This NYT Bits Blog post has some interesting history and speculation about Apple:
At Macworld Mr. Jobs told me he was skeptical about the Amazon Kindle book reader because most Americans don’t read. That touched off a firestorm of
criticism and speculation. My favorite bit of analysis was that this
must mean he is readying his own book reader. A familiar Jobsian
strategy is to denigrate an entire category — he did this with
cellphones, for example — before reinventing it with Apple panache.
So if he were going to reinvent reading, how would Mr. Jobs do it?
Let’s put together the pieces of the puzzle:
Apple’s multitouch technology began life not as a cellphone, but as
a notepad-sized skunkworks project internally dubbed Safari Pad, run by
Tim Bucher, then Apple’s head of Macintosh hardware. To his credit, Mr.
Jobs seized on the technology and morphed it into the iPhone.
At Macworld, when I asked Mr. Jobs about the idea of an iPod Touch
in a larger “Safari Pad” format, he snapped at me, “I can’t talk about
Link: Reading Steve Jobs