Ciaccia: It's priced at $299. That seems a little aggressive. Is Square making any money on this, or is just kind of a piece of hardware to get people to use Square software? This question was followed by a demonstration of Square Stand and how it works.
Ciaccia: Is there a reason why considering it's May 16th, that's kind of a wide gap, that it's not available immediately? Dorogusker: We have two methods of distribution. We have direct through our Web site, and we have one through our retail partners, starting with Best Buy ( BBY), and other select retailers starting in July. We want to make them available at the same time, but know we actually have to build them, put them in trucks and boats, and get them distributed. We wanted to make sure that this thing is gorgeous, and we didn't want to see blogger pictures of it. We wanted it so where we could actually talk about it, and tell the story about hardware and software together. We wanted it to get out in the world, where we could do retail and online together.
Ciaccia: You were at Apple. How's your Apple background and the fact that Apple is well known for making aesthetically pleasing products played into this? Dorogusker: I collect all of my experiences together, and kind of brought them all here. My first job was at an industrial design firm. I was an engineer, a small number of engineers alongside a large number of industrial designers that were tuned into how design can lead a conversation on how things work. It's something you've looked at for a decade, and it just doesn't have to be that way anymore. Let's go do it this other way. I was doing most of that design in the medical business. I think there are some high-end pieces of consumer at Apple and even my medical experience in aesthetic and precision that have morphed themselves into this great combination of consumer and enterprise. Apple sets a very high bar for design and manufacturing expertise, and precision, and it's great to have that experience.