I think they were just betting the whole company. If you're betting the whole company on a single revolutionary product, you better make that product as awesome

I think they were just betting the whole company. If you're betting the whole company on a single revolutionary product, you better make that product as awesome as you can possibly manage. I imagine with each design decision they asked just two questions "will it make the product more awesome" and "can we afford it". I wonder if stock holders knew Apple was risking that much on a project that wasn't even a computer.