I just wanted to add that Apple can do magic - but not that kind of magic! Apple's magic is what we should all do: (1). pick a market subset (a niche) that

I just wanted to add that Apple can do magic - but not that kind of magic! Apple's magic is what we should all do: (1). pick a market subset (a niche) that will be really delighted by our product, both because of what they value (due to their psychology and the problems of their circumstances), and aspects of their circumstances that we can use to really make our product rock. (2). make the product do that. This is "marketing"; not in the sense of advertising what we have, nor in the sense of choosing to make what people want; but in the sense of choosing the people who will want what we want to make (though truth be told, Apple also excels at advertising, spending a fortune, winning awards etc). This is all awesome, and to be celebrated and emulated. But Apple doesn't do technology research - they beg, buy or borrow technology, and then commercialize it (e.g. desktop, touch, siri). Technology research is magic of a different order... AI research the darkest of all.