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Their allegiance to Apple has helped make its devices the powerhouses they are for the company.
The industry has also been careful to make its devices discreet.
However, many are reluctant to cede control, especially when Facebook is a huge competitor for advertising money and Apple is doing its best to make its devices free of all but its own ads.
Apple likes to make its devices smaller.
Naturally every company wants to make its devices easier to use, and Microsoft is no exception.
So much for the rumors that the company would be working to make its devices more economically accessible.
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It also helps Amazon immensely to make its device footprint as wide as possible.
Yet Philips decided that it would close down its corner of that standard and henceforth make its device work only with approved bulbs.
Samsung's continuing to tweak the internals to make its device more suitable for gaming.
From the looks of it, the company is playing the long game here, seeding mobile devices with Assistant and rolling out subtle upgrades that make its device less of a blunt instrument than Amazon's offering.
Since the Snowden revelations, Apple has made its devices and services more secure to make it harder to hack iPhones.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com