130 Digital Wars Scratched! The invitation for Apple's `special event' in September 2005 had a peculiar motif: it focused on a pair of blue jeans, and specifically on the change pocket on the right hand. It was puzzling, and online forums lost no opportunity to puzzle over it. During the presentation, Jobs was his usual ebullient self ­ although while unveiling a Motorola phone called the ROKR that could also store and play songs, iPod-style, he lost his usual equilibrium: the demonstration went badly as he struggled to find the correct button to press. Journalists at the event wondered whether this was all ­ but expected it wasn't; after all, Jobs had by this time become famous for `one more thing', the rabbit pulled from the hat. Certainly, iTunes had an 82 per cent share of the download market. Certainly, more than 20 million iPods had been sold, a 74 per cent market share in the United States. But come on. What was the big news? Or, in this case, tiny news. `Did you ever wonder what this pocket is for?' Jobs said abruptly. `I've always wondered that. Well, now we know.'