Nate Barham:
Think, “I am using my Mac,” or “I am using my iPhone.” Unlike Microsoft and Google, for whom the device is a layer of abstraction between the user and the primary product, which is the respective company’s services, Apple’s devices are zero layers of abstraction from their primary product: the device itself.
Such a fantastic article about the Apple line of thought. “What ever makes users love our devices more.” That’s what it is all about, that’s why iCloud is now front and center and will likely get a lot of resources to be great.