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Apple Devices To Reach Parity With Windows PCs In 2014
Hugh Pickens DOT Com writes "Horace Dediu writes at Aymco that in 2013 there were 18.8 times more Windows PCs sold than Macs, a reduction in the Windows advantage from about 19.8x in 2012. But the bigger story is how Apple's mobile platform including iOS devices has nearly reached the sales volume of Windows. In 2013 there were only 1.18 more Windows PCs than Apple devices sold. Odds are that in 2014 Apple and Windows will be at parity. Dediu says that the Windows advantage itself came from the way computing was purchased in the period of its ascent in the 1980s and 1990s 'when computing platform decisions were made first by companies then by developers and later by individuals who took their cues from what standards were already established. As these decisions created network effects, the cycle repeated and the majority platform strengthened.' There was concentration in decision making in the 80s so a platform could win by convincing 500 individuals who had the authority (as CIOs) to impose through fiat a standard on the centers of gravity of purchasing power. Today, with mobile products there are billions of decision makers. and the decision making process for buying computers, which began with large companies IT departments making decisions with multi-year horizons, has changed to billions of individuals making decisions with no horizons. Companies have become the laggards and individuals the early adopters of technology. 'Ultimately, it was the removal of the intermediary between buyer and beneficiary which dissolved Microsoft's power over the purchase decision,' concludes Dediu. 'The computer has become personal not just in the sense of how it's used but in the sense of how it's owned.' Finally, all the above is almost moot, given the rise of Android, something that is beating both Cupertino and Redmond alike."
There are tons of PC's in any corporation and home.
The difference is they run XP still and are 8 years old and are therefore not counted. I do not believe there is an IPAD for every corporate employee.
http://saveie6.com/
Let Apple and Microsoft fight over who is a distant number 2. When sales are 3x, the installed base converts pretty quickly.
Help stamp out iliturcy.
ABCco writes that the number of apples and oranges sold in 2014 will also reach parity!
captcha: counters
They're comparing Iphones to PCs? How is this parity?
Investment analysts have noticed for quite some time that Apple's iphone has a "halo effect." Specifically, people who buy iphones are more likely to buy Macs (and ipads) in the future. And apple is quite good at this sort of turnover.
So the news here is not that so many iphones are sold. The news is that this may indicate the status of Mac vs. PC in the future.
I have no idea how a developer can do their job with only a smart phone or pad/tablet.
I need a screen, keyboard and mouse. Anyone worming in stats beyond what I need to do my job is simply spreading FUD.
_ _ _ Go for the eyes Boo! GO FOR THE EYES!
a ridiculous amount of that is caused by people who don't understand function over form. Every business = windows, every art student = mac, but there really is no explaining college students. You need an excel-like program (and there are great free ones) for math, unless you are an engineer. You need a decent email system, and if your school doesn't default to one, you went to the wrong place. You need a word processor, to fix your many spelling and grammatical errors. That's it. Buy the cheapest one that isn't raspberry pi, since you aren't in CS/CE and don't already have one.
Apple apparently sold around 260M devices in 2013.
I can't find a full year for Samsung, but they sold 117M phones in Q3 alone.
Q1: 64M
Q2: 70M
Q3: 117M
That's 251M in just 3 quarters. Phones only, no tablets, no laptops.
Apple sales include Mac, iPods, iPhones and iPads.
PCs have a longer lifespan, they are way overpowered for what most people use them for. I have a five year old 3GHz 64-bit AMD box. It is still quite usable, I upgraded the video card recently, about $150, and it is still quite usable for gaming. I have no compelling reason to replace this five year old PC.
In contrast every two years I can get an iPhone upgrade for free with a two year contract, sure its not the latest generation hardware but its a free hardware upgrade. Or I can splurge and spend $200 every two years and get the latest generation hardware.
You can't directly compare PC vs phone sales if PCs are on a 6+ year purchase cycle and phones are on a 2 year purchase cycle. Keep in mind that these are not competing devices, they are complementary devices. Most people are going to own and use both PCs and phones.
Tablets muddy the waters a little but they are still mostly complementary devices. Not many PC users can switch completely to tablets.
Apple "devices"? So they're including iPods and phones in this? lol
Apple marketing at its best.
But is that counting shoes in pairs or separately?
