Earlier quoted context omitted.
Something like that used to be Apple’s driving force under Steve Jobs (definitely no longer under Tim Cook). https://youtube.com/watch?v=oeqPrUmVz-o&t=1m54s > You’ve go to start with the customer experience and work backwards to the technology. You can’t start with the technology and try to figure out where you’re going to try to sell it.
That works when you are starting a new company from scratch to solve a problem. When you're established and your boffins discover a new thing, of course you find places to use it. It's the expression problem with business: when you add a new customer experience you intersect it with all existing technology, and when you add a new technology you intersect it with all existing customer experience.
That sort of comprehensive innovation (hardware, software, UX - Apple invented everything), while entering an unfamilar and established market, I'd argue would've been impossible to do in a startup.