“And then we take this information where we find it and we go into our architecture team and our performance architects and really drill down and figure out whe

“And then we take this information where we find it and we go into our architecture team and our performance architects and really drill down and figure out where is the bottleneck. Is it the OS is it in the drivers is it in the application is it in the silicon and then run it to ground to get it fixed.” This approach is reminiscent of Apple's approach to low-latency touch scrolling on the original iPhone; to Quicktime and MIDI a decade and a half before that; and, more recently, to the Apple Pencil. I knew executives at Palm who were frustrated by the challenges that both the tech stack and the organizational structure (Conway's Law) posed in the (failed) effort to reduce touch latency to where it felt physical. I know that it took Android many years to reach the point where objective observers described it as equally “buttery”. IMO this full-stack integration and optimization is one of Apple's core competences. It will be interesting to see what it leads to this time. The effort may be too late, but if the past predicts the future, it will not be too little too late.