1 00:00:04,240 --> 00:00:07,240 Speaker 1: Welcome to tech Stuff, a production of I Heart Radios, 2 00:00:07,320 --> 00:00:14,080 Speaker 1: How Stuff Works. Hey there, and welcome to tech Stuff. 3 00:00:14,120 --> 00:00:18,040 Speaker 1: I'm your host, Jonathan Strickland. I'm an executive producer with 4 00:00:18,079 --> 00:00:20,400 Speaker 1: How Stuff Works and I Heart Radio and I love 5 00:00:20,560 --> 00:00:25,200 Speaker 1: all things tech. And On June three, two thousand nineteen, 6 00:00:25,680 --> 00:00:30,240 Speaker 1: at Apple's Worldwide Developers Conference or w w d C 7 00:00:30,560 --> 00:00:34,519 Speaker 1: for those who like initialisms, Apple announced that the company 8 00:00:34,560 --> 00:00:39,479 Speaker 1: was going to officially sunset the venerable iTunes program. In 9 00:00:39,560 --> 00:00:43,440 Speaker 1: its place will be three Mac desktop apps that are 10 00:00:43,479 --> 00:00:46,920 Speaker 1: pretty similar to what you can find on iOS devices 11 00:00:47,000 --> 00:00:50,120 Speaker 1: Apple mobile devices. In other words, So today I thought 12 00:00:50,159 --> 00:00:53,160 Speaker 1: it might be fun to trace the history of iTunes, 13 00:00:53,479 --> 00:00:56,040 Speaker 1: how it came to be, how it changed the music 14 00:00:56,080 --> 00:01:00,160 Speaker 1: industry and helped create the business I'm in, which is 15 00:01:00,320 --> 00:01:04,040 Speaker 1: podcasting in case you haven't caught on yet, and why 16 00:01:04,120 --> 00:01:08,240 Speaker 1: Apple decided to finally say goodbye. We'll also explore how 17 00:01:08,280 --> 00:01:13,160 Speaker 1: people felt about iTunes, because it's not all sunshine and roses, 18 00:01:13,520 --> 00:01:16,280 Speaker 1: particularly if you ever had to deal with the Windows 19 00:01:16,319 --> 00:01:19,240 Speaker 1: based version of the program. Oh and before I go 20 00:01:19,280 --> 00:01:22,200 Speaker 1: any further, I should mention that when Apple talked about 21 00:01:22,319 --> 00:01:26,200 Speaker 1: ending iTunes, they were really just talking about Max at 22 00:01:26,240 --> 00:01:29,559 Speaker 1: the time of this recording, the company hasn't said anything 23 00:01:29,600 --> 00:01:33,000 Speaker 1: about what it's planning for the PC version. PC mag 24 00:01:33,160 --> 00:01:35,760 Speaker 1: reported that there's no immediate plan for it to disappear 25 00:01:35,800 --> 00:01:41,080 Speaker 1: from Windows. So there's that, okay, so iTunes. Let's talk 26 00:01:41,120 --> 00:01:43,880 Speaker 1: about the program and where Apple was when it was 27 00:01:43,920 --> 00:01:47,200 Speaker 1: first announced back in two thousand one, because it was 28 00:01:47,240 --> 00:01:49,880 Speaker 1: a very different company from the one we're used to today. 29 00:01:49,920 --> 00:01:53,440 Speaker 1: In fact, it really behooves us to look over Apple's 30 00:01:53,600 --> 00:01:57,720 Speaker 1: history leading up to that moment, because the company had was, 31 00:01:58,560 --> 00:02:01,720 Speaker 1: let's call it, it was in a transition, to put 32 00:02:01,720 --> 00:02:07,320 Speaker 1: it gently, so really had been through an existential crisis. Arguably, 33 00:02:07,680 --> 00:02:11,560 Speaker 1: the crisis began when Steve Jobs inserted himself into the 34 00:02:11,560 --> 00:02:16,160 Speaker 1: development process of various products like the Macintosh line of computers, 35 00:02:16,240 --> 00:02:20,480 Speaker 1: and then complicated a process and alienated many over at 36 00:02:20,520 --> 00:02:26,120 Speaker 1: Apple in the same go, and this eventually precipitated in 37 00:02:26,240 --> 00:02:29,280 Speaker 1: his being fired, or at the very least, he was 38 00:02:29,280 --> 00:02:32,600 Speaker 1: pushed aside so far away that he would leave the 39 00:02:32,639 --> 00:02:37,560 Speaker 1: company in nineteen Steve Wozniak, the other co founder of Apple, 40 00:02:37,919 --> 00:02:40,680 Speaker 1: also left the company around that time, though he had 41 00:02:40,720 --> 00:02:44,399 Speaker 1: sort of stepped back quite a bit already after surviving 42 00:02:44,400 --> 00:02:48,040 Speaker 1: a plane crash in nine. Over the next few years, 43 00:02:48,639 --> 00:02:53,440 Speaker 1: lots of things would change at Apple. John Scully, who 44 00:02:53,639 --> 00:02:56,679 Speaker 1: was the guy who came over to Apple from Pepsi 45 00:02:56,880 --> 00:02:59,600 Speaker 1: and had served as the president of the company. He 46 00:02:59,680 --> 00:03:01,799 Speaker 1: was also of the man who was responsible for pushing 47 00:03:01,800 --> 00:03:05,280 Speaker 1: out Steve Jobs, would become chairman of Apple in nine 48 00:03:06,919 --> 00:03:10,720 Speaker 1: Michael Spindler would become the CEO. Then just a few 49 00:03:10,720 --> 00:03:14,320 Speaker 1: months later, Scully resigned his position as chairman and he 50 00:03:14,400 --> 00:03:18,240 Speaker 1: was replaced by Mike Markula. Markula, in turn, would step 51 00:03:18,280 --> 00:03:21,320 Speaker 1: down just a couple of years later. Gil Emilio would 52 00:03:21,320 --> 00:03:25,519 Speaker 1: become chairman and CEO of Apple in nine six. By 53 00:03:25,560 --> 00:03:29,440 Speaker 1: this point Apple was struggling. Son Microsystems had offered to 54 00:03:29,480 --> 00:03:33,920 Speaker 1: acquire the company, but Emilio turned down that proposal, and 55 00:03:33,960 --> 00:03:37,520 Speaker 1: you could call that a great decision, But Emilio also 56 00:03:37,600 --> 00:03:41,640 Speaker 1: made some questionable choices, such as allowing other companies to 57 00:03:41,680 --> 00:03:46,600 Speaker 1: sell macclone computers by running Mac operating System software on 58 00:03:46,760 --> 00:03:50,800 Speaker 1: non Apple computers. This gave other companies the opportunity to 59 00:03:50,840 --> 00:03:54,520 Speaker 1: sell computers running Mac operating System at a lower price 60 00:03:54,600 --> 00:03:58,720 Speaker 1: than what Apple was charging. And making matters worse was 61 00:03:58,800 --> 00:04:02,760 Speaker 1: that Microsoft had real least Windows, which was a significant 62 00:04:02,840 --> 00:04:06,120 Speaker 1: update to the Windows platform, while the Mac operating system 63 00:04:06,480 --> 00:04:09,080 Speaker 1: was looking more than a little dated at the time. 64 00:04:09,440 --> 00:04:13,280 Speaker 1: Emilia was also unhappy with the progress or lack thereof, 65 00:04:13,560 --> 00:04:16,360 Speaker 1: on the next version of the Mac operating system, code 66 00:04:16,400 --> 00:04:20,159 Speaker 1: named Copeland. In an effort to solve that problem, Emilio 67 00:04:20,279 --> 00:04:23,159 Speaker 1: led the charge for Apple to acquire a company called 68 00:04:23,440 --> 00:04:27,919 Speaker 1: Next in e x T. That company happened to be 69 00:04:28,000 --> 00:04:32,400 Speaker 1: the brainchild of one Steve Jobs, who founded Next after 70 00:04:32,520 --> 00:04:35,599 Speaker 1: leaving Apple in the nineteen eighties, and that set the 71 00:04:35,600 --> 00:04:38,480 Speaker 1: scene for Jobs to become the next CEO of Apple. 72 00:04:38,880 --> 00:04:41,440 Speaker 1: He first served as an advisor to the company, but 73 00:04:41,520 --> 00:04:44,400 Speaker 1: he began maneuvering with the board of directors in an 74 00:04:44,400 --> 00:04:48,760 Speaker 1: effort to become chairman again. Emilio eventually left the company 75 00:04:49,000 --> 00:04:52,000 Speaker 1: after butting heads with Steve Jobs, though to be fair, 76 00:04:52,279 --> 00:04:55,960 Speaker 1: Emilio was also at the helm during the worst financial 77 00:04:56,040 --> 00:05:01,440 Speaker 1: quarter in Apple's history. June seven was the final day 78 00:05:01,560 --> 00:05:04,839 Speaker 1: of that horrible quarter in which Apple lost fifty six 79 00:05:04,920 --> 00:05:08,120 Speaker 1: million dollars. So just let that sink in and just 80 00:05:08,600 --> 00:05:12,120 Speaker 1: three months the company lost more than fifty million bucks. 81 00:05:12,640 --> 00:05:15,320 Speaker 1: No wonder many people predicted that Apple was not long 82 00:05:15,400 --> 00:05:18,840 Speaker 1: for this world. Steve Jobs was named by the board 83 00:05:19,040 --> 00:05:22,440 Speaker 1: as the interim CEO. He would actually refer to his 84 00:05:22,520 --> 00:05:27,360 Speaker 1: own title as I CEO. Cute, right, but it was serious. 85 00:05:27,440 --> 00:05:31,520 Speaker 1: Business Analysts predicted that Apple was about three months away 86 00:05:31,560 --> 00:05:34,680 Speaker 1: from bankruptcy when Jobs took over, so he had a 87 00:05:34,800 --> 00:05:39,040 Speaker 1: huge hurdle to overcome, and he made some really big changes. 