What if they're simply aiming for a bigger slice of the PC market? They came to dominate smartphones (and Music distribution) well-after the fact by simplifying everything. I don't see why the PC market is any different. Apples were always supposed to be easy to use and they've made software installations and updates much easier by controlling the process. 8% of the market leaves plenty of room for improvement and I'd bet a majority of users would gladly give up freedom for simplicity.<p><a href="http://arstechnica.com/hardware/news/2010/01/while-pc-market-rebounds-apple-slips-into-5th-place-in-us.ars" rel="nofollow">http://arstechnica.com/hardware/news/2010/01/while-pc-market...</a>