00:00To do that with the NEO required building something completely new from the ground up.
00:04Traditionally, Apple has been known for making premium products.
00:07Like in this particular case, you were targeting a particular price point.
00:11Yeah, I mean, I think for us, as I'm sure you know well,
00:14like we never want to ship junk, right?
00:16We want to ship great products that have that Apple experience,
00:19have that Apple quality.
00:20And to do that with the NEO required building something completely new
00:24from the ground up, right?
00:26Leveraging both the technologies we've been developing,
00:28like Apple Silicon, but also kind of the expertise that we've developed
00:32over many, many years of building Macs and building phones
00:35and building iPads and all of these things.
00:37And so there's so much new in the MacBook NEO, right?
00:40We have a completely new trackpad design that is, I think,
00:44still better than any PC out there, but it's like,
00:46it's absolutely amazing and it's completely brand new.
00:49We had a way to rethink how we made the enclosure,
00:53how, you know, how it all came together.
00:55And by doing that and being very focused at it from the beginning,
00:58we were able to create something that I think,
00:59and I think that the feedback has been amazing,
01:01which is people can't believe how, you know,
01:05what a high quality the product still holds.
01:07The bar, we didn't lower the bar, right?
01:08We still made an amazing high quality Mac
01:11at this incredible price point.
01:14Yeah, I think what you've done is actually make the competition
01:16start to scramble.
01:18I've read that.
01:19Yeah, we'll look high quality Mick.
01:19Oh, my God.
01:19All right.
01:19I think,
01:19See that?
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