Steve Jobs, the visionary founder of Apple, had sensed an inevitable immediate threat. Cellphones. The mobile technology was evolving rapidly, there was a vast unexplored market and a number of consumer electronic giants were researching in that space. Jobs knew it was only time before someone developed a software and made the phones double as entertainment devices. And if phones could have music - and not only music but games, internet access and camera - of what use would ipods be?