The speaker presents Steve Jobs’s choice of a touchscreen, virtualized display, and flat-slab design for the iPhone instead of a keyboard as an example of taste.

“... yeah. What do you mean we're considering the other nine hundred and ninety-nine? Obviously, this was the correct one. There's many versions, applications of this, but, um, the one that's coming to mind right now is the iPhone, where, uh, for a long time the s- the, the smartphone had a keyboard.”

“And it took Steve Jobs to say, "No We will do whatever it takes to have touch screen and virtualized screen because it look-- needs to look like a screen that's a flat slab.”