88 00:05:39,440 --> 00:05:42,680 Speaker 1: Some were seen as cute, like the iMac. Some were 89 00:05:42,680 --> 00:05:45,599 Speaker 1: seen as the deepest of betrayals, like when Apple and 90 00:05:45,680 --> 00:05:48,839 Speaker 1: Microsoft announced a partnership in a five year agreement to 91 00:05:48,880 --> 00:05:52,040 Speaker 1: have office software come over to the Mac. And while 92 00:05:52,080 --> 00:05:54,960 Speaker 1: not all his decisions were lauded by the Apple faithful, 93 00:05:55,360 --> 00:05:59,200 Speaker 1: he did get the ship turning around. At the Macworld 94 00:05:59,279 --> 00:06:02,799 Speaker 1: conference in he announced that Apple had ended the first 95 00:06:02,880 --> 00:06:06,600 Speaker 1: quarter of ninety eight with a forty five million dollar profit. 96 00:06:07,120 --> 00:06:09,760 Speaker 1: By the end of that year, the company had earned 97 00:06:09,880 --> 00:06:14,200 Speaker 1: three hundred nine million dollars in two thousand. Steve Jobs 98 00:06:14,240 --> 00:06:18,080 Speaker 1: made the transition from interim CEO to honest the Goodness 99 00:06:18,120 --> 00:06:21,280 Speaker 1: CEO and behind the scenes at Apple, where it was 100 00:06:21,320 --> 00:06:24,800 Speaker 1: progressing on a trio of big projects that would transform 101 00:06:24,880 --> 00:06:28,480 Speaker 1: the company. One of them was the OS ten operating system, 102 00:06:28,520 --> 00:06:31,680 Speaker 1: which is still the basis of Mac operating systems today, 103 00:06:32,279 --> 00:06:35,479 Speaker 1: one was iTunes and one that would come out a 104 00:06:35,520 --> 00:06:38,760 Speaker 1: little bit after the other two was the iPod. Now 105 00:06:38,839 --> 00:06:42,000 Speaker 1: keep in mind, at this stage Apple had not yet 106 00:06:42,160 --> 00:06:46,120 Speaker 1: fully re established itself. Steve Jobs could still fill a 107 00:06:46,240 --> 00:06:49,320 Speaker 1: room for a press conference, but this was years before 108 00:06:49,360 --> 00:06:53,400 Speaker 1: Apple would wow crowds with the iPhone or surprise skeptics 109 00:06:53,440 --> 00:06:57,760 Speaker 1: like me with the iPad. Apple the company was still 110 00:06:57,800 --> 00:07:01,560 Speaker 1: on uncertain footing, though it had been an upward trajectory 111 00:07:01,640 --> 00:07:05,440 Speaker 1: after nearly falling apart in the late nineteen nineties. One 112 00:07:05,480 --> 00:07:08,039 Speaker 1: thing Jobs new to do was to pay attention to 113 00:07:08,080 --> 00:07:12,480 Speaker 1: emerging trends. One of those trends that was just starting 114 00:07:12,480 --> 00:07:16,800 Speaker 1: to gain traction involved the MP three audio compression format. 115 00:07:17,360 --> 00:07:20,600 Speaker 1: Early adopters were starting to rip music from CDs to 116 00:07:20,840 --> 00:07:24,160 Speaker 1: their computers, and a couple of companies had created portable 117 00:07:24,320 --> 00:07:28,160 Speaker 1: MP three players, the digital equivalent of a Sony Walkman 118 00:07:28,240 --> 00:07:31,840 Speaker 1: cassette player, but one that could hold a library's worth 119 00:07:31,920 --> 00:07:35,760 Speaker 1: of music. And a couple of former Apple employees named 120 00:07:35,840 --> 00:07:40,120 Speaker 1: Bill Kincaid and Jeff Robin had created an interesting program 121 00:07:40,200 --> 00:07:44,240 Speaker 1: that could turn a computer into a digital jukebox, specifically 122 00:07:44,480 --> 00:07:48,880 Speaker 1: a Mac computer. Now, both Kincaid and Robin had worked 123 00:07:48,960 --> 00:07:52,760 Speaker 1: on Copeland, that Mac operating system version that Emilio had 124 00:07:52,800 --> 00:07:56,440 Speaker 1: discarded in favor of the next platform from Steve Jobs. 125 00:07:57,040 --> 00:07:59,400 Speaker 1: Once the decision was made to ditch the work they 126 00:07:59,400 --> 00:08:02,840 Speaker 1: had done on Opland, both Kincaid and Robin had left 127 00:08:02,880 --> 00:08:07,080 Speaker 1: Apple and they went on to pursue work at different companies. 128 00:08:07,080 --> 00:08:12,040 Speaker 1: They were separated and working on individual opportunities. Now, the 129 00:08:12,080 --> 00:08:16,560 Speaker 1: origins of what would become iTunes should be pretty relatable 130 00:08:16,600 --> 00:08:20,920 Speaker 1: to anyone out there. One day, Bill Kincaid was driving 131 00:08:21,000 --> 00:08:23,840 Speaker 1: up to a race track to practice driving his race 132 00:08:23,880 --> 00:08:28,040 Speaker 1: car at super high speeds. I mean, we've all been there, 133 00:08:28,160 --> 00:08:32,040 Speaker 1: right Anyway, he was listening to NPR when he heard 134 00:08:32,080 --> 00:08:36,320 Speaker 1: a bit about the Diamond Rio MP three player. Kincaid 135 00:08:36,360 --> 00:08:38,120 Speaker 1: wrote that this was actually the first time he had 136 00:08:38,200 --> 00:08:40,959 Speaker 1: even heard of the MP three file format, which is 137 00:08:41,040 --> 00:08:44,120 Speaker 1: kind of interesting because it was definitely in the news 138 00:08:44,760 --> 00:08:47,800 Speaker 1: because of file sharing. But I'll get into that more 139 00:08:48,040 --> 00:08:52,199 Speaker 1: than a bit. Toward the end of the report on NPR, 140 00:08:52,559 --> 00:08:55,280 Speaker 1: the person on the radio said something like it won't 141 00:08:55,280 --> 00:08:58,880 Speaker 1: work with Max, and Kincaid, being a former Apple employee, 142 00:08:58,920 --> 00:09:01,640 Speaker 1: thought he could do something about that, and he ended 143 00:09:01,679 --> 00:09:05,120 Speaker 1: up in listing his former co worker Robin in the effort. 144 00:09:05,200 --> 00:09:08,760 Speaker 1: So Kincaid built the back end of the program and 145 00:09:08,840 --> 00:09:11,120 Speaker 1: enlisted Jeff Robin to work on the front end, the 146 00:09:11,200 --> 00:09:15,360 Speaker 1: user interface side, and the result was software called sound 147 00:09:15,600 --> 00:09:18,600 Speaker 1: jam MP and it worked on Max and it was 148 00:09:18,679 --> 00:09:23,199 Speaker 1: interoperable with the Diamond Rio MP three player. Jobs somehow 149 00:09:23,280 --> 00:09:26,319 Speaker 1: heard about this software and was impressed with the work 150 00:09:26,440 --> 00:09:30,360 Speaker 1: done by the former Apple employees, so he had Apple 151 00:09:30,440 --> 00:09:34,640 Speaker 1: purchase the application. They also hired Kincaid and Robin to 152 00:09:34,679 --> 00:09:37,760 Speaker 1: come back into the fold at Apple, and Robin, by 153 00:09:37,800 --> 00:09:40,079 Speaker 1: the way, was in charge of iTunes all the way 154 00:09:40,160 --> 00:09:44,520 Speaker 1: up to its dissolution. Kincaid and Robin joined a team 155 00:09:44,559 --> 00:09:47,840 Speaker 1: that took sound jam MP and they began to transform 156 00:09:47,840 --> 00:09:52,000 Speaker 1: it into something new, something belonging to Apple. And this 157 00:09:52,120 --> 00:09:55,640 Speaker 1: leads us up to January nine, two thousand one, when 158 00:09:55,640 --> 00:09:58,760 Speaker 1: Steve Jobs took the stage at the back World conference. 159 00:09:59,000 --> 00:10:01,400 Speaker 1: He started off talking out O S ten and he 160 00:10:01,440 --> 00:10:04,120 Speaker 1: moved on to talk about hardware for a while, and 161 00:10:04,200 --> 00:10:08,440 Speaker 1: about an hour into the presentation, somewhere around fifty five minutes, 162 00:10:08,960 --> 00:10:12,680 Speaker 1: he segued over to talking about music. Now, this was 163 00:10:12,840 --> 00:10:15,679 Speaker 1: months before the company would reveal the iPod that was 164 00:10:15,720 --> 00:10:19,079 Speaker 1: still a secret. So at this stage, Jobs was talking 165 00:10:19,080 --> 00:10:22,120 Speaker 1: about the process of taking music CDs and ripping the 166 00:10:22,200 --> 00:10:25,679 Speaker 1: music to your computer. Jobs talked about stuff that I 167 00:10:25,760 --> 00:10:28,720 Speaker 1: think we all take for granted these days. He talked 168 00:10:28,760 --> 00:10:31,920 Speaker 1: about the opportunity to take a music collection, rip it 169 00:10:31,960 --> 00:10:35,280 Speaker 1: to a hard drive, and then create playlists from that music. 