ARM, a leading developer of microprocessor technologies for ultra low-power mobile devices, believes that Microsoft Windows 8 [with ARM support] will have better chances in competing against Apple on the market of media tablets than Google Android. ARM believes that familiarity with Windows will give the OS a boost on tablets.

"Consumers are very familiar with Microsoft and very familiar with Windows and they are less familiar with an Android environment. So I think Microsoft have an awareness advantage with consumers that the Android folks didn't have. Now it is up to Microsoft exactly how well they are going to exploit that advantage, but I think that's a fundamental difference," said Warren East, chief executive officer of ARM, during the latest conference call with financial analysts.

While Microsoft Windows 8 will have advantage over other operating systems among conservative users, it should be noted that Windows 8 for ARM will not run ordinary applications designed for x86 microprocessors, but will be compatible with either specially ported programs or apps developed for Windows Metro user interface, a rather controversial UI.

ARM itself generally pins a lot of hopes onto Windows for ARM (WARM, WoA) since it unlocks a number of markets for chips made using its architecture, including notebooks and even ultra low-power desktop personal computers.

Microsoft Windows 8 is projected to be launched sometimes in August, 2012. Usually, devices powered by the new Windows emerge on the day of its general availability.

Tags: ARM, Windows 8, Microsoft, Cortex