Is Apple Computer's iPod the greatest consumer product of
our time? At minimum, it's an undeniable success. Over 20
million units have been sold since its launch in 2001. It has
managed to cross social and demographic barriers--with everyone
from soccer moms to Wall Street executives sporting white ear buds.
The portable audio player has created an entire economy of
accessories and imitators, single-handedly grabbing the music
industry by the ear and pulling it into tomorrow. The iPod has
become the icon of cool, and every entrepreneur should pay
attention.
Jeremy Horwitz, editor in chief of iLounge, a leading online
iPod authority, says entrepreneurs can take away three critical
lessons from the iPod. First, he says, "Timing and execution
are everything. Being first in an emerging market is neither as
important nor as lucrative as designing the right products and
services to cater to second- and third-stage growth."
Michael Gartenberg, analyst at Jupitermedia Corp., says a lot of
experts were initially skeptical of the iPod's success because
it was late into the market. Horwitz adds, however, that it was the
first player to marry substantial storage capacity with great
looks, small size and simple controls.
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The second lesson, says Horwitz: "A smart company can
command a premium for successfully blending off-the-shelf
technologies into a new and useful product." Essentially, the
iPod is a portable hard drive (in the Shuffle and Nano models, a
flash drive) hidden inside a simple and beautiful enclosure,
accessed through intuitive menus, buttons and a scroll wheel.
"Separately, these parts were forgettable, but together they
became unforgettable," says Horwitz.
The third lesson is Apple's approach to pricing.
"Instead of creating a good product and knocking down the
price until everyone could afford it," says Horwitz,
"Apple has sold stripped-down versions at lower price points
and hoped demand would follow." This strategy helped create
Apple's bestselling music player, the iPod Mini.
While useful, these lessons don't wholly explain the iPod
phenomenon. Leading up to the release of the first iPod,
audiophiles were cramming their PC hard drives full of music. This
enabled listeners to develop long lists of songs, but once they
stepped outside, the music stopped playing. Apple recognized the
demand for complete portability and offered the first device that
would put an entire music library into one's pocket. This
concept was much more revolutionary than the Walkman or Discman,
which only made new formats portable. The iPod changed the rules.
Just how revolutionary was it? Well, if you were to change the
engine in your car, you'd still drive it the same way. But if
you could make it fly, you'd have a transportation revolution.
Making music fly is no easy task, but as Gartenberg proclaims,
"Apple is not afraid to be bold."
It's a boldness that even the most daring entrepreneur would
hesitate to emulate. Would you dump your bestselling item?
That's what Apple did with the Mini, to make room for the Nano.
Why drop the Mini? Because the Nano is smaller, offers better
functionality (color screen and flash drive), and keeps what works.
The same can be said about Apple's latest venture, the video
iPod--it's a logical evolution.
What's next? Apple, notoriously tight-lipped, refused to
comment; however, Horwitz ventures a guess. He believes consumers
can expect a redesign of the full-size iPod, optional Bluetooth
add-on and an "iPod sport" model, which he says is long
overdue.
Revolution to evolution, the iPod has become more than just
great hardware and software. It has invigorated the art of music
and empowered the consumer to be curator. If not the greatest
product of our time, it's certainly part of the discussion.