Desirable Apple
Those folks at Apple have done a great job on the new iPod, well not a massive surprise there.
It's basically a cut down iPhone - great! But the clever part is how they're really showing choice. There's something for everyone, even the basic shuffle is cool.
It's always a challenge to deal with a whole bunch of different consumers - and here the price points are considerably different. You either create segments or build a somewhat diluted proposition that is everything to everybody.
The naming works perfectly. The latest offering isn't iPod 2 or something that simply (sure it will over time) replaces the current iPod, but by adding the 'touch' descriptor it is differentated from the rest in the range, without alienating them.
It's basically a cut down iPhone - great! But the clever part is how they're really showing choice. There's something for everyone, even the basic shuffle is cool.
It's always a challenge to deal with a whole bunch of different consumers - and here the price points are considerably different. You either create segments or build a somewhat diluted proposition that is everything to everybody.
The naming works perfectly. The latest offering isn't iPod 2 or something that simply (sure it will over time) replaces the current iPod, but by adding the 'touch' descriptor it is differentated from the rest in the range, without alienating them.
Labels: iPod
