Sony faced concerns about the potential cannibalization of its own sales if it developed a music player and service that facilitated the sharing of digital songs. This fear stemmed from the possibility that such innovations could adversely affect its record division's revenue. In contrast, Steve Jobs believed that embracing self-cannibalization was essential for innovation and market leadership.

Jobs famously stated, "If you don't cannibalize yourself, someone else will," illustrating his philosophy that introducing new products, even at the risk of reducing sales of existing ones, was crucial for long-term success. He was not deterred by the idea that an iPhone could negatively impact iPod sales or that an iPad might take away from laptop sales, emphasizing the need to stay ahead in the evolving technology landscape.