"... I would give every single person in the department an entire month anything they wanted. For a month. It’s kind of insane because you’re talking thousands of people for a month, millions of dollars of salary spent for a month for people to do whatever they wanted and they would work so hard that month coming up with incredible ideas. In fact, one I saw was this idea of a 10-foot user interface, and we turned it into the Apple TV. Apple TV was invented because someone was encouraged to do whatever they wanted for a month. You can have that kind of environment to support creativity."