RE:WIRED 2021: Jony Ive on the 20th Anniversary of the iPod

So up until that point in time,

Apple made general purpose computing devices.

And one of the powers,

I think one of the things that was so unique and special,

I think about the computer

was its ability to be general purpose.

And I think what the iPod really marked

was the beginning of creating

far more specific products and devices.

Now it happened at a time, I think of extraordinary,

I think, both opportunity and need.

So there were a number of technological affordances

that sort of presented themselves,

in terms of storing lots of data in small physical spaces.

But I think the need

was that there was almost this sort of existential question

about the value of music.

This was 20 years ago when people realized

they didn't have to pay for music.

And so I think that was a context or a backdrop

for doing something creating,

something that was quite important.

And I think the iPod,

really I think, represents the marriage

of I think innovative

and great hardware, software and services.

And from a design perspective,

we thought the opportunities were,

I think exciting when compelling,

but also this seemed important.