Tyre sales must look really good in comparison.
since were comparing the entire apple product line to one of microsofts, I think its only fair to toss in the second most popular MS product line out there and see how those numbers add up
Loads of reviews have been written about Windows 8. Some loved it. Some hated it. But they all say the same thing: Windows 8 will require a major retraining for Windows users and there doesn't seem to be some great big advantage for all the relearning, particularly for business users. If Windows 9 retains the Metro interface then Microsoft really is doomed.
I have a phone.
My wife has a phone.
Our son has a phone.
My family then has one computer with three accounts on it.
Sure there are families with multiple computers and one phone, but I doubt that one phone is passed around each day to a different family member. A mobile phone isn't consumed like it was a mobile version of a land line (one line per household).
So instead of selling one device per household with a computer, you sell one device per member of household. A much larger addressable market.
Companies such as Johnson & Johnson and Nestle are also missing from this comparison. Will Apple be in parity with Smarties and/or Imodium soon?
DOS ran Doom, Mac and Amiga didn't.
Fell at the first hurdle, so no need to really bother with the rest. Seeing the world through the prism of gaming, it's hardly a surprise that you don't have a clue about how the real world works.
Sigh....Google only counts Google certified Android devices (they're the ones that have the Play store and Google apps, you know). Google doesn't even count those Chinese smartphones, tablets or gadgets.
I got a Macbook pro retina, enjoying OS X in a nice hardware package. I also enjoy my xperia phone, but with all the crap that google has been pulling recently and the fact sony doesn't have the balls to make their own OS(I really like the xperia hardware), I contemplated moving to the iPhone. But that irongrip Appstore and platform coupled design decisions I can't stand really scare me away from the device. Apple, allow me to use 3rd party app stores, give me a decent built in file manager, give me something like AirDroid(and not iTunes), allow script languages, and let me customize the "desktop"(widgets, no Win95 like icon grid), and I will become a full fledged Apple fanboy and shower you with money.
Really? We're equating phones, ipods and tablets to PCs now? Walk into an office with an iPad and tell your boss you don't need a computer any more. See how far that gets you. By the same token, there are more bikes than cars, I guess Detroit better hang it up and call the liquidators, bikes won.
"devices" aren't even in the same area code as PCs and laptops, capability and *usability* wise. Trying to equate one to the other is ludicrous. One observation that stuck with me about tablets vs computers is that someone remarked "Tablets are information and media consumption devices, while computers are information and media creation devices". And it's true. I have a tablet. I love my tablet. It's great for looking shit up or watching a video in bed or or reading email on the train on the way to work. But if I have to type a paragraph on the thing I want to hurl it down the hallway by the time I finish. And if someone told me I HAD to do my job on it, I'd put it on the desk, walk out and become a farmer, garbageman, mechanic, or anything else that wouldn't force me to use a tablet to do tech work.
So Apple don't count Apple TV in that?
Would you calculate Windows' installed base by counting only $2k+ gaming PCs?
Circumcision is child abuse.
"There was concentration in decision making in the 80s so a platform could win by convincing 500 individuals who had the authority (as CIOs) to impose through fiat a standard on the centers of gravity of purchasing power."
Apple products were *far* more expensive in the 80's and 90's. And the OS wasn't that good.
OSX was a major change for Apple. It was a stable, modern platform with a future. The pricepoints of PCs dropping was the other major change. Now PCs are so cheap that even if a Mac is double the price, it's still affordable.
Then in the late 90's and 2000s, Microsoft scared away, aquired or killed companies which were developing apps for their platform. And finally, they put an idiot in charge and stopped innovating for more than a decade.
Way to go, you've published another bullshit article about the end of something. By that rationale, I should be able to say something like "the number of wrist watches in the world are far more than apple devices". Or, for that matter, "the number of actual apples (fruit) in the world are far more than apple devices". Please keep this bullshit off of slashdot!
Move sig!
or if it is, it's pretty irrelevant. Don't Android devices outsell iOS like 4 to 1? If those numbers for PC sales are correct, we should be hearing news about how Android outsold PCs long ago. Who cares about Apple?
--
Stay tuned for some shock and awe coming right up after this messages!
Why would someone pay $700 for a phone? An unlocked off-contract Nexus 5 costs only half that much.
Help stamp out iliturcy.
That's the total to date over years....
Or about the same as something like a month or two of iOS sales.
