>> i think, you know, apsell an amazing marketing company. they did that. they made some user interface things they did -- >> rose: the iphone perhaps was the driving force 20 expansion of mobile? >> it was happening but i think that was helped the curve really ramp up. and it raised the bar. people were obviously building smart phones all along and doing this. but i do think-- you know steve jobs had a way about him to really get in the mind of the consumer and popularize things. so they did that. and we had been doing things-- we built an app store in the early 2000s. verizon still sells applications on your fepture phone through qualcomm's app store. but it didn't really transcend and get in the mainstream. >> rose: we all know moore's rule. what's the rule about the acceleration of processors today. >> moore's law is a very interesting thing right now. we can see just a if couple of generations out of the process technology where it's not clear that you get the economic benefit anymore. what happens is -- >> rose: you don't get the economic benefit-- >>

>> i think, you know, apsell an amazing marketing company. they did that. they made some user interface things they did -- >> rose: the iphone perhaps was the driving force 20 expansion of mobile? >> it was happening, but i think that was helped the curve really ramp up. and it raised the bar. people were, obviously, building smart phones all along and doing this. but i do think-- you know, steve jobs had a way about him to really get in the mind of the consumer and popularize things. so they did that. and we had been doing things-- we built an app store in the early 2000s. verizon still sells applications on your fepture phone through qualcomm's app store. but it didn't really transcend and get in the mainstream. >> rose: we all know moore's rule. what's the rule about the acceleration of processors today. >> moore's law is a very interesting thing right now. we can see just a if couple of generations out of the process technology where it's not clear that you get the economic benefit anymore. what happens is -- >> rose: you don't get the economic benefit-