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/ Ê 1 /Ê"Ê*" #OPYRIGHT¥BY,EANDER+AHNEY !LLRIGHTSRESERVED.OPAR...
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/ Ê 1 /Ê"Ê*"
/ Ê 1 /Ê"Ê*" ,Ê 9
/ Ê 1 /Ê"Ê*" #OPYRIGHT ¥ BY ,EANDER +AHNEY !LL RIGHTS RESERVED .O PART OF THIS WORK MAY BE REPRODUCED OR TRANSMITTED IN ANY FORM OR BY ANY MEANS ELECTRONIC OR MECHANICAL INCLUDING PHOTOCOPYING RECORDING OR BY ANY INFORMATION STORAGE OR RETRIEVAL SYSTEM WITHOUT THE PRIOR WRITTEN PERMISSION OF THE COPYRIGHT OWNER AND THE PUBLISHER 0RINTED ;,/#!4)/.= 8888888888888888888888888888 .O 3TARCH 0RESS AND THE .O 3TARCH 0RESS LOGO ARE REGISTERED TRADEMARKS OF .O 3TARCH 0RESS )NC /THER PRODUCT AND COMPANY NAMES MENTIONED HEREIN MAY BE THE TRADEMARKS OF THEIR RESPECTIVE OWNERS 2ATHER THAN USE A TRADEMARK SYMBOL WITH EVERY OCCURRENCE OF A TRADEMARKED NAME WE ARE USING THE NAMES ONLY IN AN EDITORIAL FASHION AND TO THE BENElT OF THE TRADEMARK OWNER WITH NO INTENTION OF INFRINGEMENT OF THE TRADEMARK 0UBLISHER 7ILLIAM 0OLLOCK 0RODUCTION -ANAGER 3USAN "ERGE #OVER AND )NTERIOR $ESIGN AND #OMPOSITION /CTOPOD 3TUDIOS $EVELOPMENTAL %DITOR 0ATRICIA 7ITKIN #OPYEDITOR 0AT #OLEMAN 0ROOFREADER 3TEPHANIE 0ROVINES )NDEXER 4ED ,AUX &OR INFORMATION ON BOOK DISTRIBUTORS OR TRANSLATIONS PLEASE CONTACT .O 3TARCH 0RESS )NC DIRECTLY .O 3TARCH 0RESS )NC $E (ARO 3TREET 3UITE 3AN &RANCISCO #! PHONE FAX INFO NOSTARCHCOM HTTPWWWNOSTARCHCOM 4HE INFORMATION IN THIS BOOK IS DISTRIBUTED ON AN h!S )Sv BASIS WITHOUT WARRANTY 7HILE EVERY PRECAUTION HAS BEEN TAKEN IN THE PREPARATION OF THIS WORK NEITHER THE AUTHOR NOR .O 3TARCH 0RESS )NC SHALL HAVE ANY LIABILITY TO ANY PERSON OR ENTITY WITH RESPECT TO ANY LOSS OR DAMAGE CAUSED OR ALLEGED TO BE CAUSED DIRECTLY OR INDIRECTLY BY THE INFORMATION CONTAINED IN IT ,IBRARY OF #ONGRESS #ATALOGING IN 0UBLICATION $ATA G]djau( Ha]j`an* Pda _qhp kb eLk` + Ha]j`an G]djau*)) -op a`* l* _i* Ej_hq`ao ej`at* EO>J -)15/.3),22)2 -* Ttttttttt tttttttttt ttttttttt* .* Ttttttttt tttttt ttttttt* E* Ttttt* TTTT*T*TT .,,1 TTT*TÑTT))TTTT .,,1TTTTTT
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/ Ê"9Ê"Ê*" \Ê 9Ê",Ê/ Ê ,&IRE THE WHEEL AND THE I0OD )N THE HISTORY OF INVENTION GADGETS DONT COME MORE ICONIC THAN !PPLES DIGITAL MUSIC PLAYER4HE I0OD IS TO THE ST CENTURY WHAT THE BIG BAND WAS TO THE S THE RADIO TO THE S OR THE JUKE BOX TO THE @SnTHE SIGNATURE TECHNOLOGY THAT DElNES THE MUSICAL CULTURE OF THE ERA !ND WHAT A MARVELOUS TECHNOLOGY THE I0OD IS )NSIDE !PPLES LITTLE WHITE BOX IS MAGIC PURE MAGIC IN THE GUISE OF MUSIC ,IKE A CELL PHONE OR A LAPTOP THE I0OD IS KEPT CLOSE AND CARRIED EVERYWHERE )TS USED EVERY DAY BUT NOT FOR WORK OR TO ENSLAVE YOU BY PERSISTENT CONTACT 4HE I0OD IS USED TO INVOKE EUPHORIA 0EOPLE ARE IN LOVE WITH MUSIC 4HE SPARKLING GENIUS OF THE I0OD IS THAT IT GIVES IT TO YOU IN HUGE DOSES 4HE I0OD CAN STORE AN ENTIRE LIFETIMES WORTH OF MUSIC !ND SO IT BECOMES THE MOST PERSONAL OF PERSONAL DEVICES -ORE THAN A COMPUTER A CAR OR A FANCY PAIR OF SHOES ITS PART OF YOUR MAKEUP YOUR PERSONALITY 7HATS ON ITTHE MUSICTELLS WHO YOU ARE -USIC IS DEEP IN YOUR HEART AND SOUL )M A MUSIC JUNKIE FROM %NGLAND A NATION OF MUSIC JUNKIES 3INCE LATE CHILDHOOD MUSIC HAS BEEN A PASSION SOMETIMES AN OBSESSION THAT OFTEN TOOK PRECEDENCE OVER ALL OTHER INTERESTSFOOD LOVE EVEN CIGARETTES ,IKE A LOT OF PEOPLE ) HAD A GIANT COLLECTION OF VINYL ,0S AND #$S THAT GREW OVER THE YEARS INTO AN UNMANAGE ABLE ARCHIVE WEIGHING HUNDREDS OF POUNDS 4OO HEAVY FOR SHELVES THE RECORDS SAT ON THE mOOR SPILLING INTO THE ROOM "UT FOR THE MOST PART THE COLLECTION WAS MERELY FOR OTHER PEOPLE TO GAWK AT ) DIDNT PLAY MOST OF THE RECORDS AND EXCEPT FOR A FEW DISKS AT THE FRONT OF THE PILE ) FORGOT AND NEGLECTED MOST OF THEM
&AST FORWARD AND NOW THE ENTIRE COLLECTION CAN lT INSIDE A SMALL WHITE BOX THE SIZE AND WEIGHT OF A PACK OF CARDS 4HIS TO ME IS A MIRACLE ! CROWNING ACHIEVE MENT OF TECHNOLOGY 4HAT UNWIELDY PILE OF VINYL AND CARDBOARD HAS BEEN FREED FROM THE LIVING ROOM AND IS AVAILABLE ANYWHERE AND EVERYWHERE ) GO FROM THE EAR LIEST REGRETTABLE SINGLES TO MY LATEST OBSESSION )NSIDE THE I0OD A MUSIC COLLECTION COMES ALIVE 4HERES DELIGHT IN LOADING UP A TON OF STUFF FROM ALL GENRES ERAS AND STYLES AND SEEING WHAT THE MACHINE COMES UP WITH 3ELECT 2ANDOM 3HUFmE AND THE I0OD DREDGES UP TUNES YOU MIGHT NEVER CONSCIOUSLY CHOOSE TO PLAY "UT CHOSEN FOR YOU THEYRE A DELIGHT 4HIS MODE OF PLAY ALSO ALLOWS YOU TO DISCOVER GEMS IN A COLLECTION THAT PREVIOUSLY SAT UNPLAYED ON A SHELF OF #$S 3ONGS PREVIOUSLY NEGLECTED CAN BECOME TOP FAVORITES !ND THEN THERE ARE ALL THOSE TUNES YOU NEVER KNEW YOU HAD 2ANDOM SHUFmE CAN CREATE GREAT SURPRISES SELECTING JUST THE RIGHT SONG AT JUST THE RIGHT TIME /R IT CAN THROW TOGETHER UNEXPECTED COMBINATIONS "URNING 3PEAR FOL LOWED BY ,UDACRIS )T DOESNT ALWAYS WORK BUT WHEN IT DOES YOURE IN POP HEAVEN 4HE I0OD HAS CHANGED FOREVER MY LISTENING HAB ITS .O LONGER DO ) WANT TO HEAR AN ALBUM ALL THE WAY THROUGH WITH RARE EXCEPTIONS 7HAT ) WANT IS A PLAYLIST OF MY FAVORITES ,ISTENING TO THE I0OD MAKES A CINEMATIC ADVENTURE OF A TRIP TO THE SUPERMARKET OR A BORING CAR DRIVE )T ADDS A SENSE OF OTHERWORLDLINESS TO WALKING DOWN THE MOST FAMILIAR STREET 4HERES NOTHING BETTER FOR EXERCISEPOUNDING BEATS AND BREAKS TO GET YOU ENERGIZED TO MOUNT THE SUMMIT OF A HILL ) LIKE LISTENING TO THE I0OD WHILE RIDING MY BIKE YEAH ) KNOW ITS DANGER OUS AND PROBABLY ILLEGAL (IGH AS A KITE OFF THE EXERCISE THE MUSIC TRANSPORTS ME TO NIRVANA 3OMETIMES WHEN THE RIGHT TUNE POPS UP )M TRULY IN HEAVEN
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4HE MAGIC OF THE I0OD IS THE MUSIC IT CONTAINS {
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/ Ê£ä]äääÊ/Ê7" , 4HE I0OD IS A BONA lDE HITA GENUINE CULTURAL PHE NOMENON %VERYONE HAS ONE FROM YOUR KID SISTER TO THE PRESIDENT OF THE 5NITED 3TATES )TS BELOVED OF GLUE SNIFlNG SKATE PUNKS AND OBSERVANT *EWS WHO LOAD IT WITH THOUSANDS OF NIGGUNIM OR HUMMING SONGS 4HE WORD I0OD IS ALREADY A PROPRIETARY EPONYM SUCH AS +LEENEX OR 8EROX FOR ALL -0 PLAYERS THE WORD I0OD DENOTES THEM ALL 4HE I0OD IS CHANGING THE MUSIC INDUSTRYNOT JUST HOW MUSIC IS PLAYED AND ENJOYED BUT HOW IT IS DISTRIBUTED AND MAYBE SOON HOW IT IS MADE 4HE I0OD HAS USURPED THE ALBUM AS THE KEY PRODUCT OF THE MUSIC INDUSTRY REPLACING IT WITH THE PLAYLIST 7HEN IT COMES TO DIGITAL MUSIC PLAYLISTS ARE THE WAY TO ORGANIZE LISTEN TO AND DISCOVER NEW MUSIC 4HE PLAYLIST IS KING 4HE I0OD HAS RESCUED AND REDElNED !PPLE 4HE COMPUTER COMPANY MAY YET TURN INTO A MUSIC COMPANY OR ONE THAT SELLS ALL KINDS OF ENTERTAINMENT DEVICES !PPLE ALREADY SELLS MORE I0ODS THAN COMPUTERS !PPLE WAS THE RIGHT COMPANY IN THE RIGHT PLACE AT THE RIGHT TIME 4HANKS TO .APSTER AND OTHER lLE SHARING SOFTWARE HUNDREDS OF MILLIONS OF PEOPLE SUDDENLY HAD HUGE MUSIC COLLECTIONS ON THEIR COMPUTERS )N THE LATE @S AT THE HEIGHT OF .APSTERS POWER IT WAS EASIER TO DOWNLOAD SONGS THAN TO RIP THEM FROM A #$ !FTER ALL IT WAS OFTEN LESS BOTHER TO SEARCH ONLINE THAN HUNT DOWN THE #$ ON YOUR SHELF !S WELL AS DOWN LOADING CONTEMPORARY STUFF PEOPLE RE AMASSED THEIR ENTIRE RECORD COLLECTIONSEVERYTHING THEY OWNED ON UNPLAYED STACKS OF ,0S #$S AND CASSETTES
"UT ALL THIS DIGITAL MUSIC WAS TIED TO THE COM PUTER "URNING #$S OF DOWNLOADED MUSIC IS A HEADACHE 4HE NATURAL SOLUTION IS TO COPY IT FROM HARD DRIVE TO HARD DRIVE !PPLE TOOK THE TINY *APANESE HARD DRIVES JUST COMING ONTO THE MARKET SLAPPED A NIFTY INTERFACE ON THEM AND PROVIDED A FAST CONNECTION TO SUCK MUSIC FROM THE COMPUTER !PPLE HAS A NO COMPROMISE APPROACH TO PROD UCTS )T USUALLY MAKES THEM AS WELL AS IT CAN NO MATTER THE COST AND THIS HAS BEEN AN ADVANTAGE NOT AN IMPEDI MENT 4HE I0OD WAS BEAUTIFULLY CONCEIVED AND EXECUTED )T WAS MARKETED EXPERTLY AND BECAME A WORD OF MOUTH HIT 4HE MEDIA CHATTER ON THE )NTERNET AND THE WHITE HEADPHONES CATAPULTED THE I0OD INTO EVERYONES POCKET AND BACKPACK 4HE I0OD IS DEAD EASY TO USE 0ICK IT UP AND IN SECONDS YOUVE MASTERED THE BASICS "UT IT GOES DEEPER 4HE I0OD IS BEAUTIFULLY INTEGRATED WITH THE COMPUTER WHICH FEEDS IT TUNES AND WITH AN ONLINE STORE TO lLL IT AT CENTS A POP 4HE I0OD IS AMAZINGLY VERSATILE 9OU CAN LISTEN TO IT WHILE DRIVINGTHROUGH THE CAR STEREOOR USE IT AS AN ALARM CLOCK TO WAKE YOU IN THE MORNING )TS NOT ONLY A PERSONAL STEREO ITS THE HOME STEREO THE OFlCE STEREO OR THE STEREO AT THE GYM )TS BOTH PERSONAL AND PUBLIC USED BY $*S AND IN BARS AND HOTELS )TS EVEN STARTING TO TAKE OVER SOME NIGHTCLUBS 4HE I0OD HAS CREATED $*S OUT OF MERE MORTALS ! HOST OF NEW CLUBS ENCOURAGE PATRONS TO SPIN TUNES OFF THEIR I0ODS FOR OTH ERS TO DANCE TOIF THEY DONT GET BOOED OFF !ND THE I0OD HAS SPAWNED ALL KINDS OF NEW BUSINESSESFROM SERVICES THAT LOAD I0ODS FOR PEOPLE WITH MORE MONEY THAN TIME TO SONG STYLISTS WHO CRE ATE PLAYLISTS FOR SURGEONS TO OPERATE TO TO THOSE WHO COMPILE PLAYLISTS FOR NEWBORNS FRESH OUT OF THE HOSPITAL NURSERY 4HE COMBINATION OF HARDWARE SOFTWAREAND MUSICPROVED TO BE A HIT !PPLE TOOK IT TO 7INDOWS AND THE REST IS HISTORY
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*" Ê 1 /1, Ê 1 4HIS BOOK EXAMINES THE BIRTH OF THE I0OD ITS METEORIC RISE TO FAME AND THE CULTURE THAT HAS GROWN UP AROUND IT )T DETAILS SOME OF THE FUN THINGS PEOPLE DO WITH THEIR DIGITAL PLAYERS AND THE HOMAGE THEY PAY IT
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*/ ,Ê £ DESCRIBES THE I0ODS INAUSPICIOUS INTRO DUCTION BY 3TEVE *OBS WHO CALLED IT A hBREAKTHROUGH DEVICE v BUT NO ONE BELIEVED HIM AT THE TIME
*/ ,ÊÓ INTRODUCES THE I0ODS UNACKNOWLEDGED FATHER 4ONY &ADELL WHO SOLD !PPLE ON THE IDEA OF A DIGITAL PLAYER TIED TO AN ONLINE MUSIC STORE "EFORE GOING TO !PPLE &ADELL TRIED TO INTEREST 3ONY WHO TURNED HIM AWAY
*/ ,ÊÎ LOOKS AT OUR NEW LISTENING HABITS THE REVELA TORY JOYS OF SHUFmE PLAY AND HOW LETTING PEOPLE PEEK AT YOUR MUSIC COLLECTION CAN RUIN YOUR IMAGE OR ENCOURAGE SOMEONE TO SLEEP WITH YOU
*/ ,Ê{ IS ABOUT THE I0ODS RUNAWAY WORD OF MOUTH THE EMERGENCE OF HOMEMADE I0OD ADS AND CELEBRITY USERS SUCH AS THE FASHION DESIGNER WHO OWNS I0ODS AND A GILDED CARRYING CASE TO LUG THEM AROUND IN
