Before the iTunes store was open, Apple advertised the iTunes and the iPod with the campaign Rip. Mix. Burn. This was 200 years ago, when people bought CDs and had to import them and then burn new ones to make the CD equivalent of a mix tape.
Musicians in this ad include Liz Phair, Ziggy Marley, George Clinton, Iggy Pop, De La Soul, Lil Kim, Wilco, Aimee Mann, Smashmouth, and Dwight Yoakam. No other company was even close to thinking like Apple, even back then. Nobody.