But it has collapsed in the last few years. Why?” He explains how difficult it is to sync all the content to each device. If you have a song just downloaded to your iPad, a photo taken with your iPhone, and a video kept on your computer, you’ll feel like an old call center operator having to unplug USB cables all the time. from one to another to share content. Synchronizing these devices is driving us crazy,” he said, to a roar of laughter from the audience. “We have a solution. That’s our next big realization. We will downgrade PCs and Macs to one device, and move the digital hub into the cloud.