Apple doesn't do hobbies, as a general rule. We believe in focus and only working on a few things. With Apple TV, however, despite the barriers in that market, for those of us who use it, we've always thought there was something there. And that if we kept following our intuition and kept pulling the string, then we might find something that was larger. For those people that have it right now, the customer sat[isfaction] is off the charts. But we need something that could go more main market for it to be a serious category. But if you don't have one, you should get one, because it's a really cool product.
On Siri and iCloud
I think Siri and iCloud are profound. If you take iCloud; if you dial back 10 years, 12 years, Steve [Jobs] announced a strategy for Apple that positioned the Mac or PC as the hub of someone's digital life. And out of that. Apple developed a whole suite of apps called iLife, and you could connect many gadgets off of this and sync all of your music or photos, you could edit your photos, you could edit movies, and so forth. But the idea was that the PC or Mac was the repository.
iCloud turns that on its head. It recognizes that across that decade, particularly the last two or three years, you and I live off of multiple devices. It's no longer a great customer experience to have to sync your iPad to your Mac, and then your iPhone to your Mac, and then resync your iPad because there was something on your iPhone--this is a hair-pulling exercise. iCloud recognizes the Mac or PC as another device, and all of the sudden your life has just gotten so much easier. We now have 100 million users of iCloud. We just launched it in October. 100 million. This is unbelievable. And there's obviously more we can do with it.
I would view iCloud not as something with a year or two product life; it's a strategy for the next decade or more. I think it's truly profound.
On Siri. You know, for years, if you were a PC or Mac user, you used a physical keyboard, and you used a mouse for input. And you pretty much did that for a long, long time. And there wasn't a great deal of--there was evolution in that space, but not a lot of revolution, really.
And then all of a sudden Apple comes out with multitouch on the [MacBook Pros], and this was really cool, and then extended that into phones and tablets. So this has completely has changed those industries in total. But Siri is another profound change in input, and it's something that we've always dreamed of. I think all of us wanted this to work. It's sort of like having a video call with FaceTime--it was "aha, it can work!" Siri, it's hard to imagine it's jut a beta product. I've never felt I couldn't live without a beta product before, but now I feel like I can't live without one.
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