Apple has had an excellent strategy. They're only a small part of the desktop market but they control both the hardware and the OS software. Having their IPods being such a big thing and with the IPhone as the most talked about smartphone allowed them to grow. Unlike MS, which mainly does software, Apple micro-controls their gadgets from top to bottom. The best example of this is the IPhone (and IPod Touch), where you have at least 10 times as many apps as the runner up phones and where every single app that is sold comes from the App Store and gives Apple a piece of the action. The IPad is following the same pattern. I'm not an Apple zealot at all, but I have to admit that I'd be lost without my IPhone. I have forgiven Jobs for his paternalistic approach to selling and fortunately, I'm not interested in phone-porn or extreme phone violence, which are banned by Steve. Mainly what I like is that everything works, is simple, is incredibly convenient and is right in my pocket. It's refreshing to have a product that really works.