Time writes the development of Apple's iPod nano started nine months ago when Steve Jobs and his team decided the iPod mini could be made better. This may be a strange decision as the iPod mini is world's best selling MP3 player and there is a saying that you shouldn't fix something that isn't broke. But Apple decided to go on with the nano..
It was a gutsy play, and it came from the gut: unlike almost any other high-tech company, Apple refuses to run its decisions by focus groups. But Jobs is a hardened gambler, and he doesn't scare easily. This is the guy who coolly poured millions of his own dollars into an unknown and direly unprofitable company called Pixar before anybody had even made a full-length computer-animated movie. "The more we started to talk about what this could be," Jobs says, "it wasn't long before I said, 'You know, what if we just bet our future on this? Is that possible?' And everybody immediately looked pretty scared. Including me."