The new slogan was "Say Hello to iPod", reminiscent of the
already familiar "Say Hello to iMac", was launched on October 23, 2001 with the
release of one of the most important products from Apple in its history. A few
days earlier, Apple created a stir, when it invited the press to a product
announcement "is not Mac". The product was a hit for Apple, eventually
overshadowing the Mac division in revenue. The iPod and iTunes have
revolutionized Apple and the consumer world. iPod is not based on a new concept. Companies before Apple released
hard drive based music players, but none had the charm and elegance in the Apple
implementation. Unlike the competitors, the iPod used a high speed FireWire
interface to transfer files on and off of it, and it used a tiny hard drive,
that made the device a quarter of the size of comparable products. Besides the
specifications, the iPod offered an intuitive interface and a beautiful
enclosure. Even the ear buds were different and unique. Almost all audio
equipment was black, but Apple created a set of ear buds that were glistening
white. Everything in the design was there to make the user experience a better
one. The iPod was almost not released by Apple. The products creator,
Tony Fadell, had shopped the idea to Phillips and RealNetworks before proposing
the idea to Apple. Fadell found a welcoming enviroment at Apple, who agreed
almost immediately to produce and market the device. The
iPod was so small that it can slip into a shirt pocket with ease, and with a
Sony battery that lasts for ten hours on a charge. On the inside, the device
had a tiny 1.8 in. Toshiba hard drive, weighing around fifty grams, far smaller
than even notebook hard drives. Apple did not develop the operating system or
MP3 player software. The operating system is from Pixo, a company staffed by
many former Apple employees, and an MP3 player from PortalPlayer. Pixo's
operating system has been implemented in many portable telephones allows for
fast develpment on limitted deviced, taking up 155 kb. Since the original iPod,
Pixo was acquired by Sun, though not before Apple bought the rights to the
iPod's operating system. There was only one serious flaw with the iPod,
and that was the price, The machine cost $400, making far from accessible to
many consumers. Some lamented the lack of PC support, though Jobs promised a PC
version very soon after the lauch. In fact, weeks after the lauch, third party
utilities cropped up that enable iPod users to sync with their
PC. Several limitations were present in the first version. There was no
remote control,despite a connector designed for such a puropse, there are no
games, except for the breakout game included as an easter egg, the dial was
subject to problems, and the software implemented limitting anti-piracy
policies. One month after the domestic launch of the iPod, it was
launched in Europe, accompanied by new peripherals. Several companies were
selling charging adapters, FM broadcasters and a plethora of cases. By the end
of 2001, Apple had already sold 125,000 new iPods. Like all Apple
products, a major update was released several months later. In March of 2002, a
10 GB version of the iPod was released. Along with the new iPod, came a
software update that included several bug fixes, and a new
equalizer.... </>
Hardly four months later, in July, a new 20 GB version was released, with
a major price cut for the 5 and 10 GB versions. The new iPods are also PC
compatible, using MusicMatch to sync with the player. A new calendar and
artists search was included into the software that shipped on the new players.
Unlike the earlier versions, the new iPods came with a remote control attached
to the ear buds, which Apple soon released to existing iPod users as an add on.
The most obvious physical change in the iPod comes in the scroll wheel. No
longer is it a physical wheel, instead it is a touch sensitive wheel similar in
function to a touchpad.
To many's surprise, Apple abruptly discontinued the iPod in France, because
they did not respect a European statute that required that all portable music
players be limited to 100 decibels. Apple relented, and by October, iPods were
back on sale in France. Shortly before New Years, Apple announced that it would
ship special edition iPods that would feature text or graphics engraved on the
back. A customer could opt for their own design, or choose the signature of
Madonna, Tony Hawk, Beck or the NoDoubt logo on the chrome back. The service
cost $50.
The
end of the year comes quietly for the iPod, having sold already 700,000 units in
the year of 2002. Steve Jobs announces the availability of the third generation
of iPods, that are now smaller and have a different button layout than the
previous version. The new versions come in 10, 15 and 30 GB versions, allowing
customers to carry 7500 songs in their pocket. Gone is the FireWire connection,
and in its place is a connector that can interface with both FireWire and USB
2.0, for PC's. Along the bottom of the iPod is a new connector that allows the
device to be connected to a dock.
The biggest update in the iPod came in iTunes, not the hardware. With the
third generation iPod, Apple released their iTunes Music Store, allowing for
users to download tracks for $.99, then burn them to a CD, play them using
iTunes or sync them with their MP3 player.
All the success garnerd by the iPod did not go unnoticed by the other
Apple in music. Apple Corps, the holders of the Beatles copyrights, sued Apple
for infringement on previous agreements with the launch of the iTunes Music
Store. The lawsuit was eventually settled out of court.
After years of advertising using the traditional white backdrops, Apple
starts the famous sillouettes series of ads. In 2003, the silhouettes appear on
Television and in print. The campaign was very successful, and recognized by
Magazine Publishers of America, and the
Cannes film festival as the top ads of the year.
