iPod�s Negative Media Attention

I would like to set mainstream media straight on a recent issue that only helps Apple but in a negative way. You don�t want consumers turned against iPod or the iPod brand and since the media can�t stop it, they have to find something to complain about and ever since these groups have brought up Apple�s constant refresh of new iPods, I have more friends and clients come to me asking why Apple keeps releasing so many iPods and so quickly cause it is difficult to keep up with the latest iPod. This is not true and they are basing this on news broadcasts and articles from certain syndicated columnists.

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I must first state the iPod line has never consisted of less than 8 models since January of 2004 before the five flavored mini was released. We have two 6th Gen iPods, two iPod nanos and two iPod shuffles. Ever since the mini was released, the family has grown with the shuffle, two versions of the five flavored mini and finally color screen and grayscale screen iPod families coexisting at the same time. The media makes it look like Apple has dozens of iPod versions and releases a new product each month. Apple has three iPod product lines and all models were due for a refresh so Apple released the ROKR phone and nano while discontinuing the iPod mini after being out since Februrary without a refresh. A month later, the iPod w/ color screen was retired and made way for the 6th generation iPod w/ video and the shuffle remains as it was in January with 512mb and 1gb capacities.

So Apple released three iPod related product lines (one being the ROKR) in the past two months but two of those products were long overdue for a refresh and the ROKR was a brand new product. The fact that newspapers, magazines and even Saturday Night Live are mocking Steve co. for all of these iPods and merely due to the fact that the news will report when a new iPod comes out without mentioning this replaces an older model and consumers think there are a bazillion iPods out there to choose from and only gets pissed at Apple.

In my opinion the line has never been so clear-cut for choice and which iPod is right for you. The iPod shuffle, nano and full-size all have distinguishing features that separate them, different prices and different looks and for the holiday season, this is a perfect line of music devices for Apple. Telling consumers that Apple releases iPods every month and even more often forces buyers to stay away in fear of the next big thing being just around the corner when the iPod nano and iPod 6th generation will not see enhancements till January or even March. I don�t like being forced defending apple and its minimum 6 month product refresh cycles or its current lineup and its reason for retiring America�s favorite iPod (the mini). Let�s stop playing these games and tell the consumers which iPod is right for them. If you want something to complaint about then talk about the re-release of Furby this holiday season instead of the best gift for every age group, iPod.