Microsoft beat expectations yesterday to deliver revenues of nearly $34bn (£27bn) and profits of $13bn.
Aaron Shields from Fitch brand consultancy said Microsoft's strength came down to "trust" and "innovation".
Although he acknowledged the firm lacked something other tech giants didn't, calling Microsoft "innovative but not cool".
He said the software giant still had a lot of "head height" with its Azure cloud computing platform because "that's where the whole world is heading" and that positions Microsoft well, he thinks.
"The likes of apple live or die on their product releases but Microsoft seems to buck the trend by just offering really good hardware that continues to sell."