170 00:10:35,800 --> 00:10:38,000 Speaker 1: You can mix and match anything you like. You could 171 00:10:38,080 --> 00:10:41,000 Speaker 1: have a playlist with two songs from the New York Dolls, 172 00:10:41,480 --> 00:10:44,320 Speaker 1: three from Iggy Pop, half a dozen from David Bowie, 173 00:10:44,440 --> 00:10:47,200 Speaker 1: four from the Talking Heads, and gosh, I'd really like 174 00:10:47,240 --> 00:10:49,679 Speaker 1: to listen to a playlist like that. Anyway. You can 175 00:10:49,760 --> 00:10:53,079 Speaker 1: make the digital equivalent of an old mix tape on cassette, 176 00:10:53,200 --> 00:10:56,439 Speaker 1: or you could turn your computer into a digital jukebox, 177 00:10:57,120 --> 00:11:01,000 Speaker 1: but unlike a cassette, you could reorder those songs any 178 00:11:01,040 --> 00:11:04,559 Speaker 1: way you liked, any time you liked. You would never 179 00:11:04,640 --> 00:11:08,600 Speaker 1: be stuck in one particular configuration. The beauty of having 180 00:11:08,600 --> 00:11:11,160 Speaker 1: your music in a digital format is that you have 181 00:11:11,200 --> 00:11:14,040 Speaker 1: tons of options, so you can shift things around, or 182 00:11:14,080 --> 00:11:17,200 Speaker 1: even listen to your entire music library on shuffle, so 183 00:11:17,240 --> 00:11:19,760 Speaker 1: that you never have the same listening experience twice in 184 00:11:19,760 --> 00:11:23,000 Speaker 1: a row. Beyond that, you could use the program to 185 00:11:23,160 --> 00:11:26,880 Speaker 1: burn your playlist to a c D. Now, in this case, 186 00:11:27,080 --> 00:11:29,880 Speaker 1: you'd be stuck with whatever order you decided upon when 187 00:11:29,880 --> 00:11:32,640 Speaker 1: you made the CD, unless you were using a rewriteable 188 00:11:32,640 --> 00:11:34,600 Speaker 1: c D, in which case you could wipe it and 189 00:11:34,640 --> 00:11:37,240 Speaker 1: start again. But back in those days, burning a c 190 00:11:37,360 --> 00:11:39,400 Speaker 1: D could take several minutes, and most of us didn't 191 00:11:39,400 --> 00:11:41,280 Speaker 1: have the patients to do it again if we realized 192 00:11:41,320 --> 00:11:44,600 Speaker 1: we had fudged the order of the songs. Jobs then 193 00:11:44,640 --> 00:11:48,000 Speaker 1: went on to talk about portable MP three players, again 194 00:11:48,080 --> 00:11:50,280 Speaker 1: without hinting that Apple was making one of their own. 195 00:11:50,679 --> 00:11:53,319 Speaker 1: He talked about how it was necessary to have software 196 00:11:53,360 --> 00:11:55,600 Speaker 1: on a computer that could interface with m P three 197 00:11:55,640 --> 00:11:59,360 Speaker 1: players to transfer music from computer to player. This was 198 00:11:59,440 --> 00:12:03,240 Speaker 1: necessary because back in those days, MP three players required 199 00:12:03,280 --> 00:12:07,320 Speaker 1: a wired connection to synchronize with a host computer. There 200 00:12:07,360 --> 00:12:10,880 Speaker 1: really were no WiFi MP three players in the early days, 201 00:12:11,280 --> 00:12:13,800 Speaker 1: so you had to pair your MP three player with 202 00:12:13,880 --> 00:12:16,640 Speaker 1: a computer using a cable. I know, it's like the 203 00:12:16,679 --> 00:12:21,320 Speaker 1: Stone Age, right. Steve Jobs finished his introduction before actually 204 00:12:21,400 --> 00:12:25,679 Speaker 1: unveiling iTunes, by talking about internet radio stations. These were 205 00:12:25,720 --> 00:12:28,880 Speaker 1: pretty young in two thousand one, but we're growing in popularity. 206 00:12:29,040 --> 00:12:32,600 Speaker 1: Audio compression had allowed stations to stream radio over the Internet, 207 00:12:33,000 --> 00:12:35,880 Speaker 1: giving them the ability to reach many more listeners than 208 00:12:36,000 --> 00:12:41,520 Speaker 1: terrestrial radio, particularly for radio stations that had lower powered transmitters. 209 00:12:42,440 --> 00:12:46,600 Speaker 1: Now this leads us up to the actual introduction of iTunes, 210 00:12:46,840 --> 00:12:49,280 Speaker 1: which I'll talk about in just a moment after we 211 00:12:49,320 --> 00:12:59,319 Speaker 1: take this quick break. Now, I know all those features 212 00:12:59,600 --> 00:13:03,400 Speaker 1: are news to us today. It's been nearly twenty years 213 00:13:03,520 --> 00:13:06,560 Speaker 1: since Steve Jobs gave that presentation. And let's be fair, 214 00:13:07,040 --> 00:13:10,160 Speaker 1: iTunes would not be the first program to help people 215 00:13:10,320 --> 00:13:14,479 Speaker 1: organize a digital music library. There were others that already existed, 216 00:13:15,200 --> 00:13:18,040 Speaker 1: but Apple always had a certain style to it, and 217 00:13:18,080 --> 00:13:21,440 Speaker 1: Apple designers are genuinely really good at what they do 218 00:13:21,679 --> 00:13:25,800 Speaker 1: and typically create intuitive, powerful interfaces. So it wasn't just 219 00:13:25,920 --> 00:13:28,360 Speaker 1: that iTunes could do these things. It's that it could 220 00:13:28,400 --> 00:13:31,160 Speaker 1: do those things and look good at the same time. 221 00:13:31,320 --> 00:13:35,920 Speaker 1: It was easy to understand. It wasn't so cluttered or 222 00:13:36,120 --> 00:13:40,240 Speaker 1: complex as others, and Jobs took opportunity to really hammer 223 00:13:40,280 --> 00:13:44,480 Speaker 1: home how iTunes, unlike most of the popular digital music 224 00:13:44,520 --> 00:13:47,840 Speaker 1: applications that were on the market, already, was much easier 225 00:13:47,840 --> 00:13:51,280 Speaker 1: to use and to understand. He contrasted iTunes with other 226 00:13:51,360 --> 00:13:54,280 Speaker 1: media software. He criticized how the competition made everything to 227 00:13:54,520 --> 00:13:59,040 Speaker 1: cluttered and confusing. He said that companies just had confused 228 00:13:59,080 --> 00:14:03,600 Speaker 1: options with operability. Jobs also said that the competition put 229 00:14:03,600 --> 00:14:07,240 Speaker 1: in arbitrary restrictions in their programs in an effort to 230 00:14:07,320 --> 00:14:11,880 Speaker 1: convince users to upgrade to the paid version of those programs. 231 00:14:12,200 --> 00:14:14,920 Speaker 1: He said that the software would throttle the ripping and 232 00:14:15,000 --> 00:14:18,800 Speaker 1: burning speeds for CDs, as well as use lower quality 233 00:14:18,840 --> 00:14:21,920 Speaker 1: settings to encode music into MP three files. So yeah, 234 00:14:22,000 --> 00:14:26,040 Speaker 1: you could download one of these applications and it technically 235 00:14:26,080 --> 00:14:31,040 Speaker 1: would work, but it would purposefully hinder itself and give 236 00:14:31,080 --> 00:14:35,120 Speaker 1: you a substandard experience. And this was all done in 237 00:14:35,160 --> 00:14:38,520 Speaker 1: an effort to upsell the user to a pro version 238 00:14:38,680 --> 00:14:43,200 Speaker 1: of that software, which would remove those restrictions, so said Jobs, 239 00:14:43,440 --> 00:14:46,920 Speaker 1: these companies weren't offering an improved piece of software for 240 00:14:46,960 --> 00:14:52,480 Speaker 1: a premium. Rather, they had purposefully downgraded their software's capabilities 241 00:14:52,680 --> 00:14:55,600 Speaker 1: to create the incentive for people to cough up cash 242 00:14:55,680 --> 00:14:59,560 Speaker 1: for the full version. It seems like a backwards way 243 00:14:59,600 --> 00:15:03,160 Speaker 1: to go about it now. In a demonstration, Jobs ripped 244 00:15:03,360 --> 00:15:06,120 Speaker 1: love Shack off, an album by the B fifty two, 245 00:15:06,160 --> 00:15:10,720 Speaker 1: so you know, good choice. He explained that the program 246 00:15:10,920 --> 00:15:13,760 Speaker 1: that his iTunes would read the data off the c D, 247 00:15:14,320 --> 00:15:17,240 Speaker 1: then searched the c D database and retrieved the track 248 00:15:17,400 --> 00:15:21,040 Speaker 1: titles to match with the actual tracks, because that information 249 00:15:21,160 --> 00:15:25,360 Speaker 1: was not encoded on the compact discs themselves. And then 250 00:15:25,600 --> 00:15:27,800 Speaker 1: it would allow you to listen directly from the CD, 251 00:15:28,080 --> 00:15:31,400 Speaker 1: or you could rip it to the computer. Jobs showed 252 00:15:31,440 --> 00:15:34,240 Speaker 1: off how the user could build a music library and 253 00:15:34,360 --> 00:15:38,680 Speaker 1: browsed through that library and play stuff easily. Interestingly, he'd 254 00:15:38,680 --> 00:15:42,280 Speaker 1: include a few examples by the Beatles. I say interestingly 255 00:15:42,360 --> 00:15:45,200 Speaker 1: because it would take a long time before the Beatles 256 00:15:45,240 --> 00:15:48,720 Speaker 1: discography made its way to Apple. But this is before 257 00:15:48,800 --> 00:15:51,520 Speaker 1: the iTunes store. Anyway, there was no way to buy 258 00:15:51,800 --> 00:15:54,080 Speaker 1: music on iTunes at this point. It was all about 259 00:15:54,200 --> 00:15:57,360 Speaker 1: ripping music off c d s, So at the stage 260 00:15:57,360 --> 00:16:01,680 Speaker 1: iTunes was really only a music management application. So iTunes 261 00:16:01,720 --> 00:16:04,800 Speaker 1: debuted in two thousand one as a way to build 262 00:16:04,880 --> 00:16:09,280 Speaker 1: and organize a music library, and there was no music 263 00:16:09,280 --> 00:16:12,160 Speaker 1: story yet. To put songs on iTunes, you would either 264 00:16:12,280 --> 00:16:14,520 Speaker 1: do one of two things. You would rip songs off 265 00:16:14,520 --> 00:16:18,120 Speaker 1: a c D or you would use some other means 266 00:16:18,160 --> 00:16:22,720 Speaker 1: to get the music files. So that could include peer 267 00:16:22,800 --> 00:16:25,840 Speaker 1: to peer sharing networks where you are technically pirating music 268 00:16:26,160 --> 00:16:29,680 Speaker 1: that would become a big part of jobs is discussion. 