• For Tony, creating the iPhone wasn’t about creating an iPhone: “The iPod in 2004, started to see how people were really starting to become all about their mobile phones. The mobile phone companies and the carriers got jealous of the iPod. They thought ‘It’s just a processor and a speaker; we got all that stuff. We can just put it on our phone. So here’s Apple finally starting to see traction as iPods were 50% of sales and we go, ‘Uh oh, these guys are going to take that away because people want to carry just one thing in their pocket.’ First we were going to put iTunes on mobile phones, working with Nokia and Motorola. It didn’t go well. That’s where it really hit all of us that we’d have to leapfrog ourselves.”