IPod

“Remember HP was the partner for the iPod. They, they're the ones who put it in all of the best buys and circuit cities or whatever the retailers were around the world. Apple didn't have the sales team to do that.”

“We were the first, Products to have lithium ion or lithium prismatic polymer cells.”

“Like on the first iPods, we weren't making any money first iPhones. We weren't making any money, right?”

“And that's how iPhone was able to be created because without the iPod there, I'm pretty sure there would have been no iPhone. There would have probably been no Apple because it was close to bankruptcy.”

“We ran the same marketing as we were doing in the U S in Europe. And the thing is it didn't resonate with the early adopters. It didn't resonate with the later adopters because we didn't have the same messages. We were going for a different set of people and w…”

“And pretty soon if you started in semis at the time, all the roads led to one company and that was in Cupertino and it was Apple. Why? Well, because the iPod was starting to really gain traction, and an iPod was a semiconductor product, it had NAM flash, it ha…”

“Not only did we do it for the Mac, but we also did it for Windows. And so it opened Apple to a We have a whole new ecosystem of customers that had never used our products before, but were using iTunes and iPod for the first time.”

“People always talk about like the brave, it's like their computer business was Dead, dead, dead. Like there was, it was like three percent share and going nowhere. So like it was like a Hail Mary. The iPod was a Hail Mary.”

“No one knew they didn't have an iPod. It was something we didn't even know we didn't have. And so by creating that problem, he created a whole paradigm shift in how we engage music.”

“That was really the start of designed in Cupertino, manufactured in China.”

“It was the exact moment where the iPod came out, and we sent notes to all of them, and we said, hey, Matt's gonna come up and pick up your paperwork and your check and if you hand it to him today, he's gonna hand you back an iPod pre-populated with a thousand …”

“This is kind of bizarre assertions that somehow the DHA Microsoft case resulted in the rise of Google or resulted in the iPod and the iPhone, which is just ignorant nonsense.”

“And I'd argue these were all so successful in part because Steve learned to change his approach, his process, and even the way he saw himself.”

“Where do you think beats came from? He had a shiny iPod. We had a shiny headphone. He made white earbuds. I made black. You know, I, I'm not original. I said, okay, this guy's got it. I'm just going to, what is he missing? Ah, he's missing good headphones. Oka…”

“And it was actually one of the only campaigns that Steve Jobs didn't like.”

“And then the iPhone was even better. And it was based on the iPod, not the reverse, not a phone. And we'll include an iPod more like it's an iPod, but you get a phone with it.”

“The iPod Was a critical success, but it didn't really turn into a successful business till the third generation. And the reason being was it didn't work with Windows based PCs. It only worked with Macs, which were a fraction of the market, less than a percent,…”

“We're going to sell the iPod. It's going to be so awesome that people will buy Macs so they could use their iPod. We're going to sell more Macs because they're going to need to buy one to use an iPod that they're going to have to have. Well, guess what? The fi…”

“And we actually had, I'd bring it up and Steve was like, over my dead body. And so I still created a skunkworks program in the back.”

“We were at 85% market share at the time, and the market kept growing and growing and growing.”

“Steve said he's going to spend fifteen million dollars marketing their audio player.”

“The other end of the phone explained to me that Apple as a policy does not replace the batteries in their iPods”

“Doing one thing Apple was, is legendary at, which is saying, let's, let's take a break from the current metrics. And let's just try to envision some type of blue sky idea. Let's not even collect data about how it's going to be. Let's use our intuition and tast…”

“On the top-down approach, I think we give too much weight to the beauty of top-down. You know, we only see it when it works, that there's the genius iPod product, there's the genius iPhone product, but, you know, how many, what, how many hundreds of products d…”

“Steve Jobs was the first guy to get that. You take a microprocessor, and you combine it with a music player, and you've got an iPod. You take a microprocessor, you combine it with a telephone, you've got a smartphone. He was the first guy to really take advant…”

“They sold, what was it, four hundred million of them, and they did something like sixty-five billion dollars of revenue.”

“Apparently the unit life, someone said to me, lifetime sales of the Sony Walkman were about two hundred and fifty million units. So they sell, you know, almost double, you know, the Sony Walkman.”