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More than meets the Eye, Apple Mobile Products and Flash

Yesterday, Apple presented the iPad, a rather promising multimedia device, that will definitely create a new category of products in the market.

But the during the presentation, Apple's Steve Jobs navigated through several sites that contained Flash content. Like the iPhone, the iPad does not support Flash and one could see the missing-plugin messages on the iPad's screen.

What exactly is  the reasoning behind Apple's decision to prevent Flash support on its iPhone, iPod Touch and iPad range of products?