we've seen time and time again innovations in tvland where the tvs cost a premium and consumers don'tait until the prices get slashed and these companies like samsung, et cetera, don't make money. >> that could happen. before happen l which as an apple shareholder does not -- i'm not afraid of that. because we've seen apple come to market after the iphone is a perfect example. and have a better product. maybe they have an advantage by seeing what works and what doesn't work. so i'm not afraid of this samsung product as an apple holder. i hope it creates a new space and there is demand for this tv. >> in addition of wanting one so something in my house will say hello to me. >> it doesn't say hello back to you. >> it's good enough. the interesting thing is going to be the connectivity features here. to transfer the programming from your tv to other devices. apple will probably leapfrog. not as big as it was 15 years ago when it comes to devices. >> look at the sony walkman and the ipod. >> that's just it. samsung and lg has been eating japan's lunch over the past ten years because they'