Apple users can not let go of their mobile devices.  Most Apple mobile device users spend an average of $100 in content making it hard for them to switch to other platforms like Android according to analyst Chris Whitmore with Deutsche Bank.  Whitmore said in a note to investors that there are 225 million iOS-based units.  And these owners invested $22 billion in content.    "This averages to (about) $100 of content for each installed device; suggesting switching costs are relatively high (not to mention the time required to port)," Whitmore wrote. "While Apple's best in class user experience is combined with these growing switching costs, the resulting customer loyalty is unparalleled."

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