In
June of 2003, Apple shipped its millionth iPod, and by September of the same
year, it had sold 1.4 million. Apple replaced MusicMatch on the PC with its own
iTunes, allowing for PC users to use the iTunes Music Store and sync the songs
with their iPod. Coincidentally, MusicMatch had started its own music store
during the same time, and was cutting into Apple's potential sales. Despite
Microsoft announcements about its coming music store and player, Apple remained
the number one seller in the market, with a %50-%70 market share.With the
release of the iTunes Music Store, Apple also released its 40 GB verison of the
iPod.
Customers were not all happy with Apple. Users of the original
iPod noticed that their batteries were not delivering the promised run times.
Apple responded by replacing the battery of affected iPods for $99.
Apple was preparing to celebrate the 20th anniversary of the Macintosh at
the end of the year 2003. Rumors were afoot about special versions of the iPod
and ac to celebrate the anniversary, which would occur weeks after the MacWorld
Expo San Francisco on January 6. Toshiba had announced at the end of year that
it had released an even smaller hard drive. The drive was 1 inch wide, and had
a 4 GB capacity. At once, a flurry of rumors of a miniature iPod surfaced.
Journalists determined that it would probably cost around $70 to manufacture a
player around the new drive, inspiring hope in many analysts and fans that Apple
would be able to take on the low end flash based player market, which still
constituted a third of all players sold.
Steve Jobs waited until the last
fifteen minutes of his Keynote to mention the iPod. Apple now controlled a
third of the entire MP3 player market, with almost 2 million units sold. He
also announced that Apple would replace the low end 10 GB iPod with a 15 GB
version with no price increase.
After those announcements, Jobs announced that there is a new member
of the iPod family. The analysts were proven correct in their speculation of a
new, smaller player to compete with flash based players. The new player, the
iPod mini, was to be outfitted with a new 4 GB hard drive, in stark contrast to
eh hundreds of megabytes offered by flash based players of comparable prices.
Apple redesigned the scrolling wheel to take up less space, and repositioned the
play controls around the wheel. The iPod mini was available in five colors.
The ear buds were also redesigned to reduce background noise in loud
environments.
To celebrate the 20th anniversary of the Macintosh debut,
Apple redid the classic 1984 ad to give the hammer wielding woman an iPod.
In the days following the announcement, Apple informed the press that it had
used a Hitachi drive, not the expected Toshiba. Apple also updated the software
from 1.3 to 2.1 on all available devices.
Rumors are as essential to Mac
users as oxygen is to fish, a few days later, the New York Times publishes an
article speculating about a video version of the iPod, based on an ad posted
several weeks before by Apple for an engineer experienced in video for the iPod
team. Steve Jobs refused to comment, stating simply that there is less demand
for portable video as there is for portable audio, squelching rumors about the
video player and an iPhone at the same time.
A
brand new partnership was announced on January 8. Apple and HP would join
forces marketing the iPod and iTunes Music Store. HP would include iTunes on
all of its PC's as the default music player and store, ignoring the Windows
Media Player software. Apple was also to create a HP branded iPod that HO would
sell with its systems. The deal came to fruition with the year 2004. HP stuck
to the traditional white clad iPod, but otherwise the announcement rang
true.
The
analysts who were skeptical of the iPod's success years before loved the iPod,
and predicted Apple dominance in the market for years to come. Apple was
selling many millions of iPods, and its market share was rising dramatically.
The iPod brand was a solid and attractive one, with many celebrities toting the
stylish devices around with them. Perhaps, the most unique use of an iPod was
the replacement of audio tour guides in the Mori Art Museum in Tokyo and
Chenonceau with iPods loaded with special audio tracks. In fact, even BMW
jumped on board, including a special iPod interface on all of its new cars,
allowing the iPod to play through the speakers and be controlled through the
stereo. The iPod was a phenomenon.
Steve Jobs appeared on the cover of Newsweek announcing the release
of the 4th generation of iPods. The new iPods now had the same scroll wheel as
the iPod mini, and is much smaller than the older version. The new models
debuted with a hundred dollar price cut across the board, and a new version of
software, 3.0. The update included primarily interface tweaks and a few new
applets.
The new HP+iPod is based on the 4th generation iPod, and was
released in September of 2004.
A few days later, RealNetwork disturbed
the iPod's peaceful world by announcing that it's new software and music store
would be fully compatible with the iPod. RealNetworks did not approach Apple
about using their software, instead, they backwards engineered the system that
is used to sync copy protected music to the device. Real calls its new system
"Harmony". Apple promised that Apple would sue to remove the feature from
Real's software. Many in the industry observed that the threat was strangely
reminiscent of Microsoft.
iPod photo,
the next blip on the radar, appeared several months later, in November. The new
player features a color screen capable of playing music and slideshows of
photographs. Apple also released a U2 special edition of their iPod, in all
black with a red scroll wheel. The U2 version is bundled with a digital boxed
set of music from the group. To celebrate the launch, the group did its very
first advertisement. Apple did not have to pay U2 for their endorsements, U2
figured the iPod was enough recognition. |