It's hard and sometimes it's scary. It still amazes my mother. I went home for Christmas one year and there were fans all over the front lawn, hoping to see me.
Why doesn't Apple stop for a year and make medical devices? When people talk about technology, that's where I start to get a little hot under the collar because I know that it's the key to solving some of the world's biggest problems. Having a faster, thinner telephone is not one of the world's biggest problems.
Growing up in the Midwest, people don't drive Porsches and Ferraris. They drive Fords and Chevys. And so even if you have the opportunity to buy a more expensive car, it doesn't occur to you because it's not what you relate to.