Jobs realized that there was yet another advantage to the fact that Apple had an integrated system of computer, software, and device.
It meant that sales of the iPod would drive sales of the iMac.
That, in turn, meant that he could take money that Apple was spending on iMac advertising and shift it to spending on iPod ads
getting a double bang for the buck. A triple bang, actually,
because the ads would lend luster and youthfulness to the whole Apple brand.
He recalled: I had this crazy idea that we could sell just as many Macs by advertising the iPod.
In addition, the iPod would position Apple as evoking innovation and youth.
So I moved $75 million of advertising money to the iPod, even though the category didn't justify one hundredth of that.
That meant that we completely dominated the market for music players.
We outspent everybody by a factor of about a hundred.