Consumers — the target market for the iPhone — do not want to sit on a plane and edit a Word document. That’s the last thing they want to do. That’s their definition of hell. Hurtling through the air in a big metal Tylenol with 250 other angry passengers eating salted snack products, drinking diuretics while strapped into a chair next to Bill Lumbergh and wondering “What the hell was that bump? Can turbulence really take one of these things down? What’s the stress tolerance of that wing, anyway?”, they sure as hell don’t want to edit a fricking Word document on a 3-inch screen. They don’t want to edit an Excel document. They don’t want to work on their “Getting Things Done” action items. No, they want to watch a movie. They want to listen to music.
— The Macalope: Understanding the market