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Apple is a company that has, it doesn't have the most resources of everybody in the world.

And the way we've succeeded is by choosing what horses to ride really carefully.

Technically we try to look for these technical vectors that have a future and that are headed up and technology.

Different pieces of technology kind of go in cycles.

They have their springs and summers and autumns and then they, you know, go to the graveyard of technology and so we try to pick things that are in there springs and if you choose wisely, you can save yourself an enormous amount of work versus trying to do everything and you can really put energy into making those new emerging technologies be great on your platform