Tony Fadell

It costs $3,000 because you've got to buy a Mac and you've got to move all your digital life over to it and everything else.

People are not about to...

take a risk on this company that's almost bankrupt for $3,000.

So how are we going to do that?

Like, okay, let's make sure it is only $349 and that they can try it.

And once they try the brand, they go, ooh, that's pretty interesting.

Maybe I should try other products from this company and give them a shot.

Because that was just such a sublime experience.

And that's how it all changed.

And that's how iPhone was able to be created.

Because without the iPod, I'm pretty sure there would have been no iPhone.

There would have probably been no Apple because it was close to bankruptcy.

Yeah, very close.

Remember, there was no retail back then, Apple retailers, none of that stuff.

Most people don't know how on the ropes Apple was back in 2001.

when we build products, we define products when we build them, we have a good sense of the context when we are defining those things.

We're living in that world.

OK.

And so we're like, oh, we're like this and these are our issues and this is who we are.

And, you know, maybe you put on personas, you know, we would strip out and figure out who our target customers were with their personas.