The Treasure in Your Hand 9 systems, called platforms. These platforms compete with each other for dominance in the smartphone market. The three biggest players offering different platforms are Apple (iOS), Google (Android), and RIM (BlackBerry). Some app developers create products for all three platforms. Others specialize in one. Focusing on creating apps for Apple's platform is the easiest way to make money in the app business because Apple dominates the app market and because it's easier to create apps for their devices. Apple devices all come with standard resolutions and compatible hardware, and there is only one mobile store for iOS apps. In contrast, Google's Android has different phones with different screen sizes and multiple app stores. This makes developers' lives harder and more complicated. They have to do additional programming for each Android device. It's a hassle and costs you more. You can focus on creating more apps and more successful apps when you don't have to spend time adapting your apps to all the different devices. Consumers trust Apple's brand, and they have strong loyalty to Apple's line-up of iOS devices. The company is known for its intuitive