The next step for the digital hub strategy was to make a portable music player.
Jobs realized that Apple had the opportunity to design such a device in tandem with the iTunes software,
allowing it to be simpler.
Complex tasks could be handled on the computer, easy ones on the device.
Thus was born the iPod, the device that would begin the transformation of Apple from being a computer maker into being the world's most valuable company.
Jobs had a special passion for the project because he loved music.
The music players that were already on the market, he told his colleagues, "truly sucked."
Phil Schiller, Jon Rubinstein, and the rest of the team agreed.
As they were building iTunes, they spent time with the Rio and other players while merrily trashing them.
"We would sit around and say, 'These things really stink,'" Schiller recalled.
"They held about sixteen songs, and you couldn't figure out how to use them."