i think they can be compared since they're both:
a) software companies
b) hardware companies
c) cloud services companies
while a sleeve with diamonds and gems prolly wouldn't sell very well (and the price might have something to do with it) for surface or iphones...
it's the corner stitches that some folks can tell need improving. a small change in a bezel here, and a small change in an edge radius there, adds up to a very nice handset feel. my point was, get as many people that are proficient at SELLING things (wether or not there is real value in the things sold, vs just 'prestige') instead of more fat cat corporate types that will -only- be concerned with their own golden parachute.
Sorry but I would take the feel of an HTC 8X, Nokia 520 or 1020 in my hand any day of the week compared to an iphone even the GS3 feels better in my hand than an iphone does I'd also probably take the feel of a kindle fire over an ipad mini too. Ergonomics don't come into it with apple products its all about the fruit on the back, always has been always will be. They could put it on a brick and people in there millions would build their houses out of it and look down on all those people with houses with standard bricks. Unfortunately that's the mindset that the majority of apple users have.
Selling things is down to the marketing department which to date has been pi$$ poor for Microsoft. I agree with you there get new marketing people in definitely but I wouldn't ever think of say putting CEO of Hollister in a top position at Microsoft. Get people in that will drive the company forward quicker to get them ahead of the competition, start implementing some of that awesome tech that R&D are sitting on and have patents for, get people in that will get them ahead.
My point still stands about comparing the companies though, rightly or wrongly iphones, ipads and mac's are fashion accessories and status symbols. Getting someone in that's been successful selling fashion accessories and status symbols is perfect for them. MS tried being fashionable once it failed miserably with the original surface adds. Nothing MS does or has done can ever be considered fashionable.
Oh yeah - and ive seen plenty of fake diamond encrusted iphone and ipad cases can pick them up from most market stalls for ?5