i think they ankle their own stuff purposely to let other people excelan. The heart rate and the sleep ap that comes with apple is purposely basic. They have the resources to just buy the top three aps hand make them the apple sleep apperate. And when they do add something to i message, like ephemeral messages, they added, at some point we could disappear the messages or something. It might be five or ten years after the ecosystem has been able to get a great value from them and they've been commoditized.

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