Second, the expansion of sales to average consumers through the Internet and telephone has provided a new, previously untapped consumer base. Third, move into other markets such as the personal media player industry, telephony and TV industry. Apple's largest market to date is the iPhone, "Apple's Internet-enabled multimedia mobile phone, was considered a key product for the future of the company's product portfolio." (Book) The iPhone and iPod allowed Apple to create other service industries such as iTunes and the App Store to market to its consumers