in the battle for streaming viewers in the changing media landscape joining us, media executive ben silverman, chairman of tv propagate content. good to have you back. >> thank you. >> high priced phones are great. investors want to hear more about original content push. what do you expect >> we're investment with a couple of shows at apple now, and i think they're operating very patiently, you know i doubt they would be talking about their content strategy tomorrow, obviously that's about the devices and tools that apple introduced but they're moving and staffing up and making acquisitions for series and developments investment, and now the push into family friendly movies is really interesting. >> does it make sense when you say it feels like a slow motion push why are they being so deliberate and patient in your words? >> i think apple has the most to lose i think they are not only the most patient but potentially most conservative as they enter this netflix was a content company, wasn't selling thousand dollar phones they had nothing to lose this was their entire business and amazon has d