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Operating systems, applications, stores, Apple TV, the putative iWatch … they're all part of the supporting cast.
Most of this growth is occurring in developing countries, where the Web is dominant and applications stores and the like have made fewer inroads.
Android phones also use applications, but unlike Apple, Google does not screen them, and Android is open to competing applications stores, like one planned by Amazon.
Apple was not at the wireless industry's big annual conference last week, but its presence could be felt everywhere — in its competitors' new applications stores, the improved iPhone copycats and the array of new gadgets meant to juice up the mobile media experience.
The rise of applications stores and the shift toward offering features as downloadable software is also helping consumers tweak their phones.
Microsoft has several irons in the gaming fire: Its Xbox line of games, Xbox on Windows Phone, and, of course, games sold through its several applications stores that are part of its operating system platform.
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Owners of iPhones can download Urbanspoon free from the online iPhone applications store.
The Microsoft applications store, though growing rapidly in recent months, has about 8,000 applications, Mr. Hilwa said.
Comand, the company's telematics system, provides access to applications stored in the cloud, not on the car's harddrive.
Keas will take a slice, and pass the rest on to the plan creator — the model used by the Apple's iPhone applications store.
In 2004, one said, the company rejected an early design for a Nokia online applications store — an innovation that Apple, Nokia and other handset makers adopted three years later.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com