> I'm impressed by the ability of the press to take any new tech idea and spin that into Apple being the latent dark horse that will win the category. I'm not.

> I'm impressed by the ability of the press to take any new tech idea and spin that into Apple being the latent dark horse that will win the category. I'm not. Not everyone is up on new tech. But, there's probably only 5 people in developed nations that have not heard of Apple and that they are a big tech company. The goal here is ad revenue and for that, one needs clicks and for that, one needs Apple in the headline to reach more people.