About 10 years ago, Jobs says, they recognized that the PC would become the center of your digital life -- photos, music and video. It worked fine but it has broken down in the past few years. Why? Because the devices have changed. THey all have music & photos & video. So if a consumer acquires a song, you have to sync it to each of your devices.
Keeping these devices in sync "is driving us crazy," Jobs says.
Demote the PC and the Mac to be just devices. We're going to move the digital hub into the cloud. Won't have to think about it as cloud handles the work.
iCloud stores your content and wirelessly pushes it all your devices. Everything happens automatically. "It just works," says Jobs.
He's poking himself now, saying we also brought consumers MobileMe, which has not been a success. We learned a lot, Jobs says.