Start with the customer experience and work backwards to the technology
You’ve got to start with the customer experience and work backwards to the technology. You can’t start with the technology and try to figure out where you're going to try to sell it. I've made this mistake probably more than anybody else in this room, and I've got the scar tissue to prove it. And I know that it's the case. As we have tried to come up with a strategy and a vision for Apple, it started with ‘What incredible benefits can we give to the customer, where can we take the customer? Not starting with "Let's sit down with the engineers and figure out what awesome technology we have and then ask how are we going to market that". And I think that's the right path to take.