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.

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.

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

You have to have the definition of what you're trying to do across the system.

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

We can dream a lot faster than what's possible.