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===Psychological===
Apple has benefited greatly among its user community from the [[psychology]] of "[[Think Different|thinking different]]." Many Apple users for example, have enjoyed the ready availability of a consumer desktop that was completely separated from the "[[Wintel]]" alliance. Those often very technically-inclined users, now feel betrayed by an Apple that has apparently sold its soul. Users express what to [[IBM PC|PC]] advocates seem relatively insignificant fears, e.g. that Apple will include the "[[Intel Inside]]" logo on the computer, but this is really the surface view of a deeper foreboding that the Intel supertanker will simply crush the minnow Apple. That the latter might become a "[[me too]]" vendor of PCs, particularly if Apple is buying the complete system from Intel and not simply the main [[Central processing unit|CPU]], has echos of the gradual decline of other companies previously involved with Intel. These arguably include [[Silicon Graphics]], [[BeOS]], as well as NeXTSTEP itself. A source of chips from AMD would have retained the performance crown and allowed the naysayers to remain on-board.
This suggests that the purchasing [[demographic]] of the company's machinery might change from that of technical users now turning to [[Linux]] or a [[BSD]] which they can use on any preferred configuration, while consumers increasingly disillusioned with Windows' repeated security scares rotate towards Apple as the most obvious desktop alternative. It is likely that the latter demographic represents a much larger market than the former.
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