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