Page 99 - (DK) The Business Book

LIGHTING THE FIRE 97 97

The iTunes Music Store (now the The iTunes Store and the iPod
iTunes Store) redefined the music system, quite simply, worked for
industry in 2003. At the time, digital consumers, who had been baffled
music piracy was on the rise; record by the many MP3 players and online
labels were fighting against digital methods of finding music. Apple
distribution for fear of losing control simplified the process, and made It’s kind of fun to do
and further damaging already its solution aesthetically appealing the impossible.
declining revenues. Jobs exploited at the same time. By 2013, its Walt Disney
the record executives’ nervousness strategy had brought sales of around US entrepreneur (1901–1966)
to his advantage, offering people a 400 million iPods and more than
way to purchase music legally but 25 billion iTunes Store downloads.
easily and instantly.
Apple’s software changed the Continually game-changing
music industry’s business model Such radical disruption, if achieved
forever. In addition to changing the only once, could be put down to
way we access and listen to music, good luck, but true game changers called the iPhone “a revolutionary
iTunes enabled people to buy single are those who persistently seek product,” claiming it was “five
tracks from albums. Artists no to separate themselves from the years’ ahead of any other cell
longer needed to slave for months competition. Steve Jobs was not phone.” His words were prophetic:
on albums, but could release a content merely to have changed the for some years after, the iPhone
steady stream of singles instead. music industry: in 2007 he turned remained the standard against
Consumers no longer felt trapped his attention to the cell-phone which all other cell phones
into album purchases and felt less industry. Cell phones had been were assessed and defined.
need to search for free, pirated getting smarter for a while, but the Shortly before his death in 2011,
downloads in place of legal versions. iPhone was a giant leap forward. Jobs did it again—this time with
Offering users access to a suite the iPad. Launched in April 2010,
of computer-like applications and, to confusion and some cynicism,
The Apple logo has become a global
emblem of the modern age—an in particular, seamless Internet the iPad came to (re)define the
indication of the extent to which access, it was an instant hit. The industry. It extended access to
the organization has revolutionized real breakthrough was the iPhone’s technology beyond its accepted
technology and product development. touch-screen technology. Jobs business, educational, and ❯❯