I think it is awesome that they are looking at the smartphone industry first, this will give them the most recognition as that seems to be what it is all about now. best bang for your buck so to speak.
I just read the other day that Apple makes 90 % of its profits from phones, so I think it is smart to look where everyone else is looking and take advantage of the tail winds.
the old saying, do one thing and do it well, well it seems they are doing a little more than one thing at a time, but they seem to be doing it in a nice orderly fashion, and the seem to be quite confident in their approach and that in itself says a lot.
I think they are just priming the pump for when they get the 2 milestones done and have some hard numbers to put in front of people than we will see another tone yet.
walconst