Now we know the truth. In an interview with NBC's Brian Williams, Apple CEO Steve Jobs explained why Apple comes up with new iPod models so frequently: "You keep on innovating, you keep on making better stuff," Jobs said, in response to a question from Williams about why a new iPod might seem outdated as soon as you take it out of the box. Then Jobs offered a bit of advice to consumers: "If you always want the latest and greatest, then you have to buy a new iPod at least once a year." Gee, thanks, Steve. We always thought it was the dead batteries
or battered shell
that kept sending us back to the Apple store. Glad you could set us straight.