Introduction:
Throughout my 14 days I will be
exploring how the iPod has managed to become the most preferred mp3 player on
the market both currently and historically through their brilliant marketing
campaign. Apple created this product with special attention to features and
options that it believes consumers care most for. Henceforth, examining the
differences of this product with competitors will demonstrate how the iPod was
specifically designed to appeal to the appropriate markets. Research on
this topic can also teach individuals the most successful strategies of
marketing and distribution that are essential for success in the
competing world of businesses. Overall, this topic can help inform individuals
on how to design successful products by considering consumer desires and needs
and effective marketing.
Examining the key changes over
time in the design of iPods over the next 14 days can illustrate the evolution
in this Apple product line. This can further show where Apple made significant
or minor changes in their iPods and how this evolution has worked to provide
the company with growing revenue over the past nine and half years since its
creation. Throughout these 14 days, special attention will be paid to document
the characteristics of each product in the lineup at every level of its
historical development with pictures and details that illuminate selling design
elements. The study will then follow into details on the build quality and interface
design along with a careful comparison among the available iPods and how they
appeal to different groups of people. Next, a comparison between iPods and
competing multimedia players will be provided demonstrating the essentials
behind these products' competitive advantage. The study will end with a look at
iPod concepts for the future and how Apple will work to try and continue
leading the multimedia player market with their product. The information I plan
on gathering for evidence will mainly consist of internet sources.
(315 Words Total)
Day 1
iPod 1st & 2nd Generation:
The
original revolutionary iPod came out in October 2001 as the first generation.
This particular model was known for its design, functionality, and storage
capacity compared to other mp3 players on the market. The first generation iPod
was recognized through its iconic scroll wheel which physically turned to help
improve ease of navigation through music playlists or songs. The other control
buttons such as the Play, Menu, Next, and Previous appeared in a circle around
the wheel. The scroll wheel changed into a touch wheel later in the second
generation model a year later. The storage capacity between these two
models doubled (scroll wheel 5-10 GB, touch wheel 10-20 GB). Overall, Apple
managed to pinpoint two areas where other available mp3 players could be
improved upon, in this case creativity in design and storage capacity, and was
able to add appropriate features such as the scroll wheel and at least 5 GB
storage to gain a competitive advantage.
iPod 3rd Generation:
The
third generation iPod which came out in April of 2003 had some more noticeable changes than opposed to the
first and second generation. The buttons around the touch wheel were moved
under the screen. It also does not feature the whole FireWire connection and
the hold switch has also decreased in size. The location of the headphone jack
also moved. The storage capacity also changed from 10-20 GB to 10, 15, 20, 30,
or 40 GB. With these changes, Apple began considering thinner and sleeker
design for their product to make it more aesthetically attractive.
Additionally, Apple began to add choices to this product line with the third
generation iPod classic by offering many capacity sizes. The variation in price
of the third generation iPod (based on capacity size) served to capture customers from a broader range of income and with a greater range of needs. For
example, someone with a smaller budget or someone who has no need for 40 GB of
music storage could be satisfied with purchasing a version that has less storage
and also costs less. Apple likely made these changes to appeal to a larger
market of customers and help the iPod gain popularity through practicality.
(360 Words Total)
Day 2
iPod 4th
Generation:
The fourth generation iPod was released on July 19, 2004. Apple worked to further improve their product by making minor changes to the player's appearance and adding new capabilities. As can be seen, Apple wanted
to make the iPod simpler in appearance by removed additional buttons by using
more clever design of the click wheel. The first three generations of iPod
products were released in monochrome screen, which was changed to a color
screen in this new model. The color screen became extremely popular at the time
because it complimented the new capability of the iPod to store and display
album artwork and pictures. Again, Apple kept the iPod in the lead by adding
creative features such as a color screen that no other mp3 player featured at
the time. The image and impression of the iPod that Apple was developing as a
pioneer product in the market became clear with the fourth generation.
iPod 5th Generation:
Major
changes that Apple made to the iPod for its fifth generation release (Oct. 12, 2005) were
focused on truly giving the product a sexy edge in appearance and adding the
major feature of video playback. The appearance was now quite slim in thickness
and offered in black and white, which were its winning physical features. It
was marketed as the "iPod Video" and included high enough hard drive
capacities to store larger sized video files. This revolutionarily
transformed the iPod from an mp3 player to a multimedia player in the most
compact size in the market. At this point, the trend can be seen in Apple's
approach. It was clear that Apple was working to release improved versions of
their product with added features both minor and major on an annual basis to
keep customers interested. Customers now began to expect a new and improved
multimedia product annually from Apple.
iPod Classic 6th
Generation:
Soon, Apple realized that it had reached a kind of limit in its product's capabilities. It was clear that the iPod classic (Sept. 5, 2007), as it is referred to with the sixth generation onward, could not be further drastically improved given that it already had substantially more capabilities than other available music and video players. All Apple could do was to finely tune their product by making relatively minor changes such as adding a metal instead of plastic face for durability, adding more storage capacity, and making the interface and presentation more interesting. Nevertheless, in terms of market strategy, Apple had to continue making changes to the product from year to year to keep the progressive image of the iPod Classic strong in consumer minds and continue to draw in sales.
