Each week Ross Rubin contributes Switched On, a column about consumer technology. Apple and Nokia don't seem to have much in common these days apart from participating in the global smartphone market. While the former may not have the broadest product line, it's riding high in the PC, tablet and TV accessory market, whereas the latter is fighting to make a comeback in the handset market it once dominated. But while their rationales might be different, both companies are providing more value to their users by focusing on differentiation via software and services rather than trying to make over user int