*/ ,Ê x EXAMINES I0OD CULTURE )T DESCRIBES -0*S AND SOFTWARE THIEVES WHO USE I0ODS TO STEAL EXPENSIVE APPLICATIONS FROM COMPUTER STORES )T ALSO TAKES A LOOK AT PEOPLE WHO DRESS UP AS I0ODS FOR (ALLOWEEN
*/ ,ÊÈ LOOKS AT I0OD HOMAGES FROM FANS THE THOU SANDS OF SNAPS OF I0ODS IN FAMOUS PLACES THE FANTASTIC FUTURE DEVICES FANS DESIGN TO SHOW THEIR WISHES AND DESIRES AND I0OD CULTURE IN .EW 9ORK AS REVEALED BY ONLINE PERSONAL ADS
*/ ,Ê Ç IS ABOUT I0ODTREPRENEURS OR I0OD ENTREPRE NEURS AND THE BOOMING BUSINESS OF ACCESSORIZING THE I0OD )T LOOKS AT THE RISE OF I0OD SCAMS AND SWINDLES AND HOW TO GET A FREE I0OD OFF THE .ET
*/ ,Ên WRAPS IT UP WITH A LOOK AT THE CULTURAL IMPACT HOW THE I0OD IS CHANGING SOCIAL SNOBBERY ON COLLEGE CAMPUSES AND ITS IMPACT AT -ICROSOFT WHERE EMPLOY EES ARE SO ENTHUSIASTIC ABOUT THE I0OD ITS STARTING TO UPSET "ILL 'ATES
4HE I0OD :ONE "ACK IN THE S "AUHAUS FRONT MAN 0ETE -URPHY STARRED IN AN ICONIC AD FOR -AX ELL AUDIOCASSETTES THAT HAD HIM WEATHERING A SPEAKER POWERED TYPHOON TO THE STRAINS OF h.IGHT ON "ALD -OUNTAINv , /\ÊI,/5.'%
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7E WERE VERY LUCKYWE GREW UP IN A GENERATION WHERE MUSIC WAS AN INCREDIBLY INTI MATE PART OF THAT GENERATION -ORE INTIMATE THAN IT HAD BEEN AND MAYBE MORE INTIMATE THAN IT IS TODAY BECAUSE TODAY THERES A LOT OF OTHER ALTERNATIVES 7E DIDNT HAVE VIDEO GAMES TO PLAY 7E DIDNT HAVE PERSONAL COMPUTERS 4HERES SO MANY OTHER THINGS COMPETING FOR KIDS TIME NOW "UT NONETHELESS MUSIC IS REALLY BEING REINVENTED IN THIS DIGITAL AGE AND THAT IS BRINGING IT BACK INTO PEOPLES LIVES )TS A WONDERFUL THING !ND IN OUR OWN SMALL WAY THATS HOW WERE WORKING TO MAKE THE WORLD A BETTER PLACEv 3TEVE *OBS IN A 2OLLING 3TONE INTERVIEW $ECEMBER
)N MID /CTOBER !PPLES PUBLICITY DEPARTMENT SENT OUT INVITATIONS TO A MEDIA EVENT AT ITS SHINY CORPORATE HEADQUARTERS IN THE HEART OF 3ILICON 6ALLEY 4HE EVENT WOULD MARK hTHE UNVEILING OF A BREAKTHROUGH DIGITAL DEVICE v THE INVITE READ !PPLE IS NOTORIOUS FOR WITHHOLDING INFORMATION ABOUT NEW PRODUCTS UNTIL THEYRE RELEASED AND AS USUAL THE INVITATION GAVE ALMOST NO INFORMATION ABOUT WHAT THE EVENT MIGHT HERALD )T GAVE THE TIME AND DATE/CTOBER AT !-AND NOTHING MORE 4HERE WAS HOWEVER A CRYPTIC CLUE AT THE BOTTOM h(INT ITS NOT A -ACv )MMEDIATELY SCORES OF NEWS WEBSITES PUBLISHED ARTICLES ABOUT THE INVITATION SPARK ING FEVERED SPECULATION ABOUT WHAT THE hBREAKTHROUGH DEVICEv MIGHT BE h/UR FORUMS AND THE FORUMS AT EVERY OTHER -AC WEBSITE ARE EXPERIENCING RECORD TRAFlC v REPORTED THE -AC /BSERVER -OST SITES GUESSED !PPLE WOULD UNVEIL A PORTABLE MUSIC PLAYER BUT IN THE ABSENCE OF ANY REAL INFORMATION PEOPLES IMAGINATIONS RAN WILD !CROSS THE WEB PEOPLE SPECULATED THAT !PPLE WOULD INTRODUCE A NIFTY HANDHELD SOMETHING LIKE A 0ALM 0ILOT ON STEROIDSA DEVICE CAPABLE OF PLAYING NOT JUST MUSIC BUT MOVIES TOO !ND IT WOULD TAKE PHOTOS MAKE PHONE CALLS AND MIX COCKTAILSx 4HIS RAMPANT SPECULATION CREATED SUCH A MAGICAL AURA AROUND THE MYSTERY DEVICE PEOPLE SAID THEY WERE GOING TO BUY IT SIGHT UNSEEN h7E HAVE NOTED MANY PEOPLE SAYING THAT THEY WANTED THIS NEW DEVICE WITHOUT EVEN KNOWING WHAT IT WAS v 4HE -AC /BSERVER SAID %VEN PROFESSIONAL INDUSTRY WATCHERS SUCH AS TECHNOLOGY INDUSTRY ANALYST 2OB %NDERLE GOT CAUGHT UP IN THE EXCITEMENT %NDERLE TOLD h#"3 -ARKETWATCHv HE WAS h PERCENT SURE THE COMPANY HAD SOMETHING MORE THAN A MUSIC PLAYER IN MINDv /N THE MORNING OF THE RD ABOUT JOURNALISTS GUESTS AND !PPLE STAFF GATH ERED IN A WOOD PANELED AUDITORIUM TO SEE WHAT CHARISMATIC !PPLE #%/ 3TEVE *OBS HAD UP HIS SLEEVE $RESSED IN HIS TRADEMARK BLACK TURTLENECK AND JEANS *OBS TOOK THE STAGE WITH A CONlDENT STRIDE h7E HAVE SOMETHING REALLY STUNNING FOR YOU TODAY v HE ANNOUNCED WITH A BIG GRIN *OBS IS IN HIS ELEMENT INTRODUCING NEW PRODUCTS FOR !PPLE (IS PRESENTATIONS ARE THE TECH EQUIVALENT OF A ROCK SHOW OR A GOOD STAND UP ROUTINE 4HEY GENERATE TREMENDOUS ANTICIPATION EVEN AMONG JADED JOURNALISTS WHO BELIEVE THEMSELVES IMMUNE TO TECH INDUSTRY HYPE 4HOUGH *OBSS PRESENTATIONS ARE GENERALLY STRAIGHTFORWARD HE THROWS IN SEV ERAL JOKES AND MAKES GREAT USE OF MULTIMEDIA (E OFTEN SHOWS NEW !PPLE 46 ADS OR SPECIALLY MADE PROMOTIONAL VIDEOS ALWAYS AT EAR SPLITTING VOLUME *OBS KNOWS HES STARRING IN HIS OWN INFOMERCIAL BUT HE LENDS THE PROCEEDINGS AN AIR OF GROWN UP DIGNITY AND EXCITEMENT (ES VERY CHARMING AND FUNNY (E PACES THE STAGE DELIVERING UTTERLY HYPERBOLIC LINES WITH A STRAIGHT FACE THE -ACS BEING hINSANELY GREATv IS HIS MOST FAMOUS
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(E ALSO KNOWS HOW TO PACE A PRODUCT LAUNCH NEVER BEEN THIS FAST OR THIS EASY BEFORE v HE CONTINUED 4HINGS START SLOWLY WITH BACKGROUND FACTS ABOUT h7EVE ALL HEARD @PLUG AND PLAY BEFORE 4HIS IS PLUG !PPLES PERFORMANCE OR THE MARKET IN GENERAL *OBS UNPLUG AND PLAYv *OBS ADDED h4HERES BEEN NOTHING KNOWS THAT EVERYONE IS WAITING FOR THE INEVITABLE INTRO LIKE THIS BEFORE !ND ) DONT THINK THERES ANOTHER COM DUCTION OF THE NEXT hINSANELY GREATv NEW PRODUCT AND PANY THAT COULD DO THIS 4O BRING EVERYTHING UNDER ONE HE BUILDS SUSPENSE ACCORDINGLY USUALLY WAITING UNTIL ROOF TOGETHER TO BE ABLE TO CREATE A PRODUCT LIKE THISv THE END OF THE PRESENTATION JUST WHEN HE APPEARS TO BE *OBS SAID THE I0OD WOULD COST AND BE AVAIL WRAPPING THINGS UP !LMOST AS AN AFTERTHOUGHT *OBS ABLE .OVEMBER )T WOULD BE HE PREDICTED hTHE WILL SAY THERES hONE MORE THING v AND WITH A MISCHIE HOTTEST GIFT THIS HOLIDAY SEASONv *OBS DIMMED THE LIGHTS VOUS GRIN PULL BACK THE CURTAIN TO SHOW A PROMO VIDEO FEATURING COMPANY EXECUTIVES /N THIS PARTICULAR /CTOBER *OBS BEGAN BY AND POP STARS INCLUDING -OBY AND 3EAL WHOD GOTTEN RECAPPING !PPLES hDIGITAL HUBv STRATEGY 4HE -AC IS AN EARLY PEEK AT THE MACHINE h$O YOU REMEMBER WHAT THE CENTER OF A DIGITAL LIFESTYLE HE SAID IN WHICH OUR IT WAS LIKE WHEN YOU GOT YOUR lRST 7ALKMAN v SAID 3EAL LIVES ARE INCREASINGLY MEDIATED BY DIGITAL DEVICES h7OW ) WANT TO CARRY THIS WHEREVER ) GOv #ONSUMERS USE DIGITAL CAMERAS AND CAMCORDERS THEY h9OUVE GOT YOUR OWN RECORD STORE IN THIS THING v DOWNLOAD MOVIES AND SHARE PICTURES OVER THE .ET AND SAID 3TEVE (ARWELL THE LEAD SINGER OF 3MASHMOUTH THE COMPUTER IS THE CORE OR HUB OF THIS EXPERIENCE h4HIS KICKS EVERY OTHER PRODUCTS ASS RIGHT HEREv *OBS NOTED THAT !PPLE MADE ITS SOFTWARE TO WORK WITH *OBS CONCLUDED THE EVENT WITH A HINT THAT !PPLE ALL KINDS OF DIGITAL CAMERAS AND CAMCORDERS BUT AS YET MIGHT INTRODUCE A VERSION FOR 7INDOWS h7E HAVE NO DEVICE HAD BEEN MADE ESPECIALLY TO WORK JUST WITH THOUGHT THAT WHEN WE GET A LITTLE SPARE TIME WE WILL THE SOFTWARE 5NTIL NOW LOOK AT TAKING IT TO 7INDOWS v *OBS SAID h7E KNOW THE h4HE lELD WE CHOSE WAS MUSIC v *OBS SAID h7HY EXPERIENCE WONT BE AS GOOD BUT WE WILL PROBABLY LOOK MUSIC 7ELL WE LOVE MUSIC AND ITS ALWAYS GOOD TO AT THAT DOWN THE ROADv DO SOMETHING YOU LOVEv *OBS WENT ON TO EXPLAIN THAT , /,"1]Ê 9Ê 9 MUSIC IS A PART OF EVERYONES LIFE h)TS A LARGE TARGET MARKET v HE SAID h)T KNOWS NO BOUNDARIES !ND THERE IS 4HOUGH 3TEVE *OBS CALLED THE I0OD A hBREAKTHROUGHv DEVICE NO MARKET LEADER .O ONE HAS REALLY FOUND THE RECIPE YET FEW PEOPLE AGREED WITH HIM AT THE TIME 3EVERAL DIGITAL FOR DIGITAL MUSIC !ND NOT ONLY WILL WE lND THE RECIPE MUSIC PLAYERS BASED ON HARD DRIVES WERE ALREADY ON WE THINK THE !PPLE BRAND IS GREAT FOR THISv THE MARKET 4HE lRST WAS INTRODUCED TWO YEARS EARLIER *OBS DISCUSSED OTHER PORTABLE DIGITAL MUSIC IN /CTOBER BY #OMPAQ #REATED BY THE COMPA PLAYERS ON THE MARKET RUNNING THROUGH ALL THE OPTIONS NYS RESEARCH LABS THE 0ERSONAL *UKEBOX OR 0*" WAS mASH MEMORY PLAYERS HARD DRIVE PLAYERS #$ PLAYERS DESIGNED AROUND A '" HARD DRIVE "UT THE 0*" WAS AND #$ -0 PLAYERS 4HEN HE GOT TO THE PUNCH LINE AS BIG AND UGLY AS A BRICK AND IT DIDNT SELL WELL (OLDING UP A LITTLE WHITE BOX ABOUT THE SIZE OF A PACK ! &RENCH COMPANY !RCHOS 4ECHNOLOGY HAD OF CARDS *OBS SAID THAT !PPLE WAS INTRODUCING ITS OWN BETTER LUCK WITH THE !RCHOS *UKEBOX 2ESEMBLING A HARD DRIVE BASED MUSIC PLAYER I0OD h) THINK THIS BLOWS DIMINUTIVE 7URLITZER JUKEBOX IN BLUE AND SILVER PLASTIC THEM AWAY v HE SAID THE !RCHOS HAD ALREADY GONE THROUGH TWO VERSIONS AND *OBS DESCRIBED HOW I0OD COULD STORE SONGS COULD RECORD -0 lLES AS WELL AS PLAY THEM IN A VARIETY OF FORMATS AND HOW IT REPRESENTED THREE !NOTHER POPULAR PLAYER CAME FROM THE 3INGAPORE BREAKTHROUGHS /NE ITS hULTRA PORTABLEv TWO ITS COMPANY #REATIVE WHOSE .OMAD *UKEBOX HAD ALSO hULTRA THINv AND THREE ITS '" INTERNAL HARD DRIVE CAN BEEN THROUGH A COUPLE OF VERSIONS 4HE LATEST MODEL AT HOLD SONGS h4O HAVE YOUR WHOLE MUSIC LIBRARY '" HAD FOUR TIMES THE I0ODS CAPACITY !ND IT SOLD FOR WITH YOU AT ALL TIMES IS A QUANTUM LEAP WHEN IT COMES TO THE SAME PRICE MUSIC v *OBS SAID h!ND I0OD lTS IN YOUR POCKET .EVER 3O WHEN !PPLE CAME ALONG WITH THE I0OD IT BEFORE POSSIBLEv WAS NEITHER THE lRST HARD DRIVE PLAYER NOR THE BIG *OBS THEN SPENT THE NEXT MINUTES GOING GEST NOR THE CHEAPEST !ND OF COURSE IT ONLY WORKED THROUGH THE I0ODS FEATURES INCLUDING MINUTE SKIP WITH -ACINTOSH COMPUTERS &EW PEOPLE SAW ANYTHING PROTECTION AND A SUPER FAST &IRE7IRE CONNECTION !N BREAKTHROUGH ABOUT IT )NDEED THE INITIAL REACTION ENTIRE #$ COULD BE DOWNLOADED IN TO SECONDS HE WAS OVERWHELMINGLY NEGATIVE h4HE I0OD SELLS FOR AN SAID AND THE I0ODS BATTERY COULD BE RECHARGED IN ONE ABSOLUTELY HIDEOUSLY OUTRAGEOUS AND WILL BE AVAIL HOUR *OBS DEMONSTRATED THE hUNIQUEv SCROLL WHEEL AND ABLE TO THE TWO PEOPLE WHO BUY THEM AT THAT PRICE ON HOW THE I0OD AUTOMATICALLY SYNCHRONIZES ITSELF WITH .OVEMBER v SAID THE -AC3LASH WEBSITE IN A NEWS I4UNES JUKEBOX SOFTWARE h)SNT THIS COOL v ENTHUSED PIECE REPORTING THE I0ODS INTRODUCTION EARLIER THAT DAY *OBS SHOWING HOW THE I0OD AUTOMATICALLY DOWN /N THE SITES FORUMS ONE POSTER WROTE h!PPLE HAS LOADS NEW SONGS WHEN PLUGGED INTO A COMPUTER h)TS INTRODUCED A PRODUCT THATS NEITHER REVOLUTIONARY NOR
