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I care about hardware.
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But the biggest changes to the hardware that people will care about are undoubtedly the upgraded processor and RAM.
"We're tying to make the software…we're not really caring about the hardware," says Erb. "We're like a thin layer on top".
As a result, there's a strong emphasis on making things "just work" and hiding information that would simply confuse and frustrate people that don't care about the underlying hardware and software.
"The market needs to indicate to manufacturers that we care about modular, repairable hardware".
It's no wonder they end up going with an iPad when the other options try so pathetically to get consumers to care about trivial differences in hardware, and make vague promises of improvements coming down the line, over which they have no real control.
It is a delivery mechanism for ongoing subscription services, so it doesn't care about making money on the hardware.
The goal was to push its software into the hands of users; Google didn't seem to care about making money on the hardware.
"We saw this change in the user from essentially a sysadmin who cared about Tom's Hardware, to a developer who had never opened a computer but who was suddenly orchestrating infrastructure," he said.
But it seems that consumers care more about an overall experience and a brand than they do about hardware specs, Mr. Dawson said.
It is not about hardware, but software.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com