"There is more worth loving than we have strength to love." - Brian Jay Stanley
One problem may be with the heavily subsidized phones that we have in the U.S. Getting a new phone every two years costs nothing to about what a video card upgrade for the old PC costs. Now if the phone companies somehow give people a discount for keeping the same phone once they are eligible for a full subsidy that might change things.
This is nothing but a freshman exercise in tearing the word "parity" a new asshole. What did that kind word ever do to you to deserve this?
Wake me up when the next generation's Rowling adds a million words to the literary canon composed with one hand in her pocket and the other one fingering Swype.
Apple devices to Windows PC's. Why not Android phones to MacBooks?
Seven puppies were harmed during the making of this post.
Why would someone pay $700 for a phone? An unlocked off-contract Nexus 5 costs only half that much.
A dollar a day for a device you spend an hour a day on?
I can't believe people spend $5 a day on Starbucks.
"iPads:
Are Non-PCs"
Wrong. PC means personal computer. An iPad IS a computer in every CS sense (von Neumann, IPO(S)) and it is very personal. There is no reason to think of them as non-PCs.
PC != Windows or big beige box.
"but seen as an "Internet Toy" by the Masses."
No. It is only seen as a toy by rapid Apple haters & trolls. Not by the masses. Contrary to basement neakbeards believe, Apple devices are still popular (otherwise Apple wouldn't rake in 200 billion dollar per year in revenue) and are even used by many, many Fortune500 companies and many, many schools, hospitals and other professionals.
... but what's really cool is that Linux is smoking them all.
And "UNIX" is what you're running, for real, even though most people don't care or notice it :)
If you look at Betamax it was regarded as being a bit better than VHS but was less widely licensed. Betamax started off with almost all of the market but gradually lost it because Betamax machines tended to be expensive.
I'd say the analogy is pretty good. High end but proprietary system gradually loses market share to more open, cheaper competitor.
You can buy a very good, cheap Android handset from one of the zillions of Android OEMS. That enables Android to gain market share amongst people who can't afford a more expensive iPhone.
echo -e 'global _start\n _start:\n mov eax, 2\n int 80h\n jmp _start' > a.asm; nasm a.asm -f elf; ld a.o -o a;
Actually that's also how the PC won over the Apple computer: First, by demand of IBM, there were two manufacturers of the processor, enabling competition on the processor side (that's ultimately why now the x86-based architecture is dominant). Second, the PC design was open (although that was only because in the beginning, IBM didn't really believe in the PC), so there was competition also in the PCs themselves.
Take a look at T-Mobile. Pay full price for the phone, get the service at 1/4th off.
Best Slashdot Co
As a wise man already posted, iOS is a fork of OS X. Those two operating systems are far more closely related than, say, Windows 95 and Windows 8 - both of which are included as just "Windows" on the graph.
Apple device include ipods and iphone and you are comparing that to "windows PC" a category of its own ? That's pretty stupid.
C. Sagan : A demon haunted world:
http://www.amazon.com/gp/product/0345409469/
visit randi.org
Comparing apples and oranges. Ba da bum. Sorry, all
... about all these usage/purchase/traffic statistics, please?
Sure let see how that looks: IPod vs all the other MP3 player, Linux vs Windows. You can go further: Linux is going strong despite "losing", Apple was profitable despite a negligible market share, ...
That's not even considering that we are talking about Apple vs Android, which should be Sony vs VHS. Sony eventually embraced VHS. Apple did not abandon OSX. Worked for both of them.
High Level comparison like that are only good for fortune cookie type wisdom.
Getting close to half that with my iphone 4S. I doubt I'll need to change over the next year and a half at least so that only short by 1 year on that.
1. Android devices still outnumber Apple in the phone/tablet world
2. Windows still outnumbers Apple in the desktop/laptop world.
3. Apple doesn't even really do business computing anymore.
4. Apple is still an over-priced piece of proprietary hardware/software that is anti-competitive (i.e. iOS only licensed to run on Apple hardware when any PC could run it and hundreds of hardware manufacturers could be making different types of phones) that has no distinct advantage over anything else except some people think it's cool. There is absolutely nothing about it that makes it 'special' other than it looks pretty.
5. Both my wife and daughter have left the Apple cult and never want to go back. I know several other people who feel the same way. People are wising up to Apple's deceit.
