The machine, made whole.
One team from the silicon to the last pixel, so neither side has to compromise for the other.
Silicon
Designed for the software that runs on it.
General-purpose parts force general-purpose software. Designing our own means the intelligence, the operating system and the chip are shaped to each other rather than negotiated between vendors.
Devices
Personal, in the original sense.
A machine that belongs to the person holding it: quiet when it should be, ready when it is needed, and not quietly working for someone else.
Accessories
The parts around the machine.
Everything that attaches to a device is part of the experience of owning it. Nothing here is finished, and we would rather ship it late than ship it thoughtless.