Jobs was brilliant at selling concrete benefits, not technologies.<p>I&#x27;m not seeing so much of that here.<p>What&#x27;s the concrete benefit of something that&#x27;s smaller but not quite as useful as the next product in the range?<p>What does &quot;challenges what a computer can do&quot; really mean? (In what sense is it true of any recent iMac?)<p>It&#x27;s not that the concrete benefits aren&#x27;t there. The iPad Pro has obvious practical appeal for certain kinds of users. So does the iPhone. Etc.<p>But this seems worryingly like a muddle where everything is seen from the viewpoint of a rather contrived Grand Strategy, and not from clear specific user benefits for each item in the line.