That's why I wonder if Apple will/should buy some software companies (say, when the recession happens and prices drop), and diversify into more fields, Brock. Right now, I struggle to see the next iPad, iPhone, iPod like thing they can really cash in on. I agree on watches and on VR. I do wonder if a Nike/Apple deal for shoes and / or clothes makes sense, but I bet Nike would go on their own..... Maybe the they can be the first company to crack the code on holograms or on projecting from your phone, but that's hard to see, or hard to see how they'd keep the grip on technology long.