Thinking of Trumpet, aka iTunes

Sitting here with my headphones on, reflecting on something amazing (at least to me) that happened several years ago.

Back in the fall of 2000, my boss at Apple (David Moody) asked me to step in as temporary product marketing manager for a forthcoming product code-named ‘Trumpet’. We were already interviewing candidates to take on the role full-time, but there was stuff that needed doing, which couldn’t wait. First up, draft the product briefing document which would form the basis for much of the internal and external communications about the product.

Looking back at that first document recently I was reminded that Trumpet had rather modest aspirations at the time, basically to fill in an obvious competitive gap. Windows had a head start in this niche, and we needed to do something. What the future held for this minor product was not imagined in -anyone’s- wildest dreams.

It’s a product you all know – it’s now called iTunes,

And as I sit here tonight, using this tiny brushed aluminum remote control to instantly access over 25,000 songs in my home iTunes library, I’m astonished what it has become. Indistinguishable from magic, to borrow a phrase.

I had very little to do with what happened, but it sure has been exhilarating to watch it from a good seat.

One Response to “Thinking of Trumpet, aka iTunes”

  1. asbjorn says:

    Interresting article. Please continue writing the book! :-)

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