Jobs unveiled the iPod on October 23, 2001, at one of his signature product launch events.
"Hint: It's not a Mac," the invitation teased.
When it came time to reveal the product, after he described its technical capabilities,
Jobs did not do his usual trick of walking over to a table and pulling off a velvet cloth.
Instead he said, "I happen to have one right here in my pocket."
He reached into his jeans and pulled out the gleaming white device.
"This amazing little device holds a thousand songs, and it goes right in my pocket."
He slipped it back in and ambled offstage to applause.
Initially there was some skepticism among tech geeks, especially about the $399 price.
In the blogosphere, the joke was that iPod stood for "idiots price our devices."
However, consumers soon made it a hit.
More than that, the iPod became the essence of everything Apple was destined to be:
poetry connected to engineering, arts and creativity intersecting with technology, design that's bold and simple.
It had an ease of use that came from being an integrated end-to-end system,
from computer to FireWire to device to software to content management.
When you took an iPod out of the box, it was so beautiful that it seemed to glow,
and it made all other music players look as if they had been designed and manufactured in Uzbekistan.