Should note: Apple does partnerships with entities while a new consumer behaviour is in approach, to learn from it and have the option of going 'fully monty' if

Should note: Apple does partnerships with entities while a new consumer behaviour is in approach, to learn from it and have the option of going 'fully monty' if/when the time arrives. Before the iPhone, Apple did a big partnership with motorola on a phone that acted like an iPod and integrated with iTunes etc... I was essentially to wet their beak in the market and learn.