269 00:16:29,760 --> 00:16:32,320 Speaker 1: What's the iTunes music store would debut a couple of 270 00:16:32,360 --> 00:16:36,120 Speaker 1: years later. Now you could use iTunes to port songs 271 00:16:36,160 --> 00:16:38,360 Speaker 1: over to an MP three player, and you could use 272 00:16:38,400 --> 00:16:40,720 Speaker 1: it to listen to internet radio stations, and you could 273 00:16:40,800 --> 00:16:43,080 Speaker 1: use it to burn your own CDs. But that was 274 00:16:43,080 --> 00:16:47,360 Speaker 1: about it. Oh, except the one more thing. Apple included 275 00:16:47,400 --> 00:16:50,640 Speaker 1: an option to run a graphics application that would create 276 00:16:50,680 --> 00:16:53,160 Speaker 1: trippy visuals as you listen to music, sort of a 277 00:16:53,240 --> 00:16:57,040 Speaker 1: kaleidoscope effect as you're listening. And then they played about 278 00:16:57,160 --> 00:17:00,360 Speaker 1: two thirds of love Shack So as a Georgia native 279 00:17:00,680 --> 00:17:03,600 Speaker 1: and B fifty twos or from Georgia, I approve of 280 00:17:03,640 --> 00:17:06,159 Speaker 1: that music choice, but at that point they should have 281 00:17:06,240 --> 00:17:07,879 Speaker 1: just played the whole darn song. I mean, if you're 282 00:17:07,920 --> 00:17:09,399 Speaker 1: gonna play that much, might as well let it go 283 00:17:09,440 --> 00:17:12,600 Speaker 1: all the way through. Jobs boasted that iTunes wouldn't brattle 284 00:17:12,680 --> 00:17:15,680 Speaker 1: c D speeds, it would allow users to encode MP 285 00:17:15,760 --> 00:17:18,760 Speaker 1: three files at a higher quality than competitors were allowing, 286 00:17:19,280 --> 00:17:22,800 Speaker 1: and most importantly, it would be free to download for 287 00:17:22,880 --> 00:17:27,320 Speaker 1: Mac users. The tagline for iTunes was rip mix burn, 288 00:17:27,840 --> 00:17:30,199 Speaker 1: and Jobs announced that it was available right then and 289 00:17:30,280 --> 00:17:34,360 Speaker 1: there for any Mac running OS nine, and the crowd 290 00:17:34,680 --> 00:17:39,679 Speaker 1: went banana. A week after the presentation, Apple reported that 291 00:17:39,800 --> 00:17:43,640 Speaker 1: the iTunes software had been downloaded two hundred seventy five 292 00:17:43,800 --> 00:17:48,880 Speaker 1: thousand times. Remember it was only available for the Mac 293 00:17:48,920 --> 00:17:52,439 Speaker 1: computers at that time, Matt computers running OS nine for 294 00:17:52,480 --> 00:17:56,200 Speaker 1: that matter, and the Mac had a very small market share, 295 00:17:56,520 --> 00:17:58,720 Speaker 1: so topping a quarter of a million downloads in a 296 00:17:58,760 --> 00:18:02,560 Speaker 1: week was actually pretty ppressive. Apple gave a quick update 297 00:18:02,600 --> 00:18:05,520 Speaker 1: a few months later in March two thousand one, with 298 00:18:05,600 --> 00:18:08,600 Speaker 1: iTunes one point one. The major part of that update 299 00:18:08,640 --> 00:18:13,120 Speaker 1: was making iTunes compatible with Mac OS ten systems. Now 300 00:18:13,160 --> 00:18:17,879 Speaker 1: skip ahead ten months. Steve Jobs appeared at a special 301 00:18:18,040 --> 00:18:21,280 Speaker 1: Apple Music event. He took a different approach at this 302 00:18:21,359 --> 00:18:24,760 Speaker 1: event and talked about value see The first version of 303 00:18:24,760 --> 00:18:28,880 Speaker 1: iTunes would burn CDs as normal music CDs, not as 304 00:18:29,040 --> 00:18:32,480 Speaker 1: MP three c ds. A normal c D can hold 305 00:18:32,520 --> 00:18:35,440 Speaker 1: a little more than an hour's worth of audio, and 306 00:18:35,720 --> 00:18:38,680 Speaker 1: m P three CD can hold more than one hundred 307 00:18:38,840 --> 00:18:42,199 Speaker 1: songs as data, but it could only be read by 308 00:18:42,280 --> 00:18:46,359 Speaker 1: special CD players with MP three capability. Those were slowly 309 00:18:46,400 --> 00:18:51,080 Speaker 1: becoming more prevalent, including in vehicles, so it was something 310 00:18:51,119 --> 00:18:55,040 Speaker 1: that was worthwhile, and then you had MP three player options, 311 00:18:55,240 --> 00:18:59,359 Speaker 1: the newest of which would be the iPod. Jobs talked 312 00:18:59,359 --> 00:19:02,480 Speaker 1: about how the iPod would hold a thousand songs on 313 00:19:02,520 --> 00:19:06,000 Speaker 1: it while fitting in your pocket. Again, it's old news 314 00:19:06,040 --> 00:19:08,240 Speaker 1: to us, but at the time it was a sweet 315 00:19:08,280 --> 00:19:12,000 Speaker 1: sales pitch. Never mind that other MP three players had 316 00:19:12,040 --> 00:19:14,919 Speaker 1: been on the market for quite some while. Jobs had 317 00:19:15,000 --> 00:19:18,040 Speaker 1: even alluded to them back in the initial iTunes announcement. 318 00:19:18,800 --> 00:19:21,320 Speaker 1: And this isn't an episode about the iPod, so I'm 319 00:19:21,320 --> 00:19:23,600 Speaker 1: not going to dwell on it for too long. But 320 00:19:23,680 --> 00:19:27,159 Speaker 1: at that same event, Jobs announced some updates to the 321 00:19:27,200 --> 00:19:31,600 Speaker 1: iTunes software. Now iTunes two point oh could burn MP 322 00:19:31,720 --> 00:19:35,320 Speaker 1: three files to CDs rather than creating a new audio CD, 323 00:19:35,800 --> 00:19:38,400 Speaker 1: and that would allow users to put way more songs 324 00:19:38,520 --> 00:19:41,000 Speaker 1: on a single disc. As long as they had a 325 00:19:41,000 --> 00:19:43,680 Speaker 1: player capable of reading MP three files, they'd be good 326 00:19:43,720 --> 00:19:46,800 Speaker 1: to go. Apple added a couple of other options to 327 00:19:46,880 --> 00:19:50,560 Speaker 1: iTunes at that stage as well, namely cross fading and 328 00:19:50,600 --> 00:19:54,600 Speaker 1: an equalizer. While Steve Jobs was setting things in motion 329 00:19:54,680 --> 00:19:59,360 Speaker 1: to blast Apple off into the stratosphere, iTunes continued to evolve. 330 00:19:59,640 --> 00:20:02,800 Speaker 1: When i Tunes three released in July two thousand two, 331 00:20:03,119 --> 00:20:07,360 Speaker 1: it was with a few new features. Now, users could 332 00:20:07,359 --> 00:20:09,960 Speaker 1: assigned songs of star rating, which allowed them to sort 333 00:20:10,000 --> 00:20:12,959 Speaker 1: their music library by how much they liked particular songs. 334 00:20:13,240 --> 00:20:15,399 Speaker 1: So if you wanted to just listen to songs you 335 00:20:15,480 --> 00:20:18,920 Speaker 1: really loved, you could choose the max rating and include 336 00:20:19,000 --> 00:20:21,960 Speaker 1: all those other, you know, songs that you had said 337 00:20:22,000 --> 00:20:25,119 Speaker 1: were fantastic, and exclude all the ones that you know 338 00:20:25,640 --> 00:20:29,280 Speaker 1: aren't really your groove at that moment. Notably, that was 339 00:20:29,320 --> 00:20:33,480 Speaker 1: a feature supported in an earlier digital media player application, 340 00:20:33,560 --> 00:20:38,840 Speaker 1: a different one one called Audion. Now. According to Cable Sasser, 341 00:20:39,119 --> 00:20:41,959 Speaker 1: who was co creator of Audion, he had met with 342 00:20:41,960 --> 00:20:44,240 Speaker 1: Steve Jobs and had a back and forth about the 343 00:20:44,240 --> 00:20:49,640 Speaker 1: differences between iTunes and sound Jam and the Audion digital 344 00:20:49,680 --> 00:20:52,600 Speaker 1: media player, and he had pointed out how Audion had 345 00:20:52,680 --> 00:20:56,440 Speaker 1: some features that iTunes did not, which would give their 346 00:20:56,480 --> 00:21:00,359 Speaker 1: software a chance in the market against the giant tunes. 