Pay One in at Purchase

iPad was always free up front, and then there's always been some way in the aprin to make money otherwise. The very first version, it would lock away some of the features, including smart speed and voice boost, behind a five dollar pay once in at purchase. That was the business model for about the first year or so. It worked pretty well if you had like reasonable visibility or reasonable growth because there were so many new people coming in the door. A few years in, that slowed down dramatically, as it had to, as it reaked saturation.