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Dispensing with a physical keyboard has given software an increased importance over hardware in product design, said Mark Rolston, senior vice president at Frog Design, an industrial design consulting firm.
But as consumer technology evolves, software and Internet integration is gaining ever increasing importance over hardware.
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They went from software (or code) that affected other software, to code that could take over hardware.
Another, perhaps more important, struggle was over hardware.
"Now the importance has flipped: in today's economy, it's software over hardware.
The 360 architecture represented a continental divide in the relative importance of hardware and software.
It's no longer a competition over hardware.
Bickering over hardware aside, it's still software that drives profits and platform sales.
Within tech, however, they favored software over hardware, a group within which they sold substantial positions to lock in profits.
While there will be lots of gadgets on offer, ZDNET predicts that this year's show will underscore the diminishing importance of hardware.
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