That seemed more like experimenting with interesting industrial design approaches and materials though. It’s not as much like, a very distinct side-hustle to design stuff that’s completely different.

They sort of do this with Beats as a parallel business to their own Apple speakers with products that aim at a totally different market. They need to start doing that with computers too. The entire Mac lineup is designed to be, like, a Honda Accord or Camry. But the Mac Pro is crap, they need a business-line that makes a computing equivalent of a pickup truck but they don’t want to commit.