The New York Times technology reporters Brian X.Chen and Nick Wingfield writes about the cellphones and other electronic devices that are going to be introduced by several other companies, which are trying to be better than Apple. The writers draw the readers' attention by using personification in the introduction to describe what other companies are doing to Apple: "But now tech companies are watching every one of Apple’s moves — and scrambling to get out in front of them". Then they go on by listing off some schedules that some of the companies have scheduled. The companies that they list are Nokia, Motorola, Samsung, Amazon, Google, Microsoft, and all of these companies have scheduled their events before the September 12th, which is the date of the Apple's conference. They mention specialists that says that it is better to stay away from Apple, unless there is something brilliant. Then they ends the article using an interview with a worker from Nokia as an example, and by sharing some of their plans of getting something totally different from Apple and make the consumers ask: do we really want another look alike device?
The purpose of the writers is to show the great effect that company Apple is having, not only on the consumers, but especially on the other companies. They want to show that the Apple is intimidating other big companies, and is making things financially and mentally difficult for them. To avoid rivalry with Apple and so that they can not be blamed for copying, etc, all of them are scheduling events away from Apple's
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