>> reporter: consumers were blown away. the ipod, along with apple's i tunes store made it easy to buy and download music digitally, as cd sales faded the itunes store became the world's biggest music retailer. next jobs disrupted the cell phone industry. the iphone dramatically expanded expectations of what a smart phone should do. >> iphone is like having your life in your pocket. it's the ultimate digital device. >> reporter: then in 2010 jobs unveiled the ipad. and the tablet computer became the next big thing. >> it's so much more intimate than a laptop, and it's so much more capable than a smart phone with this gorgeous large display. >> in this case lightning has struck at the same spot again and again and again. >> reporter: paul has watched the rise of technology in silicon valley since the 1970s.