steve jobs before he decided to build apple stores, called none other than bernard arneaux.when we discussed this. he was discussing of doing -- to start this. he asked me, what do you think? i told him, because we were competitors, if you want to do something like that, which i think may be successful, you should put the first store in the best location, and maybe i will give you some ideas where you can follow it up, and he was quite interested. one of the first ones he did, i remember, was in tokyo, just in front of a shop, and he proved to be a fantastic success. >> that it did. of course, apple stores now all over the world, not competing with them, but in many ways, technology has become one of the new great retail items in the world with experiences and the like, but interestingly, they also got into a conversation almost fphilosophical, about th d distinctions between technology and luxury. here's what he to say about that. >> he was very smart, obviously, and very critical, but to me, you know, i like your products and you have an advantage on me. he said, what? whi