David Pearce

And the way is that that has been weird both to fit into people's workflows and it has actually been hard for Apple to manufacture because going from we have this rack mounted large thing to we have a trash can takes a lot of work and energy in how you make the thing, how you move it around the world, how you stock it in stores, how you sell it to people, how they install it.

Like these changes are complicated and they're expensive.

And so if you're Apple and you're like, well, okay, we can make either two completely different ideas about laptops that require two completely different processes from beginning to end, or we can make essentially one laptop that gets slightly thicker and slightly thinner and maybe drop in a new part here and there.

Obviously, at some level of scale, the only smart business decision is just to make the one thing, especially, again, if you are not 100 percent confident that this other new thing is going to be such a gigantic success that it makes all of it worth it.

This is the challenge.

And I think what you see is you see companies take much bigger swings with the first version of something than you do anytime after that.

And that's partly for sort of consumer psychological reasons like we were talking about, but it's also for reasons of like, well, we've built the damn factory.

We know how to make this thing.

And it becomes much easier to go from making, you know, 100,000 of something to 100 million of something because it becomes very successful than it was to figure out how to make that first 100,000 of something.

And so you build these systems, you build these tools, you build these supply chains, and then you don't want to blow it up over and over again just in the name of having brand new ideas.

Going all the way back, this is one thing I actually give Apple an enormous amount of credit for.

We've talked about this a bunch on the show, but there was this run where Apple announced the iMac G3, the iMac G4, and the iMac G5.

And they were three fundamentally different devices, different designs, different looks, different sort of vibes to them in really interesting ways.

But even that was driven by this brand new technology that was flat screen monitors, right?

So Apple is actually being forced to make these changes because there is a new technology that they wanna put in your products.

So that becomes the forcing function for new devices.

If you want some big new thing, you should root for some important new display technology or some wild new idea about how these things can work.

That's what makes redesigns happen.

And in most spaces, we haven't had that in mobile in a long time.

Everything has been just getting sort of steadily better, but we haven't had...