Mindless Escapism

The introduction of the most important Apple product of all time: iPod! It's the product that transformed Apple from a computer company into a consumer electronics company. Once Apple made the iPod, the company realised it could do anything. 

After posting a loss for the financial year, Apple's stock craters. Sensing an opportunity, PC manufacturer Gateway attempts to acquire Apple. Steve Jobs is not amused.

Mac OS X, Apple's next generation operating system, is released. Amid gloomy times in the computer industry, Jobs attests Apple will innovate its way out. The first Apple Stores open to good business, despite predictions of doom. Former Apple chief financial officer, Joe Graziano, states Apple is trying to sell caviar in a world happy with the cheese and crackers that were Windows PCs.

Jon Rubinstein hires Tony Fadell to develop Apple's MP3 player. Apple updates its iBook laptop, improving it greatly. Now Steve Jobs had Apple really motoring.

The Digital Hub strategy for the Mac gets a big push. iTunes is revealed as a key pillar of that game plan. Apple takes laptop design to the next level with the Titanium G4 PowerBook. Jon Rubinstein finds the missing link for Apple's MP3 player in Japan.

The Cube flops. Apple's sales plummet and its share price tanks.

Steve Jobs pushes ahead with plans to open Apple's own stores, which everyone thinks is the wrong strategy.

Apple releases perhaps its most beautiful Mac ever: The Cube. Realising a digital a digital music revolution has been happening around them, Apple acquire an MP3 jukebox app and its lead programmer, Jeff Robbins. Apple contemplates making its own portable MP3 player. Ed Fries from Microsoft Games makes an appearance  promising games for the Mac as compensation for buying Bungie to get Halo for Xbox.

Jobs gives iMovie the big push. He thinks video is going to be big. Bas Ording joins Apple's human interface group after impressing Jobs with his portfolio. Jobs finally signs on as permanent Apple CEO, having been interim CEO up until now (as if he was ever going to leave). Also: The lowdown on Jobs' classic outfit.  

Apple releases Mac OS 9, the "best internet OS ever", for $99. The iMac is updated to keep it selling like hotcakes. Jobs launches iMovie, a new app aimed at making video editing easy for everyone.

Apple debuts its new Power Mac, featuring a G4 PowerPC chip for the first time. PowerPC vs Intel's Pentium was the processor war that defined the era.