The usual play is "when behind, join up with others and promote openness". That's what Google and Microsoft are doing vs AWS in cloud, its what browsers did dur

The usual play is "when behind, join up with others and promote openness". That's what Google and Microsoft are doing vs AWS in cloud, its what browsers did during IE 6.0's reign, it's what Apple did with it's OS kernel, and so on. It admittedly doesn't seem like a great fit for current Apple.