Simply handing over your iPod to a friend, your blind date, or the total stranger sitting next to you on the plane opens you up like a book." (Steven Levy)

As part of the deal, Dylan appeared in a television ad for the iPod, featuring his new album, Modern Times. This was one of the most astonishing cases of flipping the script since Tom Sawyer persuaded his friends to whitewash the fence. In the past, getting celebrities to do an ad required paying them a lot of money. But by 2006 the tables were turned. Major artists wanted to appear in iPod ads; the exposure would guarantee success. James Vincent had predicted this a few years earlier, when Jobs had said he had contacts with many musicians and could pay them to appear in ads. "No, things are going to soon change,' Vincent replied. "Apple is a different kind of brand, and it's cooler than the brand of most artists. We should talk about the opportunity we offer the bands, not pay them.

Jobs had begun to drop acid by then, and he turned Brennan on to it as well, in a wheat field just outside Sunnyvale. "It was great," he recalled. "I had been listening to a lot of Bach. All of a sudden the whole field was playing Bach. It was the most wonderful feeling of my life up to that point. I felt like the conductor of this symphony with Bach coming through the wheat.

The iPod completely changed the way people approach music.

I think we're trying as much as possible to be part of the heart and soul of Aspen,

Picasso had a saying - 'good artists copy, great artists steal' - and we have always been shameless about stealing great ideas.