Android, Microsoft Have to Sell Ecosystem, Apple Doesn't

Apple, Microsoft and Android are recognizable and recognized brands. But Apple has one advantage Microsoft and Android do not. Apple can promote its brand without worrying about promoting an ecosystem. Android and Microsoft, to some extent, must do so. 


That's the challenge Google will have if it really wants to double the number of Android tablets it can sell in the coming year. Android is, in part, a choice to embrace an application ecosystem, not just a specific tablet or device implementation.