Watch now (13 min) | Shipping products and category-designing markets are not the same thing.
Jobs did it with microtransactions too. It was a problem which hundreds of startups worked on. When Jobs convinced a couple major artists to sell one track for 99c, it finally created a scalable market through iPod/iPhone distribution for Visa and MC to profitably process in and revolutionized digital content delivery overall.
Great post, very insightful!
Apple ran into a problem when they came up with the Newton. Great hardware for the time, but not a bunch of Apps. Apps come easier now, so new hardware categories do go well.