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But it seemed a more obvious decision for Apple, which has always been more of a hardware company than a software one, and makes most of its money selling laptops.
There's more of a hardware thread emerging in this year's batch, with three startups — Open21, N.Thing and Mobidoo — all building physical kit of some form, rather than pure-play software.
But, when the two played Japan, Clark told Oliver that he was going to be doing more of a hardware set with a modular synthesizer.
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That may show where Nokia's priorities lie as it becomes more of a dedicated hardware partner running more or less on software provided by Microsoft.
Jun is reluctant to say whether Xiaomi is at heart more of a software or hardware company (a question that has also perplexed analysts of Apple).
But Allo never caught on and Hangouts happily lives on millions of smartphones (and there's also Android Messages, but that's more of a carrier and hardware OEM thing and all about traditional text messaging and RCS).
In fact, AWS is one of the more successful recent examples of a hardware platform — by originally farming out the capacity from existing servers in use by the company, Amazon has generated an enormously profitable business, with more than $5 billion in quarterly revenue.
The most interesting thing about Lytro is that it's almost more of a software company than a hardware business.
While creating a $79 computer is already an impressive feat, both Dalio and Sampaio emphasized that they see Endless as more of a software company than a hardware company.
Maybe we're just expecting too much; maybe the design/review/approval process is even more of a chore for the hardware guys than it is for app store developers.
Normally I'd be more up in arms about something like this — as far as I'm concerned, once I purchase a device I should be able to do whatever I want with it — but this is really more of a virtual recall than hardware DRM.
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