Iqiniso langempela ubuchwepheshe lapho izinkampani eziningi ezinjengeFacebook, iMicrosoft kanye neGoogle zibeka khona ithemba, ngakho-ke akumangazi ukuthi kusuka emahhovisi eCupertino bacabanga ngokungena ngokugcwele kulolu hlobo lobuchwepheshe manje njengoba isimo sezomnotho senkampani iya ngamandla. I-Apple yinkampani enkulu embonini yezobuchwepheshe futhi akukho lutho olulethayo olungaqapheli, kodwa futhi Ungomunye wabambalwa ongakamemezeli noma yiluphi uhlobo locwaningo noma umsebenzi ohlobene neqiniso langempela. Khonamanjalo, i-Facebook ithenge ngokwesibonelo inkampani i-Oculus, umama we-Oculus Rift, ngemali engaphansi kwamabhiliyoni amabili amadola.
Muva nje iMicrosoft iphinde yakhipha amaHoloLens ayo, olunye uhlobo lweqiniso langempela noma ubuchwepheshe obungokoqobo obungathandwa kwabathelisi esikubona obunamathuba angapheli. Eqinisweni, singasho ukuthi iqiniso langempela liyikusasa, noma mhlawumbe liphoqelelwe kakhulu, ngenxa yesicelo esincane esingasithola namuhla, ngenxa yalesi sizathu, i-Apple, okuyinkampani engathandi ukusala emuva Uhlobo lwesicelo, lubheka ngokungathi sína ukwaba ingxenye enhle yoxhaso lwayo kwinto ebonakalayo ukuze isebenze kulobu buchwepheshe.
Kodwa-ke, singacabanga ukuthi i-Apple isinezindawo eziningi ezivulekile, kanti kunjalo. Ukunwetshwa kwe-Apple Pay, ukufika kwe-iPad Pro ne-Apple Watch kanye nensiza yokusakaza umculo i-Apple Music, kusenza sibikezele ukuthi i-Apple izokwamukela okuningi kepha icindezela okuncane. Kodwa-ke, ngokusho kwabahlaziyi, lokhu kuhamba yi-Apple bazozinikela ngokuphelele ekutholakaleni kwezinkampani esezivele ziwazi lo mkhakha, hhayi ukuqala uphenyo okuvela eminyangweni yabo, ukuze babambe ngokushesha labo asebekhulisa lobu buchwepheshe iminyaka eminingi futhi bathembele kulwazi lwabasebenzi babo. Abafana abakwiwebhusayithi Amabharononi Bekuyibo abaze le minyakazo eyenziwe yi-Apple.