In 2004, at the height of the original iPod’s success, Apple started asking itself internally what would eventually kill the iPod. Whatever it was, Cupertino wanted to make sure they stayed ahead of the curve.
What did Apple think would doom the iPod? According to ex-iPod-chief Tony Fadell, Cupertino called it correctly: Music streaming would eventually kill the iPod. But Apple didn’t call it streaming, or even music in the cloud. They called it the “celestial music jukebox.”