Apple's secret, which is no secret to Mac users, is that major OS X releases deliver tangible value far in excess of their asking price, which in Leopard's case is US$129. OS X is, first and foremost, a platform for integrated, user-facing applications, and to a far greater extent than previous releases, OS X Leopard itself exploits the facilities that Apple's developers have used to create the vendor's commercial software. Apple hasn't reserved any of the Mac platform's goodies for itself, and users don't need to wait (or spend) for apps that expose the platform's richness in productive ways.
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