I love Google and their products. In fact, I think that there is only one company that makes better products (Apple), but because they price those products on a certain way, it isn't always the right thing to use them. As such, despite having a Mac, I use a Dual core, 1 GB of RAM Android device without any sort of carrier/OEM bloat. It is good enough for checking email, twitter, facebook, ocasional browsing and light games. And I only spent 120 on it, no contract. (How is it possible that you americans do not realize that Verizon and ATT are raping you? I mean, they posted more than 5 billion dollars in net profit. More than Google FFS.) If we had to choose a big difference in mentality between the 2 companies, something that could point how one (or the other) could be relevant (or not) in 20 years, it's the way they see and treat costumer data (or the way they say they see). Google (and Facebook, etc.) is making a point of how they use your data to create a picture of you, to better serve you, to better target ads at you. To sell you. Apple (and to a lesser extent, Microsoft) is making a point of how they DO NOT use your data like that, but they do, even if in a more "controlled" way, right? They have to because it is extremely profitable to do so, and this is business. Not only that, ads are a reality, and seeing ads that might interest you is much better. There's iAds, Apple still uses Google services, they still collect their own data (even if they do not sell it, yet), etc. Then there's the whole convenience, and how services get better when they "learn" from you. So, if Apple wants to produce better devices, better software, they will have to deal with the same backlash that Google does, right? (Do no evil my ass) Not only that, if they want to attack Google directly and take full control of the iOS ecosystem, they can't afford to give something so powerful, central and important to Google or Microsoft, like search. So, in the long run, treating data like Google does is the right thing to do, right? It doesn't necessary mean that privacy is for, and people aren't bothered by it, otherwise they wouldn't sign in and use their accounts. We have to agree that it is more of a media and some forum users, no? I look for the day that when I buy my first iPhone, I can completely delete my google account. Despite using dropbox and mailbox to sync docs, email and photos, and having firefox and other things, I still have to use Google's search.