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From the sidelines it is apparent that Apple uses apps (free ones or cheap ones) to entice consumers with the idea of purchasing one device and having access to free* compatible software. Similar to when you purchase a video game console that is bundled with other games. Apple can sit on the sidelines while developers create applications that cater to consumers ever changing needs. Apple's job is to sell their products and communicate to the market that each device comes bundled or has access to great free* applications. It is a great strategy that allows them to position their hardware as forward thinking.

Why would they change their position to promote higher cost applications? I don't see any reason, as this would change how consumers perceive their devices. Would the average iOS user want to purchase every application on their device or pay a higher cost then today?

I firmly believe that iOS devices have been successful because of the wide range of applications created in the app store.

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