John Rush

advertise it to parents and every time that there's like a new school year right at summer and maybe christmas i'm doing a big push and yeah i'm gonna sell like a hundred thousand units for a hundred bucks each or something that's 10 million dollars like this is a pretty sizable business but it's not going to be hyper scale and then and then over time maybe you do iterations maybe you add features and maybe this does turn out to be a way to attack apple and really take part of their market share because

Maybe eventually people do get sick of the crazy phones with all the addictive apps and stuff. But I don't think you need to have that happen in order to be successful. So you don't need to raise quite as much money. You don't need to go quite as crazy.

Maybe eventually people do get sick of the crazy phones with all the addictive apps and stuff. But I don't think you need to have that happen in order to be successful. So you don't need to raise quite as much money. You don't need to go quite as crazy.

Maybe eventually people do get sick of the crazy phones with all the addictive apps and stuff. But I don't think you need to have that happen in order to be successful. So you don't need to raise quite as much money. You don't need to go quite as crazy.

And I think you can constantly be counter positioned against Apple with like really quirky designs, just stuff that completely breaks their design language, where if they tried to launch something like what you're making, it would be very weird and antithetical to their brand. They've done this before with...

And I think you can constantly be counter positioned against Apple with like really quirky designs, just stuff that completely breaks their design language, where if they tried to launch something like what you're making, it would be very weird and antithetical to their brand. They've done this before with...

And I think you can constantly be counter positioned against Apple with like really quirky designs, just stuff that completely breaks their design language, where if they tried to launch something like what you're making, it would be very weird and antithetical to their brand. They've done this before with...

with the Tile app, which was a little tracker, a little Bluetooth tracker that you put on your keys. That business was doing phenomenally because everyone, no one wants to lose their keys. But the problem was, is that then Apple saw it and they were like, oh, we want that money. And so they launched the AirTag and the Tile is like the square white, it looks like an Apple product.

with the Tile app, which was a little tracker, a little Bluetooth tracker that you put on your keys. That business was doing phenomenally because everyone, no one wants to lose their keys. But the problem was, is that then Apple saw it and they were like, oh, we want that money. And so they launched the AirTag and the Tile is like the square white, it looks like an Apple product.

with the Tile app, which was a little tracker, a little Bluetooth tracker that you put on your keys. That business was doing phenomenally because everyone, no one wants to lose their keys. But the problem was, is that then Apple saw it and they were like, oh, we want that money. And so they launched the AirTag and the Tile is like the square white, it looks like an Apple product.

And so the AirTag is circular and white. It looks like an Apple product. And so all the Tile customers just moved over immediately. The same thing happened with the Pebble watch. It was designed with an Apple brand language, so it was very easy to just be like, well, I'll just get an Apple Watch.

And so the AirTag is circular and white. It looks like an Apple product. And so all the Tile customers just moved over immediately. The same thing happened with the Pebble watch. It was designed with an Apple brand language, so it was very easy to just be like, well, I'll just get an Apple Watch.

And so the AirTag is circular and white. It looks like an Apple product. And so all the Tile customers just moved over immediately. The same thing happened with the Pebble watch. It was designed with an Apple brand language, so it was very easy to just be like, well, I'll just get an Apple Watch.

But if you design something that is explicitly anti-Apple from the ground up, they're going to have a harder time being like, well, actually, the Apple brand is sleek. titanium and it's also like quirky pink plastic with a bunch of ruggedized stuff on it. Like it'll be a little bit harder for them to make that pitch.

But if you design something that is explicitly anti-Apple from the ground up, they're going to have a harder time being like, well, actually, the Apple brand is sleek. titanium and it's also like quirky pink plastic with a bunch of ruggedized stuff on it. Like it'll be a little bit harder for them to make that pitch.

But if you design something that is explicitly anti-Apple from the ground up, they're going to have a harder time being like, well, actually, the Apple brand is sleek. titanium and it's also like quirky pink plastic with a bunch of ruggedized stuff on it. Like it'll be a little bit harder for them to make that pitch.

And then they're also never going to be in a situation where they, where Apple says, Hey, we're launching a device and we deliberately nerfed it so it doesn't have an app store. and you can't install TikTok or Roblox. They're just never going to do that.

And then they're also never going to be in a situation where they, where Apple says, Hey, we're launching a device and we deliberately nerfed it so it doesn't have an app store. and you can't install TikTok or Roblox. They're just never going to do that.

And then they're also never going to be in a situation where they, where Apple says, Hey, we're launching a device and we deliberately nerfed it so it doesn't have an app store. and you can't install TikTok or Roblox. They're just never going to do that.

And so you have this kind of counter-positioned value prop where, sure, you might not be able to ever get that big and win over the business guy who's going to buy the latest iPhone every year, but you're not in a category where Apple's going to come and just destroy your business one year.