I think Steve Jobs gets this. "One of our biggest insights [years ago] was that we didn't want to get into any business where we didn't own or control the prim

I think Steve Jobs gets this. "One of our biggest insights [years ago] was that we didn't want to get into any business where we didn't own or control the primary technology because you'll get your head handed to you. "We realized that almost all - maybe all - of future consumer electronics, the primary technology was going to be software. And we were pretty good at software. We could do the operating system software. We could write applications on the Mac or even PC, like iTunes. We could write the software in the device, like you might put in an iPod or an iPhone or something. And we could write the back-end software that runs on a cloud, like iTunes. (ca. March 2008 via http://money.cnn.com/galleries/2008/fortune/0803/gallery.jobsqna.fortune/13.html http://money.cnn.com/galleries/2008/fortune/0803/gallery.job... )