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But judging the popularity of a device category that barely yet exists is fraught.
It has been able to carve out a 20percentt share of a device category long characterized by flat sales and user manuals the size of Russian novels.
It was the first time that tablet ads cost more than those on desktops, and advertisers increased spending on smartphones 25 percent, the most of any device category.
Smartwatches, for example – a device category that seems well suited to fitness games like Zombies, Run! in the long term, even if there are restrictions in the shorter term with what can be done on these gadgets.
Apple's introduction of its first smartwatch shone a spotlight on the device category, but the question of what a smartwatch is actually good for and why would anyone other than geeks buy them has yet to be answered.
Oliver says that his involvement in the Appys has made him realise that one key change is in usage habits for smartphones and tablets – the latter, of course, a device category that still wasn't on the radar of consumer-focused developers in 2008.
Similar(10)
Unlike other device categories, wearable devices have struggled to gain traction beyond early adopters.
Windows 10 represents Microsoft's attempt to unify its core platform to work across device categories.
Both Google and Apple recently debuted new hardware across device categories.
And it might even be managing year over year growth in all its device categories.
The code will run across all device categories: "One product family.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com