Sorry: I specifically meant "the iTunes Music Store", which was where I was going with "end-to-end rethink". iTunes existed as a music player, but it wasn't until they provided a way to buy songs using it as part of a cohesive service that it was game changing for the industry, and that wasn't until the third-generation iPod came out.
And still only 3% of Music on the iPod was bought from the music store according to Steve Jobs himself - 4 years after the store came online. That didn’t make much of a difference.
