That’s meant making great products, innovating, and surprising them, and having features embedded in our products that they don’t know are there when they buy, but that they find out some time later.
- Tim Cook
This was exactly what Tesla has done with the autopilot feature. With a flip of a switch, every model S had that feature. Now the question is, what technology they [Apple] already added to their products that can be a game changer? My bet is personal payments, Apple Pay with iMessage.