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They are called Apple, why are you surprised about fruid salad?

Additionally why would Apple be interested in making cross platform coherence easier? Just buy Apple if you want the cool design.

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I agree, but I think they're not in the position anymore to enforce this. Years ago this would have been a valid move, but companies that switched to cross platform will not move back. It saves costs and adds velocity to just have one team for both platforms.

Companies will have to decide if they want the cool design or their own consistent look.

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