The deposit you pay that keeps you bound to a smartphone family

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This averages to (about) $100 of content for each installed device; suggesting switching costs are relatively high

Throw in cloud syncing solutions, media warehouses, long term contracts to cultivate the growth of data, and you’ve created mental lock-in. Apple have it, Nokia tried it with Ovi, and Google have a parallel solution thanks to Gmail, Calendar and Android.

Oh and Microsoft? They have Facebook.