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/7 -Ê Ê- "UT FOUR YEARS LATER 3TEVE *OBS HAS BEEN PROVEN RIGHT (IS HYPERBOLE WAS JUSTIlED 4HE I0OD IS A BREAKTHROUGH DEVICEA TECHNOLOGY THAT THANKS TO ITS SIZE EASE OF USE AND ABILITY TO STORE A LIFETIMES WORTH OF MUSIC IS TRANSFORMING THE MUSIC INDUSTRY !S OF !PRIL !PPLE HAD SOLD MORE THAN MILLION I0ODS "Y COMPARI SON 3ONY SOLD ONLY MILLION 7ALKMANS IN ITS lRST THREE YEARS 4HE I0OD COM MANDS AN ASTONISHING PERCENT OF THE MARKET FOR HARD DRIVE PLAYERS ACCORD ING TO SALES AND MARKETING INFORMATION COMPANY THE .0$ 'ROUP 3OME ANALYSTS EXPECT THE MARKET FOR DIGITAL MUSIC PLAY ERS TO GROW EXPONENTIALLY IN THE NEXT FEW YEARS FROM ABOUT MILLION UNITS IN TO MILLION UNITS IN "Y THERELL BE MILLION DIGITAL MUSIC PLAYERSONE FOR EVERY TH PERSON ON THE PLANETACCORDING TO ESTIMATES PUBLISHED BY "USINESS MAGAZINE
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!ND WHILE !PPLES SHARE MUST SURELY SLIP THE MARKET WITH IT 7ERE NOT GOING TO SUE IT 7ERE NOT GOING TO FOR PORTABLE PLAYERS IS BECOMING TRULY VAST !T PRESENT IGNORE IT 7ERE GOING TO COMPETE WITH ITv !PPLE OWNS IT h4HE I0OD RANKS AS ONE OF THE GREATEST !CCORDING TO *OBS COMPETING WITH lLE SHAR CONSUMER ELECTRONICS SCORES OF ALL TIME v DECLARED "USI ING NETWORKS MEANS PROVIDING THINGS SUCH AS RELIABLE NESS ONE CLICK DOWNLOADING GOOD QUALITY SOUND AND LIBERAL )N THE LAST FOUR YEARS THE I0OD HAS CHANGED USAGE RIGHTS 0LUS BUYING SONGS FROM !PPLE IS LEGAL 4HE BIGGEST DIFFERENCE )T WORKS WITH 7INDOWS 0#S .O ONE IS GOING TO BE SUED BY THE 2ECORDING )NDUSTRY 4HOUGH THE I0OD HAS SOLD FAIRLY WELL SINCE ITS INCEPTION !SSOCIATION OF !MERICA FOR DOING IT h)TS GOOD KARMA v IT REALLY TOOK OFF WHEN !PPLE FULLY EMBRACED THE WORLD *OBS SAID h9OURE SUPPORTING ARTISTS 9OURE NOT STEAL OF 7INDOWS "UT THE STAMPEDE WASNT IMMEDIATE WHEN INGv h4HE !PPLE ONLINE MUSIC STORE IS GOING TO BE THE !PPLE INTRODUCED THE lRST 7INDOWS COMPATIBLE I0OD IN HOTTEST WAY WE THINK TO ACQUIRE DIGITAL MUSIC v HE TOLD *ULY 4HE REAL CHANGE OCCURRED NEARLY A YEAR LATER THE CROWD OF PRESS MUSICIANS AND EXECUTIVES FROM WHEN !PPLE ENHANCED THE WAY THE I0OD CONNECTS TO THE MUSIC AND COMPUTER INDUSTRIES #LAD AGAIN IN HIS A COMPUTER )N -AY WITH THE INTRODUCTION OF THE USUAL JEANS AND TURTLENECK AND LOOKING FASHIONABLY THIRD GENERATION I0OD !PPLE ADDED 53" CONNECTIVITY STUBBLY *OBS EXPLAINED HOW THE SERVICE STRIKES THE INSTEAD OF JUST THE STANDARD &IRE7IRE &IRE7IRE IS COM RIGHT BALANCE BETWEEN THE CONVENIENCE OF DOWNLOADING MON ON THE -AC BUT RELATIVELY RARE ON THE 0# 53" ON MUSIC OVER THE .ET AND THE NEED FOR THE INDUSTRY TO GET THE OTHER HAND IS BECOMING STANDARD ON 7INDOWS 0#S PAID 4HE SERVICE HE SAID ALLOWS !PPLE TO REFASHION ITS AND IS JUST AS FAST CONTROVERSIAL MANTRA FROM A COUPLE OF YEARS AGO h2IP !DDING 53" WAS A SUBTLE SHIFT FOR !PPLE )T MIX BURN v INTO THE MUCH MORE MUSIC INDUSTRY FRIENDLY MARKED A DEPARTURE FROM THE PRINCIPLE OF MAKING PROD h!CQUIRE MANAGE AND LISTENv UCTS PRIMARILY FOR THE -AC PLATFORM "UT IT ALSO HAD THE "UILT INTO I4UNES AND ALREADY DUBBED h"UY 4UNESv MOST DRAMATIC IMPACT ON SALES 0RIOR TO THE -AY BY WAGS THE SERVICE WAS HAILED BY MUSICIANS ANALYSTS SWITCH !PPLE HAD SOLD MILLION I0ODS "UT WITHIN THE AND EXECUTIVES AS A BREAKTHROUGH YES ANOTHER ONE IN NEXT SIX MONTHS IT HAD SOLD ANOTHER MILLION I0ODS AND ONLINE MUSIC DISTRIBUTION h)TS NOT FREE BUT ITS CENTS NEARLY MILLION MORE WERE SOLD WITHIN A YEAR )N THE A SONG PRETTY DOGGONE CLOSE *OBS SAID h4HERES NO NEXT MONTHS MILLION MORE WERE SOLD LEGAL ALTERNATIVE THATS WORTH BEANSv !PPLE HAS ALSO DIVERSIlED THE I0OD TO MATCH h)TS GREAT NEWS FOR THE WHOLE INDUSTRY v SAID $EN EVERY OUTlT AND BUDGET )T COMES IN ALL SHAPES AND NIS -UDD #%/ OF -USICMATCH WHO ATTENDED THE EVENT SIZES FROM THE DIMINUTIVE 3HUFmE TO THE MULTICOLORED h)TS THE lRST PAY MUSIC SERVICE THATS BETTER THAN ILLEGAL -INI -ORE IMPORTANT IT HITS JUST ABOUT EVERY PRICE MUSIC SERVICESv -USICMATCH PARTNERED WITH !PPLE TO POINT BETWEEN AND ENSURING THERES AN I0OD PROVIDE THE SOFTWARE FOR THE lRST 7INDOWS VERSION OF FOR EVERY POCKETBOOK THE I0OD ,IKE 0ARIS (ILTON THE BASIC WHITE I0OD IS THINNER )N /CTOBER AT THE LAUNCH OF THE 7INDOWS VERSION AND LIGHTER THAN EVER AND ITS CAPACITY HAS JUMPED DRA OF THE I4UNES STORE *OBS AGAIN CALLED ON HIS FRIENDS IN MATICALLY FROM '" TO '" AND WILL LIKELY BE OR THE MUSIC BUSINESS TO PITCH THE NEW SERVICE 0ATCHED '" BY THE TIME YOU READ THIS IN FROM $UBLIN BY VIDEOCONFERENCE 5S "ONO SAID THE 5 HAS ITS OWN I0OD AND THERE HAVE BEEN LASER NEW SERVICE WAS A hREALLY REALLY COOL THINGv h4HATS ETCHED CELEBRITY SIGNED I0ODS FROM THE LIKES OF "ECK WHY )M HERE TO KISS THE CORPORATE ASS v SAID "ONO -ADONNA AND .O $OUBT DRAWING A HUGE LAUGH AND APPLAUSE FROM THE CROWD h) DONT DO THAT FOR EVERYONEv 19Ê/1 h4HANK YOU SO MUCH v SAID *OBS SARCASTICALLY 3PEAKING FROM ,ONDON BY VIDEOCONFERENCE 0ART OF THE MAGIC OF THE I0OD IS THE 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$OWNLOADING COPYRIGHTED SONGS FROM lLE SHARING NETWORKS MAY BE ILLEGAL BUT IT SURE IS GREAT FOR BUILDING A MUSIC LIBRARY !T THEIR PEAK lLE SHARING NETWORKS SUCH AS .APSTER AND ITS SHORT LIVED SUCCESSOR !UDIO 'ALAXY WERE THE ULTIMATE IN WISH FULlLLMENT 4HINK OF A SONG ANY SONG AND IT WAS INSTANTLY AVAILABLEFOR &2%% !T TIMES IT SEEMED AS THOUGH THE WORLDS ENTIRE CATALOG OF RECORDED MUSIC WERE AVAILABLE EVEN IF IN REALITY IT WAS ONLY A PORTION OF THE MODERN 7ESTERN CANONTHE "ACKSTREET "OYS MOSTLY 4HE lLE SHARING NETWORKS ALMOST ACHIEVED WHAT HAS BEEN CALLED THE #ELESTIAL *UKEBOX A NETWORKED LIBRARY OF ALL THE MUSIC EVER RECORDED AVAILABLE INSTANTLY ANYWHERE ANY TIME4HOUGH STILL A WAYS OFF !PPLES ONLINE I4UNES STORE ASPIRES TO THIS )MAGINE ALL THE MUSIC EVER MADEFROM 'REGORIAN CHANTS TO TECHNO MADE JUST FOR A SNEAKER AD !ND EACH SONG CAN BE BOUGHT WITH A SINGLE CLICK HIGH QUALITY GUAR ANTEED 7ITH UNLIMITED VIRTUAL SHELF SPACE AN ONLINE MUSIC STORE CAN STOCK ANYTHING AND EVERYTHING )T MATTERS NOT IF A PARTICULAR TRACK SELLS A MILLION TIMES A WEEK OR ONCE IN A MILLENNIUM ! SALE IS A SALEAND REVENUE FROM THE ACCUMULATED SALES OF OBSCURE TRACKS CAN EQUAL IF NOT BETTER SALES OF THE HITS !T PRESENT THE I0OD IS A GOOD APPROXIMATION OF THE #ELESTIAL *UKEBOX )F YOUVE RIPPED ALL YOUR #$S AND DOWNLOAD NEW MUSIC YOU CAN HAVE AN ENTIRE LIFETIMES WORTH OF MUSIC ON THE I0OD 0LAYING IT CAN BE LIKE LISTENING TO AN AMAZINGLY COMPREHENSIVE PERSONAL RADIO STA TION BUT ONE THAT PLAYS ONLY THE GOOD STUFF
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,ECTURER -ICHAEL "ULL
SAYS THE I0OD IS THE PERFECT WAY TO MANAGE YOUR EXPERIENCE 3EE HIS INTERVIEW ON PAGE XX -USIC IS THE MOST POWERFUL MEDIUM FOR THOUGHT MOOD AND MOVEMENT CONTROL , /\ I0/$ ,/5.'% Ê * ® , /\ */9 /& 4%#(
.APSTER REVOLUTIONIZED MUSIC DISTRIBUTION BUT MASSIVE LIBRARIES OF DIGITAL MUSIC AND CAPACIOUS PLAYERS SUCH AS THE I0OD ARE UPENDING LISTENING HABITS THROUGH SOMETHING VERY SIMPLE BUT PROFOUND RANDOM SHUFmE 7HEN MUSIC LOVERS lRST DISCOVER THE I0OD OR SOFTWARE SUCH AS I4UNES THEY OFTEN RHAPSODIZE ABOUT THE JOYS OF RANDOMLY SHUFmING TRACKS h) HAVE SEEN THE FUTURE AND IT IS CALLED 3HUFmE v WROTE !LEX 2OSS THE .EW 9ORKERS MUSIC CRITIC AFTER HE ACQUIRED AN I0OD 3TUFFY OLD LISTENING HABITSSUCH AS PLAYING ALBUMS FROM BEGIN NING TO ENDARE BEING THROWN OUT IN FAVOR OF ALLOWING MACHINES TO CHOOSE SONGS AT RANDOM WHICH OFTEN LEADS TO UNEXPECTED AND MAGICAL JUXTAPOSITIONS OF MUSIC h4HERE IS SOMETHING THRILLING ABOUT SETTING THE PLAYER ON 3HUFmE AND LETTING IT DECIDE WHAT TO PLAY NEXT v 2OSS WROTE h4HE LITTLE MACHINE OFTEN GOES CRASHING THROUGH BARRIERS OF STYLE IN WAYS THAT CHANGE HOW ) LISTENv 2ANDOM SHUFmE IS NOTHING NEW )T lRST BECAME POPULAR AS A FEATURE OF #$ PLAYERS "UT WITH #$S SHUFmING TRACKS IS TYPICALLY LIM ITED TO THE SONGS ON A LIMITED NUMBER OF DISKS 2ANDOMLY SELECTING TRACKS REALLY COMES INTO ITS OWN WITH GIANT MUSIC COLLECTIONS LIBRARIES THAT STRETCH TO TENS OF THOUSANDS OF SONGS )N A GIANT LIBRARY RANDOM SHUFmE IS A GOOD WAYSOMETIMES THE ONLY WAYTO PLAY MUSIC THAT WOULD OTHERWISE GO UNHEARD 7ITH THE EXPLOSIVE GROWTH OF lLE SHAR ING AND #$ RIPPING SUPER SIZED PERSONAL MUSIC LIBRARIES ARENT EVEN THE EXCEPTION BUT THE NORM $URING A DISCUSSION ON THE WEB OF WAYS TO MANAGE EVER GROWING MUSIC COLLECTIONS ONE CONTRIBUTOR NOTED HIS LIBRARY STRETCHES TO '" !NOTHER COUNTED THE NUMBER OF SONGS IN HIS LIBRARY THAT HED NEVER ACTUALLY HEARD
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,ECTURER -ICHAEL "ULL AN EXPERT ON THE SOCIAL IMPACT OF PERSONAL STEREOS SAID RANDOM SHUFmE CAN TURN LARGE MUSIC LIBRARIES INTO AN h!LADDINS CAVEv OF AURAL SURPRISES "ULL A LECTURER IN MEDIA AND CULTURE AT THE 5NIVERSITY OF 3USSEX IN THE 5NITED +INGDOM INTERVIEWED HUNDREDS OF I0OD USERS FOR A STUDY (E REPORTS ONE OF HIS INTERVIEWEES AS SAYING h) TEND TO LISTEN TO THE I0OD ON RANDOM A GREAT DEAL OF THE TIME x 7ITH A LARGE MUSIC COLLECTION IT IS VERY EASY TO FORGET SOME OF THE GEMS THAT ARE IN THERE AND RANDOM TENDS TO BRING SOME OF THOSE OUT AGAINv "ULL SAID h4HEIR MUSIC COLLECTION BECOMES A TREASURE TROVE FULL OF HIDDEN DELIGHTS WHICH THE MAGIC OF THE MACHINE THROWS UP AT THEM 3OME USERS FEEL THAT THE MACHINE INTUITIVELY UNDER STANDS THEM BY GIVING THEM JUST THE TYPE OF MUSIC THEY WANT TO LISTEN TO WHEN THEY WANT ITv !S COLUMNIST 3TEVE "OWBRICK NOTED IN 4HE 'UARDIAN h4HIS IS A RADICALLY DIF FERENT WAY OF ENCOUNTERING MUSIC AND ONE ) DONT NEED TO TELL YOU IS NOT POSSIBLE IN ANY OTHER FORMATv "ULL CONCURRED "ULL SAID RANDOM SHUFmE HAS BECOME ONE OF THE KEY COMPO NENTS OF NEW LISTENING HABITS USHERED IN BY DIGITAL MUSIC h-OST USERS SAY THEY USE RANDOM SHUFmE SOMETIMES v "ULL SAID h3OMEABOUT PERCENTUSE IT MOST OF THE TIME )TS AN IMPORTANT COMPONENT OF LISTENINGv
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!PPLE PICKED UP ON THIS PHENOMENON AND EXPLOITED IT WITH THE I0OD SHUFmE A SMALLER CHEAPER I0OD THAT DISPENSED WITH A SCREEN IN FAVOR OF ALLOWING THE PLAYER SIMPLY TO PLAY A SELECTION OF TUNES AT RAN DOM )NCREASINGLY BLOGGERS ARE CELEBRATING THE JOYS OF RANDOM SHUFmE BY POSTING LISTS OF 2ANDOM TRACKS THROWN UP BY THEIR DIGITAL JUKEBOXES AS A SEARCH OF 'OOGLE ATTESTS *AMES +ELLARIS A PROFESSOR OF MARKETING AT THE 5NIVERSITY OF #INCINNATI AND AUTHOR OF A STUDY ABOUT TUNES THAT STICK IN YOUR HEAD SAID THE APPEAL OF RANDOM SHUFmE IS LIKELY GENERATIONAL +ELLARIS JOKED THAT RANDOM SHUFmE LIKELY APPEALS TO THE -46 GENERATIONKIDS WITH SHORT ATTENTION SPANS WHO ARE LIKELY hBRAIN DAMAGEDv h4HE FEATURE SHOULD APPEAL TO VARIETY SEEKERS WITH A LOW NEED FOR CONTROL v HE SAID h2ANDOM SHUFmE IS A CONTROL FREAKS WORST NIGHTMAREv +ELLARIS SAID HE WONDERED IF RANDOM SHUFmE IS HAVING A DELETERIOUS LONG TERM EFFECT ON LISTENERS ATTENTION SPANS h0ERSONALLY AND ) BELIEVE ) SPEAK FOR MANY OLD FARTS HERE ) APPRECIATE LISTENING TO MUSIC BE IT AN OPERA OR A POP ALBUM IN THE SEQUENCE IN WHICH THE ARTIST DECIDED TO PRESENT IT v HE SAID h4EMPO RAL ORDER IS AN IMPORTANT ELEMENT OF HOW A WORK UNFOLDS DYNAMICALLY OVER TIME AN IMPORTANT FACTOR UNDERLY ING THE AESTHETIC EFFECT 2ANDOM SHUFmE PRETTY MUCH mUSHES THAT DOWN THE TOILETv "ULL NOTED THAT MOST LISTENERS USE RANDOM SHUFmE IN PARTICULAR SETTINGS OR IN CERTAIN MOODS 3OMETIMES
