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Apple embraces Not-Apple
Apple’s relationship with Not Apple has always been a little bit tricky. In the darker days, the company needed the support of outside developers in order to keep the lights on and build the popularity of its products and platforms. In the sunnier days after Steve Jobs’s return, Apple flexed its muscles more, and looked upon outside companies a little less favorably.
I always got the sense that many people inside Apple during that era, including Jobs himself, saw third-party software and hardware developers as followers riding in Apple’s wake and making money off of its greatness. But the announcements made Monday at Apple’s annual Worldwide Developer Conference continue a trend: Apple is embracing Not Apple more than it has in years.