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