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MSFT and AAPL both benefit from immense network effects, which translate into high LTVs (Windows/Office platform, iOS ecosystem). The presence of a strong network effect can often be a strong driver of virality, if not a prerequisite for viral acquisition for a lot of businesses because the incentive to share is directly correlated with the value delivered to the user/customer.

...and even more impressive, they did it before the terms 'LTV', 'network effect' and 'virality' had even been coined.

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