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Now Playing: 09-12-12 Marketplace Tech Report

Today in the world of tech: Apple, Apple, Apple, Apple, and more Apple -- as the company unveils its new iPhone. But before you get swept up in the Apple breathlessness, and rush to preorder, you might want to stop and think about exactly what you're buying into. Because when you buy a device these days, you’re not just buying a gadget -- there are whole ecosystems of products and apps and content that are separate for each phone or device.