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you're forgetting that all of Apple's digital storefronts , online services exist for only one reason - as accessories and support systems to their hardware ( Macs and iGadgets ). The only reason iTunes on Windows exists is to increase the addressable market for iPods, iPhones and iPads ( not to increase the addressable market of the iTunes Store itself - but it comes as a side effect of the first one).

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True, although such strict lock-in seems to be counter-productive. For example - I have iPad (and love reading on it), but I never buy books on iBooks Store. I use amazon instead, because I can easily strip DRM and convert to any format I want and read anywhere I want (should I ever buy different device). iBooks books are tied to apple devices for ever.

This strategy may work for now, but I don't think it's viable in a long term and apple always seemed to prefer bigger picture rather than pursue immediate profits.

It is long-term. Opening up iBooks to any device or just being available on the web would increase profits immediately. Building out the ecosystem is the long-term part.

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