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Apple patent to improve their online store

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Apple exploring enhanced online store with social networking
AppleInsider | Apple exploring enhanced online store with social networking
Because online stores are less likely to encourage users to "window shop" for new products, Apple seeks to make the Web shopping experience less "sterile and isolating," and encourage consumers to spend more money.
This could be true or it could be just another Apple want to get market research on it's potential customers.
 
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Whenever I hear "Apple" and "patents" in the same sentence, I tend to write it off as a way to fend off encroachers on the "new and different" field. It sounds sort of irritating really; I wouldn't appreciate being bombarded with "Follow the Footsteps" every time I logged onto facebook.
 

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