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It's a hierarchy. Apple > Users > Devs > Partners. I think all their actions when viewed through this filter make sense.


Indeed. Compare and contrast:

Google > advertisers > strategic partners (e.g. open handset) > search users > search targets > Adsense partners

Microsoft > application devs > enterprise IT > small business IT > users


The latter might be more like: Microsoft > Hardware OEM Partners > Enterprise IT > 3rd-Party Windows Devs > Small-Business IT > Users




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