Again: Windows 10 runs on Desktop, Tablet and Smartphone hardware. All with the same code base! Write it once and run it everywhere - switch seamlessly between Desktop and Tablet mode using a Micorosft Surface - it can be a Laptop or Tablet all in one device while at Apple you have to sync your stuff between an iPad and MacBook - that is cumbersome. Cloud? There is Dropbox, Microsoft OneDrive, Google Drive - but this Cloud stuff is for consumers and not for Professionals. You can sync your address book and calendar with Google services accross your Desktop, Tablet and Phone. iPhone sales have lost a lot of market share due to Android. And you know why? Because Android was more open and allowed licensing - basically Google repeated everything what Microsoft did at the PC sector using Linux-based software. The iPhone was a huge success in 2007 but today you can choose from a lot of manufacturers that are delivering the same features and functionality - where is the iPhone leading today?