HE SAID PEOPLE CANT DECIDE WHAT TO LISTEN TO A PROBLEM EASILY SOLVED BY RANDOM SHUFmE !LTHOUGH PEOPLE OFTEN CREATE PLAYLISTS FOR SPE CIlC ACTIVITIES WALKING DRIVING COMMUTING WORKING OUT AND SO ON THEY ALSO ENJOY GIVING CONTROL TO THE MACHINE WHICH CAN SURPRISE AND DELIGHT WITH UNEX PECTED SELECTIONS OF TRACKS "ULL SAID 4HE PLAYER WILL SOMETIMES PUT TOGETHER COMBINATIONS THE USER WOULD NEVER HAVE DREAMED OF /NE USER INTERVIEWED BY "ULL FOR EXAMPLE SAID THE I0OD hCOLORSv ONES SURROUNDINGS AND RANDOM SHUFmE CAN SIGNIlCANTLY CHANGE ONES PER CEPTIONS OF A FAMILIAR PLACE h!S ITS ON SHUFmE ) DONT KNOW WHATS COMING UP NEXT AND IT OFTEN SURPRISES ME HOW THE SAME STREET CAN LOOK LIVELY AND BUSY AND COLORFUL ONE MOMENT AND THEN WHEN A DIFFERENT SONG STARTS IT CAN CHANGE TO A MYSTERI OUS AND UNNERVING PLACE v "ULL REPORTS THE INTERVIEWEE AS SAYING h) LIKE THE SENSATION THOUGHv "ULL SAID THE RANDOM SELECTION OF TRACKS ALLOWS THE USER TO CREATE UNIQUE PERSONAL NARRATIVES SUCH AS A PRIVATE MOVIE SOUNDTRACK OR TO BRING UP SURPRISING MEMORIES h4HERES ELEMENTS OF 4HE $ICE -AN HERE COUPLED WITH THE POWER TO LISTEN TO THINGS IN A UNIQUE WAYA SEQUENCE THAT WILL PROBABLY NEVER BE REPEATED THAT MAKES THEIR MUSIC COLLECTION EVEN MORE EXCITING AND MYSTERIOUS v HE SAID
2ANDOM SHUFmE IS AN IMPORTANT COMPONENT OF THE DIGITAL MUSIC EXPERIENCE !PPLE RECOGNIZED THIS WITH THE I0OD SHUFmE WHICH CAN SIMPLY PLAY A SELECTION OF TUNES AT RANDOM , /\ I0/$ ,/5.'%
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KNOWN AS h0ROFESSOR I0ODv FOR HIS EXPERTISE IN THE SOCIETAL IMPACT OF PERSONAL MUSIC DEVICES * /1, \ -)#(!%, "5,, "7Ê ,/® 4HE I0OD HAS TAKEN
THE PLACE OF RECORD SLEEVES OF OLD ACCORDING TO "ULL )N THE OLD DAYS RECORD COVERS PROVIDED AN AESTHETIC FOR MUSIC 7ITH DIGITAL MUSIC THE AES THETIC HAS LEFT THE RECORD AND IS NOW IN THE PLAYER THE I0OD , /\ I0/$,/5.'%
1 Ê- --" Ê7/Ê*," --",Ê*" -ICHAEL "ULL IS hTHE WORLDS LEADINGPERHAPS ONLYEXPERT ON THE SOCIAL IMPACT OF PERSONAL STEREO DEVICES v ACCORDING TO 4HE .EW 9ORK 4IMES "ULL A LECTURER IN MEDIA AND CULTURE AT THE 5NIVERSITY OF 3USSEX IN THE 5NITED +INGDOM IS THE AUTHOR OF 3OUNDING /UT THE #ITY 0ERSONAL 3TEREOS AND THE -AN AGEMENT OF %VERYDAY ,IFE "ERG 0UBLISHERS A BOOK "ULL CALLS THE hDElNITIVE TREATMENTv OF THE IMPACT OF THE 3ONY 7ALKMAN AND ITS DESCENDANTS .OW "ULL HAS TURNED HIS ATTENTION TO !PPLES I0OD "ULL INTERVIEWED HUNDREDS OF I0OD OWNERS ABOUT HOW WHEN WHERE AND WHY THEY USE THE I0OD AND HOW IT INTEGRATES INTO THEIR EVERYDAY LIVES 4HE INTERVIEWS ARE THE BASIS FOR "ULLS RECENT BOOK 3OUND -OVES IPOD #ULTURE AND 5RBAN %XPERIENCE 4HE BOOK DUE TO BE PUBLISHED IN LATE EXAMINES THE IMPACT OF CELL PHONES AND CAR SOUND SYSTEMS AS WELL AS I0ODS ) INTERVIEWED "ULL FOR 7IRED .EWS JUST AFTER !PPLE RELEASED THE I0OD MINI 7)2%$ .%73 7HAT DO YOU MAKE OF THE I0OD MINI -)#(!%, "5,, 4HE I0OD MINI WILL BE POPULAR 3ALES WILL EXPAND AS THE MARKET EXPANDS )TS A REPEAT OF WHAT HAPPENED WITH THE 7ALKMAN YEARS AGO !PPLE IS OUT FRONT OF A MASSIVELY EXPANDING MARKET 4HEIR MACHINES ARE BRILLIANT IN EVERY RESPECTx !T THE MOMENT THEY CANT LOSE BUT !PPLE WILL EVENTUALLY LOSE ITS DOMI NANT MARKET SHARE 4HE COMPETITION WILL BE TOO INTENSE
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/NE OF THE INTERESTING THINGS IS THAT WITH VINYL 7. 7HAT ABOUT LISTENING HABITS (OW HAVE PER THE AESTHETIC WAS IN THE COVER OF THE RECORD 9OU HAD SONAL STEREOS CHANGED THE WAY PEOPLE ENJOY MUSIC "5,, )T GIVES PEOPLE TOTALLY PRIVATE WORLDS THE SLEEVE THE ARTWORK THE LINER NOTES 7ITH THE RISE OF DIGITAL THE AESTHETIC HAS LEFT THE OBJECTTHE RECORD "EFORE THE 7ALKMAN PEOPLE NEVER THOUGHT THAT THEY SLEEVEAND NOW THE AESTHETIC IS IN THE ARTIFACT THE COULD TAKE MUSIC WITH THEM AND CONTROL THEIR LISTENING I0OD NOT THE MUSIC 4HE AESTHETIC HAS MOVED FROM ENVIRONMENTS "UT PERSONAL STEREOS REmECT A CULTURAL THE DISC TO WHAT YOU PLAY IT ON x AND THE I0OD MINI WILL DRIFT 4HERES A LONG HISTORY OF INDIVIDUALIZED LISTENING KIDS WITH STEREOS IN THEIR BEDROOMS FOR EXAMPLE )N APPEAL TO THOSE WHO WANT AN ARTIFACT FOR STYLEx 4HE OTHER THING IS THAT THERES A LOT OF ILLEGAL THE @S PEOPLE LISTENED TO RADIOS WITH HEADPHONESx 4HE 7ALKMAN AND NOW THE I0OD IS THE PERFECT DOWNLOADING (ALF THE PEOPLE )VE TALKED TO SO FAR DOWNLOAD MUSIC ILLEGALLY 4HE INVESTMENT THEYRE MAK MOBILE ACOUSTIC ENVIRONMENT )TS BETTER THAN LISTENING ING IS GOING INTO THE ARTIFACT NOT THE MUSIC 4HE MARKET TO THE STEREO IN A CARx "UT ITS NOT JUST ABOUT CREATING A PRIVATE ACOUS IS MOVING TOWARD THE ARTIFACT NOT THE MUSIC TO lLL IT "ULL NOTED THAT A LOT OF USERS REPORTED THEY TIC ENVIRONMENT 7ALKMANS WERE USED SOMETIMES TO STORED A FEW hPERENNIAL FAVORITESv ON THEIR I0OD BUT SHARE MUSIC 7ALKMANS USED TO COME WITH TWO HEAD GENERALLY WERE CONSTANTLY SHUFmING NEW MUSIC IN AND PHONE JACKS ) THINK MUSIC HAS BECOME MORE PERSONALx &OR OUT WHICH MAY EXPLAIN WHY THEYRE RELUCTANT TO PAY THE PEOPLE ) INTERVIEWED THE MUSIC ON THEIR PORTABLE FOR SOMETHING THEY DONT hKEEPv 7. !PPLE HAS ALWAYS SAID THE I4UNES MUSIC STORE STEREOS WAS DIFFERENT FROM THE MUSIC THEY LISTENED TO WAS A LOSS LEADER A WAY TO SELL MORE I0ODS AT HOME 4HE MUSIC OFTEN REMINDED THEM OF SOMETHING "5,, 2IGHT )N TERMS OF USAGE !PPLE GOT IT INTUI NICE )T WAS VERY PERSONAL 4HEY DONT WANT OTHERS LIS TIVELY RIGHT 0EOPLE USE ;THE I0OD= AS AN ALARM CLOCK TENING TO IT AND WHEN THEY LISTEN TO IT AT NIGHT THEY LIKE THE FACT IT )T lTS IN WITH GENERAL CULTURAL TRENDSDOING CAN TURN ITSELF OFF )TS HOW PEOPLE LIKE TO USE MUSIC ) THINGS WHEN YOU WANT TO DO THEM 7ITH THE I0OD YOU DONT THINK !PPLE DID MUCH RESEARCH INTO HOW PEOPLE HAVE YOUR MUSIC WHEN YOU WANT IT )T CONTROLS YOUR WOULD USE THEIR PLAYERS BUT THEY GOT MOST OF IT RIGHT INTERACTION WITH PEOPLE AND PLACES ON YOUR TERMS 7. "UT DOES IT MAKE PEOPLE ANTISOCIAL )S MUSIC &OR EXAMPLE A LOT OF PEOPLE USE IT TO GO TO WORK FOR COMMUTING ) FOUND THAT THEY USE THE SAME MUSIC ON A LESS OF A SOCIAL EXPERIENCE THAN IT USED TO BE 4HE .EW REGULAR BASIS 4HEY WILL OFTEN PLAY THE SAME HALF DOZEN 9ORK 4IMES RAN AN ARTICLE LAST WEEK ABOUT .EW 9ORKERS TUNES FOR THREE MONTHS AND EACH PART OF THE JOURNEY USING THEIR I0ODS TO BLOCK OUT THE CITY "UT ISNT THAT THE POINT OF PERSONAL STEREOS 7HATS DIFFERENT ABOUT THE HAS ITS OWN TUNEx )T GIVES THEM CONTROL OF THE JOURNEY THE TIMING I0OD THAT WASNT TRUE OF THE 7ALKMAN "5,, 0EOPLE LIKE TO CONTROL THEIR ENVIRONMENT OF THE JOURNEY AND THE SPACE THEY ARE MOVING THROUGH )TS A GENERALIZATION BUT THE MAIN USE ;OF THE I0OD= IS AND THE I0OD IS THE PERFECT WAY TO MANAGE YOUR EXPERI CONTROL 0EOPLE LIKE TO BE IN CONTROL 4HEY ARE CONTROL ENCE -USIC IS THE MOST POWERFUL MEDIUM FOR THOUGHT LING THEIR SPACE THEIR TIME AND THEIR INTERACTION x AND MOOD AND MOVEMENT CONTROLx 4HE .EW 9ORK 4IMES THEYRE HAVING A GOOD TIME 4HAT CANT BE UNDERSTATED ASKED WHAT BECOMES OF THE PUBLIC SPACE WHEN THE PUBLIC SPACE BECOMES PRIVATIZED 7HAT ABOUT THE OTH IT GIVES THEM A LOT OF PLEASURE 3O FOR EXAMPLE MUSIC ALLOWS PEOPLE TO USE ERSTHE PERSON IN THE SUPERMARKET CHECKOUT YOU DONT THEIR EYES WHEN THEYRE LISTENING IN PUBLIC ) CALL IT NON RECOGNIZE IS THERE )T ASKS WHETHER THE PUBLIC SPACE RECIPROCAL LOOKING ,ISTENING TO MUSIC LETS YOU LOOK AT BECOMES COLDER AS THE PERSONAL SPACE BECOMES WARMER SOMEONE BUT DONT LOOK AT THEM WHEN THEY LOOK BACK THROUGH MUSIC 4HERES A LOT OF STUDIES IN THE LITERATURE THAT DEM 4HE EARPLUGS TELL THEM YOURE OTHERWISE ENGAGED )TS A ONSTRATE WITH THE URBAN SPACE THE MORE ITS INHABITED GREAT URBAN STRATEGY FOR CONTROLLING INTERACTION )TS ALSO VERY CINEMATIC 4HE MUSIC ALLOWS YOU THE SAFER YOU FEEL 9OU FEEL SAFE IF YOU CAN FEEL PEOPLE TO CONSTRUCT NARRATIVES ABOUT WHATS GOING ON /R YOU THERE BUT YOU DONT WANT TO INTERACT WITH THEM -USIC ALLOWS PEOPLE TO lND PLEASURE IN THE PLACE USE IT TO CONTROL THOUGHTS ! LOT OF PEOPLE DONT LIKE TO BE ALONE WITH THEIR THOUGHTS 4HE BEST WAY TO AVOID WHERE THEYRE EXISTING ;0ERSONAL STEREOS= MAKE THE USERS LIFE MUCH BETTER )T HELPS THEM MANAGE URBAN THAT IS TO LISTEN TO MUSIC ! LOT OF PEOPLE DONT LIKE WHERE THEYRE GOING IN LIFEx 5RBAN LIFE IS ONE OF THE REASONS THEYRE USING THE DAY )F YOU CAN DELAY THINKING ABOUT THAT UNTIL THE THESE DEVICES (OW OFTEN DO YOU TALK TO PEOPLE IN PUB LAST MINUTE x 0EOPLE DONT TAKE OFF THEIR EARPLUGS UNTIL LIC ANYWAY THE VERY LAST MINUTE UNTIL THEYRE INSIDE THE DOOR AT WORK )TS A GREAT WAY TO CONTROL MOOD AND EQUILIBRIUM
"ULL THINKS THE I0OD IS LINKED ALL THE WAY BACK TO RADIOS OF THE S JUST ANOTHER WAY TO MAKE LISTEN ING PERSONAL , /\ I0/$,/5.'%
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4ONY &ADELL SOLD !PPLE ON THE IDEA OF AN -0 PLAYER LINKED TO AN ONLINE MUSIC STORE ACCORD ING TO "EN +NAUSS WHO WORKED WITH &ADELL TO BRING THE I0OD TO LIFE h4HIS IS THE PROJECT THATS GOING TO REMOLD !PPLE AND YEARS FROM NOW ITS GOING TO BE A MUSIC BUSINESS NOT A COMPUTER BUSINESS v &ADELL PREDICTED IN EARLY , /\ $/# 3%!2,3
