Apple fires shots at all mobile competitors today, and Microsoft too
![image.jpg](https://www.zdnet.com/a/img/resize/925e8adbc1b75a98cc456ec9efbccc532eed2ff3/2014/12/02/3a0b65a8-3953-4949-8f0b-ed75de4f0156/image.jpg?auto=webp&fit=crop&frame=1&height=192&width=192)
The two hour Apple keynote today highlighted the changes coming to Apple's main products, iOS 5, OS X, iTunes and the new iCloud. The new products and product features contribute to a solid evolution of Apple's offerings, and puts the company's mobile competitors firmly on notice that they are coming after them all. Even Microsoft got the wind taken out of its Windows 8 sails, a product that is at least a year away.
Content lock-in is what every company wants to get, as it makes it difficult or prohibitively expensive for customers to take their business elsewhere. The new apps and document revamp in OS X and iOS 5 takes this lock-in to a new level, by doing away with a traditional filesystem and replacing it with documents that just exist on every Apple system. This is the ultimate lock-in, and it crosses laptops, phones and tablets. It is a brilliant move by Apple for the long term.
Apple detailed dozens of the hundreds of new features rolling out in these areas, and this article is not aimed at recounting all of them. These are the areas that take aim at Apple's mobile competitors, and brings the company's offerings to a level equal to or surpassing the competition.
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