But what we’re not going to do is we’re not going to make junk. We’re not going to put Apple’s brand on something someone else designed. Tim Cook
What we want to do is deliver an increasing level of value to these customers, but there are some customers which we choose not to serve. We don't know how to make a $500 computer that's not a piece of junk; our DNA will not let us do that.
Some thing don't change.