Close ad

Yesterday was ten years since Apple released iTunes for Windows. Back then, Apple took one of the most fundamental steps, even if it didn't seem like it at the time. This event actually helped Apple become the world's most valuable company, which it currently holds today with a market capitalization of over $550 billion. But that was the day that hell froze over at Apple, which both Steve Jobs and the company's fans thought.

When Steve Jobs unveiled iTunes for Windows at a keynote on October 16, 2003, he called it "the best Windows program ever". An application from Apple for Microsoft's operating system was something unthinkable at the time. Steve Jobs and much of the company were still reeling from the events of the 80s, when Bill Gates and his Microsoft copied the then-revolutionary Macintosh system (which Apple in turn copied from Xerox), leaving Apple with a minuscule share of the computer market. It was around 2003% in the US in 3,2 and has been falling.

Two years earlier, the revolutionary iPod music player was introduced. It required iTunes to upload songs to the device, which was only available for Macs. In a way, it wasn't a bad strategic decision, as the iPod also made Mac sales better thanks to this exclusivity. But the player would never have become such a hit if it was only available on the Apple platform.

Steve Jobs was fundamentally opposed to extending iTunes and by extension the iPod to Windows. He wanted Apple software and other devices to be available only for Macs. It was Phil Shiller and then-Senior Vice President of Hardware Engineering Jon Rubenstein who saw huge potential in a competing operating system. This moment is described in an e-book by Max Chafkin (Fast Company) named Design Crazy, which is available in iBookstore:

John Rubenstein: “We argued a lot about iTunes for Windows and he [Steve Jobs] said no. Finally, Phil Shiller and I said we would do it. Steve retorted, 'Fuck off, you two, and do whatever you want. It goes to your heads.' And he stormed out of the room.'

It was one of the moments when Steve Jobs had to be convinced of a better solution. If it were up to him, the iPod would never have become such a hit because it wouldn't have been available to the nearly 97% of people in America who used Windows. They could suddenly see the unique interplay between Apple's hardware and software. Some of them eventually became Mac users and four years later the owners of the first iPhone. None of this would have happened if iTunes had remained Mac exclusive. Apple might not be the most valuable company in the world today, and the world of information technology might look completely different.

Source: LinkedIn.com
.