Next it was Phil Schiller's turn. "Can I bring out my idea now?" he asked.
He left the room and returned with a handful of iPod models,
all of which had the same device on the front: the soon-to-be-famous trackwheel.
"I had been thinking of how you go through a playlist," he recalled.
"You can't press a button hundreds of times. Wouldn't it be great if you could have a wheel?"
By turning the wheel with your thumb, you could scroll through songs.
The longer you kept turning, the faster the scrolling got, so you could zip through hundreds easily.
Jobs shouted, "That's it!" He got Fadell and the engineers working on it.
Once the project was launched, Jobs immersed himself in it daily.
His main demand was "Simplify!"