347 00:21:01,160 --> 00:21:04,159 Speaker 1: Jobs actually pointed out that the version of iTunes that 348 00:21:04,240 --> 00:21:07,399 Speaker 1: Sasser was talking about was just version one point oh, 349 00:21:07,600 --> 00:21:12,040 Speaker 1: and that subsequent versions would add features features like the 350 00:21:12,040 --> 00:21:16,000 Speaker 1: ones Audience had. Sasser also said that he found out 351 00:21:16,080 --> 00:21:22,199 Speaker 1: Apple had allegedly originally intended on purchasing Audion and turning 352 00:21:22,240 --> 00:21:26,880 Speaker 1: Audion into iTunes, and that sound Jam was technically Apple's 353 00:21:27,080 --> 00:21:31,080 Speaker 1: second choice, but Audion at the time was in negotiations 354 00:21:31,119 --> 00:21:33,840 Speaker 1: with a different company and it kind of put Apple 355 00:21:34,440 --> 00:21:37,720 Speaker 1: on hold and the opportunity passed them by. And on 356 00:21:37,760 --> 00:21:40,840 Speaker 1: a side note, today Audion is no more. It was 357 00:21:40,840 --> 00:21:44,399 Speaker 1: actually discontinued in two thousand four. And whether this was 358 00:21:44,440 --> 00:21:48,120 Speaker 1: another example of one of Steve jobs favorite quotes frequently 359 00:21:48,119 --> 00:21:52,680 Speaker 1: attributed to Pablo Picasso that being good artists borrow, great 360 00:21:52,760 --> 00:21:57,080 Speaker 1: artists steal, That's beyond my knowledge, but it does seem 361 00:21:57,080 --> 00:22:01,520 Speaker 1: plausible that Apple might have taken some inspiration from Audion 362 00:22:01,680 --> 00:22:05,680 Speaker 1: after having that meeting in two thousand one. Another new 363 00:22:05,760 --> 00:22:11,360 Speaker 1: feature in iTunes three was the introduction of smart playlists. Essentially, 364 00:22:11,400 --> 00:22:15,160 Speaker 1: a smart playlist allowed iTunes users to set certain rules 365 00:22:15,400 --> 00:22:18,879 Speaker 1: that the program would follow moving forward in order to 366 00:22:18,920 --> 00:22:23,200 Speaker 1: automatically create playlists. So let's say you're a big fan 367 00:22:23,400 --> 00:22:26,080 Speaker 1: of the band The shut Ups. You have a playlist 368 00:22:26,080 --> 00:22:29,440 Speaker 1: of all their songs, and you could just keep adding 369 00:22:29,560 --> 00:22:32,199 Speaker 1: to that playlist as new albums come out from The 370 00:22:32,200 --> 00:22:35,080 Speaker 1: shut Ups. But with smart playlists, you could set up 371 00:22:35,080 --> 00:22:37,680 Speaker 1: a rule so that every time you added new songs 372 00:22:37,720 --> 00:22:40,840 Speaker 1: to your library from the shut ups, those songs would 373 00:22:40,840 --> 00:22:45,280 Speaker 1: automatically get added onto that particular playlist. iTunes also had 374 00:22:45,280 --> 00:22:48,719 Speaker 1: a play count for songs added in iTunes three, so 375 00:22:48,760 --> 00:22:51,040 Speaker 1: you could create a playlist of the songs you listen 376 00:22:51,119 --> 00:22:55,159 Speaker 1: to the most frequently. That list would change dynamically the 377 00:22:55,200 --> 00:22:58,800 Speaker 1: more you used iTunes to listen to stuff. So maybe 378 00:22:58,840 --> 00:23:01,880 Speaker 1: one month you find and you're just really fixated on 379 00:23:02,040 --> 00:23:04,800 Speaker 1: the classic song Come a little Bit Closer by J 380 00:23:04,960 --> 00:23:08,000 Speaker 1: and the Americans, and because you've listened to it a 381 00:23:08,000 --> 00:23:11,320 Speaker 1: billion times, it pops up on your most played playlist. 382 00:23:11,680 --> 00:23:15,719 Speaker 1: But over time you get out of this whole fixation 383 00:23:15,960 --> 00:23:18,919 Speaker 1: on the song, and eventually it gets swapped out for 384 00:23:18,960 --> 00:23:21,959 Speaker 1: some other song that now you are totally focused on. 385 00:23:22,880 --> 00:23:26,520 Speaker 1: iTunes three also added a feature called sound check. The 386 00:23:26,560 --> 00:23:28,880 Speaker 1: purpose of sound check is to act as a sort 387 00:23:28,920 --> 00:23:33,040 Speaker 1: of level izer for volume. And maybe you've experienced this 388 00:23:33,119 --> 00:23:36,000 Speaker 1: kind of thing where you're listening to digital music and 389 00:23:36,080 --> 00:23:38,640 Speaker 1: one song it's pretty quiet, so you're turning the volume 390 00:23:38,680 --> 00:23:40,520 Speaker 1: way up so you can hear it properly, and then 391 00:23:40,560 --> 00:23:42,440 Speaker 1: the next one comes on and it's way too loud. 392 00:23:42,480 --> 00:23:46,080 Speaker 1: It's blasting your ear drums. To minimize that kind of experience, 393 00:23:46,240 --> 00:23:49,080 Speaker 1: sound check would attempt to bring the volume of different 394 00:23:49,119 --> 00:23:52,280 Speaker 1: songs closer together to the same level to avoid a 395 00:23:52,359 --> 00:23:56,359 Speaker 1: jarring experience. One last thing that iTunes three added was 396 00:23:56,440 --> 00:24:01,040 Speaker 1: support for audible dot Com audio books. Back then, audible 397 00:24:01,080 --> 00:24:04,520 Speaker 1: dot Com was its own standalone company. It would actually 398 00:24:04,520 --> 00:24:07,920 Speaker 1: be a few more years before Amazon would acquire it now. 399 00:24:07,920 --> 00:24:10,359 Speaker 1: I add this because I imagine Apple and Amazon are 400 00:24:10,440 --> 00:24:14,240 Speaker 1: kind of competitive with each other on most occasions. Audible 401 00:24:14,240 --> 00:24:17,280 Speaker 1: dot Com is known for audiobooks, and this would also 402 00:24:17,280 --> 00:24:19,879 Speaker 1: help pave the way for a future form of media 403 00:24:20,000 --> 00:24:24,520 Speaker 1: to emerge the podcast. While iTunes three added in some 404 00:24:24,600 --> 00:24:29,040 Speaker 1: features that increased the digital jukebox programs functionality, it would 405 00:24:29,080 --> 00:24:31,720 Speaker 1: be the fourth version of iTunes that would really bring 406 00:24:31,760 --> 00:24:34,720 Speaker 1: it along with a component that would have a massive 407 00:24:34,760 --> 00:24:39,040 Speaker 1: impact on the entertainment industry. In April two thousand three, 408 00:24:39,119 --> 00:24:43,720 Speaker 1: Apple unveiled iTunes for which included a little thing called 409 00:24:43,920 --> 00:24:47,840 Speaker 1: the iTunes Store. The music business would never be the 410 00:24:47,880 --> 00:24:51,160 Speaker 1: same again. At the two thousand three Apple Music event, 411 00:24:51,400 --> 00:24:54,080 Speaker 1: Steve Jobs took the stage to talk about the new 412 00:24:54,200 --> 00:24:57,240 Speaker 1: changes to iTunes. He talked about how iTunes would now 413 00:24:57,280 --> 00:25:01,359 Speaker 1: support advanced audio coding or a sea files, which is 414 00:25:01,400 --> 00:25:04,840 Speaker 1: an audio compression format similar to m P three's but 415 00:25:04,960 --> 00:25:08,879 Speaker 1: with generally better sound quality. And then he talked about 416 00:25:08,880 --> 00:25:11,760 Speaker 1: the iTunes store and how Apple was going to change 417 00:25:11,800 --> 00:25:14,719 Speaker 1: the way we acquire music, which I'll talk about more 418 00:25:14,720 --> 00:25:17,800 Speaker 1: in just a second after we take this quick break. 419 00:25:25,440 --> 00:25:29,199 Speaker 1: Upon the initial release of iTunes and up through two three, 420 00:25:29,800 --> 00:25:32,879 Speaker 1: Apple's official line was that you would add music to 421 00:25:32,920 --> 00:25:35,679 Speaker 1: iTunes by ripping tracks off of c d s you 422 00:25:35,720 --> 00:25:39,240 Speaker 1: had purchased. But even in two thousand one, when iTunes 423 00:25:39,280 --> 00:25:43,760 Speaker 1: first debuted, that was really being pretty coy. Back in 424 00:25:43,800 --> 00:25:47,960 Speaker 1: the late nineties, services like Napster allowed users to share 425 00:25:48,040 --> 00:25:52,679 Speaker 1: and download files, including ripped audio tracks. All you needed 426 00:25:52,960 --> 00:25:55,919 Speaker 1: was the Napster software and an Internet connection, and you 427 00:25:55,920 --> 00:25:58,399 Speaker 1: can start pulling music off the Internet to add to 428 00:25:58,440 --> 00:26:02,080 Speaker 1: your own personal library for free. The greatest fears of 429 00:26:02,119 --> 00:26:05,480 Speaker 1: the music industry were realized. People had the chance to 430 00:26:05,600 --> 00:26:09,280 Speaker 1: pirate music to their hearts content, and lots of people 431 00:26:09,720 --> 00:26:13,280 Speaker 1: really went hog wild with that concept. The music industry 432 00:26:13,320 --> 00:26:16,119 Speaker 1: struck back, and Napster itself was first shut down in 433 00:26:16,160 --> 00:26:18,520 Speaker 1: two thousand one, but the cat was out of the bag. 434 00:26:18,800 --> 00:26:21,679 Speaker 1: There were numerous other services that were doing effectively the 435 00:26:21,720 --> 00:26:27,359 Speaker 1: same thing, and people were rapidly acquiring massive libraries of 436 00:26:27,440 --> 00:26:30,439 Speaker 1: music because it seemed like everything was available all the 437 00:26:30,480 --> 00:26:35,640 Speaker 1: time always, But argued Jobs, what if buying music online 438 00:26:36,080 --> 00:26:40,840 Speaker 1: was really easy. One of the reasons piracy existed, he argued, 439 00:26:41,280 --> 00:26:45,720 Speaker 1: is that buying music online was really a non option. 