We want to "grab" the whole market

[GuillaumeB]

So presumably what's next will be smaller than a Phantom?  Unless they're talking about predicted sales volume (e.g Mac vs iPhone kind of ratio) as opposed to physical size...

Yes they are implying a mass market offering like the iPhone which will project them into the stratosphere sales-wise. I think Sannié was saying that they aren't going to conquer the world with a 2k euros product, they need something cheaper and possibly ubiquitous? 

So in the same way that the iPhone transformed the fortunes of Apple making it one of the most valuable traded companies in 2011 just 4 years after launch. They need a disruptive innovation, like the iPhone.

ADH in car stereos and TVs looks like a given though. 

Guillaume