(437 Words Total)
Day 3
iPod Mini 1st & 2nd
Generation:
The iPod mini was first introduced a year after the iPod
Classic 3rd Generation on February 6, 2004. Apple created this new
line of iPod because they wanted to satisfy and attract a new class of
consumers through their assorted use of color, design, storage capacity, and
price. The iPod mini was first released with a total of five colors: silver,
gold, pink, blue, and green than opposed to their standard white or black color
schemes. Their design has also changed by making the top and bottom of the mini
flat and sharp while the sides remained round and smooth. The build material
for the casing is made completely from ionized aluminum instead of plastic with
a stainless steel back which made this iPod significantly lighter. Based on
statistics the iPod mini was the lightest iPod at the time of introduction.
They made these changes not only to make it the lightest but also to make it
more affordable and more cost effective for production. In comparison to the
iPod Classic, the size also was smaller in height by .5”, in width by .4”, and
depth by .2”. The display was also slightly smaller with similar quality
resolution in grayscale. The storage capacity of the mini was lower by almost
10 times (40 GB vs. 4 GB) due to the lack of customer need for high storage
space since most did not have that much music. After a year Apple introduced the iPod mini 2nd generation with a few minor changes. Their color
scheme became narrowed to four basic colors instead of the previous five. Apple
decided to drop the gold due to its unpopularity and brightened the other
colors such as pink, blue, and green to make them more attractive. Another
minor change they made in design is how they made the button labels on the
click-wheel from grey to matching the case's color. In addition, a new storage
capacity was added of 6 GB with an increased battery life of 8 hours to 18.
Apple made all these changes to increase variety, cost effectiveness, and to
appeal to a younger generation. The new, more modern design was meant to be
more portable and stylish while the cuts in features also made the product more attainable for those with lower budgets ("the
young"). Adding to the iPod product line at this point was a necessary
move by Apple for expanding their market, which must have become centered
around older individuals able to afford higher end products (as the iPod was; a
"fancy" mp3 player). Apple later discontinued the iPod mini on
September 7, 2005. Although Apple made some changes to the mini, they wanted to
come out with an even smaller more “full featured” iPod at the time with photo playback and music capabilities, full color display, and a lower price tag that would
appeal to an even wider consumer demographic. This lead to create a new line of
iPod to replace the mini called the Nano which I will further discuss in later
posts.
(506 Words Total)
Day
4
iPod Nano 1st Generation:
The
first generation iPod Nano was released on September 7, 2005 and was a
replacement of the iPod mini. This iPod had many characteristics that beat the
mini through its design, display, features, storage capacity, and price tag.
The iPod Nano was very sleek and light weight in design. Its design and
durability of build material was very similar to the 5th Generation
Classic but narrowed down to a much smaller size. The Nano’s basic build
material was made up of plastic and stainless steel as opposed to the aluminum
used for the mini. In comparison to the iPod mini, the size also was smaller in
height by .1”, in width by .4”, and depth by .2”. The Nano was also the first
mp3 of its size at the time that carried photo and music in full color high
resolution LCD display which put it ahead of its competitors. The storage
capacity had more variety in this model than opposed to the mini (1, 2, or 4 GB
vs. 4 or 6 GB) and so did the pricing. This new product was aimed at consumers
willing to pay more for the technology, size, and photo color display than just
the storage capacity. The Nano's attributes were more appealing than the mini
to a larger range of people due to its durability, variety of price range, and
photo color display combined all in one small portable device making this an
ideal portable mp3 for many. Overall all these changes and improvements Apple
made were all part of their marketing strategy to keep existing customers interested
in Apple mp3 players while reaching out to consumers with more diverse demands.
(277 Words Total)
Day 5
iPod Nano 2nd Generation
& Special Edition (PRODUCT) RED:
The 2nd Generation iPod Nano was released a year after the 1st
Nano on September 12, 2006. This particular generation features scratch
resistant, anodized aluminum casing similar to that of the 2nd generation mini.
The colors were the same as the mini second generation with just an additional
black. The storage capacities were available in 2, 4, or 8 GB. The
2 GB model was available in silver, the 4 GB in blue, green, pink, and silver,
and the 8 GB model in black only. Apple chose a new marketing strategy to lower
their cost of production and at the same time attract a wider range of
customers. They focused on the younger generation by placing a majority of colors in 4
GB since they were attracted to those colors and would want to buy it
regardless of its higher price. They placed their newest color black with the
highest storage (8GB) so that it would be more exclusive. The silver was chosen
for 2 GB since it was more of a neutral color that could appeal to anyone
regardless of age. Apple later released a new special edition (PRODUCT)
RED iPod Nano 2nd Generation on October 13, 2006 in addition to its original collection to support
a good cause. For every (PRODUCT) RED Nano purchased, $10 was donated to
help fight AIDS, Tuberculosis, and Malaria in Africa. This was another
marketing strategy Apple created to attract customers, become more recognized,
and build a better reputation. Furthermore, hardware enhancements were made
from the original iPod Nano which resulted in longer battery life of up to 24
hours, and a brighter 1.5 inch LCD display which made viewing albums and photos
a more enjoyable experience. Overall, the improvements and marketing strategy
of the Nano made it appeal to a wider range of people. It appealed the young
through their bright vivid mini colors and variety of price ranges as well as
the more mature age groups because of its functionality, storage capacities,
and conservative colors of black or silver. It can be seen that Apple worked to
cater every option in this product to a target demographic according to needs
and demands based on age and typical spending budget. Ultimately, Apple offered the Nano as an mp3 player to suit the
majority of the mp3 market's needs, which then made the iPod more practical,
bringing it into more widespread use. At this point, the second generation of
iPod Nano's worked to expose more potential consumers to Apple's iPod brand
thereby helping build the mp3 player's reputation as the most stylish, capable,
and affordable option available on the market.
