... you don't care about the operating system on the device in front of you.
The old arguments about how software base is what sold machines and put windows in such a dominant position no longer apply. If(and it is still a big if) everything you use is abstracted to the cloud you really don't care.
You then start buying the thing in front of you on these other factors such as look, feel, street cred and the rest. This may in part explain the growing preference for Macs - the triumph of design over utility. (I'm not immune to this as my ten dollar watch story shows)
It then starts to matter which cloud software ecology you belong to - Google has one, Microsoft and their hardware friends have one, Zoho has an interesting set of tools. And Apple doesn't really have one ...
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