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It has now been more than three and a half years since the ipad came out. and i think what we're looking for is not just can we make the iphone 5 a little bit better, can we make another one a little bit cheaper? but can we do something totally different, or steve would have said, think different. >> this seems to be the spark that is missing. is something brand-new that just knocks your socks off. you know, steve job would stand there and it would be like wow! and we have not had that moment really, since he died, i don't think. >> and what happens is, if apple doesn't have those moments they...

And i think what we're looking for is not just can we make the iphone 5 a little bit better, can we make another one a little bit cheaper? but can we do something totally different, or steve would have said, think different. >> this seems to be the spark that is missing. is something brand-new that just knocks your socks off. you know, steve job would stand there and it would be like wow! and we have not had that moment really, since he died, i don't think. >> and what happens is, if apple doesn't have those moments they just get into a commodity war fare with people creating android systems, ...