The iPod at 20: the one that started it all

Apple provided an unsolicited reminder on Monday of just how much disposable income I’ve channeled its way over the last 20 years. It wasn’t pretty. The company’s latest Event (grandiose capital E intended) opened with a slick video of a bespectacled youth in his garage (Silicon Valley, we presume) firing up old Apple devices to sample their start-up chimes, thumbwheel clicks and even the snap of an AirPods case being closed. The samples were then combined into a piece of vibrant groove music with which to fanfare CEO Tim Cook, apparently standing in a field outside the Apple campus in Cupertino, for his introduction to the company’s presentation of new MacBooks for, mostly, creatives.

As the 90-second clip spun past, I caught sight of an original ‘jelly-coloured’ iMac, and the first iPod, which was launched 20 years ago today. These were the gateway drugs that hooked me on Apple, committing me to at least three generations of iMac, four iPods and their natural successor, the iPhone, along with iPads, MacBooks-numerous, a MacMini, and an entire drawer full of accessories for all of them. All in the space of 20 years. I shudder to think how much it has all cost.

To go back a little further, I started using Apple products professionally in the early 1990s, learning the art of desktop publishing and layout work for magazines and print advertising on the job thanks to intuitive hardware and software that made it so easy. On my first morning in Sky TV’s Creative Services department I was sat in front of a Mac, shown how to use QuarkXPress and Adobe Illustrator, and six weeks later I was driving past a 96-sheet billboard for The Simpsons on the A3 that I’d designed myself. I would subsequently spend hours drooling at Apple laptops in the window of a high-end computer dealer in Chiswick, like Mike Myers coveting the white Stratocaster in Wayne’s World. Alas, they were all well beyond my pay packet. Then, in 1998, Apple launched the iMac, and instantly made home computer ownership fun, accessible and, to a certain extent, affordable. I eventually bought one in early 2001 when I moved to Silicon Valley myself. My apartment was a 10-minute straight-line drive from the Apple HQ in Cupertino, which meant that I was soon drinking the local Kool-Aid. 

Armed with a relocation allowance, I bought an iMac from the local Fry’s Electronics toy shed, the very first PC I’d ever owned that hadn’t been provided for me by an employer. By acquiring that iMac I’d bought into the “digital lifestyle” that Steve Jobs had started pitching. “Rather than just hear about megahertz and megabytes,” an Apple press release for the iMac trilled at the time, “customers can now learn and experience the things they can actually do with a computer, like make movies, burn custom music CDs, and publish their digital photos on a personal website.” In other words, a ‘digital hub’. All these things were still embryonic (especially the idea of uploading anything to this new-fangled thing called ‘the Internet’), but Jobs had the uncanny ability of envisaging the technology people needed - or didn’t know they needed yet - and unlike most major figures in the tech world, had the charisma to sell it to them. 

Even in 2001, some time after the Dot Com bubble had burst, Jobs was able to apply his quasi-rock star appeal (well, as close to rock star as a technology leader could resemble) to turning the functional business tool that most PCs were into a desirable piece of a consumer electronics. Key to this was a shift in connectivity that Jobs had foreseen, particularly enabled by the emergence of FireWire technology that could attach digital cameras and other peripherals to PCs, enabling content to be quickly extracted and then, with easy-to-use software, turned into something creative. Thus, he commenced the ‘consumerisation’ of professional applications, turning applications like Final Cut Pro into iMovie, which enabled anyone to make something polished of their holiday videos (the same philosophy was applied to making music with GarageBand, launched in 2004, providing anyone with a Mac - and, now, even an iPhone and an iPad - with the means to record their own compositions).

2001 was a significant year in many ways. Whether it was the arrival of the actual year of Stanley Kubrick’s Space Odyssey, or the first year-proper of the 21st century, in technology terms, it was the year that Apple moved into fifth gear. When I arrived in California in March that year, the previous decades consumer tech boom was already giving way to other things, like biotech and healthtech (“Tech of all kinds – we already sound like 15th century Mexico,”, if I can borrow Boris Johnson’s dad joke the other day…). Apple, however, was laying the foundations of the imperiousness that, by 2020, made it the first US company to exceed a market cap of $2 trillion. Today it has a higher value than the GDP of Russia, Canada, South Korea and Italy.

On 9 January, 2001, Jobs announced iTunes, an app partly purloined from elsewhere (SoundJam) which, in a music industry-baiting move, enabled CDs to be ripped using the latest version of the iMac’s optical drive, making it easy to build-up a personal digital music library, eventually allowing it to burn compilation CDs like mix tapes. I’d previously seen music stored digitally on a PC at former Skids frontman and TV presenter Richard Jobson’s house, and was enamoured by the idea of a digital jukebox. I didn’t care, particularly, about any perceived loss of sound quality from listening to compressed digital music as I just loved the simplicity of clickable access to music. 