(437 Words Total)
Day 6
iPod Nano 3rd Generation:
iPod Nano 4th Generation:
Day 7
The iPod Shuffle
2nd Generation was released on September 12, 2006. The miniature
rectangular shape and all aluminum casing made this mp3 even more portable and
light weight. The controls remained the same, though the slider was removed. It
was less than half the size of the 1st generation model at 1.62 x
1.07 x 0.41 inches. This model size includes the new built-in belt clip to
improve portability. The actual unit itself is thinner with the entire device
weighing only 0.55 ounces. Apple branded the shuffle as
the "world's smallest MP3 player". This 2nd
generation shuffle was originally introduced in 1 GB
storage though its later versions had more variety of colors and an additional
storage capacity of 2 GB. Most 2nd Generation iPod's had a reasonable
price tag of $79 except the last version that came out with an even more
affordable price of $49 or $69. As can be seen, Apple worked to refine the Shuffle and make it more presentable and capable while reducing
the price. Again this shows that Apple has been following the same strategy
with the Shuffle as they had with their other iPod product lines. In this second generation they made the Shuffle more appealing as well as more practical both with
physical features and reduction in price. This then helped increase sales and
publicity of the Shuffle as it was seen in more
widespread use.
iPod Shuffle 3rd Generation:
iPod Touch 3rd Generation:
iPod Touch 4th Generation:
(437 Words Total)
iPod Nano 3rd Generation:
The
iPod Nano third generation was released on September 5, 2007. This generation
Nano looked more like a small version of the iPod Classic 6th
generation than a sequel to the iPod Nano 2nd Generation. The
display area was larger than the previous model by ½ inch with the same high
resolution LCD display. The build material and design were the same as the iPod
Classic 6th Generation. The build materials were made up of the standard
anodized aluminum front and a chromed stainless steel back. The height became
shorter than the previous iPod Nano by .75” though its width increased by .5”
due to the larger screen display. Its storage capacity was narrowed down from
2, 4, or 8 GB to just 4 GB or 8 GB since this model could play video in
addition to photos and music. The color scheme was changed in this generation to
subtle silver, light blue, light green, black, and (PRODUCT) RED. Apple
repeated the same marketing strategy they used in the second generation by
putting the least popular color in the lowest storage capacity and the most
popular color in the middle to higher ranges storage capacity. The 4 GB storage
carried only silver while the 8 GB carried all colors. They also made
the price tags more affordable by decreasing the price in 8 GB to $199 and 4 GB
to $149. This further increased the market effects intended by Apple (as
previously discussed for the 2nd generation Nano) while continuing to amaze
consumers with the continuous annually increasing value that is added to the
product with the addition of new features and reduction in price. All the
benefits of this offered iPod demonstrate how Apple has worked to offer the
best possible package for consumers such that their mindsets are influenced to
believe that purchasing the iPod over other portable players is simply the most
logical choice.
iPod Nano 4th Generation:
The
4th Generation iPod Nano did not carry on the same design
attributes (wide and classic looking) as the 3rd
Generation Nano due to its unpopularity. Apple made this style more symbolic of
the “skinny” 2nd Generation Nano with slightly modified features.
For instance, this Nano has a taller screen, curved surface, oval shaped top
and bottom, and built in accelerometer. This generation Nano kept the same
"cover flow" feature as the previous third generation. Cover Flow
helped individuals browse through albums and photos by simply selecting the
artwork instead of text which made navigation easier. The accelerometer made
this feature more accessible by automatically turning it on when rotated to
landscape mode than opposed it being manually turned on. The accelerometer made
games and movies possible for viewing through landscape mode which made this
iPod more enjoyable over all. This Nano came in a total of 9 colors that ranged
from silver, black, purple, blue, green, yellow, orange, pink, and (PRODUCT)
RED. Its dimensions increased in height by .85 inches and
decreased in width by .5 inches. In addition its storage capacity doubled from 4-8
GB to 8-16 GB flash memory however the price did not change. Unlike previous
iPod Nano models, all colors were offered for both capacities. Apple's changes
and improvements were smart and well thought out. Keeping video playback and
adding the accelerometer for an mp3 of its size was revolutionary at the
time. By using such creativity to create a unique product, Apple was trying to
stand as a pioneer in the mp3 market as a way to eliminate nearly all
competitors. While their current products were and are the best offered on
sale, they have also defeated competitors by being so advanced that the
competition essentially lacks the motivation to compete because they know it
would be too costly (for research, development, marketing, etc.) and, overall, unlikely
to try and surpass Apple in reputation.nnnnnnnnnnnn nnnnnnnnnnnnnnnnnn nnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnn(637 Words Total)
iPod Nano 5th Generation:
The iPod Nano 5th
Generation was released on September 5, 2009. Apple kept the same thin design,
build materials (aluminum & glass), colors, and storage capacity (8 or 16
GB) as the previous 4th Generation Nano since it was one of the most
favorable Nanos. A noticeable change in the appearance is the new glossy finish
instead of their previous matte finish to make this Nano more aesthetically
appealing. It also has a larger, higher quality 2.2” TFT display and an
integrated microphone and speaker as well. Furthermore, this Nano had a newly
featured video camera on the back which was capable of filming 8 or 16 hours of
video. There was also an FM radio added with live pause and rewind capabilities
of up to 15 minutes and voice over technology to speak the name of tracks and
artists to you which make it even more enjoyable and convenient. By adding these extra
unexpected features to the Nano, Apple was trying to market the Nano for more
than just mp3 player consumers. The Nano was already well-rounded and the most
advanced multimedia player but these added options made it usable for those who
like to frequently record video and listen to FM radio in addition to mp3 files
and also would like a more user friendly mp3 player (i.e. that can quickly
bring up music as was made possible with voice over). This specifically
expanded the market to those who want to purchase both an mp3 player and a
point-and-shoot camera but lack the budget. It also can appeal to those wanting a portable radio with an mp3 player and those who simply want a player that is more easily usable on-the-go (i.e.
no need to frequently look at screen and physically change songs with buttons
given the voice over feature).
