es both the hardware and operating system software on its desktops, laptops, tablets, and media players. To a large extent, it also controls the applications that users download from its App Store. Apple screens every application before it allows developers to sell apps in its online store. This control is one factor that has enabled Apple to maintain the high quality of its products. Apple is currently the leader in premium, high-end products. Its devices are priced at the high end of their respective market segments. Apple devices are based on proprietary operating systems and software. They are "closed" systems that require applications and printers that are compatible with Apple's operating systems. Customers who purchase its iPods often use Apple's iTunes store for music downloads. Compatibility between the applications in its App Store and the iTunes web site provides a compelling reason for customers to continue purchasing Apple gear SO that generally all-new apps are not needed for new mobile and wired computers. Apple's major innovation is its user-friendly interfaces, which have been a factor in the company's success since its inception, across all of its product lines. Prior to its introduction of the iPad in 2010, only a small number of tablet computers were sold annually. In contrast, Apple sold 14 million iPads worldwide during the first year they Nontraditional Competitors: Amazon, Apple, Google, Microsoft, and Netflix were available because of the iPad's innovative, touch-screen interface. This spurred other manufacturers to introduce their own tablet computers and changed the way many people in business and homes use computers and watch video today. Tablet computers benefit their users with large screens, but they are usually ham- pered by limited storage. Thus, tablets spurred the adoption of cloud computing and the use of wireless networks for viewing video. To take advantage of opportunities in cloud storage, Apple introduced its iCloud music, photo sharing, and video storage service in 2011. 