One Infinite Loop

In the meantime, Apple can keep its rivals at bay by leveraging the greatest advantage it enjoys today: its leading position across multiple consumer-device categories. Amazon may have a nifty set-top TV box--but if you already have an iPhone, you might prefer the Apple TV. Google's virtual assistant software may be more powerful than Siri--but if Siri already lives on three of your devices, why switch to Google when it's time to buy a fourth? Skype might have its advantages over FaceTime, but your grandmother has the latter pre-installed on her iPad. In other words, Apple can prop up its software by putting it front and center on all the platforms it already has, and making sure they all talk to each other--and no one else.