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It interesting how Apple has been able to stay ahead while often being a step or two behind from a technological standpoint (in some areas at least). I think it goes to show how important it is to have things work in a very seamless way.
This great (short and funny) internal video from Microsoft was supposed to be a wake up call, but nothing really changed: https://www.youtube.com/watch?v=EUXnJraKM3k
The fact that Apple doesn't really play that game seems to drive some people wild.