Apple found the sweet spot in terms of matching up the Operating System and the Hardware, and then let people go and play in the space.

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Using software similar to fingerprint-matching technology, the snaps of the shark's spot patterns are compared to see if it has previously been photographed or is a new find.

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Orvis has also included a section that has fishing reports from all over the country, and a section for flies, where, in theory anyway, you could be on a stream, spot a hatching insect, and look it up to see if you had the matching fly.

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