share in the music player space was around 70% — it still is today. The company improved its product line every year, introducing the iPod nano in September 2005, and the iPod video the following month. Every year after that, the iPod line was refreshed every September.

## The day hell froze over

The Mac business was starting to rise — finally. The risky Trojan horse concept — iPod would seduce Windows users into switching to the Mac — seemed to be working, together with the unexpected success of the Apple Retail Stores.

The company expanded

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