This leads to the first lesson… iPod Innovation Lesson One: Start With The Customer Experience And Work Backwards to The Technology A host of compatibility issues around file formats (MP2, MP3, WMA, etc.) and file transfer protocols (USB 1, USB 2, parallel port, etc.) made the experience of trying to transfer songs to a portable MP3 player slow and frustrating. In addition to song capacity, battery life and a clumsy UI, Apple executives were keenly aware of the headache users experienced when trying to sync songs from their computer to a personal MP3 player. “We would sit around and say ‘These things really stink’…They held about sixteen songs, and you couldn’t figure out how to use them.” – Phil Schiller In Walter Isaacson’s biography on Steve Jobs, he quoted Phil Schiller as saying:
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