It turned out that building mobile software was a lot more like building hardware... where you had 1 shot and you had to get it right, right out of the gate.

The thinking needs to shift from being less about the actual things, to being about the individual user.

You gotta think about your category, your replacement cycle, usage, how these things come together and the dynamics are different.

It is a little bit science project-y sometimes, and we talk about it that way.

It turned out that building mobile software was a lot more like building hardware... where you had 1 shot and you had to get it right, right out of the gate.

Everything for us is a system. We don't think about it discretely as just as a piece of hardware, or discretely as an application... or discretely as a platform. We think about it across the whole thing.

Think about where does this stand in the experience continuum that you've been imagining, where the world's going to go.