Microsoft has a negative incentive to improve existing or future OS's, just a little incremental improvement is enough to keep Microsoft money flowing in like clockwork. 
Eventually the world will wise up, get open source Linux hardware standardized,  get enough good software, and Microsoft will be toast. But still, the American and world consumers are hot beds of apathy. Saying, I love to be raped, because thinking is hard.