Apple Is a Premium Brand in a Small World

I think there's a lot more room to probably improve that experience with not just the customer side, but in how they all get handled. I mean, when's the last time you saw that a product like this didn't have a serial number? Everything has a frickin series. The presentation of speed, the presentation of where on this goes really, really, really far,. But yeah, interesting. Apple kind of is a premium brand because it's just I brought a brand in a small world. It's a premium brand in a big world.