Before we dig in a little deeper, why don't you give me your high level? How did Apple do with the event? Were you excited for the products? Did they stick the marketing message?

Yeah, I mean, first and foremost, I think it's kind of a sign of what's to come, I think, with now with John Ternes, who's a hardware engineering type of guy.

You're going to see a lot more of this kind of hardware productivity.

The HomeView certainly is a big deal.

It's a brand new category for Apple, not a brand new category in the industry.

Google and Amazon have had similar type of products.

I think actually, you know, it was pretty interesting stuff.

Mark, do you think Apple is sort of pricing themselves out of this space? And do they need that much processing power in the Apple TV 4K?

In light of the foundation Jim just laid and how passionate you are on this topic, How do you think this is going to play out? What are people not understanding and why are people so afraid right now?

Well, I think first and foremost, and thank you for the shout out about that article, because I wrote it about two weeks ago.

I republished it last week and it's been a trending story on tech news world, which I'm quite proud of.

But I think the big issue is that there is this hysteria.

around um the ai is going to take our jobs we've got folks coming out of the woodwork prominent people by the way and these are not casual um observers of the category some of these folks are are actually um speaking from the other our ceo level people some of them are whistleblowers you gotta you gotta question their motives sometime but this whole notion of ai apocalypse that literally They're using phrases like it's going to destroy humanity, which is so beyond the pale.

It's hard for me to wrap my arms around it.

So, you know, my big view and the thing that really troubles me, and I know it troubles you, Jim, and it troubles you, Marco, is the technology press.

And slowing that down not only hurts competition, but it puts us potentially in a negative position position uh globally in terms of our competitive position so you know i i really what really frustrates me is the fact that this has become a political argument and it shouldn't be

Mm-hmm.

It's a thinner phone, so when you fold it in half, you know, from a volume size standpoint, it's not any larger than a traditional candy bar phone like the Pro models that Apple sells or the larger models that Samsung sells under the Galaxy brand.

And I think we're at this point right now, just at a macro level, That if you really want to get rid of a device, and that's the way I kind of tell people, and we'll get into this, how you can kind of cost justify this.

When I travel, and Prakash, you do a lot of traveling yourself, I always drag along an iPad with me.

And I'm always using the iPad really when I'm on the plane.

I don't really use the iPad when I'm in my hotel room.

I might be using my MacBook Pro or my laptop computer that I have.

So, yeah, good.

It's like, Creating something completely

different.

I agree with that 100%.

And I always bring the Steve Jobs name up because he was such a fascinating leader.

He had many contradictions.

He went through different phases in his management career.

I met him once when he was the CEO of Next.

You can talk about it more from experience, I would