What’s more, where most technology companies saw their biggest marketing opportunity among businesses, Apple wanted to give an individual sitting at home the same power as any company. Apple’s WHY, to challenge the status quo and to empower the individual, is a pattern in that it repeats all they say and do. It comes to life in their iPod and even more so in iTunes, a service that challenged the status quo of the music industry’s distribution model and was better suited to how individuals consumed music.
