His genius move was turning Apple’s engineering talent to making sub-$1000 products that were not personal computers and therefore had profit margins comparable to the Mac’s.
PC manufacturers went with the strategy of “we used to be able to sell a machine with these features for $1000, and now that components are cheaper, we can sell it for $800”... and then they got into a price war that destroyed one another’s margins.
It helps when you have a product like iPod with enough universal appeal and innovation that you can quickly come to dominate the market and then use that purchasing power to drive down costs from suppliers.
Deciding to trust the good judgment of your customers and put faith in your ability to appeal to their sense of value, rather than simply their cost-watching ability, is a brave and bold move. I think it is awesome that it turns out to pay off.