Abstract

The case discusses in detail about the development process and launch of iPod, a digital music player, by the US based Apple Inc. in October 2001. Although iPod was priced high when it was launched, the demand for iPod kept on increasing as it was seen as a fashion statement especially amongst the youth. iPod emerged as a highly successful product generating about 40% of Apple’s total revenues in 2006. The case also describes few complaints against iPod including poor battery life, low durability, the vulnerability of iPod screen to scratches and some patent infringements etc.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand the product development process of iPod
• Evaluate the product features of iPod
• Study the deal of Apple with music companies
• Examine the reasons for the success of iPod
• Critically examine the criticisms against iPod

Keywords

iPod, Apple Inc., Cool Product, Product Development, Product Innovation, Idea Generation, Napster, Test Marketing, Product Launch, Industrial Design, iTunes, Design Process, Generations of iPod, Supplier Code of Conduct, Criticism against iPod