Gastón Taratuta, CEO & founder, IMS Internet Media Services (IMS)

Apple or everyone else? Most digital consumers nowadays come to a point where they must decide to buy an Apple product or the alternative. Except a consumer is deciding on more than just a product. They're at a fork in the road with two paths: a consumer journey or a dead end. Apple consumers immediately become part of Apple's network where they are exposed to the App Store, iTunes, and an ecosystem of devices like the iPad, iPhone, and soon, the Apple Watch. Unlike its competitors, Apple has created a consumer journey, which is what makes its business model so unique and more importantly, so successful.