It's Good Marketing
The obvious conclusion one can draw from this article is that Craig Mundie is likely a dunce on account of claiming , straight faced, that Apple’s success is due only to “good marketing”.
A more insidious conclusion would be that Mundie is a dunce, since he’s completely oblivious to his own admission that Microsoft spends no effort adequately marketing their own products, some of which actually do have compelling features consumers would be interested in knowing existed.
I’m not shocked Mundie is downplaying Siri’s relevance, I’m shocked I’d never heard of TellMe until now.
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