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Apple is undoubtedly the most valuable tech company in the world these days with iPhone being its star product. Despite being one of the most well-regarded companies, Microsoft, has lagged behind Apple in many counts. There is something that Apple is doing which is giving it the success that we all know about. According to Canada Today, the first and the most important difference is the App store for Apple users, the only place where iPhone owners can fulfil their software needs. Back in the day, Microsoft would allow anyone to make a software for Windows. There was little control over the software and it was the responsibility of the third-party vendors to find a way to distribute and sell the software. However, with iPhone, the only way to get a software is through the App Store. Apple maintains a tight control over the software and takes 30% off the App store transactions. Since the apps are free of outside virus, the users love it and the deveopers don't mind paying the fees as it prevents piracy and they don't have to worry about issues like updates, payments etc.

The other important thing, as per Business Insider, is that all the Apple devices such as iPhones, iPads etc. run on a single ecosystem, iOS. While Microsoft and Google struggle with consistency of the device, Apple products run seamlessly and consistently. There can never be a cheap replica of an Apple product that convinces the user to pay the premium. The most interesting thing about Apple is that when they couldn't get the same level of app cohesion on their laptops, they introduced a pro version of iPad that works pretty much like a laptop but also allows apps to run. If the user is not happy about a laptop that can only run apps, and then gradually build it into a laptop replacement.