Apple products are decent products. They work and do what they are supposed to do. Someone that elevates them to anything more than just another device is simply trying to justify why they spent too much money on something.
I rarely read replies, it's my opinion and if you thought about your opinion a little more, I'm OK with that.
The reason why people keep using Windows PCs is simple: the huge installed base of existing software. While there are plenty of applications for iOS and Android, the really important ones still aren't there. Until there are full versions of MS Office, Photoshop, and AutoCAD (just to name a few) for iOS/Android, these systems will not be serious competitors in the prosumer/business market. (Yes, MS and Adobe have applications that bear the Office and Photoshop names on the portable devices, but these are just toys, not anything even close to the full desktop versions.)
It wouldn't make much difference. Apple sells mostly portable devices. Windows has barely any penetration in the markets where Apple sells most of its stuff. There are HUGE differences in market penetration by class of device:
Desktops + laptops: 87% of installed base
All browsers: Windows OSes: 65% of web clients
In tablets: Apple 48%, Android 43% of installed base
In phones: Android dominates with close to 80% of sales
The breakdown probably reflects what users think the devices are good for.
It's a free upgrade only for the financially stupid. I bet you think that an Income Tax refund is free money.
I looked into that. The issue with T-Mobile for me was the fact their coverage is awful where I live. The fact we have Verizon receivers at work helped my decision as well. I am still not a huge Verizon fan, even if I have full bars everywhere.
Somewhere, something incredible is waiting to be known. -Carl Sagan
"who choose not to afford a more expensive iPhone."
FTFY
Lots of people CAN buy iPhones, but many of us find that it's not worth the expense (for various reasons)
This sig has been enciphered with a one-time pad. It could say almost anything.
Second, the PC design was open (although that was only because in the beginning, IBM didn't really believe in the PC), so there was competition also in the PCs themselves.
False. The original IBM PC design was NOT open. Other companies reverse engineered the BIOS and created 'clones' - hence the term 'PC clone'. Some early clones had hardware compatibility issues with the original IBM PC design.
Exactly right. They are still selling android smartphones and tablets with version 2.3 from 2010 which is essentially useless, and many devices have android installed that aren't mobile devices like a washing machine which really shouldn't count towards android devices sold anymore than a toaster running windows 8 should count.
my karma will be here long after I'm gone
The word was "rare", which shows to above poster is looking at a very small sample size and then telling us about it as if that's how it is everywhere.
Thus playing "let's pretend" with no clue.
talking about mac uses who where waiting and really don't want to go pc or go the hackintosh way.
Yes. Because an iPod is SO comparable to a PC!
Yep!
Uh huh!
This just in! People buy more milk than fighter jets! Fighter jets in trouble!
Wake me when this idiocy is over.
Chas - The one, the only.
THANK GOD!!!
I replace my devices every 24 months but I sell my old ones on ebay or to friends...so someone will take my two yr old iPhone/iPad and view it as new and use it for another 2 yrs before possibly passing it on to someone else. Sure, some break and some get stuck in drawers and forgotten about, but not all.
My God can beat up your God. Just kidding...don't take offense. I know there's no God.
I work for AT&T and we have plans that give you 15$ off once your phone is out of contract.
The Revolution Will Not Be Televised
PCs were a thousand dollars cheaper than Macs. They started dominating, which made them the first choice for game development (in the late 80s very few games were Mac-only, and most of Mac games were later ports of the big PC hits.)
That's pretty much it.
(-1: Post disagrees with my already-settled worldview) is not a valid mod option.
If VHS has sold mostly cassettes that could not play anything nor record and still succeeded, then you would have a point.
As it stands there are a LOT of Android devices sold that count not a whit to advancing Android as a smartphone. They are just feature phones on which running apps in madness; how does that truly advance the platform?
"There is more worth loving than we have strength to love." - Brian Jay Stanley
I will let you folks argue Windows Vs Apple Vs Android. I just want to know who tagged the article as whore ally, why, and how does one become a whore ally?
I care what he thinks. Apple's existence is actually ruining other platforms and their diversity. Look at how much Unity sucks. That's Apple's fault. Windows 8? Apple!
Apple's existence is doing nothing of the kind.
The fact that other companies have no idea how to design things people want on their own, so all they can do is copy what Apple does, is what is harmful to the diversity of style in the market.
