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maybe ads will not be their main income in the future? but they will still have enough cash income from ads to roll around in it
other phone-manufacturers doesnt receive the income from the *market aswell, when it comes to android, goggle takes that bit
and thoose well-engineered refinements are usually made by other companies and not apple, for now they dont just sell a phone/computer they sell a brand, like those nike shoes that cost 400 us-dollar but they do that they are meant to do, make people being enough comfortable to use them and feel like they are using something top-notch when in reality it is made of the same stuff as the 20 us-dollar shoe