Maybe they should just stick to software. I like Windows and Linux because they run on the hardware I want them to run on. That includes anything I build myself. I suppose mobile is important if you want to view the world through a tiny screen, to me that's the last resort. I have a desktop setup with Windows and one for Linux. I go back and forth. I've always been fascinated by the free software movement, so Linux has that appeal. I code in python and it works seamlessly between the two platforms once you account for directory protocols. Apple not so much. And Apple can keep their proprietary hardware and their branding.