With the recent launch of iPad Air (see vialogue below) and announcement that both iWork and OS X Mavericks would be free, Apple has yet again, upended the Marketing Apple cart (terrible pun, I know!). How? Well, as this Mashable article points-out, a great example of the dominant marketing schema across many verticals has been to offer a razor for free or low-cost and then make the blades the recurrent, expensive cost. Apple takes the opposite approach, offering a (relatively) expensive device with an ecosystem of free-low-cost applications. What do you think of this approach? How has the edtech ecosystem differed or stayed the same? Are there any other examples of either pay to play or invest up-front?