All through time in Apple products, even from our very first...

All through time in Apple products, even from our very first ones, that's how he [ Steve Jobs] looked at the world, that you don't really want a piece of technology, a certain type of chip. What you want is a solution to a problem in life, some cause, some issue that you want in your life that'll help you. And it's how do you make that almost one step - say it and it happens.