| Have you heard of the Apple iPod? If not, the | | | | of building a sizeable music collection that |
| Apple iPod is the latest innovation from | | | | they can easily bring around with them, |
| Steve Jobs' company, which functions as both | | | | content distribution is likely the way how |
| a music storage and a music player device. | | | | Apple makes inroads into the current MP3 |
| Apparently, Apple's iPod dominated the | | | | players' market. |
| portable music industry ahead of its | | | | |
| competitors. iPod actually snatched the whole | | | | Currently, Apple is the top MP3 players' |
| audience of music lovers with its | | | | manufacturer in the world. Its MP3 players |
| portability, state of the art and innovative | | | | are based either on flash memory cards or |
| design and features. It did marginalized MP3 | | | | hard drive players. But Apple didn't stop |
| users over the other leading brands prior to | | | | there. What it did is that it broadened its |
| its introduction to the market. | | | | dominance over the music player business by |
| | | | setting up the iTunes online store. iTunes |
| Why has Apple succeeded big time where other | | | | controls content distribution for the iPod so |
| music player manufacturers have barely made a | | | | if you want a legal way to download MP3 files |
| dent despite coming up with superlative | | | | into your iPod, you are supposed to contact |
| products? One reason is that Apple emphasizes | | | | iTunes about that. |
| the concept branding with focus on brand | | | | |
| leadership and brand quality. Marketing such | | | | Innovation is what Apple's game and for this |
| ideas about the iPod has helped and will help | | | | reason, the company keeps on going and |
| Apple distinguish itself in a market with the | | | | reinvesting its resources into producing |
| consideration of cheaper imitations and | | | | better and better versions of the iPod so |
| products that seem to be as good as the iPod | | | | that consumers would think that the iPod is |
| but have not quite made the grade. | | | | really the market leader for MP3 players. The |
| | | | iPod also became a status symbol of sorts, |
| Other reason consumers prefer iPod over a lot | | | | which is something that cheap MP3 players |
| of other branded MP3 players is that Apple | | | | cannot compete against on any level. Apple |
| chose to create distinctive distribution | | | | and its iPod came to stand for music player |
| channels. This means that certain retailers | | | | integrity in the market where retailers |
| became official conduits by which the iPod | | | | cannot provide clear information as to which |
| could be sold to the public. These retailers | | | | MP3 players are the best, actually. And while |
| agreed to this exclusive arrangement because | | | | many retailers are profit-focused, Apple |
| of the strong and established Apple brand and | | | | stand out in providing top of the line music |
| the prestige of being an Apple distributor. | | | | player like iPod to keep its consumers' |
| How many MP3 players can claim to lend | | | | loyalty intact. |
| prestige and brand name recognition to the | | | | |
| retailers who sell them at this point in | | | | So, as you can see, Apple fans stay loyal to |
| time? Practically none. | | | | Apple because the company reciprocates their |
| | | | loyalty in providing quality electronic |
| Another way that Apple is helping the iPod | | | | gadgets like iPod. It is a win-win situation |
| stand out among other MP3 players (even the | | | | for both Apple and the public that promises |
| cheap MP3 players) is by facilitating content | | | | to produce interesting market trends and |
| distribution. This means Apple could control | | | | equally interesting product lines soon for |
| which content you can play on your iPod | | | | all concerned. |
| gadget. Since many iPod owners like the idea | | | | |