A Morningstar.com article explains that a “box is just a box” in the PC industry, responding to comments from Compaq and HP executives who said the company is sticking with PC sales essentially to push innovation. “Let’s think about this for a minute. First, the PC industry isn’t innovating because PCs are just boxes stuffed with components that run software–aside from making the box a different shape, the innovation occurs completely at the levels of components and software.” The article also notes that “Apple, of course, is a different story, since it builds its own operating system and has proprietary components. Apple sells a differentiated product; the Wintel crowd sells a commodity.”