/NE OF THE WEIRDEST OPEN SECRETS IN 3ILICON 6ALLEY IS THAT ENGINEER 4ONY &ADELL IS THE UNACKNOWLEDGED FATHER OF THE I0OD 4HE GENERAL IMPRES SION PROMOTED BY !PPLE IS THAT #%/ 3TEVE *OBS AND !PPLES HEAD DESIGNER "RITISH BORN *ONATHAN )VES CREATED THE I0OD BETWEEN THEM 4HOUGH !PPLE HAS NEVER MADE THIS CLAIM DIRECTLY ITS A MYTH THE COM PANYS 02 DEPARTMENT IS HAPPY TO PERPETUATE )N AN EARLY PROMOTIONAL VIDEO FOR EXAMPLE )VES TALKED ABOUT THE PROCESS OF CREATING THE I0OD GIVING THE IMPRESSION HE AND HIS TEAM HAD DESIGNED IT THEMSELVES "UT THOUGH )VES AND *OBS MADE MASSIVE CONTRIBUTIONS THE I0OD APPEARS TO BE THE BRAINCHILD OF 4ONY &ADELL A YEAR OLD COMPUTER ENGINEER WITH AN IMPRESSIVE CAREER CREATING CONSUMER ELECTRONIC DEVICES ) SAY hAPPEARSv BECAUSE UNDER *OBS NO ONE AT !PPLE EXCEPT A FEW TOP EXECUTIVES IS PERMITTED TO TALK TO THE PRESS %VEN THEN CONVER SATIONS ARE STRICTLY hON MESSAGE v AND QUESTIONS ABOUT WHO DESIGNED WHAT ARE OFF LIMITS &ADELL HIMSELF IS FORBIDDEN FROM TALKING AND HAS TURNED DOWN SEVERAL REQUESTS FOR INTERVIEWS &OR SEVERAL YEARS HOWEVER &ADELL HAS BEEN TELLING HIS STORY AT CONFERENCES AND CAMPUS RECRUITING FAIRS AND LOTS OF TANTALIZING TIDBITS ARE ALSO SPREAD ACROSS THE 7EB 4AKE HIS BIO AT THE 3TRATEGIC .EWS 3ERVICE WHICH WAS LIKELY WRITTEN BY &ADELL HIMSELF h4ONY &ADELL IS x RESPONSIBLE FOR CREATING THE lRST TWO GENERA TIONS OF !PPLES NEW I0OD DIGITAL MUSIC DEVICE v THE PROlLE SAYS h!FTER RESEARCHING AND DESIGNING THE I0OD PRODUCT SOLUTION AS A CONTRACTOR IN EIGHT WEEKS HE WAS HIRED TO CREATE THE IMPLEMENTATION TEAMv &ADELL MAY NOT BE TALKING BUT OTHERS ARE INCLUDING "EN +NAUSS A FORMER SENIOR MANAGER AT 0ORTAL0LAYER THE COMPANY &ADELL APPROACHED TO HELP DEVELOP THE I0OD ! PRIVATELY HELD STARTUP 0ORTAL 0LAYER HAD COME UP WITH hREFERENCE DESIGNS v ESSENTIALLY SCHEMATICS FOR SEVERAL DIGITAL MUSIC DEVICES INCLUDING A SMALL PORTABLE PLAYER +NAUSS ACTED AS THE PRIMARY LIAISON BETWEEN !PPLE AND 0ORTAL 0LAYER DURING THE DEVICES DEVELOPMENT (E QUIT THE COMPANY IN LATE JUST BEFORE THE I0OD CAME TO MARKETA MOVE THAT EARNED HIM AN ONLINE MONIKER THE I#LOD !CCORDING TO +NAUSS THE I0OD ORIGINATED WITH A BUSINESS IDEA DREAMED UP BY &ADELL h4ONYS IDEA WAS TO TAKE AN -0 PLAYER BUILD A .APSTER MUSIC SALE SERVICE TO COMPLEMENT IT AND BUILD A COMPANY AROUND IT v +NAUSS SAID h4ONY HAD THE BUSINESS IDEAv &ADELL GRADUATED FROM THE 5NIVERSITY OF -ICHIGAN IN THE EARLY S WITH A DEGREE IN COMPUTER ENGINEERING (E WORKED AT 'ENERAL -AGIC AN !PPLE SPIN OFF AND 0HILIPS %LECTRONICS WHERE HE HELPED DEVELOP HANDHELD 0$!S (E ALSO WORKED BRIEmY AT 2EAL.ETWORKS WHEN IT WAS DEVELOPING ITS ONLINE MUSIC SERVICE 2HAPSODY ACCORDING TO THE .EW 9ORK 4IMES )N THE LATE S &ADELL QUIT 0HILIPS TO LAUNCH HIS OWN COMPANY &USE TO DEVELOP AND SELL A RANGE OF GADGETS INCLUDING A DIGITAL MUSIC PLAYER "UT &ADELL FAILED TO ATTRACT FUNDING ACCORDING TO THE 4IMES AND SO STARTED SHOPPING HIS IDEA AROUND 3ILICON 6ALLEY .O ONE INCLUDING 3ONY WAS INTERESTEDEXCEPT !PPLE
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)N &EBRUARY &ADELL STARTED WORKING AT !PPLE AS AN INDEPENDENT CONTRACTOR DESIGNING THE I0OD AND PLANNING THE COMPANYS AUDIO STRATEGY ACCORDING TO &ADELLS RESUME WHICH IS AVAILABLE ONLINE (E MUST HAVE DONE SOMETHING RIGHT 7ITHIN TWO MONTHS IN !PRIL !PPLE NAMED &ADELL THE HEAD OF ITS I0OD AND 3PECIAL 0ROJECTS GROUP )N A FEW SHORT MONTHS HIS MEMBER TEAM OF DESIGNERS PROGRAMMERS AND HARDWARE ENGI NEERS HAD ASSEMBLED THE I0OD LARGELY FROM OFF THE SHELF PARTS OR TECHNOLOGIES LICENSED FROM OTHER COMPANIES +NAUSS SAID AT ONE OF THE lRST MEETINGS WITH 0ORTAL0LAYER &ADELL DECLARED h4HIS IS THE PROJECT THATS GOING TO REMOLD !PPLE AND YEARS FROM NOW ITS GOING TO BE A MUSIC BUSINESS NOT A COMPUTER BUSINESSv h4ONY HAD AN IDEA FOR A BUSINESS PROCESS AND !PPLE IS TRANSFORMING ITSELF ON HIS WHIM AND AN IDEA HE HAD A FEW YEARS AGO v +NAUSS ADDED +NAUSS ALSO RECALLED THAT &ADELL ALWAYS DRESSED IN MATCHING CLOTHES AND ACCESSORIES AND EVERY DAY IN A DIFFERENT COLOR h/NE DAY IT WOULD BE PURPLE THE NEXT LIME GREEN v +NAUSS SAID h(IS SHIRT PANTS SHOES SOCKS CELL PHONE COVER KEY FOB EVEN THE RIMS OF HIS GLASSES EVERY SINGLE PART OF HIM WOULD BE THE SAME COLOR WHEN HE CAME IN FOR A MEETINGv /NE MIGHT WON DER IF ITS MERE COINCIDENCE THAT THE I0OD MINI COMES IN A RAINBOWS WORTH OF COLORS TOO
!N I0OD PROTOTYPE 4O PREVENT COMPETITORS SEE ING WHAT !PPLE WAS WORKING ON PROTOTYPES WERE HOUSED IN A SHOE BOXnSIZED ENCLOSURE WITH THE CONTROLS SCREEN AND JACKS ON THE OUTSIDE 4O PRE VENT !PPLE SUING US WE MADE THIS ILLUSTRATION FROM A SPY PHOTOGRAPH SNEAKED OUT OF !PPLES DESIGN LAB , /\Ê"2)!. "%(.+%
+NAUSS SAID &ADELL WAS FAMILIAR WITH 0ORTAL0LAYERS REFERENCE DESIGNS FOR A COUPLE OF -0 PLAYERS INCLUD ING ONE ABOUT THE SIZE OF A PACK OF CIGARETTES !ND THOUGH THE DESIGN WAS UNlNISHED SEVERAL PROTOTYPES HAD BEEN BUILT h)T WAS FAIRLY UGLY v +NAUSS SAID h)T LOOKED LIKE AN &- RADIO WITH A BUNCH OF BUTTONSv 4HE INTERFACE HE SAID hWAS TYPICAL OF AN INTERFACE DONE BY HARDWARE GUYSv "UT +NAUSS SAID &ADELL RECOGNIZED THE DESIGNS POTENTIAL h4ONY lGURED THE PRODUCT WAS THEREv h;0ORTAL0LAYER= WAS ATTRACTIVE TO !PPLE BECAUSE WE HAD AN OPERATING SYSTEM v SAID +NAUSS h4HAT WAS A REAL SELLING POINT FOR !PPLE 7E HAD THE SOFTWARE AND THE HARDWARE ALREADY DONE AND !PPLE WAS ON A TIGHT SCHEDULEv +NAUSS SAID THE REFERENCE DESIGN WAS ABOUT PERCENT COMPLETE WHEN !PPLE CAME CALLING &OR EXAMPLE THE PROTOTYPE WOULDNT SUPPORT PLAYLISTS LONGER THAN SONGS AT THAT POINT h-OST OF THE TIME ;!PPLE SPENT= BUILDING THE I0OD WAS SPENT lNISHING OUR PRODUCT v +NAUSS SAID !T THE TIME 0ORTAL0LAYER HAD CUSTOMERS DESIGN ING -0 PLAYERS BASED ON THE COMPANYS REFERENCE DESIGN -OST WERE !SIAN HARDWARE MANUFACTURERS +NAUSS SAID BUT ALSO INCLUDED WERE 4EAC AND )"- "IG "LUE PLANNED A SMALL BLACK -0 PLAYER BASED ON THE COMPANYS OWN MINI HARD DRIVES WHICH FEATURED A UNIQUE CIRCULAR SCREEN AND WIRELESS "LUETOOTH HEADPHONES h4HE DESIGN FOR )"- WAS A LOT SEXIER v +NAUSS SAID
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4HE ORIGINAL I0OD WAS ASSEMBLED FROM A HOST OF OFF THE SHELF PARTS A 4OSHIBA HARD DRIVE A BATTERY FROM 3ONY AND KEY CHIPS FROM 4EXAS )NSTRUMENTS AND 3HARP %VEN THE BASIC HARDWARE DESIGN WAS LICENSED FROM A SMALL 3ILICON 6ALLEY STARTUP COM PANY 0ORTAL0LAYER , /\Ê3),6!. ,)..
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"UT 0ORTAL0LAYER WENT EXCLUSIVELY WITH !PPLE h7HEN !PPLE CAME TO THE TABLE WE DROPPED ALL OUR OTHER CUSTOMERS v +NAUSS SAID &OR THE NEXT EIGHT MONTHS THE COMPANYS EMPLOYEES IN THE 5NITED 3TATES AND ENGINEERS IN )NDIA WORKED EXCLUSIVELY ON THE I0OD +NAUSS SAID !PPLE HAD A LIST OF FEATURES IT WANTED ADDED TO THE REFERENCE DESIGN !PPLES PREFERRED MUSIC FORMAT !!# AS WELL AS !UDIBLES AUDIO BOOK FORMAT AND A lVE BAND EQUALIZER !PPLE ALSO WANTED A NEW INTERFACE WHICH IT DESIGNED IN HOUSE IN ABOUT THREE MONTHS +NAUSS SAID !ND ALTHOUGH &ADELL MAY HAVE HAD THE BUSINESS PLAN !PPLE #%/ 3TEVE *OBS MOLDED THE DEVICES DESIGN AND INTERFACE h4HE INTERESTING THING ABOUT THE I0OD IS THAT SINCE IT STARTED IT HAD PERCENT OF 3TEVE *OBSS TIME v SAID +NAUSS h.OT MANY PROJECTS GET THAT (E WAS HEAVILY INVOLVED IN EVERY SINGLE ASPECT OF THE PROJECTv !T THE BEGINNING OF THE PROJECT *OBS HELD MEETINGS ABOUT THE I0OD EVERY TWO TO THREE WEEKS BUT WHEN THE lRST I0OD PROTOTYPES WERE BUILT *OBS BECAME INVOLVED DAILY h4HEYD HAVE MEETINGS AND 3TEVE WOULD BE HORRIBLY OFFENDED IF HE COULDNT GET TO THE SONG HE WANTED IN LESS THAN THREE PUSHES OF A BUTTON v +NAUSS SAID h7ED GET ORDERS @3TEVE DOESNT THINK ITS LOUD ENOUGH THE SHARPS ARENT SHARP ENOUGH OR THE MENUS NOT COMING UP FAST ENOUGH %VERY DAY THERE WERE COMMENTS FROM 3TEVE SAYING WHERE IT NEEDED TO BEv +NAUSS SAID *OBSS INmUENCE WAS SOMETIMES IDIOSYNCRATIC &OR EXAMPLE THE I0OD IS LOUDER THAN MOST -0 PLAYERS BECAUSE *OBS IS PARTLY DEAF HE SAID h4HEY DROVE THE SOUND UP SO HE COULD HEAR IT v +NAUSS SAID +NAUSS NOTED THAT THERE WERE NO DEMANDS TO ADD &AIR0LAY !PPLES COPY PROTECTION TECHNOL OGY )T WAS APPENDED LATER TO THE SECOND GENERATION I0OD TO COINCIDE WITH THE INTRODUCTION OF THE I4UNES -USIC 3TORE h4HERE WAS NO DISCUSSION OF ;DIGITAL RIGHTS MANAGEMENT= v +NAUSS SAID h4HEIR BELIEF WAS $2- WOULD HURT SALES WHEN THEY ROLLED OUT THE MUSIC STORE 4HEY SPECIlCALLY WANTED NO $2- IN THE ORIGINAL I0ODv +NAUSS SAID ALL THE I0OD PROTOTYPESAND THERE WERE SEVERALWERE SEALED TIGHTLY INSIDE A REINFORCED PLASTIC BOX ABOUT THE SIZE OF A SHOE BOX h4HEY PUT THE BUTTONS AND THE SCREEN IN CRE ATIVE LOCATIONS ALL OVER THE BOX SO PEOPLE COULDNT TELL WHAT PRODUCT WAS INSIDE IT AND HOW SMALL IT WAS v +NAUSS SAID h4HEY ALWAYS PUT THE CONTROLS IN DIFFERENT PLACESTHE SCROLL WHEEL ON THE SIDE THE SCREEN ON THE TOPTO MAKE SURE IT WASNT PREDICTABLE WHAT THE END DESIGN WAS 4HE ONLY THING ACCESSIBLE WAS THE JACKSv +NAUSS SAID THE I0OD PROJECT WAS NEARLY KILLED JUST AS IT DREW TO COMPLETION 4ESTS SHOWED THE I0OD DRAINED ITS BATTERIES EVEN WHEN POWERED DOWN h)T WOULD HAVE RUN THREE HOURS BEFORE GOING DEAD AND THAT WAS WHEN IT WAS TURNED OFF v +NAUSS SAID h4HE PRODUCTION LINES HAD ALREADY BEEN SET UP v +NAUSS SAID h4HAT WAS A TENSE PART OF THE PROJECT &OR EIGHT WEEKS THEY THOUGHT THEY HAD A THREE HOUR -0 PLAYERv +NAUSS SAID THE PROBLEM WAS EVENTUALLY lXED AND SHORTLY AFTERWARD !PPLE BOUGHT A MAJORITY STAKE IN THE COMPANY +NAUSS STAYED ON UNTIL NEAR THE END OF THE I0ODS DEVELOPMENT BUT QUIT SHORTLY BEFORE IT WAS RELEASED BECAUSE HE HAD NO CONlDENCE IT WOULD BE A SUCCESS h)T WAS PROBABLY A MISTAKE BUT THEN YOU HAVE TO GO WITH WHAT YOU THINK AT THE TIME v HE SAID +NAUSS IS NOW CONTRACTING FOR -ICROSOFT !PPLE )"- AND 0ORTAL0LAYER DID NOT RESPOND TO REQUESTS FOR COMMENT THOUGH 0ORTAL0LAYER CONlRMED +NAUSS HAD BEEN EMPLOYED AS A SENIOR MANAGER "/ \ !FTER 7IRED .EWS PUBLISHED THIS STORY IN *ULY 0ORTAL0LAYER THREATENED A LAWSUIT UNLESS THE STORY WAS TAKEN DOWN 0ORTAL0LAYER THREATENED 7IRED .EWS WITH MISAPPROPRIATION OF TRADE SECRETS AND ON THE ADVICE OF OUR LAWYERS WE IGNORED THEM 4HERE WAS A mURRY OF FAXES FOR A COUPLE OF DAYS AND THEN NOTHING "ECAUSE THE STORY WAS NO LONGER ON THE FRONT PAGE PERHAPS 0ORTAL0LAYER THOUGHT IT HAD BEEN WITHDRAWN -AYBE THE COMPANY SIMPLY DROPPED THE MATTER 7E NEVER DID lND OUT
