We believe great technology should be accessible to all. Our goal is to include a leading-edge feature set at tiered price points to enable as many people as possible to own and use great personal tech. And, we don’t hold back new innovations by waiting for the next product cycle—we push great features out as soon as possible so people can enjoy them. If it doesn’t make users’ experiences way better, it doesn’t find its way into our products.
Innovation doesn’t stop at technology. Sure, we are always looking to advance the latest features and push the limits of performance. But we do more than that. We look at tired product categories and unanswered needs to infuse them with new thinking. We engineer with efficiency so we can actually innovate on price. And we work to improve the entire experience of owning our products, from setup to service and beyond.