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You can't really expect Apple to behave any differently given the cult of religion that has grown around the company over the years, including in the press. Unfortunately for them, their iPhone, iPod and iPad lines have achieved so much mainstream success that they are now encountering a lot of people, customers and others, who don't drink the koolaid.
Turns out, Apple is no better and no worse than any other company. Who knew? But, they make some great products, and they're no doubt going to continue to have a lot of mainstream success.
They'll figure it out.
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