Referenced in the article:<p>&quot;“The biggest worry for me is, are we getting too locked in a formula?” asks Schiller. He recalls the 2002 Worldwide Developers Conference, at which Steve Jobs delivered a eulogy for Mac OS9, complete with cheesy organ music, a smoke machine, and a casket rising through the middle of the stage. “We haven’t done anything quite that outlandish in a long time. It may be part of being a bigger company, not this small upstart. We feel a little uncomfortable being too strange and getting too far away from ourselves.”&quot;<p>The video:<p><a href="https:&#x2F;&#x2F;www.youtube.com&#x2F;watch?v=G1SLCAiGkVQ" rel="nofollow">https:&#x2F;&#x2F;www.youtube.com&#x2F;watch?v=G1SLCAiGkVQ</a>