Just because you don't like Apple doesn't mean you get to blame them when everyone else rips off their designs.
Dan Aris
Fun. Free. Online. RPG. BattleMaster.
"'The computer has become personal not just in the sense of how it's used but in the sense of how it's owned."
What did the author intend to mean by this? That if IOs devices outnumber Windows, computer hardware is even less "owned" by the consumer?
Ideology: A tool used primarily to avoid the bother of thinking.
I work for AT&T and we have plans that give you 15$ off once your phone is out of contract.
I would have to give up my legacy unlimited data plan. Plus as a developer I need newer devices for testing anyway.
...and there are 6 Android devices for every 1 mobile Apple device as of late 2013. So what? They're not computers and there's crossover.
The BIOS was "open" in that anyone could read it. The Technical Reference Manual included a source listing. It was copyrighted, however, and so could not be used in clones.
In the bad old days of Betamax, if your local video store did not have what you wanted, you didn't get it. And shelf space was at a premium, so if a movie was carried at all, it was more likely to be VHS.
Today Apple's digital distribution of content solves that problem. They've proven that they can make a massive profit off a small segment of the market, and that their customer base is loyal enough to keep on trucking (much like loyal Betamax users only switched due to lack of content).
So yes, while it's an accurate connection between iOS and Betamax on the surface, it's a completely different world today. Apple will command a smaller-and-smaller share of the mobile market, but it will reach a certain percentage and stay there.
Man is the animal that laughs.
And occasionally whores for Karma.
> An iPad IS a computer in every CS sense (von Neumann, IPO(S)) and it is very personal. There is no reason to think of them as non-PCs.
There is a very big reason to view them as non-PCs.
PCs were originally a rebellion against centrally managed IT. The "curated" approach to managing computers was interfering with work. People wanted to get stuff done and the platform nazis were interfering.
The P in PC stands for PERSONAL.
That means it's fully in the user's control.
Any tablet that is based on a reprise of the centralized IT management mindset is no PC at all.
A mainframe is a Turing machine. That doesn't make it a PC though.
A Pirate and a Puritan look the same on a balance sheet.
Steve Ballmer's successor must be a genius if he can push the sale of Windows Phones to the same level as the iPhone.
Clones used a 'clean room engineering' technique. So there were too groups of engineers. One read the source code and the manual and wrote a specification. The other took the specification and wrote a Bios.
http://en.wikipedia.org/wiki/Phoenix_Technologies#Cloning_the_IBM_PC_BIOS
With the success of the IBM PC in 1983, Phoenix decided to provide an IBM PC compatible ROM BIOS to the PC market. A licensable ROM BIOS would allow clone PC manufacturers to run the same applications, and the MS-DOS that was being used by IBM. However, to do this Phoenix needed a strategy for defense against IBM copyright infringement lawsuits. Phoenix used a clean room technique that isolated the engineers who had been contaminated by reading the IBM source listings in the IBM Technical Reference Manuals. The contaminated engineers wrote specifications for the BIOS APIs and provided the specifications to a single "clean" engineerâ"one with experience programming the Texas Instruments TMS9900, and without experience with the Intel 8088 or 8086[13]â"who had not been exposed to IBM BIOS source code. The "clean" engineer developed code to mimic the BIOS APIs. This technique provided Phoenix with a defensibly non-infringing IBM PC-compatible ROM BIOS. Because the programmers who wrote the Phoenix code had never read IBM's reference manuals, nothing they wrote could have been copied from IBM's code, no matter how closely the two matched.[14] This reverse engineering technique is commonly referred to as a "Chinese wall." The first Phoenix PC ROM BIOS was introduced in May, 1984, and helped fuel the growth in the PC industry.
echo -e 'global _start\n _start:\n mov eax, 2\n int 80h\n jmp _start' > a.asm; nasm a.asm -f elf; ld a.o -o a;
If you want to discuss Android, which is an operating system designed specifically for phones, there's a great success story there about how it dominated the phone market, *replacing* other phone operating systems and Java and becoming the king of of the hill in the generic phone market. But that is off-topic, because here we are talking about the PC market.
