That's the message from chief executive Tim Cook, who spent about an hour talking up the company's efforts, and attempting to reassure a room full of Wall Street aficionados that the best was yet to come.
It's like that, Cook explained, because the people at Apple don't see any limits in making its products, or the future of its business.
"It's because of that that Apple's been able to do so many things for so many years, and do things that people didn't know they wanted and now can't live without," Cook said. "We don't think of the world with limits