/ Ê, 7, 4ONY &ADELL AND HIS DESIGN TEAM STARTED WORK ON THE I0OD IN THE SPRING OF )T WAS ASSEMBLED FROM BITS AND PIECES OF HARDWARE AND SOFTWARE DEVELOPED BY OTHER COMPANIESSOMETHING HIGHLY UNUSUAL FOR !PPLEBUT THE COMPANY ADDED ITS OWN MAGIC EXCELLENT INDUSTRIAL DESIGN AND A SIMPLE INTUITIVE INTERFACE !PPLE BROUGHT THE DEVICE TO MARKET IN ABOUT EIGHT MONTHS !CCORDING TO A ARTICLE IN %LECTRONICS $ESIGN #HAIN MOST OF THE INTERNAL ELECTRONICSINCLUDING THE MAIN CIRCUIT BOARDWERE DEVELOPED BY 0ORTAL0LAYER ! HARDWARE DESIGN COMPANY 0ORTAL0LAYER HAD DEVELOPED A REFERENCE DESIGN THAT COULD BE USED TO MAKE A VARIETY OF DIGITAL AUDIO PRODUCTS FROM A PORTABLE DIGITAL MUSIC PLAYER TO A FULL SIZED STEREO FOR THE LIVING ROOM 3EVERAL OF THE DEVICES COULD BE MADE FROM STANDARD READILY AVAILABLE PARTS BUT COULD ALSO BE EASILY CUSTOMIZED !PPLE REPORTEDLY CHOSE 0ORTAL0LAYER BECAUSE OF THE HIGH AUDIO QUALITY OF ITS DESIGN h#HOOSING A DEVELOPMENT PLATFORM ALLOWED !PPLE TO FOCUS ON ITS TRUE GENIUS FOR FORM FACTORS AND USER INTERFACES v WROTE REPORTER %RIC 3HERMAN -OST OF THE I0ODS OTHER COMPONENTS WERE ALSO BOUGHT OR LICENSED ON THE OPEN MARKET 4HE I0ODS SLIM RECHARGEABLE BATTERY WAS PURCHASED FROM 3ONY ITS TINY INCH HARD DRIVE FROM 4OSHIBA 4HE DRIVE IS LIKELY THE MOST EXPENSIVE COMPONENT ACCOUNTING FOR ABOUT HALF THE HARDWARE COSTS /THER KEY BITS AND PIECES WERE BOUGHT FROM 4EXAS )NSTRUMENTS 3HARP %LECTRONICS AND 7OLFSON -ICROELECTRONICS A SMALL 3COTTISH COMPANY
THAT SUPPLIED THE DIGITAL TO ANALOG CONVERTER FOR TURN ING -0 lLES INTO SOUND )T MAY SOUND LIKE ASSEMBLING ,%'/ BRICKS BUT A DEVICE OF THE I0ODS COMPLEXITY IS NOT EASILY PUT TOGETHER 4HE HARDWARE SUPPLIERS PRAISED THE FEAT THE I0OD WAS COMPACT AND LIGHT AND PRODUCED PHENOMENAL SOUND h4HE VALUE IS PUTTING IT ALL TOGETHER AND OPTIMIZ ING THE DESIGN TO EKE OUT THE BEST PERFORMANCE GET THE BEST POWER UTILIZATION THE BEST AUDIO PERFORMANCE v *ULIAN (AYES VICE PRESIDENT OF MARKETING AT 7OLFSON TOLD %LECTRONICS $ESIGN #HAIN h4HAT IS NOT A TRIVIAL TASK BY ANY MEANS 3OMETIMES ITS VERY DIFlCULT IN A COST CONSTRAINED ;SITUATION= AND SMALL FORM FACTOR TO GET THE PERFORMANCEv 4HE lRST GENERATION I0OD IS ABOUT THE SIZE OF A PACK OF CARDS AND JUST A LITTLE HEAVIER )T HAS A WHITE 0ER SPEX A TYPE OF !CRYLIC TOP WITH A SMALL SQUARE SCREEN AND A CIRCULAR hSCROLL WHEELv MOUNTED ON BALL BEARING BUSHINGS 4HE SCROLL WHEEL HAS A PUSH BUTTON IN THE MIDDLE AND TOGETHER THEY FORM THE ENTIRE INTERFACE 4HE BACK OF THE lRST I0OD IS SHINY STAINLESS STEEL )T SPORTS AN !PPLE LOGO AND OFTEN A PERSONAL INSCRIP TION !PPLE OFFERED LASER ENGRAVING FOR INITIALLY AND LATER FOR FREE 5NLIKE COMPETING PORTABLE PLAYERS THE I0OD HAS NO OPENINGS AT ALL NO BATTERY COMPARTMENTS OR SLOTS FOR EXTRA MEMORY OR OTHER PERIPHERAL ADD ONS )TS AS TIGHTLY WRAPPED AS A NUT 4O CRACK THE CASE A SCREWDRIVER OR SIMILAR TOOL HAS TO BE JIMMIED BETWEEN THE BACK METAL PLATE AND THE 0ERSPEX FRONT BEFORE CARE FULLY PRIZING THE TWO PIECES APART )NSIDE THE INTERNAL COMPONENTS ARE SANDWICHED TOGETHER COMPACTLYTHERES ALMOST NO AIR SPACE /N TOP IS THE BATTERY A mAT SILVERY PACKAGE THAT IS ALMOST AS LONG AS THE I0OD ITSELF 4HE BATTERY LIES ON TOP OF THE HARD DRIVE WHICH IS ALSO SLIM 4HE HARD DRIVE IS ATTACHED BY TAPE TO THE MAIN MOTHERBOARD "ENEATH THE MOTHERBOARD LIE THE SCROLL WHEEL AND THE SMALL SQUARE MONOCHROME SCREEN
!N 8 RAY OF THE I0OD SHOWING THE INTERNAL COMPONENTS .OTE THERES NOT A LOT OF SPACE , /\ I,/5.'%
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4HE I0ODS INTERFACE WAS INITIALLY BASED ON SOFTWARE DEVISED FOR CELL PHONES BY 0IXO ANOTHER 3ILICON 6ALLEY STARTUP !LTHOUGH !PPLE DESIGN ERS CONCEIVED OF THE I0ODS ELEGANT INTERFACETHE HIERARCHICAL SCROLLABLE MENUS OF ARTISTS SONGS AND GENRESTHE UNDERLYING NUTS AND BOLTS WERE PROVIDED BY 0IXO INCLUDING LOW LEVEL GRAPHICS MEMORY MANAGEMENT AND DATABASE FUNCTIONS ACCORDING TO THE PROGRAMMING WEBSITE OF !MIT 3INGH AN )"- RESEARCHER )N ADDITION 0IXO PROVIDED APPLICATIONS SUCH AS THE ADDRESS BOOK CALENDAR AND TO DO LIST ! SMALL PRIVATELY HELD COMPANY 0IXO WAS FOUNDED BY A FORMER !PPLE PRODUCT MANAGER 0AUL -ERCER WHO HAD ALSO WORKED ON !PPLES 0$! THE .EWTON 4HE COMPANY WAS STAFFED BY SEVERAL EX !PPLE ENGINEERS !S !PPLE DEVELOPED THE I0OD IT DISCOVERED THE SOFTWARE WAS ONE OF THE TRICKIEST PARTS !S THE LAUNCH DATE APPROACHED !PPLES INITIAL EFFORT AT AN OPERATING SYSTEM WASNT NEARLY READY ACCORDING TO REPORTS 4HANKS TO THEIR !PPLE CONTACTS 0IXO STAFFERS HEARD OF THE DILEMMA AND OFFERED TO LICENSE THEIR OPERATING SYSTEM AND APPLICA TIONS WHICH HAD BEEN ORIGINALLY DEVELOPED FOR CELL PHONES !CCORDING TO REPORTS THE LEGAL NEGOTIATIONS TOOK LONGER THAN THE ACTUAL PROGRAM MING h7E WERE ABLE TO GET SOMETHING RUNNING AND DEMONSTRATE IT IN A COUPLE OF WEEKS v -ERCER TOLD THE 3AN &RANCISCO #HRONICLE (OWEVER RELATIONS QUICKLY SOURED 7ITHIN MONTHS OF THE I0ODS LAUNCH 0IXO WAS COMPLAINING ABOUT THE MONEY IT GOT FROM !PPLE WHICH WASNT ENOUGH TO SUSTAIN THE COMPANY 4HERE WERE LAYOFFS AT 0IXO THOUGH SOME ENGINEERS WHO HAD WORKED ON THE I0OD WERE SUB SEQUENTLY HIRED BY !PPLE WHICH NOW POSITIONS ITSELF AS BEING WHOLLY RESPONSIBLE FOR DEVELOPING THE I0ODS SOFTWARE 4HE REST OF 0IXO WAS SOLD TO 3UN -ICROSYSTEMS IN *UNE 0IXOS CONTRIBUTION WAS NEVER FORMALLY ANNOUNCED !PART FROM A FEW SCATTERED REPORTS THE ONLY CLUE WAS MENTION OF THE COMPANY IN THE h!BOUT I0ODv SCREEN IN EARLY VERSIONS
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// /" Ê / Ê - Ê79Ê -Ê / Ê !PPLE IS RIGHTLY REGARDED AS ONE OF THE BEST MARKETED COMPANIES IN THE WORLD )TS BRAND IS ICONIC AND ITS ADVERTISING IS FREQUENTLY AWARDED IMITATED AND PARODIED "UT FOR THE I0OD THE MOST POWERFUL ADVERTIS ING CAME FROM UNPRECEDENTED WORD OF MOUTH TONS OF MEDIA AND THE LUCKY ACCIDENT OF USING WHITE EARBUDS !PPLE HAS SPENT RELATIVELY LITTLE MONEY TO PROMOTE THE I0OD ! BIG NATIONWIDE MARKETING CAMPAIGN CAN COST MILLION A YEAR OR MORE BUT !PPLE SPENT ONLY MILLION TO LAUNCH THE I0OD IN AND ABOUT MILLION IN ACCORDING TO ESTIMATES BY AD TRACKING lRM 4.3 -EDIA )NTELLIGENCE -OST OF THAT MONEY WAS SPENT ON THE AWARD WINNING SILHOUETTE DANCER 46 CAMPAIGN 4HE 46 ADS DID THEIR PART BUT THE I0OD WAS LARGELY ADVERTISED BY EXTENSIVE WORD OF MOUTH h4HE PRODUCT WAS WELL MARKETED BECAUSE !PPLE DID NOT OVER MARKET IT ESPECIALLY WHEN IT BECAME A RUNAWAY SUCCESS v SAID $OUGLAS !TKIN A .EW 9ORK AD MAN AND AUTHOR OF 4HE #ULTING OF "RANDS 0ORTFO LIO h4HEY STEPPED BACK AND LET THE CONSUMERS AND THE MEDIA TAKE OVERMUCH MORE CREDIBLE MARKETERSv &EW PRODUCTS HAVE CAUGHT THE PUBLICS ATTENTION IN THE SAME WAY AS THE I0OD .EW USERS DONT JUST LIKE THEIR I0ODS RATHER THEY BECOME ENTHUSIASTIC EVANGELISTS TELLING EVERYONE AT EVERY OPPOR TUNITY THE JOYS OF THE DEVICE 7HATS ON THEIR I0OD IS A FAVORITE TOPIC AMONG BLOGGERS AND SEVERAL PEOPLE HAVE MADE THEIR OWN HOMEBREW I0OD ADS IN HOMAGE TO THE MACHINE 4HE MEDIA HAS ALSO BECOME I0OD OBSESSED 4HE .EW 9ORK 4IMES FOR INSTANCE DOESNT LET A WEEK PASS BY WITHOUT AT LEAST A COUPLE OF I0OD
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$ESPITE GIANT I0OD BILLBOARDS THE
WORLD OVERTHESE ARE IN !MSTERDAMEXPERTS SAY THE I0OD WASNT OVERMARKETED
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309-!# "7® 4HE WHITE EARBUDS WERE A LUCKY
MARKETING ACCIDENT !PPLE MADE THE EARBUDS WHITE TO KEEP THEM CONSISTENT WITH THE PLAYER BUT THEY ALSO SERVED TO ADVERTISE THE PLAYER EVEN WHEN IT WAS HIDDEN IN A BAG OR POCKET , /\ I,/5.'%
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STORIES 4HE I0OD HAS MADE THE COVER OF MOST MAJOR MAGAZINES AND NEWSPAPERS AND SEVERAL PUBLICATIONS RUN REGULAR PIECES ON CELEBRITIES I0OD PLAYLISTS )TS BEEN FEATURED ON /PRAH 7INFREYS 46 SHOW AND HIGH LIGHTED IN SEVERAL MUSIC VIDEOS AND MOVIES !ND THEN THERES THE LUCKY ACCIDENT OF THE WHITE EARBUDS /N THE STREET THE DISTINCTIVE EARBUDS SERVE TO ADVERTISE THE PLAYER HIDDEN IN THE WEARERS POCKET h4HE WHITE EARPLUGS ARE A SORT OF -ASONIC HANDSHAKE TO OTHER USERS THAT THEYVE GOT THE @RIGHT -0 PLAYERA SUBTLE SHARED CODE v SAID !TKIN h)TS IMMEDIATELY OBVI OUS THAT ITS NOT A 3ONY OR ANY OF THE OTHER PEDESTRIAN BRANDSv #OLORING THE EARBUDS WHITE SEEMS LIKE A STROKE OF MARKETING GENIUS BUT IT APPEARS TO HAVE STEMMED FROM A DECISION SIMPLY TO KEEP THE COLOR CONSISTENT WITH THE REST OF THE DEVICE @@) REMEMBER THERE WAS A DISCUSSION @(EADPHONES CANT BE WHITE HEADPHONES ARE BLACK OR DARK GRAY !PPLES HEAD DESIGNER *ONATHAN )VES TOLD THE .EW 9ORK 4IMES !CCORDING TO THE 4IMES h5NI FORM WHITENESS SEEMED TOO IMPORTANT TO THE PRODUCT TO BREAK THE PATTERN AND INDEED THE WHITE HEADPHONES HAVE BECOME A KIND OF SECONDARY UNPLANNED ICON )NDEED THEY ARE ICONIC 4O $OUG (OLT AN /XFORD 5NIVERSITY MARKETING PROFESSOR AND AUTHOR OF (OW "RANDS "ECOME )CONS (ARVARD "USINESS 3CHOOL 0RESS THE I0ODS SUCCESS IS DUE TO FORTUITOUS DESIGN DECISIONS LIKE THAT h4HIS IS PRIMARILY A DESIGN STORY INCLUDING THE BUDS v HE SAID "6 ®Ê !DVERTISING THE I0OD AT
THE 'ARE -ONTPARNASSE IN 0ARIS &RANCE
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4HE MEDIA HAS
BECOME I0OD OBSESSED 4HE I0OD IS A REGULAR lXTURE IN MAGAZINES NEWSPAPERS AND 46 SHOWS
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(IGH SCHOOL TEACHER 'EORGE -ASTERSS ANIMATED AD FOR !PPLES I0OD MINI HAS hGONE VIRALv &REE OF PARODY OR POLITICAL COMMENTARY THE SPOT IS ONE OF THE lRST STRAIGHT UP PRODUCT ADS ON THE .ET , /\ #/524%39 /& '%/2'% -!34%23
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" , 7Ê*" Ê )N SCHOOL TEACHER 'EORGE -ASTERS HAD THE MAR KETING WORLD ABUZZ WITH A HOMEMADE I0OD AD THAT RAPIDLY WENT hVIRALv -ASTERSS SECOND ANIMATED AD FEATURES mYING I0ODS PULSING HEARTS AND SWIRLING @S PSYCHEDELIA )TS SET TO THE BEAT OF h4INY -ACHINEv BY @S POP BAND THE $ARLING "UDS -ASTERS QUIETLY POSTED THE SPOT TO HIS PERSONAL WEBSITE IN .OVEMBER )T RECEIVED MODERATE TRAFlC UNTIL IT WAS PICKED UP BY SEVERAL BLOGS )N A MATTER OF DAYS THE AD HAD BEEN WATCHED MORE THAN TIMES AND WAS MAKING THE ROUNDS ON BLOGS AND EMAIL 4HE AD CAUGHT THE ATTENTION OF MARKETERS WHO PRAISED ITS PROFESSIONAL PRODUCTION VALUES AND PROCLAIMED IT ONE OF THE lRST hPUREv ADVERTISEMENTS SEEN ON THE )NTERNET 4HOUGH HOMEMADE ADS ARE NOTHING NEW MOST ARE PAR ODIES PROTESTS OR POLITICAL COMMENTARIES -ASTERSS IS PURE ADVERTISINGITS PURPOSE IS TO PROMOTE THE I0OD AND NOTHING MORE 4O SOME EXPERTS -ASTERSS AD HERALDED THE FUTURE OF ADVERTISING (OMEMADE ADS COULD PLAY A BIG PART IN MARKETING JUST LIKE BLOGGING IS SHAKING UP THE NEWS 'ARY 3TEIN AN ONLINE ADVERTISING ANALYST WITH *UPITER 2ESEARCH SAID HE WAS STRUCK BY THE QUALITY OF -ASTERSS AD AND ITS MARKETING SAVVY h)T SHOWS GREAT ADVERTISING PRINCIPLES v 3TEIN SAID h(ES COMPUTER LITERATE BUT HES ALSO LITERATE IN THE LANGUAGE OF ADVERTISINGx 9OU COULD TAKE THIS THING AND PUT IT ON -46 THIS AFTERNOON )TS NOT ONLY GOOD ITS GOOD ADVERTISING 0EOPLE GO TO COLLEGE TO LEARN THIS (E JUST GETS ITv 3TEIN SAID -ASTERSS AD IS THE lRST hSTRAIGHT UPv CONSUMER PRODUCED SPOT OF WHICH HES AWARE 3TEIN SAID HES SEEN SPEC ADS FROM AGENCIES MADE TO ATTRACT CLIENTS AND VIRAL ADS CREATED BY PROS DIS GUISED TO LOOK GRASSROOTS BUT HE HAD NOT SEEN A 46 SPOT CREATED BY A FAN 4HOUGH -ASTERSS AD LOOKS LIKE IT WAS DONE BY A PRO HE IS ACTUALLY A YEAR OLD HIGH SCHOOL TEACHER FROM /RANGE #OUNTY #ALIFORNIA (E CREATED THE SPOT IN HIS SPARE TIME 7ORKING A COUPLE OF HOURS AT A STRETCH THE AD TOOK lVE MONTHS TO MAKE )TIS PART HOM AGE TO !PPLE AND THE I0OD AND PART PORTFOLIO BUILDER BUT MOSTLY -ASTERS SAID HE JUST MADE IT FOR PRACTICE h) DID IT FOR FUN v HE SAID h) LOVE MOTION GRAPHICS ) LIKE CREAT ING VISUALSv