(302 Words Total)
Day 8
iPod Shuffle 1st
Generation:
Apple released a new line of iPod
a month before the Mini on Jan. 11, 2005. The first generation iPod
shuffle was designed for its simplicity. It was made of
an all white plastic case without a "ClickWheel" controlled by a
click pad and a slider. One major change Apple made was when it decided to drop
the LCD display and complicated controls. Doing this made this iPod unique from all other generations. By eliminating the LCD this iPod has become slimmer in size, similar to that of a pack of
gum. Its dimensions were 3.3 x 0.98 x 0.33. It also gained portability and gave
one less thing for owners to worry about (i.e. get scratched or broken). In
addition you are not distracted by the overloaded information. You get to enjoy
music for the shear sake of enjoying music and maybe work a brain cell or two
by trying to remember who did that song. Its storage capacity ranged from 512 MB
to 1 GB with 24 hours battery life to be played in regular playlist mode or
random “shuffle mode”. All iPod
owners have the ability to set their mp3 to shuffle but
this iPod was a more cost effective way of implementing
that. It was known for its affordability at the time since it came out right
before the mini. Its pricing ranged from $99 to $149 than opposed to $249 for
the first mini. The Shuffle was released in parallel with
the Classic and Mini to allow for the affordable mp3 player option. From the beginning,
Apple's main mp3 player products were relatively expensive and high end making
it difficult for small budget consumers to afford. It is clear that the Shuffle was Apple's first step towards offering mp3 player
consumers products for a more full range of budgets so as to compete with all
other less expensive alternatives. They won consumer interest with the style
and exclusivity that they introduced with their primary products and then
offered a more affordable alternative for those who wanted to "join the
exclusivity" of owning an Apple mp3 player (as installed in consumer minds
by Apple's marketing campaign) but could not afford to do so.
iPod Shuffle 2nd Generation:
The third generation iPod shuffle was introduced on March 11, 2009. Its build material is
made up of an aluminum casing with a polished stainless steel clip on the back.
Its design was somewhat similar to the 1st Generation being long and
narrow with dimensions of 1.8 x 0.7 x 0.3. Both version body features had no
buttons apart from the power and shuffle button up top.
For navigating and music selection Apple introduced a new effective three
button controller located on the earphone cable of the headphones. This shuffle originally came in two basic colors of silver or black
which in later versions with added colors. The storage capacity was first only
available in 4 then with an additional 2 GB in the later colored versions. The
price range was originally marked at $79 which later varied to $59 or $79. At
this point in the history of the Shuffle, Apple had
established a full understanding of the Shuffle's purpose
and uses amongst consumers. Moreover, consumer loyalty had reached a level such
that Apple was comfortable enough to experiment with new eccentric designs of
the Shuffle as was seen with the 3rd generation, which
was styled to be very simple and smaller than a flash drive. Both from this
evolution of the Shuffle and that of the other iPod products, there is a trend of Apple starting their
products with conservative designs and features to ensure sales and consumer
attraction so that they can gain enough revenue and successful advertising to
launch more risky projects with out-of-the-ordinary designs and features that
could result in great returns if they do not otherwise fail.
iPod Shuffle 4th Generation:
The iPod shuffle
4th Generation was introduced on September 1, 2010. It is currently the latest shuffle yet and looks very much like a smaller version of the
already miniature iPod shuffle 2nd Generation with
dimensions of 1.14 x 1.24 x 0.34. It has the clickable ring buttons like the
2nd Generation model but adds a new Voice Over button on top borrowed from the
3rd Generation model. The Voice Over functionality reads the name of songs,
artists and playlists as well as "Genius Mixes" out loud. It is
available in a total of five colors silver only having a black ring and blue,
green, orange and pink with only white rings. Regardless of color, all models
have 2 GB of internal storage capacity with a reduced price tag of $49. Given
that Apple returned to a design greatly similar to the 2nd generation Shuffle is a sign that their more experimental 3rd generation Shuffle was not as successful as they had hoped. This further
supports the interpretation of Apple's market strategy for the iPod
that suggests they have been trying to test the market by altering the
different iPods annually to see which features and options have the greatest
influence on sales and consumer attraction. Since Apple is a large company that
produces a number of other products (i.e. computers, accessories, software,
etc.) with much revenue and net worth, it can afford the risk of doing this on
a yearly basis to find the best configuration of settings, features, and prices
to offer for its iPod product lines.