Here, we are talking about iOS devices, which are not phone operating systems like Android and do not replace other phone operating systems like Android did. iOS devices *replace* 3 other devices: a phone (even an Android-based phone,) an iPod, and a PC (a Windows-based PC or even a Mac-based PC.) iOS devices can replace a phone because they have phone features built-in, but these are essentially provided for free. iOS devices can replace an iPod because they have iPod features built-in, but these are also essentially provided for free. What the iOS device buyer is paying for are the PC replacement features, which are unique to iOS/Mac devices and Windows devices alone: PC class operating system, PC class native C/C++ app platform with a full range of apps in every category and full-size views, PC class support including centralized software updates.
Speaking from my own experience, I used to have 2 MacBooks (and an iPod) that I used for work all day, but now I have only 1 MacBook. The apps that I used to run on the second MacBook have moved over to an iPad and an iPhone. The exact same native C/C++ apps, with full-size PC views. Not phone apps, not Java apps. Further, the money that I previously spent on that second Mac is now the money that I spend on the iPad and iPhone. About half the time, I'm not using a Mac at all. In fact, I do all my writing solely on iOS devices, and that includes music writing and recording. So in every way, my iOS devices have replaced other PC class devices — it has nothing to do with phones or even Android-based phones.
Also, IBM PCs had a very large initial boost: they were earlier than the Mac and they had the magic initials on them which made them safe things for businesses to buy. At one time, I estimated that, compared to available clones, each single letter in the initials was worth about $500. (This wasn't from serious research, more like looking for systems I wanted.)
Apple made some serious screw-ups with the Mac early on, but they were never going to shake IBM/Microsoft market dominance on personal computers.
"When you have eliminated the unacceptable, whatever is left, however improbable, must be the truthiness" - Holmes
Yes, OS X and iOS are essentially the same system:
OS X (aka Mac OS) is a mouse-based user/app interface on top of the xnu kernel and OS X subsystems and libraries
iOS is a touch-based user/app interface on top of the xnu kernel and OS X subsystems and libraries
this is a key benefit of Apple's mobile strategy. Instead of using a baby system like iPod OS on iPhone, they put their PC class system onto iPhone. That has enabled, for example, apps like GarageBand (which depends on CoreAudio and CoreMIDI subsystems of OS X for a lot of its functionality) to be quickly ported from mouse/Intel Mac OS to touch/ARM iOS. That's why so many Mac apps arrived on iOS so quickly and with so much power.
If someone were trying to say that iOS and OS X are different systems, they would be denying what is probably the greatest strategic move by a technology company in the 21st century.
The best analogy to understand what Apple did is to imagine that when you booted up Windows 8 on a notebook, it only showed the desktop interface and the desktop Win32 apps and purposefully hid the Metro interface and apps, and when you booted up a Windows 8 tablet, it did the opposite, showing Metro and hiding the desktop. Underneath, it is still Windows 8.
Apple is to Betamax as Android is to VHS. [Unlikely ]
Agree, in twenty years, only old people know what we are talking about if we speak about iPhones and Android phones.
I look at Apple sales as a ratio of Intelligent People:Mindless Media Consumers.
As Apple sales increase, the collective average of computational intelligence goes down.
There are 2 groups of people you can make fun of on the Internet without fear of attack. The illiterate, and the Amish.
"who choose not to afford a more expensive iPhone."
FTFY
Lots of people CAN buy iPhones, but many of us find that it's not worth the expense (for various reasons)
Lot's of people CAN buy Android smartphones, but many of us find that they don't want to, for various reasons.
The shepherds did so well protecting the flock that the sheep no longer believed that wolves existed.
In all actuality, the beta vs VHS analogy has already been rendered false. Blue Ray was actually the more expensive, gimmicky format when it won against hd-DVD. Hd-DVD was identical to blue ray, save it had lower storage space (and it's really only now that blue ray's storage capacity is being largely used), but was three times cheaper to own in comparison to blueray at the time. In the end, the only real reason anything wins over anything else is public perception, and an appropriately aggressive marketing/propaganda campaign that hits on the points that the public believes are important at the time will win it.
I'd wager that Blu-Ray won purely because of the PS3 and Sony's media empire. Heaps of people bought PS3s, and Sony owns a number of media publishing companies who could be told to release on (guess what) Blu-Ray and not HD-DVD. the actual technical specification as far as success/failure went in that particular race was entirely irrelevant.
I run: Windows, OS X, Linux, FreeBSD. Just because you have a hammer, doesn't mean everything is a nail.