before the ipad, the smartphone existed before the iphone, but they just came out with this clunky, rubberyldy sort of thing and i don't think it will be massive option consideration. >> what did the charts say. >> apple's sort of north by northeast, very steadily, orderly. the thing is, this has gotten so big, but you know there are three sectors in the s&p that it's bigger than. it's bigger than all 30 sectors, the material sector, monsanto. it's got its own sector, and right now, those who doubt it, it's not a profitable thing. i would just stay long. >> the fact that this stock actually responded reasonably well in face of those downgrades, but to me, it does look steady as she goes if you look back a year, but looking back two months it actually looks like it's going sideways from here. i think you could take advantage of the fact that the options premiums are relatively elevated for a stock that is essentially a big bucket of cash at the bottom of its balance sheet. and if you own the shares, i would seriously consider selling some covered called against it, because i think you're goi