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iTunes is their ace. Ipod and then iPhone are popular because of iTunes integration not because "everyone else has one so I should". I think tech savvy people fail to realize they are a minority and there are millions who just want to point and click and get their music, movies, tv shows, apps and....books on their portable devices.
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I think a copy past way simpler than download iTunes / installing iTunes / figuring out how it works.
iTunes is one of the reason i'm staying away from apple, just like sonic stage made me go away from sony.