Google's European VP Nikesh Arora said at FT World Communications Conference that he believes prices of storage and increasing volume-to-size ratio will give iPods almost unlimited potential to hold music and videos within 12 years.
Arora said, by 2012, iPods could launch at similar prices to those on sale now and yet be capable of holding a whole year's worth of video releases. Around 10 years down the line that could be expanded, creating iPods that can hold all the music ever sold commercially.
He said: "In 12 years, why not an iPod that can carry any video ever produced?" The Google exec said tech is now pursuing a price volume game - searching for the price point at which content will take off for the mainstream.
He added: "It's clearly begun happening," citing iTunes' 99¢ per song download model.