IPOD

You have to hand it to Apple. The Ipod is a wonder. Smoothe and sleek, simple, elegant and current, the world's best digital music device is selling like hotcakes. It's remarkable to me that the thing arrived on the market at a time when the RIAA was screaming 'Foul!' at the large numbers of illegal song downloads that were taking place. Here comes Apple with a device that is so cool and easy to use that I'm sure the music industry people were quaking in their Guccis. But instead of boosting the trade of pirated tracks, the Ipod has probably done more to ensure the success of the legitimate online music revolution than anything else.

Of course, I have no basis for this; but it's my Blog, so there. What I'm trying to say is that if everyone who buys an Ipod has as much fun with it as I'm having with mine, many are going to give up the purchase of CDs in favor of digital downloads for a fee. I know I am.

Bob and I each bought one of the little critters at Costco. Apple made an agreement with HP to allow the latter to distribute branded version of the Ipod so what we got were Apple Ipods by HP. That was a brilliant move on Apple's part, too. By allowing a big PC marketer to sell the Ipod, Apple neutralize the concern that many PC users have about the compatiblity of anything Apple with their own equipment. We bought at Costco because the price was $20 less than at the Apple Store and because of Costco's incredible return policy. Basically, they'll take anything back at any time for any reason.

We did go to the Apple Store at the mall for accessories, though: cases and interfaces for the cars, etc. And that's another brilliant move by Apple: opening a string of beautiful stores that sell only their computers. Our store is packed, always. At any given time there are 8 - 10 knowledgeable employees on the floor to help with questions -- and they are always busy. Compare that with your local Best Buy store. The Ipod is luring a lot of PC people in who, like me are awed by the good looks and wonderful functionality of the Mac. The store is like heavy petting with the most beautiful person you've ever seen. It's very seductive. Really: the only thing stopping me from switching over to Mac isall of the software I'd have to replace.

No need to go on and on about the wonderful features and functions of the Ipod: you can get that information anywhere. Suffice it to say that I have about 1500 songs on mine and it's only 20% full. I'll carry my entire CD collection around in a thing the size of a trial package of Virginia Slims.

What I'm fascinated with and shouting about is the Marketing. First Apple made a good product. Then they made it simple to use. Unlike Sony, the closest thing to Mac in the PC world, who invented all kinds of silly proprietary software to keep you from duplicating copyprotected media, Apple focused on the consumer need: a device to store and play digital music. I have one of the Sony Mini-Disk Walkmen and it's a clumsey, cumbersome and stupid device by comparison.

Then they opened up these amazing stores so that people could fall in love. And finally, they forged a partnership with HP that made it safe for the vast majority of users (PC fools like me) to buy the thing. And in the process, they saved the music industry (history will prove that to be true).*

No wonder their stock is soaring.

*Isn't it interesting that Sony who owns a big chunk of the music industry, tried to save the music industry by putting barriers between the consumer and the product. They are failing. Apple is saving the music industry by giving consumers what they want and making it simple. Bravo!