(1, 133 Words Total)
Day 9
iPod Touch 1st & 2nd Generation:
Apple released the iPod touch on Sept. 5, 2007. It was
as an all in one portable media player that could play music, record pictures,
play video, browse internet, allow “interdevice” chat (texting) and essentially
become a handheld mini-computer at the extreme. Its design was slightly thinner
and shorter with similar build quality to the original iPhone. It came in the
same basic black color as the iPhone as well. It had a multi touch interface
and high resolution LCD display and stainless steel backing which made this
iPod appealing to many. On the contrary, this iPod lacked certain features of
the iPhone such as EDGE support, an integrated camera, and Bluetooth
capabilities. Removing these few features made consumers enjoy most of all the
features iPhone had to offer without that monthly bill. This iPod could be
useful for a wide range of people of all ages and genders without targeting a specific group of people. It could fit many peoples’ need and wants
right from the palm of their hand. Through apps and other downloadable media
from the iTunes store this iPod could be customized for many peoples’ needs
making it one of the most versatile mp3 players on the market. Its storage
includes 8, 16, or 32 GB of flash memory which was later introduced on
February 5, 2008. On Jan. 15, 2008 Apple decided to add Mail, Maps, Stocks,
Weather, and Notes applications on the iTunes store to make this device even
more user friendly than the iPhone. Battery life is 22 hours for music playback
and 5 hours for video playback. Its price ranged from $229 to $399, which was
considerably more affordable than the iPhone with all its monthly bills and
price tag of $499 to $599. Apple later released a second generation iPod Touch
a year later on Sept. 9, 2008 with only minor changes to its functionality and
design. Its new improvements were a slightly thicker but lighter casing with a
replaced silver trimming, built in speaker, and increased battery life of 14
hours music playback and 1 hour video playback. It also included the Genius
feature to dynamically create playlists based on songs that go well together
and a Shake feature that shuffles songs by simple shaking of the device. Unlike
the iPod Nano, the iPod Touch was not really meant to add to the iPod's
popularity but surely meant to increase Apple's revenue from the iPod product
line given the Touch's high price. As discussed, this product was meant to
fill the gap between the other iPod's and the iPhone in terms of offered
features and capabilities. The iPhone was a revolutionary new mobile phone
device with capabilities and features beyond any other phone, which almost
immediately gained widespread fame amongst consumers. With the iPod Touch,
Apple wanted to make sure to maximize the profit that these new advanced device
capabilities (beyond making phone calls) could provide by putting them on sale
in a package separate from the iPhone. Another important aspect of the iPod
Touch is that its capabilities allowed it to be marketed as more than just an
mp3 player allowing Apple to compete with products in other markets as well.
For example, the wireless internet connectability of the Touch and its ability
to send and receive text messages put it in competition with smartphones while
the possibility to use it for driving directions allowed it to compete with GPS
systems as well. In conclusion, introduction of the iPod Touch was Apple's
first step in creating a handheld multimedia device that could do more than
just entertain, most importantly allowing communication between iPod Touch and
cell phone owners and serving for the entertainment, daily needs, and social
connection of users. This worked as a strategy to "disrupt" multiple
markets with this competitive all-around device as it was able to grasp
consumers from those markets and supply their demand with a single
product.
iPod Touch 3rd Generation:
The iPod Touch 3rd Generation was first
introduced in 8 GB configuration on Sept. 9, 2009. Through this version of the
touch Apple was trying to increase the emphasis on gaming than opposed to their
previous “iPhone no phone” pitch. This iPod became somewhat of a gaming
platform rivaling against the top gaming players and companies such as Sony’s
PSP and the Nintendo DS. Nonetheless, this line offers much of the same
functionality of the iPhone 3GS, minus the "phone", mobile phone
networking (3G/EDGE), A-GPS, digital compass, and integrated camera. Additional storage capacities of 32 and 64 GB were added
to the upper versions that had faster processing speed. All versions had 30
hours of battery life and the processing speed was the only thing that set the
capacities 8 GB and up apart. The prices included $199, $299, and $399. The
improvements made to the iPod Touch in this third generation follow that
generally seen for Apple's main iPod products. Apple was simply reshaping the
Touch with rather minor but critical changes in features to maintain consumer
interests in the Touch strong. This new generation was meant to attract new
buyers with a more favorable package of features and options along with
regaining the purchase interest of those already owning iPod Touch's.
Nevertheless, Apple was also attempting to expand its competition to the market
portable gaming consoles by adding high quality gaming capabilities to the
third generation Touch. This pushed the Touch even further ahead as a pioneer
in the market for handheld devices, making it an even more powerful competitor
that could essentially serve as a simultaneous alternative to a number of
products. This well-roundedness and its marketing as such was and is primarily
responsible for the success of the iPod Touch.