440 00:26:45,840 --> 00:26:48,840 Speaker 1: There was no legal way of doing it, and the 441 00:26:48,960 --> 00:26:51,720 Speaker 1: few places where you could get a digital track made 442 00:26:51,720 --> 00:26:55,600 Speaker 1: it a real hassle. You had existing services like Rhapsody, 443 00:26:55,640 --> 00:26:58,399 Speaker 1: but they required a subscription, so you couldn't just pop 444 00:26:58,440 --> 00:27:00,720 Speaker 1: on to buy the tracks you wanted, and there was 445 00:27:00,760 --> 00:27:03,280 Speaker 1: no guarantee you'd be allowed to download the track you 446 00:27:03,320 --> 00:27:07,160 Speaker 1: liked in the first place. Another similar service was called 447 00:27:07,200 --> 00:27:10,359 Speaker 1: press Play, and that was another subscription service, and you 448 00:27:10,400 --> 00:27:13,639 Speaker 1: could download songs from press Play and from Rhapsody, but 449 00:27:13,920 --> 00:27:17,480 Speaker 1: they would require you to spend an extra amount on 450 00:27:17,680 --> 00:27:20,760 Speaker 1: top of your subscription fee in order to download a track, 451 00:27:21,400 --> 00:27:23,840 Speaker 1: and Jobs pointed out, at least with press Play, if 452 00:27:23,840 --> 00:27:26,720 Speaker 1: you let your subscription lapse, you would no longer be 453 00:27:26,800 --> 00:27:30,880 Speaker 1: able to play your downloaded music. There was drm attached 454 00:27:30,880 --> 00:27:34,119 Speaker 1: to it, so that only if your subscription was current 455 00:27:34,200 --> 00:27:35,879 Speaker 1: would you be able to listen to the music you 456 00:27:35,920 --> 00:27:38,760 Speaker 1: had downloaded to your machine. You would have files on 457 00:27:38,800 --> 00:27:40,920 Speaker 1: your computer you would not be able to access, your 458 00:27:41,000 --> 00:27:44,240 Speaker 1: library would be locked off from you. No one out 459 00:27:44,240 --> 00:27:47,280 Speaker 1: there was big enough to create the sort of marketplace 460 00:27:47,520 --> 00:27:51,000 Speaker 1: where major labels could strike deals to have their catalogs 461 00:27:51,040 --> 00:27:54,679 Speaker 1: available for purchase and download. No one was offering the 462 00:27:54,760 --> 00:27:57,760 Speaker 1: software for free without the need for any sort of subscription, 463 00:27:58,040 --> 00:28:00,639 Speaker 1: and no one was giving users the free they wanted 464 00:28:00,680 --> 00:28:04,000 Speaker 1: to download songs and play them where and when they 465 00:28:04,040 --> 00:28:07,320 Speaker 1: wanted to, and that ended up being the pitch for 466 00:28:07,400 --> 00:28:11,399 Speaker 1: the iTunes Music store. On a side note, one of 467 00:28:11,400 --> 00:28:15,240 Speaker 1: the most interesting things about this two thousand three presentation, 468 00:28:15,560 --> 00:28:17,879 Speaker 1: which you can find on YouTube, by the way, is 469 00:28:17,920 --> 00:28:21,640 Speaker 1: that Jobs takes time to dismiss the idea of subscription 470 00:28:21,760 --> 00:28:25,800 Speaker 1: services for music streaming. He pointed out that for decades, 471 00:28:26,040 --> 00:28:29,600 Speaker 1: the model for consumers was to go out and buy music, 472 00:28:29,960 --> 00:28:34,280 Speaker 1: either on LP albums, cassette tapes, c D s, singles, 473 00:28:34,359 --> 00:28:37,440 Speaker 1: or whatever. He argued that this would become an intrinsic 474 00:28:37,600 --> 00:28:41,600 Speaker 1: part of how we as consumers relate to music. Were 475 00:28:41,680 --> 00:28:45,480 Speaker 1: used to owning copies of it, and therefore the subscription 476 00:28:45,520 --> 00:28:49,320 Speaker 1: model opposed how we preferred to interact with music now. 477 00:28:49,320 --> 00:28:53,360 Speaker 1: I just wanted to mention this that because today we 478 00:28:53,760 --> 00:28:58,000 Speaker 1: are back to a lot of subscription based services, that's 479 00:28:58,040 --> 00:29:01,800 Speaker 1: the new prevalent model out there, many of which have 480 00:29:01,960 --> 00:29:05,440 Speaker 1: an ad supported free tier and a paid for ad 481 00:29:05,560 --> 00:29:09,320 Speaker 1: free experience. And it's interesting that the environment Jobs was 482 00:29:09,400 --> 00:29:13,200 Speaker 1: dismissing in two thousand three is now the reality in 483 00:29:13,240 --> 00:29:16,040 Speaker 1: two thousand nineteen. And that's not to say I think 484 00:29:16,080 --> 00:29:18,480 Speaker 1: that Jobs was wrong when he said that. I think 485 00:29:18,520 --> 00:29:21,840 Speaker 1: for the time he was absolutely right, and the success 486 00:29:21,840 --> 00:29:26,320 Speaker 1: of iTunes is evidence supporting that stance. But things would 487 00:29:26,400 --> 00:29:30,120 Speaker 1: change over time. All right back to iTunes, Jobs laid 488 00:29:30,120 --> 00:29:34,800 Speaker 1: out how establishing the iTunes store was actually a pretty 489 00:29:34,800 --> 00:29:37,960 Speaker 1: tough endeavor. To make it happen, Apple had to meet 490 00:29:38,000 --> 00:29:40,760 Speaker 1: with what we're known as the Big Five. These were 491 00:29:40,760 --> 00:29:44,600 Speaker 1: the five big music labels that represented nearly the entire 492 00:29:44,880 --> 00:29:49,800 Speaker 1: music publishing industry outside of some small independent operations. He 493 00:29:49,920 --> 00:29:53,200 Speaker 1: also mentioned that at the time, tech companies and publishing 494 00:29:53,240 --> 00:29:56,520 Speaker 1: companies weren't the best of friends, largely because of the 495 00:29:56,560 --> 00:30:01,200 Speaker 1: piracy issues I just mentioned. Jobs laid the terms of 496 00:30:01,240 --> 00:30:04,760 Speaker 1: the agreement that applied to users. At the time of launch, 497 00:30:04,920 --> 00:30:09,080 Speaker 1: the music store had two hundred thousand tracks. Users would 498 00:30:09,120 --> 00:30:11,840 Speaker 1: be allowed to burn an unlimited number of c ds 499 00:30:12,040 --> 00:30:17,640 Speaker 1: of their music libraries, provided the CDs were for personal use. Now, 500 00:30:17,960 --> 00:30:20,280 Speaker 1: I'm not going to pat the music industry on the 501 00:30:20,280 --> 00:30:23,240 Speaker 1: back for this, since in the United States, in the 502 00:30:23,280 --> 00:30:26,280 Speaker 1: United Kingdom, and in lots of other places, it has 503 00:30:26,360 --> 00:30:29,400 Speaker 1: long been established that it's perfectly legal to create a 504 00:30:29,440 --> 00:30:32,800 Speaker 1: backup copy of a copyrighted work if it is for 505 00:30:32,840 --> 00:30:35,800 Speaker 1: your personal use, even if in the process of making 506 00:30:35,840 --> 00:30:38,840 Speaker 1: the backup you are transforming the way the copyrighted work 507 00:30:38,920 --> 00:30:41,400 Speaker 1: is stored. So, for example, if you have a bunch 508 00:30:41,440 --> 00:30:44,680 Speaker 1: of audio CDs, ripping those audio CDs to convert them 509 00:30:44,680 --> 00:30:47,800 Speaker 1: into m P three's is perfectly legal if it's for 510 00:30:47,920 --> 00:30:51,360 Speaker 1: personal use as a backup. But hey, it's so nice 511 00:30:51,400 --> 00:30:54,000 Speaker 1: that the labels agreed to abide by the rules. As 512 00:30:54,000 --> 00:30:57,280 Speaker 1: a concession to the music industry, Apple did put in 513 00:30:57,360 --> 00:31:00,600 Speaker 1: a governor in iTunes to prevent it from being used 514 00:31:00,600 --> 00:31:03,480 Speaker 1: to burn unlimited copies of the same set of songs 515 00:31:03,640 --> 00:31:06,320 Speaker 1: on two c D s. You could burn the same 516 00:31:06,360 --> 00:31:10,120 Speaker 1: playlist two c D ten times, but if you wanted 517 00:31:10,160 --> 00:31:12,040 Speaker 1: to do it an eleventh time, you would have to 518 00:31:12,160 --> 00:31:15,520 Speaker 1: change the playlist. In some way, you couldn't have the 519 00:31:15,560 --> 00:31:18,120 Speaker 1: exact same playlist burned on c D after c D, 520 00:31:18,520 --> 00:31:21,080 Speaker 1: and that would in theory stop people from using iTunes 521 00:31:21,120 --> 00:31:24,640 Speaker 1: to produce bootleg copies of albums, though you could just 522 00:31:24,720 --> 00:31:27,600 Speaker 1: as easily get a CD reader and a CD burner, 523 00:31:28,040 --> 00:31:31,400 Speaker 1: produce one CD using iTunes, and then churn out the 524 00:31:31,440 --> 00:31:36,120 Speaker 1: copies using the reader and burner that bypass iTunes altogether, 525 00:31:36,280 --> 00:31:38,479 Speaker 1: but that's a step that most people wouldn't really be 526 00:31:38,520 --> 00:31:42,440 Speaker 1: aware of or willing to take. Similarly, the agreement allowed 527 00:31:42,520 --> 00:31:46,400 Speaker 1: users to put their music on an unlimited number of iPods. 