It has been months since Windows 7's successor has entered the planning and early development stages, and already Microsoft is taking aim at its competition deep inside its headquarters. At least two of them, Apple and Google, are being scrutinized especially closely, according to sources within the company. Despite the strong start Windows 7 has had, and Windows' huge installed base, the company realizes that there are new challenges in the changing marketplace that have to be met head-on if the Windows brand is to continue to flourish.

Specifically, Microsoft is taking note of competitive pressures from Google, with its Android and Chrome operating systems, saying that the search giant "poses a whole new set of challenges." As for Apple, Microsoft noted that the company could not be forgotten, because there would still be the "the traditional competition" from Cupertino. Linux was not explicitly mentioned, though this is likely because Microsoft believes it poses a bigger threat in the business space, and sources say this particular discussion looked at the consumer-facing aspects of the Windows brand.

Microsoft will focus on evolving and optimizing "the Windows brand experience," specifically the "trifecta" of Windows brands for the consumer audience (Windows 7, Windows Live, and Windows phone) in the years to come with Windows 8 and beyond, sources said. More broadly, Microsoft leaders and colleagues will be trying to refine "the holistic brand strategy" for Windows Client, Windows Server, Windows Azure, and Windows Embedded.

Microsoft is planning to switch internal focus from Windows 7 to Windows 8 at the start of its next fiscal year in July 2010, and according to a Microsoft roadmap, Windows 7's and Windows Server 2008 R2's successors are slated for release in 2012. Tidbits for Windows 8 will continue to come in till then, including more on where the branding of the operating system will be heading.