Hah. Yeah, they really didn't see it coming. I worked on music player stuff for Nokia's janky 2007 handsets [0] in 2004-2006 and it wasn't on the radar. The security around the iPhone project must have been really good. When Apple was working on the iPod I was getting intel for at least a year in advance because they were talking to so many people in the music biz about it.

[0] https://repo.aalto.fi/uncategorized/IO_764fa227-8853-45dd-91...