Branching Out

How Steve Jobs extended Apple's influence beyond Macs

Apple's ailing CEO Steve Jobs, who stepped aside in August, is rightly accorded the "genius" label for the alluring hardware he created. But Jobs was always thinking beyond gadgets. "Apple decided early on that devices drive consumption. That mantra evolved into an entire ecosystem reliant on Apple devices," says Arash Amel, digital-research director at IHS Screen Digest. It has made Apple a player in music, retail and publishing, among other sectors. Media giants have been betting their apps that aligning with the iTunes store's 200 million users--and their credit cards--will enhance growth. The consumer-technology world that Jobs shaped is one in...

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