In a recent interview with a German newspaper, Apple vice president and iPod division head Jon Rubenstein expressed skepticism that consumers want a single device to replace their iPod and cell phone. “Is there a toaster that also knows how to brew coffee? There is no such combined device, because it would not make anything better than an individual toaster or coffee machine,” Rubenstein said. “It works the same way with the iPod, the digital camera or mobile phone—it is important to have specialized devices.” Rubenstein said he has a “wait and see” attitude on how Motorola’s iTunes-enabled ROKR phone is received.
Rubenstein also said that he sees iPod sales surpassing the number of Sony Walkman devices sold to date—340 million units—and noted that companies will have a hard time creating rivaling players in the years to come. “The iPod is substantially more difficult to copy than that Walkman was,” the Apple executive explained. “It contains a whole ecosystem of different elements, which coordinate with each other: hardware, software, and our iTunes Music store on the Internet.”