-ASTERS SAID HE WAS INSPIRED TO MAKE THE AD WHILE LISTENING TO THE $ARLING "UDS SONG 4HE TITLE h4INY -ACHINE v REMINDED HIM OF THE I0OD THE ADS STYLE WAS INSPIRED BY POP VIDEOS FROM THE @S SHOWN ON CABLE MUSIC CHANNEL 6( (E POSTED THE AD HE SAID FOR COMMENTS AND SUGGESTIONS !ND IF ANYONE WANTS TO HIRE HIM HELL CONSIDER ALL OFFERS h)M PRETTY MUCH WORKING IN A VACUUM HERE v HE SAID h9OU THINK @)S THIS GOOD 4HATS WHY ) PUT THIS STUFF OUT THERE TO GET SOME FEEDBACKv (ES RECEIVED A LOT OF NICE COMMENTS AND SOME CRITICISM WHICH HE WELCOMES h4HE CRITICAL COM MENTS ARE THE MOST HELPFUL v HE SAID h4HEY HELP THE REVIEW PROCESSv -ASTERS SAID HES QUITE AWARE THE AD IS NOTHING LIKE !PPLES CAMPAIGNS FEATURING SILHOUETTE DANCERS h)TS OFF BRAND BUT THATS THE POINT v HE SAID h4HATS THE FUN OF BEING ONE GUY 9OURE NOT LIMITED BY A STYLE GUIDE OR A CREATIVE DIRECTOR 9OU CAN BRANCH OUT AND THINK DIFFERENTv 3TEVE 2UBEL A VICE PRESIDENT AT .EW 9ORK 02 AGENCY #OOPER+ATZ AND AUTHOR OF THE -ICRO 0ERSUASION WEBLOG SAID EVANGELISTIC CUSTOMERS SUCH AS -ASTERS WILL PLAY AN INCREASING ROLE IN MARKETING FOR COMPA NIES h)TS A SIGN THAT CONSUMERS WANT TO HAVE A ROLE IN PROMOTING A PRODUCT THEY LOVE v HE SAID h4HERES A REAL TREND TOWARD CONSUMER GENERATED MEDIA 0EOPLE ARE CREATING NEWS THEYRE BLOGGING 0EOPLE WILL CREATE MARKETING AS WELL 4HIS GUY IS A GREAT EXAMPLEv !NOTHER EXAMPLE 2UBEL CITED IS THE ONGOING 3PREAD &IREFOX CAMPAIGN A COLLECTIVE PROMOTION OF -OZILLAS WEB BROWSER THAT INCLUDED RAISING MONEY TO BUY A BIG AD SPREAD IN THE .EW 9ORK 4IMES -OZILLA HOWEVER WAS FOUNDED ON THE MODEL OF OPEN SOURCE SOFTWARE WHICH ENCOURAGES THE COMPUTER PROGRAM MING COMMUNITY TO CONTRIBUTE AND COLLABORATE ON SOFTWARE DEVELOPMENT 3O -OZILLA IS NO STRANGER TO GROWING ITSELF VIA GRASSROOTS COMMUNICATION 3TORIES ABOUT CUSTOMER EVANGELISM ABOUND AND WORD OF MOUTH OR hBUZZv MARKETING IS SEEN AS AN IMPOR TANT AND GROWING PART OF ADVERTISING "UT 46 SPOTS ARE NEW TERRITORY h)TS CUSTOMER EVANGELISM v 2UBEL SAID h)TS NOT GOING TO HAPPEN FOR EVERY COMPANY ONLY THOSE WITH A PASSION 4HE -AC PLATFORM AND THE I0OD HAVE CREATED A CORE FOLLOWING A CUSTOMER PASSION 0EOPLE
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WANT TO SPREAD THE LOVEv (E ADDED h) HOPE ;-ASTERS= GETS A JOB IN !PPLES MARKETING DEPARTMENT (E CERTAINLY DESERVES IT "UT )M SURPRISED !PPLE HASNT SHUT IT DOWN 4HEY CAN BE VERY PERSNICKETY ABOUT THEIR BRAND AND TRADEMARKSv -ASTERS IS NOT THE ONLY PERSON TO MAKE FREE MARKETING MATERIALS FOR !PPLE 'LOBAL -ECHANIC A #ANADIAN MULTIMEDIA PRODUCTION COMPANY MADE AN I0OD 46 AD ON SPEC AND DESIGNER $ANIEL /EFlNGER CRAFTED ONE FOR A CLASS AT THE 3AVANNAH #OLLEGE OF !RT AND $ESIGN ,IKE -ASTERSS AD /EFlNGERS SPOT FEATURED SWIRLING I0ODS AND PULSING HEARTS h!PPLES BRAND DElNITELY EVOKES THESE IMAGES AND ) THINK ITS COOL THAT 'EORGE TAPPED INTO THEM IN A COMPLETELY DIFFERENT WAY v SAID /EFlNGER
$ESIGNER $ANIEL /EFlNGER ALSO CRAFTED AN I0OD FOR A COLLEGE CLASS ,IKE -ASTERSS AD /EF lNGERS SPOT FEATURED SWIRLING I0ODS AND PULSING HEARTS h!PPLES BRAND DElNITELY EVOKES THESE IMAGES v /EFlNGER SAID
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3TILLS FROM 'EORGE -ASTERSS HOMEBREW I0OD AD WHICH FEA TURES mYING I0ODS PULSING HEARTS AND SWIRLING @S PSYCHEDELIA
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-AC3KINZ
COMMIS
SIONED DOZENS OF WELL KNOWN ARTISTS AND ILLUSTRATORS TO DESIGN LIMITED EDITION STICK ON I0OD hSKINZv , /\ -!#3+).:
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* ®Ê )LLUSTRATOR $AVE *OHNSON
AKA $EVILPIG DESIGNED THIS I0OD STICK ON hSKINv FEATURING A WEINER RIDING DOMINATRIX , /\ $!6% */(.3/.-!#3+).:
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HIS FRIEND $AVE 3CHROEDER A WEB DEVELOPER WHO LIVES IN 6IRGINIA h)TS FAR EXCEEDED OUR EXPECTATIONS v .OT ONLY ARE I0OD USERS MAKING THEIR OWN ADS FOR !PPLE SAID -UOIO h7ERE GETTING SOME AMAZING FEEDBACK #OMPUTER THEYRE TURNING THEMSELVES INTO ADS FOR 4HERES BEEN AN ABSOLUTELY ECSTATIC RESPONSEv 4HE PAIR !PPLE !N INDEPENDENT WEB BASED SERVICE I0OD -Y GOT THE IDEA AFTER NOTICING ALL THE I0OD PARODIES ON THE 0HOTO TRANSFORMS ANY DIGITAL PHOTO INTO A SIGNATURE 7EB /NE SUGGESTED THE SILHOUETTE STYLE WOULD MAKE I0OD SILHOUETTE STYLE AD #USTOMERS UPLOAD A DIGITAL FOR INTERESTING HOLIDAY CARDS AND A BUSINESS IDEA WAS SNAP CHOOSE A BACKGROUND COLOR AND PAY )N ABOUT lVE BORN ! FEW WEEKS LATER THEY WERE OFFERING THE SERVICE DAYS THEY GET BACK THE hI0ODIlEDv IMAGE WHICH ALMOST OVER THE 7EB USING CONTRACT 0HOTOSHOP ARTISTSMOSTLY ALWAYS INCLUDES A WHITE I0OD AND EARBUD WIRES ADDED DESIGN STUDENTS IN #ANADA WHERE NONE APPEARED BEFORE 4HE SERVICE HAS PROVEN h4HE DEMAND IS PRETTY OVERWHELMING v SAID WILDLY SUCCESSFUL ! WEEK AFTER LAUNCH THE SITE RECEIVED $IEGO -ACLEAN I0OD -Y 0HOTOS LEAD DESIGNER h)VE ORDERS FOR ABOUT I0ODIlED IMAGES h)TS MOSTLY PETS GOT TWO ASSOCIATES HERE IN 6ANCOUVER THAT ARE I0ODIFY A LOT OF CHILDREN AND TONS OF MARRIED COUPLES v SAID I0OD ING AS WELL 7ERE PUTTING IN LONG HOURS BUT THE VARIETY -Y 0HOTO COFOUNDER +EVIN -UOIO h4HERES LOTS OF NEW OF PHOTOS WE RECEIVE x KEEPS IT FUNv BABIES TOO 3TRAIGHT OUT OF THE WOMBBANG THEYVE -UOIO SAID ORDERS ARE COMING FROM ALL OVER THE GOT AN I0OD ON THEMv WORLD MAINLY THE 5NITED 3TATES THE 5NITED +INGDOM 4HE I0OD -Y 0HOTO SERVICE IS THE BRAINCHILD OF AND *APAN h7HY ARE PEOPLE DOING THIS v HE ASKED -UOIO A YEAR OLD SALESMAN FROM 2HODE )SLAND AND h4HE I0OD IS A FRIGGIN PHENOMENON )TS BECOMING AN
0ETS ARE A POPULAR SUBJECT FOR I0OD -Y 0HOTOS I0OD STYLE SIL HOUETTE ADS , /\Ê #/524%39 /& I0/$-90(/4/#/-
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ICON )TS LIKE +LEENEXEVERY -0 PLAYER WILL BE CALLED AN I0OD )TS AMAZING AND EXCIT ING )TS WHATS HOT RIGHT NOWv #USTOMERS ARE USING THE IMAGES FOR HOLIDAY CARDS GIFT TAGS AND LOTS OF 4 SHIRTS -UOIO SAID 4HEYVE RECEIVED PLENTY OF WEDDING PHOTOS SENT BY FRIENDS WANTING AN UNUSUAL HOLIDAY GIFT FOR THE COUPLE IN THE PICTURE h)TS A VERY CREATIVE IDEA FROM THIS LITTLE COMPANY v SAID *ACKIE (UBA CO AUTHOR OF #REATING #USTOMER %VANGELISTS $EARBORN 4RADE AND THE #HURCH OF THE #US TOMER WEBSITE (UBA SAID THE TESTIMONIALS ON THE SITE INDICATE THAT SOME CUSTOMERS WANT THE IMAGE TO ACCOMPANY AN I0OD GIFT /THERS USE THE IMAGE TO DEMONSTRATE THEIR LOVE OF THE PRODUCT OR TO MAKE A CONNECTION WITH OTHER I0OD FANS h4HE TYPE OF PEOPLE WHO WOULD USE THIS SERVICE ARE MOSTLY I0OD CUSTOMER EVANGELISTS WHO ARE ATTRACTED TO WAYS TO SHOWCASE THEIR LOVE FOR A PRODUCT THAT HAS CHANGED THEIR LIFE v SHE SAID h)F PEOPLE ARE PASSIONATE ABOUT A PRODUCT THEY CANT GET ENOUGH OF THINGS THAT ARE PERIPHERAL TO THAT PRODUCT v SHE ADDED h-UCH LIKE TEENAGERS WHO LOVE A MOVIE THEY BUY A POSTER THE ACTION lGURES AND SOUNDTRACK AND JOIN THE MOVIES WEBSITE BULLETIN BOARDv 4HE ENTREPRENEURS ARE DELIGHTED WITH THE PUBLICS RESPONSE BUT ARE A LITTLE WORRIED ABOUT !PPLES REACTION h7E HOPE !PPLE WILL BE COOL AND SEE THIS AS AN EXTENSION OF ER THE POWER OF THE I0OD AND NOT SOMEONE TRYING TO MAKE A BUCK ON THEIR BRAND v -UOIO SAID -UOIO SAID THE ONLY COMPLAINTS HES RECEIVED ARE FROM DESIGNERS WHO THINK IS TOO MUCH FOR AN OPERATION ANYONE WITH IMAGE EDITING SOFTWARE CAN PERFORM h)F YOU WORK IN DESIGN ITS REALLY FRIGGIN EASY v -UOIO ADMIT TED h"UT ASK SOMEONE WHO IS OVER TO DO IT AND ITS NOT EASY )TS NOT EASY UNLESS YOUVE GOT THE SKILLSv
I0OD -Y 0HOTO WILL EVEN ADD WHITE I0ODS AND EARBUD WIRES WHERE NONE WERE BEFORE , /\ #/52 4%39 /& I0/$-90(/4/#/-
#USTOMERS UPLOAD A DIGITAL SNAP CHOOSE A BACKGROUND COLOR AND PAY &IVE DAYS LATER A CUSTOM HANDMADE I0OD AD IS E MAILED BACK , /\Ê #/524%39 /& I0/$-90(/4/#/-
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4HE SERVICE IS POPULAR WITH FAMILIES LOOKING FOR AN UNUSUAL HOLIDAY CARD MOTIF -OM DAD AND TWO KIDS MAKE THE PERFECT I0OD FAMILY
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4HE I0OD HAS ALSO RECEIVED A BIG BOOST FROM CELEBRITIES 3CADS OF STARS HAVE BEEN PICTURED IN THE TABLOIDS WITH THEIR LIT TLE WHITE MUSIC PLAYERS FROM SOCCER STAR $AVID "ECKHAM %UROPES MOST FAMOUS ATHLETE TO 3HAQUILLE /.EAL !MERICAS MOST FAMOUS ATHLETE !PPLE HAS ALSO ISSUED SEVERAL CELEBRITY ENDORSED SPECIAL EDITION I0ODS )N ADDITION TO THE 5 I0OD WHICH IS A SPECIAL BLACK I0OD WITH THE BAND MEMBERS SIGNATURES ON THE BACK THE I0OD HAS COME IN LIMITED EDITIONS FROM SKATEBOARDER 4ONY (AWK AND POP STARS -ADONNA "ECK AND .O $OUBT
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SOCCER STAR $AVID "ECKHAM TRAINS WITH HIS I0OD MINI 4HIS KIND OF ENDORSEMENT IS WORTH MILLIONS
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!T THE -4 6 6IDEO -USIC !WARDS HIP HOP SUPERSTAR 3EAN h0 $IDDYv #OMBS WAS PRESENTED WITH A DIAMOND ENCRUSTED I0OD BY (EWLETT 0ACKARD #OMBSS I0OD IS COVERED IN MORE THAN DIAMONDS HE ALSO RECEIVED A MATCHING DIAMOND COVERED DOCKING CRADLE , /\ /. 4(% 3#%.% 02/$5#4)/.3
