right now, let's get to barton crocket and casey newton casey, i'll start with you on this one because this headset has been highly anticipated and yet people tend to think it it's the news that apple announces and just about everything and it's not a big deal and years later, perhaps it is a big deal. how do you frame what apple's multi-year approach is to these technologies and how an investor should sort of prepare for that? >> i would prepare by measuring my expectations. you know, the first apple watch came out it wasn't great it did take a while for apple to figure out exactly what it was for. they got there in the end. now it's a $10 billion business. i think this vr/ar headset could be an even bigger business and there's still a lot of fundamental technology that needs to get invented in order to work as well as apple wants it to, and for it to be affordable so if investors want to invest based on this product, i think they have to be prepared to be very patient. >> martin, is this going to be a gaming console >> look, i think that we all hope it's more than a gaming console, b