The following video is part of our "Motley Fool Conversations" series, in which analyst John Reeves and advisor David Meier discuss topics across the investing world.

Even though Apple is well-known for its devices, it's the software and content that people use that make it valuable. Unlike Microsoft, which sells its software to any platform, Apple offers its software only to those who buy its devices. David and John think this "ecosystem" approach is very valuable. That's why they've bought shares for their 10-Bagger real-money portfolio.

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