It takes a lot of work , a lot of really detailed work, to do a phone right, when you manage the hardware, software and services around it. We’ve chosen to focus our energy on getting those right. And we’ve made the choices in order to do that. So we haven’t become defocused, [by] working on multiple lines.
– Apple CEO Tim Cook at the D11 conference, explaining why Apple has yet to create multiple types of iPhones, as it used to do with the iPod.