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I thought I was all set with the conceptual underpinnings of the I’m a Mac / I’m a PC campaign until I read John Gruber’s thoughtful post on Microsoft’s new campaign. Gruber writes, “Apple does not sell operating systems. They sell computers. Microsoft does not sell computers; they sell operating systems. […] Apple and Microsoft are undeniably engaged in one of the longest running and most interesting rivalries in business history, but it is very odd in that it is an orthogonal rivalry. Apple’s

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