Market Toward Premium Buyers
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Apple sells Mac OS X just as it retails music: it markets both products toward premium buyers at reasonable prices rather than attempting to force thieves to pay for a product they only want to steal. Microsoft failed in the music business with Windows Media because it tried to do just the opposite: force everyone to pay through the nose for expiring subscription music by using egregious DRM. Microsoft couldn’t force the thieves to stop stealing, and premium customers weren’t interested in being treated like thieves.