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Neither -- it's up to the user to fix it. If they want cross-platform compatibility, they should take the time to research what file formats are truly cross-platform (like JPEG) and what formats are not (TIFF for example -- it can be encoded as "Windows Byte Order" or "Macintosh Byte Order").
It's like someone arguing whether Apple or Microsoft has the responsibility of "fixing" the problem of Windows not being able to "mount" .DMG files. The answer is straightforward and possibly brutal: do some research and find out what compression formats are supported by all the OSs you wish you access the file on. Then compress the file that way.
It's not Microsoft's nor Apple's problem, as I suspect properly encoded TIFF files would function just fine on their respective platforms. Encode a TIFF file for Windows, and it'll probably show just fine on Windows. Likewise, encode it for Macintosh, and you're good to go on a Macintosh. Encode it as JPEG, and you're probably good to go on both platforms.
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