The Mac was in the US less than 1% market share of all computers. Steve Jobs saw how that funky little piece of jukebox software known as iTunes could, combined with Project Dalsamur, become not just a killer app but an icon for digital music. To Steve Jobs, this was an opportunity. This was going to be the first device that Apple would make that you needed so badly that you would buy a Mac for. Tony had been burned before by General Magic's permissive, unfocused creativity and by the restrictive culture at Phillips. He needed to be sure that Apple and Steve Jobs knew the importance of combining experimentation with creative direction.