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In response to "except for all of those, there are multiple cheaper competitors offering basically the same thing in the marketplace. and i'm guessing only a fraction" by hollywood big shot

First, a lot do use those, but second I think it's about the fact that you can't use them with people who don't have apple. When I was on vacation

my wife's family, I'm the only without an iphone. I couldn't get on the ichat (or whatever it's called) so I was left off most messaging that was being done. I couldn't get air dropped photos or access to certain other sharing that was going on. It is annoying, but also, absolutely meant to force people into the apple world and once you're in the barrier to getting out is high. It's why I never really joined (though I do have an ipad).

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