When it comes down to Apple vs. Microsoft it is indisputable the fact that Co-founder and Chairman Bill Gates and Apple Chief Executive Officer Steve Jobs are the exponents of the two companies. In no other way are the personae of Microsoft and Apple reflected more than in Gates and Jobs. Undoubtedly, the two men represent archetypes of the companies they helped in building and leading to success. And each one with his different approach, strategy, personality and, well, why not, genius. At the helms of Microsoft and Apple, both Gates and Jobs have climbed to the top of the technology world, but each is interpreted differently.

In this context, Fortune magazine has compiled a top of the most powerful 25 men in business, placing Steve Jobs firmly in the first position. The power associated with Jobs comes from the many spheres of business Apple's CEO is involved in, from music with iPod and iTunes, to mobile phones, with the iPhone, to software and hardware with Mac computers and OS X, and to Hollywood with Pixar. The fourth position in 'Fortune magazine"'s top was awarded to three men. All from Google. Eric Schmidt, Larry Page, and Sergei Brin. Eric Schmidt is the Chief Executive Officer; Larry Page President - Products; and Sergei Brin President - Technology. Google has revolutionized the advertising business, becoming a strong illustration of the fact that Internet is the future, much to the detriment of the traditional forms of media.

Bill Gates comes only in the seventh position. Gates is close to his dream of putting a PC on every desk in every house, as Microsoft estimated that, by mid 2008, the install base of its Windows operating system will have surpassed the 1 billion milestone. But, at the same time, Gates is deeply involved with his philanthropic work with the Bill and Melinda Gates foundation. Microsoft's Chairman is currently in a transition process that will lead him out of his day to day role with the Redmond company.