John Gruber: Apple, Google, and Microsoft each offer all three things: devices, services, and platforms. But each has a different starting point. With Apple it’s the device. With Microsoft it’s the platform. With Google it’s the services. And thus all three companies can brag about things that only they can achieve. What Cook is arguing, and which I would say last week’s WWDC exemplified more so than at any point since the original iPhone in 2007, is that there are more advantages to Apple’s approach.