The Apple Ipod: What's Marketing Got To Do With It?

Last month, Apple introduced its 4th generation iPod nano: the nano-chromatic. A throwback to the second generation nano, the newly-designed nano-chromatic has incorporated several iPod Touch features to create the must-have item of the Fall season. Sleek and sexy, Apple has succeeded (yet again) in creating the ultimate digital media device..or may I scrap creating and stick to 'marketing the ultimate digital media device'?

I believe the iPod’s commercial success stemmed from its brand positioning and had little to do with the product itself.

I, for one, fell in love with Jet's 2004 iPod commercial featuring a dancing silhouette only identifiable by her white-Apple earphones. I know it’s not sensible but secretly I wanted to be the girl with the "big, black boots/long brown hair". Frankly, it was consumers like me, who fell madly in love with the idea of being an iPod Girl, that spurred Apple's mainstream success.But, if Apple continues to add new chromatic colours and funky features that appeal to every music-loving/tech-geek out there, can they continue their reign of success?I don't think so!I believe, Apple created the perfect recipe. It’s not a coincidence that they tend to prefer unknown bands like Jet, Fiest and Chairlift. It's strategy. In their attempts to align themselves with the 'rebel consumer' (the ones who take all the first risks), they positioned themselves as the 'rebel', the brand who doesn't draw inside the lines. This is the image that drove the early adopters to purchase iPods-the idea of being a bit different.

At some point being 'cool' became uncool. Apple instantly recognized the potential of creating a 'rebel' product and the potential influence it could have on consumers. Thus, their marketing formula emerged-one that was highlighted by indie bands and retro themes, a formula that was not easily imitable by an established 'cool' brand. By then though, the majority had caught on, the iPod became a mainstream product and slowly started to lose its ‘cool’.

The bottom line is Apple has to re-invent its image and brand to sustain their success. Whether they like it or not, they’ve become cool and from what marketing research tells us, a product can only be cool for so long until it falls from its pedestal.
So, while I may be entertaining my own ideas concerning Apple's next strategic moves-I am certain that success will stem from their marketing initiatives. While they need quality products-it has to be the continued experience and perception of owning an iPod that will drive their sales. Thus, Apple better figure out a way to remain ‘cool’ and fast.