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"And I took LSD, and I just realised: 'Wait, the problem is in the hardware.
But like G.E., Apple is in the hardware business, where innovation cycles are beholden to the limits of materials science and manufacturing.
The TPG and ORA of the BIST circuitry are in the software part while a circuit under test (CUT) is in the hardware part, respectively.
Sipping on his beer, he tells a story about a guy he recently met on a flight from New York to San Jose: "The guy asked me what I do for a living, and I went on my usual spiel about chips and motherboards and how tough life is in the hardware business.
Curiously enough, Amazon is in the hardware business, too.
The key is in the hardware and the brand.
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If you're in the hardware business, cost is king.
Gratifying, yes, but being in the hardware business means dealing with real materials and finite supplies.
"We always wanted to be in the hardware business," he said.
If you are in the hardware business you must be very agile indeed to keep your footing.
He questioned, for example, whether Microsoft should be in the hardware business, making computer keyboards and mice.
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