528 00:31:46,960 --> 00:31:49,960 Speaker 1: This future proofed music libraries. You didn't have to worry 529 00:31:50,040 --> 00:31:53,000 Speaker 1: about the new iPod coming out, but your license to 530 00:31:53,040 --> 00:31:55,560 Speaker 1: put your library on there had expired or was no 531 00:31:55,640 --> 00:31:59,800 Speaker 1: longer applicable or something. JOBS also introduced the concept of 532 00:32:00,000 --> 00:32:04,440 Speaker 1: authorizing machines to play music libraries with iTunes. For you 533 00:32:04,480 --> 00:32:08,440 Speaker 1: can load your iTunes library on up to three Mac computers. 534 00:32:08,960 --> 00:32:12,440 Speaker 1: You download to one computer, then you can burn files 535 00:32:12,480 --> 00:32:14,920 Speaker 1: to c D and transfer them to the other two 536 00:32:15,160 --> 00:32:18,400 Speaker 1: if they were bought from the iTunes Music store, but 537 00:32:18,640 --> 00:32:21,680 Speaker 1: you would be limited to those three Mac computers. If 538 00:32:21,680 --> 00:32:24,040 Speaker 1: you've got a new computer and you wanted to move 539 00:32:24,080 --> 00:32:26,880 Speaker 1: your library to the new one, you'd first have to 540 00:32:26,960 --> 00:32:30,400 Speaker 1: de authorize one of the three max already hosting those 541 00:32:30,480 --> 00:32:35,520 Speaker 1: tunes on your library. Jobs also revealed that songs would 542 00:32:35,600 --> 00:32:38,760 Speaker 1: sell for nine nine cents each and there'd be no 543 00:32:38,800 --> 00:32:41,680 Speaker 1: subscription fee on top of that. This was actually one 544 00:32:41,680 --> 00:32:44,240 Speaker 1: of the toughest battles Jobs had to fight with the 545 00:32:44,320 --> 00:32:48,120 Speaker 1: music labels, who collectively were worried that by allowing people 546 00:32:48,120 --> 00:32:51,280 Speaker 1: to buy songs all a cart the process would kill 547 00:32:51,320 --> 00:32:54,560 Speaker 1: off the concept of the record album, and record albums 548 00:32:54,560 --> 00:32:58,440 Speaker 1: were the foundation for the recorded music industry. See, people 549 00:32:58,480 --> 00:33:01,360 Speaker 1: would have to buy entire albums in order to get 550 00:33:01,440 --> 00:33:04,600 Speaker 1: two or three songs that they really wanted, and an 551 00:33:04,600 --> 00:33:07,960 Speaker 1: album could cost fifteen or twenty dollars, so the music 552 00:33:07,960 --> 00:33:10,520 Speaker 1: industry was raking in cash, and it didn't even have 553 00:33:10,560 --> 00:33:13,360 Speaker 1: to worry about making every track on an album a hit, 554 00:33:13,720 --> 00:33:16,280 Speaker 1: because really you just needed one or two to sell 555 00:33:16,320 --> 00:33:19,040 Speaker 1: the albums in the first place. You can understand why 556 00:33:19,040 --> 00:33:21,640 Speaker 1: the industry would resist the move to selling songs a 557 00:33:21,720 --> 00:33:24,240 Speaker 1: la carte the same way you could understand why music 558 00:33:24,320 --> 00:33:28,280 Speaker 1: lovers really wanted that option. Jobs was able to convince 559 00:33:28,320 --> 00:33:30,760 Speaker 1: the record labels that offering up the option to buy 560 00:33:30,800 --> 00:33:34,120 Speaker 1: songs individually would not be the end of the world, 561 00:33:34,480 --> 00:33:37,880 Speaker 1: in part because of the limitations Apple seemed to face 562 00:33:38,000 --> 00:33:42,040 Speaker 1: at the time during these negotiations. iTunes was not yet 563 00:33:42,080 --> 00:33:46,920 Speaker 1: available on Windows PCs. The Macintosh had its devoted followers, 564 00:33:47,160 --> 00:33:50,840 Speaker 1: but they represented a very small percentage of the overall 565 00:33:50,880 --> 00:33:55,280 Speaker 1: computer market. Less than ten of all computers were Mac computers, So, 566 00:33:55,320 --> 00:33:58,840 Speaker 1: in other words, Apple's impact would be so small that 567 00:33:58,920 --> 00:34:01,640 Speaker 1: even if people did by single songs, and even if 568 00:34:01,640 --> 00:34:04,719 Speaker 1: they did issue albums they decided the albums are no 569 00:34:04,760 --> 00:34:08,600 Speaker 1: longer relevant, the music labels probably wouldn't even notice. It 570 00:34:08,719 --> 00:34:11,439 Speaker 1: was too small of a group of people. Besides, file 571 00:34:11,520 --> 00:34:14,879 Speaker 1: sharing had already meant that people were downloading music song 572 00:34:14,960 --> 00:34:18,960 Speaker 1: by song, so at least with Apple's method, the labels 573 00:34:18,960 --> 00:34:22,200 Speaker 1: could make some money off of it. Another nod to 574 00:34:22,239 --> 00:34:24,960 Speaker 1: the concerns of the music industry was in the use 575 00:34:25,040 --> 00:34:27,920 Speaker 1: of digital rights management or d r M on the 576 00:34:28,040 --> 00:34:30,799 Speaker 1: music files from the iTunes store, which locked the music 577 00:34:30,840 --> 00:34:34,080 Speaker 1: onto Apple devices or computers running iTunes. Kind of talked 578 00:34:34,080 --> 00:34:37,239 Speaker 1: about that with the d authorizing. Whether Jobs was in 579 00:34:37,320 --> 00:34:40,200 Speaker 1: favor of this at the time or not, I don't know, 580 00:34:40,440 --> 00:34:42,480 Speaker 1: but I do know that over time he spoke out 581 00:34:42,560 --> 00:34:48,000 Speaker 1: against DRM, saying the strategy ultimately hurt the legitimate consumer 582 00:34:48,520 --> 00:34:51,280 Speaker 1: and that it shouldn't be used. But at the time 583 00:34:51,480 --> 00:34:54,399 Speaker 1: Apple was kind of in a place where it had 584 00:34:54,440 --> 00:34:58,040 Speaker 1: to agree to it, even if if Jobs didn't really 585 00:34:58,120 --> 00:35:00,920 Speaker 1: like it, And honestly, I don't know if that time 586 00:35:01,320 --> 00:35:04,480 Speaker 1: if Jobs had formed that opinion. Yet the songs in 587 00:35:04,520 --> 00:35:07,480 Speaker 1: the iTunes store were in a a C format encoded 588 00:35:07,520 --> 00:35:11,279 Speaker 1: at all bits per second, giving what Jobs claimed was 589 00:35:11,320 --> 00:35:15,040 Speaker 1: a sound quality to rival that of actual audio CDs. 590 00:35:15,640 --> 00:35:18,320 Speaker 1: He revealed that every song would have a free thirty 591 00:35:18,360 --> 00:35:21,120 Speaker 1: second preview so users can make sure that the song 592 00:35:21,200 --> 00:35:23,600 Speaker 1: they were buying was the one they actually wanted in 593 00:35:23,640 --> 00:35:26,799 Speaker 1: the first place, and every song would have album cover 594 00:35:27,000 --> 00:35:29,600 Speaker 1: art to come along with it, no longer making a 595 00:35:29,600 --> 00:35:33,000 Speaker 1: digital song library just a list of file names. The 596 00:35:33,040 --> 00:35:35,719 Speaker 1: crowd at the event was receptive to Jobs as announcement, 597 00:35:36,239 --> 00:35:38,719 Speaker 1: and he didn't really go into the business side on 598 00:35:38,760 --> 00:35:41,040 Speaker 1: the back end. He didn't talk about how much money 599 00:35:41,120 --> 00:35:44,840 Speaker 1: Apple would make off every sale. Generally speaking, the figure 600 00:35:44,920 --> 00:35:47,319 Speaker 1: most people cite in that regard is that Apple would 601 00:35:47,320 --> 00:35:52,080 Speaker 1: take about thirty cents off every sale. The rest would 602 00:35:52,120 --> 00:35:54,640 Speaker 1: go to the artist, or more likely to the music 603 00:35:54,719 --> 00:35:57,560 Speaker 1: label that then would pay out a portion to the artist. 604 00:35:58,320 --> 00:36:01,480 Speaker 1: Thirty cents a pop is pretty small, but Apple was 605 00:36:01,760 --> 00:36:04,520 Speaker 1: able to do the old cliche of making it up 606 00:36:04,560 --> 00:36:07,600 Speaker 1: in volume. Sure, a single purchase would net the company 607 00:36:07,640 --> 00:36:11,239 Speaker 1: three shiny dimes, but in mass, the company was looking 608 00:36:11,239 --> 00:36:15,840 Speaker 1: at millions and later on billions of dollars in revenue. 