What was missing, however, was portability. By the mid-1990s, the travelling music fan still had to pack CDs and even cassettes to listen to on clunky portable players. Sony’s MiniDisc at least attempted to miniaturise music into a smaller form factor, while Philips’ failed Digital Compact Cassette was merely a means of extending patent revenue from the humble magnetic tape with the addition of digital recording. Audiophiles gave both DCC and MiniDisc a notable swerve. The advent of the MP3 digital audio standard in 1994 led to various companies launching players, like Diamond’s Rio in 1998. Most, Steve Jobs told his executive team, according to biographer Walter Isaacson, “truly sucked”, and tasked Apple to produce one of its own. 

Jobs pulled together a team that included former Philips manager Tony Fadell (who’d worked on the Velo and Nino Windows CE devices I helped launch in the UK) and Apple’s hardware engineering lead, Jon Rubinstein, to come up with something better, challenging them to have something ready for an October unveiling ahead of the Christmas sales season. Isaacson’s seminal (and substantial) authorised biography Steve Jobs explains in forensic detail the process that saw the product take shape, with Jobs himself giving - as was his tendency - fastidious daily feedback on what he, as a music fan, wanted from the device, prescribing his desire to make the product simple to use, with navigation restricted to a “three clicks” maximum. Another of Jobs’ insights was that the device had to work with the iTunes app on the iMac, making the computer the primary interface for music library management. Further discussions were held, with Jobs now adding his views on the minutiae of things like the colour of the accompanying headphones, with Apple design chief Jonny Ive throwing in his thoughts on the product’s white-and-polished stainless steel colour scheme. Then came a back-and-forth about the device’s marketing, with the eventual execution of “1,000 songs in your pocket” emanating from one of the Apple CEO’s encounters with Toshiba in Japan, who first flagged the idea of a 5-gigabyte hard drive that could store such an amount of music.

On 23 October 2001, the result of all this rapid endeavour was revealed. Barely a month after 9/11, a world numbed by the atrocity was introduced to the iPod. This would be the device which, arguably, set in train Apple’s evolution and light the touch paper of a technology-led transformation of cultural life and even social behaviour. Journalists had been invited to Cupertino for what was, by today’s standards, a relatively modest Apple event, but one in which they’d been teased cryptically - “Hint: it’s not a Mac.” On stage, Jobs theatrically produced from his jeans a small white device to which he  declared: “This amazing little device holds a thousand songs, and it goes right in my pocket.” 

Compared to the 160GB capacity iPods Apple would later offer, the 5GB hard drive of that first model seems modest now, but surely a music player capable of storing 1,000 songs had instant appeal? Not, according to some critics, who branded the device too expensive at $399 and limited in what it could do. Some even went as far as suggesting that Jobs and Apple had, once again, bitten off more than the brand could chew, the last time being the failed Newton PDA. But Jobs stuck to his conviction: “Music is a part of everyone’s life,” he said, “and because it’s a part of everyone’s life, it’s a very large target market all around the world. It knows no boundaries.” 

We didn’t know it at the time, but this was a very loaded statement about where Apple would go as it broadened out of being just the ‘cool’ computer brand. Sales of that first iPod, and the quickly added second, 10GB, model weren’t stellar, but in the months after 9/11 the world understandably had other things on its mind. Apple, though, had done it again, introducing something that already existed and created a category out of it. History has been more kind to the first iPods, with many believing that it was the first truly great MP3 player. Jobs’ instincts about the digital music player field had been right. The iPod was a milestone in portable audio, but more importantly, it sparked Apple’s transformation from relatively esoteric computer brand, somewhat secretly - and smugly - coveted by creative professionals, to become one of the biggest companies on the planet. 

That first iPod and its many descendants would ultimately give way to the iPhone (the iPod Touch is even a hybrid of both), in which Apple repeated the principle all over again and reinvented the nascent smartphone category which, in turn, would turbocharge the digital lifestyle Jobs had imagined with the iMac to begin with. It’s worth remembering that in October 2001 there was no social media as we know it today, and Napster had been a relatively momentary irritation to the music industry, so the idea of a pocket device that could connect to always-on streaming services over super-fast, low-latency mobile networks was a long, long way off. Facebook was, back then, just a college dorm idea, so people weren’t uploading their holiday photographs to the Internet as they do now. Television was still linear, so in 2001, the notion of binge-watching an entire season of, say, The Sopranos, while sitting on the top deck of a bus was, frankly, not even a concept.

