Steve Jobs, who returned to Apple in 1997 after being pushed out larger than a decade earlier, seen the rising class as an opportunity for giving Apple’s legacy laptop computer enterprise trendy enchantment. A die-hard music fan, who ranked the Beatles and Bob Dylan amongst his favorite artists, Mr. Jobs thought tapping into people’s love of music would help persuade them to switch to Macintoshes from Microsoft-powered non-public laptop methods, which had a larger than 90 % market share.
“You didn’t should do any market evaluation,” said Jon Rubinstein, who led Apple’s engineering on the time. “Everyone beloved music.”
Mr. Rubinstein helped spark the product’s progress by discovering a model new exhausting disk drive made by Toshiba all through a go to to Japan. The 1.8-inch drive had the aptitude to retailer 1,000 songs. In essence, it made potential a Sony Walkman-size digital participant with a functionality multitudes larger than one thing that existed out there available in the market.
The iPod’s progress coincided with Apple’s acquisition of a company with MP3 software program program that can grow to be the thought for iTunes, a digital jukebox that organized people’s music libraries so that they may shortly create playlists and swap songs. It powered Mr. Jobs’s imaginative and prescient for a means people would purchase music throughout the digital age.
“We anticipate people have to buy their music on the net by searching for downloads, similar to they bought LPs, similar to they bought cassettes, similar to they bought CDs,” he mentioned in a 2003 speak.
On the time, a service often called Napster was tormenting the music commerce, making it potential for people to share any tune with anyone everywhere in the world with out spending a dime. Mr. Jobs leaned into the music commerce’s woes by promoting and advertising and marketing the facility of current Macs to repeat CDs with the economic slogan: “Rip. Mix. Burn.” The advertising and marketing marketing campaign put the music commerce in Apple’s nook, consistent with Albhy Galuten, an authorities at Frequent Music Group on the time.
Mr. Galuten said the labels finally agreed to let Apple promote songs on iTunes for 99 cents. “We folded because of we had no leverage,” Mr. Galuten said. “The most effective technique to battle piracy was with consolation.”