Like Touch ID, as an example. We did Touch ID a year ago. People thought—a lot of people thought Touch ID was just a way to get into your phone. And it’s very cool at doing that. But then we also said, “Well, you can buy stuff from Apple with it.” Obviously we, the entire time, were planning to do a much broader roll-out for mobile payments with Touch ID, but we invest in a lot of things that have long tentacles for decades or so. Not just for point products. Point products don’t thrill us.
On the future of television
Well, TV is one that we continue to have great interest in. So, I choose my words carefully there. But TV is one of those things that, if we’re really honest, it’s stuck back in the 70s. Think about how much your life has changed, and all the things around you that have changed, and yet TV, when you go in your living room to watch the TV or wherever it might be, it almost feels like you’re rewinding the clock, and you’ve entered a time capsule, and you’re going backwards. The interface is terrible! I mean, it’s awful! And you watch things when they come on, unless you remember to record them.
[So why don’t you fix that?]
Well, yeah, y’know, I don’t want to get into what we’re doing in the future, but we’ve taken stabs with Apple TV. And Apple TV now has over 20 million users and so it has far exceeded the “hobby” label that we’ve placed on it, and we’ve added more and more content to it this year. There’s increasingly more things that you can do on there.
But this is an area that we continue to look at.