Steve Jobs said a long time ago, and I am paraphrasing, that a company that makes a product that has reached its maturity will eventually be taken over by advertising and data-mining. Something like that.

There's not much innovation right now in terms of personal computing devices. It's a solved problem. To show 'progress' on a year to year basis, something has to change. It used to be eSomething. Then iSomething. Now I suppose it's airSomething.

I'm not sure what comes after 'air', ordinalitly speaking.