iPod Touch 4th Generation:
The iPod Touch 4th Generation is the latest and most innovated mp3 player currently on the market. This version of the Touch literally combined all the features of its previous models with newly added features to supply the demand of consumers with a wider range of demands. Its sleek design and functionality is in many ways equivalent to that of the iPhone 4. Its volume controls and power button is located on the top and sides of the device. In addition, a microphone and speaker was also integrated into the body of the Touch. Its size is slightly shorter and narrower than that of the third generation model with noticeably lighter weight. Apple kept the same chrome back and made it thinner by making its previously curved back flat. Its display is one of the biggest improvements Apple made to the Touch. Since the Touch has grown to do much more than just a basic iPod, individuals would essentially be viewing the screen longer. For that reason, Apple decided to improve the display quality, resolution, and color with a sharper high quality Retina display that results in a more enjoyable viewing experience. Durability of the device has also been greatly improved by addition of a better quality glass screen. Apple revolutionized the mp3 player industry by adding the new Face Time video technology/feature from the iPhone into this Touch. Face Time is a video chatting experience with other iPod's or iPhone 4's allowing use of the front and back HD camera on the iPod. This feature in particular is revolutionary for an mp3 player because it is the first instance in which this technology has been used in an mp3 player with Apple being the first to do it. Adding this feature made competition much more difficult for Apples rivals such as Microsoft. The user interface and software has also improved to enhance user-friendliness. The Touch's user interface and software have been refined for a more smooth running experience. For example, applications and media can now be dragged and dropped to create folders for organization. Another great improvement is the increase in battery life from 30 hours for music and 6 hours for video to 40 hours for music and 7 hours for video playback. Given the many purposes that this device can serve on a daily basis, the increased battery life is a significant necessary improvement made by Apple. Also, since most handheld devices are limited by a short battery life, this change helps the new iPod touch to strongly compete and lead the market in this category. All these great technological improvements of speed, features, and increased battery life are due to the newly added Apple A4 processor as opposed to the previous Samsung ARM. The choice in capacities and prices has remained the same at 8 GB $229, 32 GB $299, and 64 GB $399; all providing exceptional worth for the price considering Touch 4's capabilities. Apple's purpose behind release of the new Touch has been to expand the number of markets in which this well-rounded iPod competes. By adding the capabilities of a webcam and the interface option that allows better file organization, Apple has nearly created a handheld computer that can compete with netbooks in all ways aside from providing a convenient keyboard for word processing. In fact the iPod Touch's versatility in size and multi-functionality may pose it as a favorable alternative for those not wanting to spend extra for a netbook. Overall, the marketing campaign for the iPod Touch seems to now be focused on presenting this iPod as a product that can enhance social activity and human connection. The Face Time feature allows for more personal communication beyond the texting capabilities of cell phones, which can allow the Touch to serve in substitution for a phone for some. These advancements set the Touch so far apart from other iPods offered by Apple that even current iPod owners would consider additionally purchasing the Touch for its uses beyond music and video playback.
(1,616 Words Total)
Day 10
Overview of iPod Product Line:
Apple has managed to provide
an extensive variety in their iPod product line that supplies a wide range of
segments in the market. There are many factors that contribute to its
dominance, making it advantageous to comparable products. These include design,
build quality, and user friendliness. In its design, the iPod advocates style
and simplicity in an elegant and attractive way. Appearances are characterized
by a nice balance between display size and reflective and colored metal
surfaces. Accordingly, dimensions of iPods seem to have been reduced over years
as Apple aims to create thinner and lighter devices that are both visually
impressive and convenient for mobile use. Device controls are also intended to
blend well with the design elements to enhance the overall aesthetic appeal of
the iPod. Each of the four iPod classes is designed to be ideal for use in a
specific type of occasion. For example, while the iPod Shuffle is good for use
during exercise and is meant for easy access to music during physical activity,
the iPod Touch is better for multi-media entertainment and internet
accessibility in school or work environments. Aside from design, all the iPods
are made with high quality standards and a reliable amount of durability. The
metal materials used in the devices and the perfection of key details gives an
impression of the high level of engineering precision that is used in their
production. Moreover, the materials used to make iPods make them resistant to
severe damage and provide protection for the essential electronics they
contain. The iPod’s build quality is also reflected in the high resolution and
vividness of the displays they have. The last significant element that gives
the iPod the advantage it has is the user-friendliness of its use. From its
controls to the interface it uses (in the case of iPods with displays), the
iPods are made to be intuitive for use. Menus can easily be navigated to find
and select music and other multimedia with quick control over sound and visual
output (volume, brightness, details, etc.). Another aspect of its
user-friendliness is how simple it is to plug it into a computer and drag and
drop multimedia into the device in iTunes. The process is made to be almost
automatic with the “sync” feature and can quickly be done manually if desired.
It is also becoming more common for cars to have special connections that can
easily hook up an iPod to the car’s stereo system to allow easy playback while
driving. As part of its user-friendliness, the large storage capacity of the
iPod in comparison to products by other companies is also a notable advantage. Overall, the work that Apple has put into the key design, build quality, and
user-friendliness of its iPods has paid off as these three elements have
brought this product to the top of the portable multimedia device market. Apple
marketers have used these three essential characteristics to produce a
progressive image for their mp3 player products which when combined with their
technology, appeals to the desires and demands of a large market of consumers
as a high end and even "luxurious" accessory that is
still attainable by the average buyer.
(530 Words Total)
Day 11
iPod
Key Features & Usability:
Apple’s
iPod product line has featured a number of options and controls throughout
their models. Some are consistent throughout generations while others have
changed and been modified towards simplicity and ease of use. Classic
Generations mainly served to be a simple high end music player at the time of
introduction. Later it evolved into being a device that could play music, video
and record pictures which was more than what most mp3 players could do at the
time. Henceforth, Apple had to
develop an interface that organizes the player's files in a logical and
easy-to-use way. They thus created one that uses a number of categories and
ways to sort files in the device with straightforward labels and an intuitive
system for navigating through items and settings. This iPod introduced an
iconic look and easy to use scroll wheel which was later changed into the
click-wheel and integrated into all iPods except the 3rd Generation iPod Shuffle, 6th Generation Nano, and iPod Touch. The
click wheel was the main feature that combined the menu, play/pause, forward,
and backward button into one circular device which could be performed just by
simply pressing down on the icon. This click wheel also had the ability to
scroll through the menu and control volume by simply moving around the finger
in a rotational manner. This
interface design was convenient and easy to use because it combined so many
important functions/controls of an mp3 into essentially one feature (the click
wheel) without over crowding the player with various buttons. This gave users the ability to fully
control the device effortlessly with a single hand while on the move. The
iPod Classic and Nano models are all controlled using this setup and all have
the same user interface which consists of a main screen that displays the main
categories that can be used to navigate to subcategories containing playback
files. Moreover, the iPod Shuffle 3rd Generation portrays an
image of its own; extreme simplicity and edgy style with it not having any
controls on the actual player except power and hold/shuffle switch up top.
