I expect Apple to go "free" with OSX updates sooner than later. Their OS revenue is barely a blip on their quarterly balance sheet. iOS's free OS releases have been a coup in terms of both usability and press attention. People who don't necessarily think of upgrading their OS can still be lucrative customers and can benefit the most from simplifying usability enhancements. And of course, it would be a great card to play against Microsoft, who have a lot to lose if free OS updates become the norm.