Technology was making tremendous leaps forward in the 2000s and taking aim at consumers with the promise of convenience and a better way of life. At the forefront of this was Steve Jobs and Apple. With the advent of Apple’s iPods, the music industry was abuzz about the concept of digital, downloadable music. Iovine foresaw the end of CDs on the horizon and grew frustrated. Yet, he was inspired by Jobs and his innovations. He was able to develop a hardware (the iPod) that changed the entire music culture. Now consumers didn’t have to purchase an entire CD at a store to get their favorite song. They could download just that song. And they didn’t have to carry around a case of CDs with them. They could load a thousand of their favorite tunes and have them all stored on this small, hand-held device. Keeping Jobs’ iPod firmly in his mind, the set out to find his own niche into this new and evolving portion of the music business.