That's a good analysis. Interestingly, Apple also seems to be a services company (with their iTunes system and iCloud) but their iCloud system in particular see

That's a good analysis. Interestingly, Apple also seems to be a services company (with their iTunes system and iCloud) but their iCloud system in particular seems to be a service that only exists to help their devices. Pretty clever. I will wait to see what Microsoft does. As you say, for them to be truly "devices and services" only, that would be a massive change. And not what people expect from Microsoft..?