Alternatively, Apple has integrated its main controls into a small control on the earphone cable, with volume up and down buttons and a single button for play and pause, forward, and backward. Although
the iPod Touch has no click-wheel, it uses a
3.5" touch screen and home and sleep/wake buttons (second and third
generations of the iPod touch include volume-up and down buttons). While the
user interface for the iPod Touch is nearly the same as that of the iPhone, differences include the lack
of a phone application and separate apps for viewing music and video content.
Overall, emphasis and marketing of the simplicity and straightforwardness of
the controls and usability of iPod's have significantly contributed to their
successful gain of popularity, reputation, and, most importantly, high sales
volume. Consumers exposed to Apple marketing and those having used iPod's are
immediately impressed by how effortlessly it can be used by intuition without
the need of special instructions. This is such an asset to the iPod's success
that many other companies have attempted to mock similarly simple usability in
their media playback products.
(530 Words Total)
Day 12
iPod Comparison:
The offered variety of color helps the iPod appeal to different
customer groups of all ages. While the iPod Shuffle and Nano come in as many as
five different colors, the iPod Classic is offered in only two (silver or
black). This design variation makes the Shuffle and Nano more attractive to
younger ages. On the other hand, the Classic is intended more for a mature age
group; hence, why it can only be purchased in two conservative colors. For
example, while the iPod Shuffle is good for use during exercise and is meant
for easy access to music during physical activity, the iPod Touch is better for
multi-media entertainment and internet accessibility in school or work
environments. The trend seen here is that Apple has used more variety in
options, design, and features in their mid-range model iPod (Nano) to appeal to
a more mainstream group of consumers while being more selective in designing
other models with more specific target consumer groups in mind. Overall, this
has allowed Apple to maximize their number of customers by providing enough
variation in their models so that a customer will surely manage to find a
product of choice regardless of specific preferences.
(200
Words Total)
Day 13
iPod Competitors:
Apple's iPod has managed to
control over 75% of the mp3 player market from the past seven years up the
present day. [1] Its capabilities, design, and
strong marketing campaign have managed to allow it to essentially eliminate all
competitors, whether existing or potential, in its path. The only competing
product that has attempted to battle the iPod's control of the market has been
Microsoft's Zune, which has gone only consists of two products each presented and released throughout two generations. Nevertheless, as the only noteworthy
competitor, the Zune was only able to achieve a 2% segment of the market, which
really shows that it essentially is not a true "competitor" anyway.
[1] While
Apple managed to sell over 150 million iPods by mid 2008, Microsoft only
managed to sell 2 million units. [1] Nevertheless, Creative Labs
also made a sincere attempt to out-market the iPod in 2004 after having spent
$100 million on a marketing campaign. They managed to gain 10% of the market in
the third quarter of sales in that year but could not afford to maintain a
competitive market strategy and achieve their goal of controlling up to 40% of
market shares. While competing media player products may be just as
technologically capable and favorable for use by users, they have not been able
to out-compete Apple's iPod as a result of inferior marketing strategy. For
example, Microsoft's Zune can be seen as being just as stylish offering needed
storage capacities and even some features that the iPods do not. Nevertheless,
it must be Microsoft's lack of investment and funding for marketing that has
not brought the Zune up in the market to control a larger volume of consumers.
Additionally, timing in the release of the iPod was also essential for gaining
momentum in sales and allowing faster spread of popularity and marketing. The
iPod was released at a critical time in the market when no true competitors
existed for such an outgoing and consumer focused mp3 playback product.
Henceforth, back in 2001, the iPod came into the market as the top mp3 player
and was something new for consumer minds. It essentially created a new demand
for high end mp3 players, which the iPod could exactly supply. By the time
other companies developed viable competing players, the iPod had already become
well known and was on its way to becoming the most modern and highly desired
entertainment playback player. Had, for example, Microsoft released the Zune at
a time substantially prior to the iPod's release, the current market would
likely be divided differently and the Zune could have had greater success if
not the upper hand in the market. Overall, the high funding for marketing and
advertisement coupled with Apple's timed release of the iPod have been key
factors that have driven its unstoppable success in out-competing all other
similar products in the past 10 years since its creation.
(484 Words Total)
Day 14
iPod Future Concepts and Ideas:
Keeping all of the iPod’s successful attributes in mind and
looking at how much the product has technologically advanced since its creation
raises the question of how far Apple will take the device in the years to come.
