But these incremental updates tell a very compelling story to me looking at it holistically, and from a customer/user point of view. That's the thing about com

But these incremental updates tell a very compelling story to me looking at it holistically, and from a customer/user point of view. That's the thing about competition -- it just sneaks up on you, and the firms that are just slowly making really good incremental updates win over the long run. It's little by little, then all at once. For example, being able to clip your iPhone to your monitor, and get two camera feeds at once. This looks kind of silly and like a gimmick, but this is going to shake up the live streaming space a little bit. People have been mucking with buying DSLRs, setting up software, getting a second overhead camera, making sure things don't overheat. If they do this right, that's all over, and now more and more people are going to be using the iPhone (they probably already have) along with maybe an external monitor. At some point, a nerd will implement the pairing and use-as-camera ease (if it isn't already possible) on windows/linux, and it will get even easier. Another thing towards the end -- apple dipping it's toes into collaboration, and building it into the platform and across apps. Google is definitely reaching a lot of people with Chromebooks and building itself a platform, but Apple's UX and focus on being buttery smooth/sacrificing customization for widespread usability feels like it's going to win. Is Apple search inevitable? Isn't it basically already here? Every search that someone does from Spotlight is that much closer to being one less search that Google can see/monetize.