To most tech watchers, Microsoft is a giant software maker. But that’s not how Microsoft sees itself anymore, CNET reports.

For the past several months, Microsoft chief executive Steve Ballmer has repeated as often as he possibly can that the tech behemoth is now a devices and services company. He was a plain as he could be in the annual letter he wrote to shareholders in October.

“This is a significant shift, both in what we do and how we see ourselves — as a devices and services company,” Ballmer wrote. “It impacts how we run the company, how we develop new experiences, and how we take products to market for both consumers and businesses.”

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