While maintaining its simplicity, the iPod leads other competing products with
its technology and capabilities. The theme in its design (“simple style and
elegance”) has been consistent throughout the years so it is likely that Apple
will continue this element in the iPod product line. Hence, as a given, the
engineers will surely be working to shrink the devices even further with
thinner thicknesses and even more sleek casings. Nevertheless, the most
advancement will surely be made in the devices’ abilities outside of multimedia
playback and the controls and interfaces that govern its use. In terms of
capabilities, the iPod could essentially be made to serve as an all-in-one
portable device that can playback music, play video, record pictures, record
video, allow “interdevice” chat (texting), and essentially become a handheld
mini-computer at the extreme. Another feature
that could make music more accessible on iPods is the option to connect to the
internet, find songs in the iTunes store, and purchase them on the go. This is
a feature that can easily be implemented by Apple in terms of the available
technology and, for this reason, may be included in years to come. In terms of
user controls, there has been a trend towards increasing touch screen controls
in newly emerging iPods with the Touch being almost completely touch screen
based like the iPhone. They also incorporated touch technology in other models
as well such as the iPod Nano 6th Generation. Touch screens can make
the device more easy and fun to use and will likely continue to characterize
the changes that will come in the future. Also, Apple could add new ways to
organize music and video playback in the iPods such as their new “personal DJ”
feature that can match compatible songs for playback without interference by
the user. Nonetheless, Apple will surely be somewhat conservative towards
adding too many features and options to iPods given that simplicity is a
trademark theme in their devices. They may wish to keep key features and
options for each iPod that they feel part of that device’s personality. In the
past, Apple has added and removed options on their iPods with this very thought
in mind. Based on the trends observed, it can be predicted that Apple will work to
make improvements to its iPod's that will allow iPod products to continue to be
the most unique and innovative multimedia players on the market. This can be
inferred by the image that Apple has marketed for iPod products. They have
presented this media player as a unique and innovative product and given that
this has worked for the success of iPod's. Apple must strive to maintain this
reputation in future designs as has been referred to in the examples of
potential upcoming features and innovations above. Also, as has been seen with
the iPod's over time (most notably in the evolution of the Touch), Apple has
tried to add features to these products that would allow them to better compete
with products outside of the mp3 player market. Henceforth, it can be said that
Apple will try to push and break through these market limits and try to achieve
and create an even more complete multimedia device that will better serve
essential daily needs as well.
(582
Words Total)
Final Conclusion:
Since the iPod’s creation, the Apple
iPod has evolved into more than just an mp3 player. It now is understood as
being an overall entertainment device that exhibits sophistication and style.
With the iPod Touch, Apple has managed to demonstrate that their iPod product
line also stands for serving daily needs (i.e. internet access, GPS service,
telecommunication, etc.) while working to better socially connect people in the
currently technologically advanced generation. Its significance lies in the
vast variety of styles and models offered by Apple in the product line. Apple
has used this variety to better market its product and defeat competition while
at the same time creating a product line that can almost be anything to anyone
in terms of supplying demands for media playback; the ultimate multimedia
device.
Over time, Apple has expanded the
iPod product line with new and more innovative products with each coming year.
They have added new features, expanded the product’s capacities and
capabilities, reduced its price, and overall experimented to produce more
favorable playback products. Most notable changes in its evolution include
addition of video playback, photo display, variety in design, internet
connection, and gaming. Nevertheless, Apple could have released the most
advanced and complete iPod they could produce in a given year and henceforth
release newer versions once having developed new technologies.
Apple used a different strategy for
marketing purposes. From the sometimes minor improvements made to iPod models
from one year to the consecutive year, it can be concluded that Apple could
have included the improvements sooner but merely withheld from doing so. Given
this observation, Apple more gradually released new features and capabilities every
year allowing them to market each year’s iPod models as something “new” and
notably better than the previous year’s models. This essentially results in depreciation
of the value of the previous year’s models, driving consumers to purchase newer
models even regardless of already owning iPods and thereby keeping revenue from
iPod sales up. Moreover, by releasing new versions of all iPod models nearly
every year, Apple was able to test the market by experimenting with new changes
to their products to see whether consumers desire certain features over others.
This strategy then allowed Apple to keep the best options and eliminate others
so as to maintain consumer demand for iPod products throughout the years.
A third strategy behind the
consistent annual development of iPod products by Apple has been able to
influence the market within which iPod products compete. This trend is most
noteworthy with the iPod touch, which has been able to serve as an alternative
to a GPS, mobile phone, and gaming console. While other competing products have
been able to offer somewhat similar features, options, and capabilities, it is
primarily the presentation and marketing of Apple’s iPod that sets it apart such
that it has been able to out-compete every product alternative.
The overall study performed on iPod
products illustrates the trends and market strategies responsible for its
business success with particular attention paid to the reasoning behind
critical decisions made by Apple for the iPod’s development. The information
hereby divulged can be used for both personal and business purposes. A better
understanding of Apple’s purpose behind its iPod products on the market could
be used to help make the best decision based on personal preferences when
purchasing a multimedia device. It can also suggest the best time of the year
to purchase an iPod based on observations of how and when Apple releases its
new products. More importantly, the analysis of Apple’s market strategies for
the iPod can serve as an informative example that shows the important
characteristics of producing and marketing a successful consumer product. In
the case of the iPod, unique design, critically timed product release,
strategic product innovations, appropriate pricing, a largely funded marketing
campaign, and consistent advertising and exposure of products to the public
have been responsible for its great success. These elements can be more
generally applied for most consumer products as well and can serve as necessary
guidelines for future start up businesses looking to revolutionize a given
market with a new consumer product. Nevertheless, the underlying fundamental
characteristic behind the success of Apple’s marketing strategy is the
emotional influence of target consumers. Furthermore, by accurately and precisely
identifying consumer demands, a business can strategically market a product to
appeal to such demands so completely that consumers become both emotionally and
logically compelled to purchase the product over alternatives thereby allowing
the business to prosper.
(749 Words Total)
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