The iPhone has, of course, coalesced many functionalities into one platform - music, camera, television, cinema, e-mail, Web browsing and so on - but without the iPod to begin with, Apple might not have gone anywhere near phones, AirPods, iPads, TV set-top boxes or any one of the myriad product lines that I seem to have spent a stupid amount of my hard-earned on over 20 years. And you know what? I don’t regret a single penny of it. At one point in time I had the crazy idea of buying several iPod Shuffles, the inch-square music players with a 2GB capacity that were available in six colours. The idea was to have different genres of music on each of them, to be chosen per occasion or mood, like Thunderbirds’ Virgil Tracy choosing a pod (that word again) for Thunderbird 2 to fit the mission. Ludicrous, I know, but this is Apple’s marketing strength for you. While I resisted that idea, I’ve certainly succumbed to the iPod’s appeal, owning four. 

© Simon Poulter 2021

At the beginning of September I was digging around in that drawer of Apple bits-and-pieces and found the second iPod I owned - a third-generation, 30GB model from 2003, a fifth-generation model with a whopping 80GB capacity, a 16GB fourth-generation iPod Nano bought, on a whim, in Los Angeles, and a even cuter seventh-generation Nano bought, again, on a US trip in 2012. While hardly Indiana Jones stumbling across the Lost Ark, the discovery of that later Nano found its way into my pocket for the start of my return to office commuting. The firmware or the Bluetooth or some such aspect of its performance needs upgrading, but it still works. That, though, wasn’t the attraction of reviving it: it was the fact that the neat little music player, just 9cm long and weighing little more than a stack of credit cards, was such a sexy piece of technology, with its anodised aluminium casing and flash memory replacing the weighty hard drive of the original iPod.

When the definitive history of Apple Computer gets written, it will no doubt be the iPhone that commands the most attention, but the iPod deserves its place. In fact, more than that - it deserves acknowledgement for its singular contribution to culture. It has become, according to Leander Kahney, who wrote The Cult Of Mac, “the signature technology of the digital music era” and “profoundly” changed music culture. While Apple’s appeal until the iPod and certainly the iMac had certainly been amongst professional creatives, the iPod had a universal appeal. The Queen, it is claimed, has owned one, and the late German fashion designer Karl Lagerfeld reportedly possessed more than 70 containing his entire CD collection, transporting them around the world in their own suitcase. “We had no idea this thing would get this huge,” Apple marketing executive Phil Schiller once told USA Today. 

In his book, Kahney draws attention to how the iPod would impact music listening in general, arguing that it ripped up the decades-old custom of listening to entire albums from start to finish and (even if ageing hipsters like me have embraced the vinyl revival), and that record ownership could only be visualised by shelved libraries of albums on various formats. Apart from anything else, Kahney says, with those white headphones plugged in, and the library stored on that hard drive, no-one needed to know what you were listening to, though as we all know, aggravating sound leakage from headphones readily gives away someone’s musical tastes, especially on public transport. Kaheny does, though, make the interesting point that the iPod may have even opened up musical tastes as people started experimenting with genres they’d previously not dipped into. The iPod also became a replacement for radio programming; ‘podcasts’ derived their name from the device, becoming an online sub-culture in their own right, with professional and amateur productions of all kinds covering every possible niche and mainstream interest; DJs took iPods into clubs to play tracks from them instead of turntables, mixing between multiple devices; and you could say that the iPod proliferated the entire business of music being available legally online. 

Whether Steve Jobs’ intention, in 1998 when he unveiled the iMac, was to turn Apple into the giant it is today is not fully known. The iPod, though, gave that process a significant kick, although compared with today’s marketing expenditure for Apple products, the company only spent $25 million on launching the first player in 2001, building its market share largely through word of mouth. Experts agree that the iPod’s appeal grew somewhat organically - an incongruous point given how Apple markets its products today. But whether by instinct or design, Jobs revelled in the “disruption” that technology wizards like talking about. 

Apple started out challenging the notion that computers could only be beige, and that managing them had to be clunky. Steve Jobs saw that technology offered something more rewarding in people’s lives - ironically, a vision that has proven stupendously rewarding for Apple itself.  The iPod was, perhaps, the point of origin for that vision, and I don’t think it hyperbolic to say that has directly influenced much of Apple’s product development history over the last 20 years. I don’t think it hyperbolic, either, to claim that the iPod and its lineage has contributed to a single-handed transformation of modern life. Which, I know, is quite a claim.