Before iPods and iPhones, people thought that those spaces were "solved" and there was no room for "innovation" mp3 players were commodity items, you could buy

Before iPods and iPhones, people thought that those spaces were "solved" and there was no room for "innovation" mp3 players were commodity items, you could buy one for a couple of dollars, fill it up with your favourite music format (stolen) and off you went. Phones too - Crackberry was the epitome of sophistication, and technological excellence. Jobs/Apple didn't create anything "new" in those spheres, instead he added desireability, fancy UX that caught peoples' attentions