It just seems the most reasonable approach to me. As much as Apple works to make the PC an experience, there's just not enough value in box differentiation. The box is becoming a limit. Functionality is huge. Mobile is currently winning for two reasons: 1) most people do very little but consume with their PCs, and 2) a phone is smaller than a laptop. But, ideally, you want a screen to be big, and you want the hardware to be small. Currently the two are stuck together in a compromise. They need to be free. IMHO Microsoft could make a comeback if they started making a Windows watch interface. They missed this train, but could catch the next. Google is well-poised for this next battle. I think Apple will likely die making devices rather than a technological environment. They don't have the infrastructure not to play well with others, and I bet they will debate that point until it's too late.