That relentless march did a lot to define the iPod brand and keep people’s attention on Apple. And it depressed the hell out of our competition. I had friends at Philips who told me that every time they’d think of a great idea for how to outmaneuver the iPod, we’d come out with a similar feature a few months later and they’d have to go back to the drawing board. It crushed their spirits. We were moving so fast that by the time they caught up they were already behind.
