Sony Walkman
●Sony (Akio Morita and team)·1979
Jobs treated the original Sony Walkman not as a consumer gadget but as a masterclass in how a small, focused piece of technology could reshape everyday habits. He dissected both the hardware and the decision to ship it without market research as a template for how he later wanted Apple to operate, and two decades later he was still described as obsessively studying it while developing the iPod.
Multiple accounts describe Jobs traveling to Japan, obtaining a Walkman directly from Sony co-founder Akio Morita, and immediately taking it apart rather than simply listening to music, scrutinizing every mechanical and layout decision. John Sculley recalls Morita giving both him and Jobs one of the first Walkmans, with Jobs instantly fascinated by the fit and finish, and touring Sony's spotless factories. Business writers report that Jobs later echoed Morita's line about market research being unable to predict the Walkman's success, and that he obsessively studied the device as a benchmark while creating the iPod.