609 00:36:16,120 --> 00:36:18,799 Speaker 1: In fact, according to Apple, people bought more than a 610 00:36:18,840 --> 00:36:22,280 Speaker 1: million songs in the first week of the iTunes music 611 00:36:22,320 --> 00:36:25,879 Speaker 1: store going live. The company also stated that more than 612 00:36:26,000 --> 00:36:28,600 Speaker 1: half of those songs purchased were in the form of 613 00:36:28,760 --> 00:36:32,600 Speaker 1: album purchases, which helped allay the fears that iTunes was 614 00:36:32,640 --> 00:36:36,359 Speaker 1: going to render the concept of albums completely moot. And, 615 00:36:36,440 --> 00:36:40,239 Speaker 1: perhaps more impressively, Apple announced that more than half of 616 00:36:40,280 --> 00:36:43,400 Speaker 1: the two thousand songs that initially made available had been 617 00:36:43,400 --> 00:36:47,359 Speaker 1: purchased at least once, making three hundred grand within one 618 00:36:47,400 --> 00:36:51,400 Speaker 1: week of launching a brand new online store is pretty sweet. 619 00:36:51,760 --> 00:36:54,360 Speaker 1: But it got better for Apple because the company also 620 00:36:54,400 --> 00:36:58,000 Speaker 1: saw a big jump in iPod sales. So Apple had 621 00:36:58,040 --> 00:37:00,960 Speaker 1: just introduced the third generation I Pod and it was 622 00:37:01,000 --> 00:37:04,560 Speaker 1: a hot commodity. Now Apple was making money both off 623 00:37:04,600 --> 00:37:08,120 Speaker 1: the hardware side and the service side of digital music. 624 00:37:08,480 --> 00:37:11,319 Speaker 1: Apple had launched the store in April two thousand three 625 00:37:11,360 --> 00:37:14,400 Speaker 1: and updated it in October of that year, adding some 626 00:37:14,440 --> 00:37:17,040 Speaker 1: features like the option to buy online gift certificates for 627 00:37:17,080 --> 00:37:20,480 Speaker 1: family and friends, and also an allowance feature that let 628 00:37:20,560 --> 00:37:23,560 Speaker 1: users create sort of a music bank account. They could 629 00:37:23,600 --> 00:37:26,440 Speaker 1: put money into this allowance and that would help them 630 00:37:26,480 --> 00:37:29,160 Speaker 1: budget their entertainment purchases. So they'd say, all right, well, 631 00:37:29,160 --> 00:37:32,120 Speaker 1: I'm gonna put ten bucks aside, and that's all I 632 00:37:32,160 --> 00:37:34,080 Speaker 1: can use this month. So I'm gonna put that in 633 00:37:34,080 --> 00:37:36,600 Speaker 1: my allowance, and once that's gone, I have to wait 634 00:37:36,680 --> 00:37:38,960 Speaker 1: until the following month before I put another ten dollars 635 00:37:38,960 --> 00:37:41,880 Speaker 1: in there. It was kind of a way to control purchases. 636 00:37:42,400 --> 00:37:45,560 Speaker 1: Oh and it was also in that update that iTunes 637 00:37:45,600 --> 00:37:49,439 Speaker 1: would finally come out to the Windows PC market. Now, 638 00:37:49,520 --> 00:37:52,160 Speaker 1: as someone who got iTunes around that time for a 639 00:37:52,200 --> 00:37:56,040 Speaker 1: Windows PC, I can tell you that the effortless experience 640 00:37:56,120 --> 00:37:59,520 Speaker 1: enjoyed by the Mac users wasn't quite the same one 641 00:37:59,719 --> 00:38:03,640 Speaker 1: I had when I used iTunes, which felt like a 642 00:38:03,680 --> 00:38:06,960 Speaker 1: sluggish behemoth on my Windows machine. But we'll chat more 643 00:38:06,960 --> 00:38:11,439 Speaker 1: about the differences in the next episode. Apple was able 644 00:38:11,480 --> 00:38:14,160 Speaker 1: to get the music labels on board with this move 645 00:38:14,239 --> 00:38:18,640 Speaker 1: to Windows, largely because Jobs had user data to support 646 00:38:18,719 --> 00:38:21,759 Speaker 1: his argument. The labels saw that people were eager to 647 00:38:21,800 --> 00:38:25,319 Speaker 1: purchase music online if it was an easy experience. They 648 00:38:25,360 --> 00:38:28,360 Speaker 1: didn't have to worry about downloading a corrupted file or, 649 00:38:28,360 --> 00:38:31,200 Speaker 1: worse yet, accidentally getting a hold of malware when they 650 00:38:31,239 --> 00:38:34,560 Speaker 1: were trying to download a song. They also knew that 651 00:38:34,920 --> 00:38:37,799 Speaker 1: the quality of the recording would meet their expectations because 652 00:38:37,800 --> 00:38:40,320 Speaker 1: it was all coming from Apple and the users hadn't 653 00:38:40,360 --> 00:38:44,359 Speaker 1: ditched the concept of purchasing albums. So iTunes had made 654 00:38:44,360 --> 00:38:48,400 Speaker 1: itself a home over on Windows machines with the blessing 655 00:38:48,560 --> 00:38:51,279 Speaker 1: of the music labels, and it was a license to 656 00:38:51,320 --> 00:38:53,640 Speaker 1: print money. By the end of the year, the iTunes 657 00:38:53,719 --> 00:38:58,200 Speaker 1: music store reportedly sold more than seventy million songs. That's 658 00:38:58,239 --> 00:39:01,440 Speaker 1: a lot of music. Many factor contributed to Apple's phenomenal 659 00:39:01,520 --> 00:39:04,719 Speaker 1: growth in the two thousand's, but I don't think it's 660 00:39:04,800 --> 00:39:09,759 Speaker 1: hyperbole to say that iTunes contributed an enormous amount to 661 00:39:09,800 --> 00:39:12,879 Speaker 1: the financial success of the company. It certainly would prove 662 00:39:12,920 --> 00:39:15,520 Speaker 1: to be a powerhouse in the years to come. By 663 00:39:15,520 --> 00:39:18,680 Speaker 1: two thousand four, the music store contributed to two hundred 664 00:39:18,800 --> 00:39:22,840 Speaker 1: seventy eight million dollars in revenue from quote other music 665 00:39:22,960 --> 00:39:27,960 Speaker 1: products end quote, according to Apple's annual financial report. Now, 666 00:39:28,000 --> 00:39:31,960 Speaker 1: that category wasn't just iTunes Music Store, It also included 667 00:39:32,000 --> 00:39:36,640 Speaker 1: iPod accessories. The iPod itself was separated from that category 668 00:39:37,160 --> 00:39:40,720 Speaker 1: as well as iPod related services. Now, just to peek 669 00:39:40,760 --> 00:39:43,520 Speaker 1: into our crystal ball for a second, on the tenth 670 00:39:43,560 --> 00:39:46,279 Speaker 1: anniversary of the music store launching, that would be in 671 00:39:46,280 --> 00:39:51,279 Speaker 1: two thousand thirteen, analyst Horace, did you estimated that the 672 00:39:51,480 --> 00:39:57,040 Speaker 1: store generated revenue in excess of twelve billion dollars. Now, 673 00:39:57,040 --> 00:40:00,520 Speaker 1: I'll put that into perspective Apple the company, the whole 674 00:40:00,680 --> 00:40:05,400 Speaker 1: company reported a total revenue of eight billion dollars in 675 00:40:05,480 --> 00:40:09,800 Speaker 1: two thousand four, So a decade after launching, the iTunes 676 00:40:09,880 --> 00:40:13,800 Speaker 1: Music store was generating far more revenue than the entire 677 00:40:14,080 --> 00:40:18,680 Speaker 1: company had managed during its launch period. But we've got 678 00:40:18,719 --> 00:40:20,759 Speaker 1: some more stuff to talk about between the years two 679 00:40:20,800 --> 00:40:23,759 Speaker 1: thousand four and two thousand and thirteen, So join me 680 00:40:23,880 --> 00:40:27,240 Speaker 1: for the next episode where we'll continue the iTunes story 681 00:40:27,560 --> 00:40:31,360 Speaker 1: and how the program grew, and maybe even talk about 682 00:40:31,680 --> 00:40:35,719 Speaker 1: why it grew beyond all reason before it finally met 683 00:40:35,719 --> 00:40:39,200 Speaker 1: its end in the summer of twenty nineteen. But this 684 00:40:39,239 --> 00:40:42,760 Speaker 1: wraps up this episode. If you have suggestions for future episodes, 685 00:40:42,760 --> 00:40:46,200 Speaker 1: whether it's a company, a specific technology, a person in tech, 686 00:40:46,640 --> 00:40:51,080 Speaker 1: or any other technologically oriented topic, sent me an email 687 00:40:51,200 --> 00:40:54,480 Speaker 1: the addresses tech stuff at how stuff works dot com, 688 00:40:54,560 --> 00:40:58,239 Speaker 1: or drop on by our website that's tech stuff podcast 689 00:40:58,400 --> 00:41:01,279 Speaker 1: dot com. You'll find in our kind of all of 690 00:41:01,320 --> 00:41:04,320 Speaker 1: our episodes over there, plus links to our social media 691 00:41:04,360 --> 00:41:07,399 Speaker 1: presence and a link to our online store, where every 692 00:41:07,440 --> 00:41:09,840 Speaker 1: purchase you make goes to help the show, and we 693 00:41:10,000 --> 00:41:14,320 Speaker 1: greatly appreciate it, and I'll talk to you again really soon. 694 00:41:19,480 --> 00:41:21,680 Speaker 1: Text Stuff is a production of I Heart Radio's How 695 00:41:21,760 --> 00:41:25,160 Speaker 1: Stuff Works. For more podcasts from I heart Radio, visit 696 00:41:25,160 --> 00:41:28,279 Speaker 1: the I heart Radio app, Apple Podcasts, or wherever you 697 00:41:28,320 --> 00:41:29,680 Speaker 1: listen to your favorite shows.