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.

In the hardware world, you've got to take your time because your iteration cycles are much more deliberate.

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

What is the user problem that once we solve users can't live without?

I think that 'system think' is a mindset.

It has to go to the level of emotional connection, where you feel without it you're lost.

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