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4HE I0OD MAKES ITS PRESENCE FELT ELSEWHERE IN ,AGERFELDS COLLECTION TOO 4HERE ARE A SILVER I0OD #ELEBRITIES NOT ONLY HAVE ENDORSED THE I0OD THEY ALSO CARRYING CASE AND SEVERAL ITEMS FEATURING A CIRCULAR COLLECT THEM AVIDLY +ING OF THE I0OD FANATICS IS FASHION MOTIF A REFERENCE PERHAPS TO THE I0ODS SCROLL WHEEL DESIGNER +ARL ,AGERFELD WHOSE I0OD COLLECTION NUM ,AGERFELD ALSO DESIGNED A LARGE SILVER RING CALLED THE BERED AT LAST COUNT 4HATS RIGHT I0ODSh) HAVE $ISK A CIRCULAR PURSE IN SEMI TRANSLUCENT LEATHER AND SOME WHITE ONES BUT LOTS OF METALLIC PINKS BLUES ) HAD THE #OMPILATION A GOLD PURSE WITH A CIRCULAR CLASP EVERY SINGLE #$ ) HAVE DOWNLOADED ;ONTO THEM= ) ENJOY h,AGERFELDS PASSION FOR THE MUSICAL MIX HAS OBVI GADGETS v ,AGERFELD TOLD THE 5+S $AILY 4ELEGRAPH IN OUSLY INFUSED THE ENTIRE &ENDI STUDIO v "OWLES WROTE OF $ECEMBER WHICH TOTALED THEM UP THE COLLECTION ,AGERFELD IS SO TAKEN WITH THE I0OD HE ,AGERFELD HAS CONVERTED OFTEN STEERS INTERVIEWS TOWARD HIS COLLECTION OF COMPACT TALK OF !PPLES TECHNOLOGY AT DISCS TO A UNIQUE I0OD STORAGE LEAST THATS THE RUNNING JOKE ON SYSTEM ACCORDING TO A REPORT IN &RENCH WEBSITES SUCH AS -AC"I 7OMENS 7EAR $AILY ,AGERFELD DOUILLE "UT ALTHOUGH ,AGERFELD KEEPS MOST OF THE I0ODS SCAT MAY HAVE USE FOR A GIANT GILDED TERED AROUND HIS VARIOUS HOMES I0OD SUITCASE IT IS UNCLEAR WHY WHICH IN TURN ARE SCATTERED HE FEELS &ENDI CUSTOMERS NEED AROUND THE GLOBE h4HE I0OD COM OR WANT A GIANT CARRYING CASE FOR PLETELY CHANGED THE WAY PEOPLE MULTIPLE MUSIC PLAYERS 5NFOR APPROACH MUSIC v ,AGERFELD TOLD TUNATELY &ENDI IN 2OME DID NOT 77$ 4HE REPORT CONTINUES RESPOND TO REPEATED REQUESTS FOR h4HE TECHNOLOGY ALSO INSPIRED MORE INFORMATION OR AN INTERVIEW HIM TO CREATE I0OD CARRYING CASES WITH ,AGERFELD FOR &ENDI AND HE ALLOWED THAT &ENDI IS NOT THE ONLY FASH ;THE I0ODS= SHAPE AND MATERIALS ION HOUSE TO INTRODUCE EXPENSIVE COULD ALSO BE INSPIRING FOR FASH AND LUXURIOUS I0OD ACCESSORIES ION IN GENERALv -OST OF THE MAJOR INTERNATIONAL 4HE I0ODS INmUENCE CAN DESIGN HOUSES SELL I0OD CASES INDEED BE SEEN THROUGHOUT ,AGER INCLUDING 0UCCI $IOR #HANEL AND FELDS COLLECTION FOR &ENDI #OACH 4HE FAMOUS #OLETTE BOU WHICH INCLUDES THE ULTIMATE I0OD &ENDIS *UKE "OX IS A CARRYING CASE FOR TIQUE IN 0ARIS SELLS SEVERAL STYLES ACCESSORY A CARRYING CASE TRANSPORTING UP TO A DOZEN I0ODS $ESIGNER +ARL TOO 'UCCIS I0OD 3LING IS A FOR TRANSPORTING MULTIPLE I0ODS ,AGERFELD MODELED IT ON HIS OWN I0OD CASE WHICH CARRYING CASE WITH LEATHER TRIM CALLED THE *UKE "OX 4HE CARRYING HE USES TO TRANSPORT HIS COLLECTION OF I0ODS AND SILVER CLASPS !NYA (IND CASE UNVEILED AT A CATWALK SHOW MARCHS BESPOKE %BURY HANDBAG IN -ILAN IS A RECTANGULAR GILDED A HOT ITEM IN SOCIETY CIRCLES HAS A PURSE ABOUT THE SIZE OF A BREAD SPECIAL COMPARTMENT JUST FOR THE I0OD h4HE SAME CON BIN )T IS LINED WITH MULTICOLORED CLOTH AND INCORPORATES SUMER WHO BUYS AN I0OD BUYS LUXURY GOODS v &LORIANE A POCKET FOR HOLDING UP TO A DOZEN I0ODS 4HE *UKE "OX DE 3AINT 0IERRE A 0ARISIAN FASHION INDUSTRY HEADHUNTER IS MODELED AFTER ,AGERFELDS OWN I0OD CARRYING CASE TOLD THE )NTERNATIONAL (ERALD 4RIBUNE AN ANTIQUE LEATHER CASE hMONOGRAMMED FOR SOME *AZZ h)TS A HOT GADGET RIGHT NOW AND THESE DESIGNERS !GE ARISTOCRAT v ACCORDING TO A DESCRIPTION BY (AMISH DONT WANT TO MISS THE BOAT v SAID *ANET /ZZARD EXECU "OWLES 6OGUES %UROPEAN EDITOR AT LARGE TIVE EDITOR OF 3TYLECOM THE ONLINE HOME OF 6OGUE AND ,AGERFELD USES THE ANTIQUE LEATHER CASE TO STOW 7 /ZZARD SAID SHE SAW THE SAME THING WITH CELL PHONES HIS MULTIPLE I0ODS 7HEN HE TALKED TO "OWLES ,AGER !S THE GADGETS GREW UBIQUITOUS DESIGNERS QUICKLY FELDS COLLECTION OF I0ODS NUMBERED A MERE DOZEN TURNED OUT EXPENSIVE AND LUXURIOUS CARRYING CASES AND WHICH CONTAINED ABOUT TRACKS ALL OF WHICH HE ACCESSORIES )F THESE HIGH END CONSUMERS NEEDED THE SEEMED TO KNOW WHERE TO lND "OWLES REPORTED ,EST ELECTRONIC DEVICE WITH THEM ALL THE TIME THEY WOULD USE THIS BE TAKEN AS A JOKE IT IS NOT 4HE PURSE IS DESIGNED IT TO MAKE A FASHION STATEMENT $ANIKA #LEARY !PPLES SPECIlCALLY AS AN I0OD CARRYING CASE 4HERES EVEN A I0OD PRODUCT MANAGER SAID h4HE I0OD HAS BECOME HOLE ON ONE SIDE FOR THE I0ODS EARPIECE CABLE h)T WAS ICONIC AND FASHION DESIGNERS HAVE PICKED UP ON IT )TS A DESIGNED FOR THE I0OD v CONlRMED &ENDI SPOKESWOMAN FASHION ITEM IN ITSELFv !YANA ,EWIS WHO IS BASED IN .EW 9ORK
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4HANKS TO THE I0OD !PPLE IS ONE OF THE HOTTEST COM PANIES IN YOUTH CULTURE ACCORDING TO SO CALLED COOL HUNTERS RESEARCHERS WHO TRACK BUYING TRENDS AMONG YOUNG PEOPLE h!PPLE COMES UP CONSISTENTLY IN OUR RESEARCH v SAID $EE$EE 'ORDON CO PRESIDENT OF ,OOK ,OOK A YOUTH MARKETING AND RESEARCH lRM IN ,OS !NGELES h!PPLE IS ONE OF THE TOP lVE BRANDS FOR YOUNG PEOPLEv !CCORDING TO 'ORDON THE ONLY OTHER COM PANIES MENTIONED AS MUCH BY YOUNG PEOPLE ARE .IKE 4ARGET 67 AND 3ONY h!PPLE COMES UP AS A FAVORITE BRAND SOMETHING THEYRE SAVING UP TO BUY EVEN A FASH ION ACCESSORY v SHE SAID 'ORDON HERSELF A -AC USER SAID !PPLE APPEALS TO YOUNG PEOPLE BECAUSE CELEBRITIES THEY PERCEIVE AS COOL INCLUDING MUSICIANS lLMMAKERS AND DESIGNERS USE ITS PRODUCTS 3HE ALSO SAID !PPLES SLICK ADVERTISING CONTRIBUTES TO THAT IMAGE AS DO ITS UPSCALE RETAIL STORES h;!PPLE= CAME OUT WITH THE lRST COOL LOOKING COMPUTER THAT MATCHED ;YOUNG PEOPLES= SENSIBILITIES v SHE SAID h4HE I-AC WAS ;!PPLES= ENTRÏE INTO YOUTH CULTURE )T TOOK THEM TO A WHOLE OTHER PLACE IN YOUTH CULTURE 4HE I0OD IS ANOTHER COOL PRODUCT FROM A COOL COMPANYv 4O CONDUCT ITS RESEARCH ,OOK ,OOK QUERIES A WORLDWIDE NETWORK OF .ET CONNECTED CORRE SPONDENTS AGES TO YEARS OLD !SKED RECENTLY WHAT COMPANY THEY WOULD MOST LIKE TO ENDORSE IF THEY WERE A CELEBRITY THE CORRESPONDENTS NOMINATED !PPLE THE MOST POPULAR CHOICE FOLLOWED BY #OCA #OLA ,EVIS AND .IKE ,OOK ,OOK ALSO ASKED ITS NETWORK ABOUT hCOOL NEW GADGETSv 0ICTURE TAKING CELL PHONES TOPPED THE LIST FOLLOWED BY THE I0OD AND 3ONYS 0LAY3TATION "UT WHEN IT CAME TO hEXTREMELY WELL DESIGNED PRODUCTS v !PPLES I-AC AND I0OD WERE VOTED .O #LAIRE "ROOKS EXECUTIVE RESEARCH DIRECTOR OF THE ,AMBESIS 2ESEARCH 'ROUP WHICH PUBLISHES THE , 3TYLE 2EPORT A QUARTERLY TIP SHEET ALSO SAID !PPLE IS MEN TIONED CONSISTENTLY IN ITS RESEARCH h!PPLE IS A CORE TRENDSETTER BRAND v SHE SAID h)TS A LIFESTYLE THING !PPLE JUST COMES UP ALL THE TIMEv ,IKE ,OOK ,OOK ,AMBESIS MAINTAINS A NETWORK OF IN THE lELD RESEARCHERS BUT CONCENTRATES ON YOUNG PEOPLE DEEMED TRENDSETTERS OR hURBAN PIONEERSv !GES TO THOUGH MOST ARE IN THEIR MID S THESE TRENDSETTERS MAKE THE KEY BRAND CHOICES THAT INmUENCE EVERYONE ELSE "ROOKS SAID "ROOKS SAID !PPLE IS ONE OF THE TOP BRANDS AMONG TRENDSETTERS ALONG WITH .OKIA 3ONY %RICSSON AND .IKE )N THE LAST FOUR EDITIONS OF THE , 3TYLE 2EPORT !PPLE PRODUCTS HAVE BEEN COVERED TWICE hWHICH IS A LOT v "ROOKS SAID "ARBARA #OULON VICE PRESIDENT OF TRENDS AT 9OUTH )NTELLIGENCE A .EW 9ORK TREND FORECASTING lRM SAID THE I0OD IS PRIMARILY RESPONSIBLE FOR !PPLES HIGH PROlLE AMONG YOUNG PEOPLE 9OUTH )NTELLIGENCE ALSO FOCUSES ON TRENDSETTERS MAINTAINING AN ONLINE PANEL OF ABOUT
TRENDSETTERS WHO ARE CONSTANTLY QUIZZED ABOUT WHATS HOT AND WHATS NOT !NOTHER INDEX OF COOL IS SALES !LTHOUGH !PPLE AND $ELL ARE THE ONLY TWO 0# COMPANIES POSTING A PROlT THESE DAYS !PPLE HASNT SHOWN SIGNS OF EXPLOSIVE GROWTH DESPITE PREDICTIONS THAT THE I0ODS POPULARITY WOULD BRING MORE CUSTOMERS TO THE ENTIRE !PPLE PRODUCT LINE 5NFORTUNATELY FOR !PPLE THE COMPANYS COOLNESS WILL ALWAYS BE TIED TO NICHE MARKET SHARE ACCORDING TO !LEX 7IPPERFàRTH PRINCIPAL OF 3AN &RANCISCO MARKETING COMPANY 0LAN " AND AUTHOR OF "RAND (IJACK 0ORTFOLIO A BOOK ON CULT BRANDS h4HERE WILL ALWAYS BE A CORRELATION BETWEEN A PRODUCTS COOLNESS AND NICHE MARKET SHARE v 7IPPERFàRTH SAID h"Y DElNITION BEING COOL IS THE OPPOSITE OF BEING MAINSTREAM AND AS LONG AS A BRAND HAS A COOL CACHET IT WILL REMAIN SMALLv
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#LOSET I0OD USE IS PARTICULARLY ACUTE AMONG EARLY *ANET /ZZARD OF 3TYLECOM SAID THE I0OD ISNT ADOPTERS SAID CONSUMER BEHAVIORIST 4OM /'UINN EVEN CLOSE TO BECOMING UN HIP h-OST PEOPLE ) KNOW BECAUSE THEY DONT WANT TO BE IDENTIlED WITH THE ARE SO IN LOVE WITH THEIRS THAT THEY SPEND WEEKENDS *OHNNY COME LATELIES h4HE PHENOMENON IN QUESTION HANGING OUT AT THE !PPLE STORE IN 3O(O STOCKING UP ON IS @DESIRED MARGINALITY h HE SAID /'UINN EXPLAINED ACCESSORIES v SHE SAID THAT FOR SOME -AC USERS FOR EXAMPLE !PPLES MAR $EE$EE 'ORDON OF ,OOK ,OOK SAID HIPSTERS ARE GINAL STATUS AND LOW MARKET SHARE IS A hSOURCE OF PRIDEv FULLY AWARE THAT THE I0OD IS NO LONGER CUTTING EDGE BUT !ND AS THE I0OD GOES MAINSTREAM SOME EARLY ADOPTERS ITS NOT A DETERRENT ARE AFFRONTED BY ITS LACK OF EXCLUSIVITY "LOGGER *OSH 2UBIN WHO PUBLISHES #OOL (UNT -ICHAEL "ULL A LECTURER IN MEDIA AND CULTURE AT ING SAID ITS hTOTALLY HIPv TO OWN AN I0OD h) DONT KNOW THE 5NIVERSITY OF 3USSEX IN THE 5NITED +INGDOM FOR OF ANYONE WHO IS EMBARRASSED v HE SAID h4HERES A MORE INFORMATION ON "ULL SEE #HAPTER CONCURRED WHOLE WHITE CORD SUBCULTURE HERE IN .9# )TS LIKE AN h!S I0ODS BECOME MORE POPULAR SO THEIR CULTURAL UNSPOKEN BROTHERSISTERHOOD ON THE SUBWAYS AND IN CACHET IS REDUCED v "ULL SAID h1UITE A FEW 53 USERS THE STREETSv 2UBIN HOWEVER ADMITTED HE PERSONALLY NOTE WITH ALARM THE INCREASE IN NUMBERS OF I0ODS THEY DOESNT USE THE WHITE HEADPHONESFOR REASONS OF BET SEE IN THE STREETS "EFORE THERE WAS A KIND OF SPECIAL TER AUDIO QUALITY NATURALLY h3O ) GUESS )M PROUD v HE NESS IN RECOGNIZING ANOTHER EARLY ADOPTER A RECOGNITION SAID hBUT STEALTHv OF CULTURAL SUPERIORITYv !UTHOR 'ODIN RELATED A REVEALING STORY ABOUT A $REW .EISSER PRESIDENT AND #%/ OF 2ENEGADE FRIEND WHO BECAME hVERY UPSETv WITH THE WHITE EAR -ARKETING 'ROUP A .EW 9ORK ADVERTISING lRM SAID BUDS h(E FELT HE WAS BEING USED BY !PPLE v 'ODIN SAID !PPLE HAS BEEN WORKING HARD TO KEEP THE I0OD FRESH h%VERYONE WHO GOT ON THE SUBWAY HE GOT THAT LOOK 3O AND FASHIONABLE AND MAY EVENTUALLY OFFER DIFFERENT HE GOT A PAIR OF BLACK EARBUDSv 'ODIN CONTINUED h(E COLORED EARBUDS TO DISTINGUISH DIFFERENT GROUPS OF USERS GETS ON THE SUBWAY BEING VERY INDEPENDENT AND A MAV h!PPLE IS AT A CRITICAL FORK IN THE ROAD WHEN IT COMES TO ERICK WHICH IS WHAT .EW 9ORKERS LIKE TO DO AND HE SEES THE I0OD v HE WROTE IN AN EMAIL h9OU CAN ALREADY BEGIN ANOTHER GUY ACROSS THE CAR WEARING BLACK HEADPHONES TO SEE THE INITIAL I0OD PIONEERS WHO EMBRACED THE VALUE !ND THIS GUY PULLS OUT AN I0OD TO ADJUST THE VOLUME -Y OF INDIVIDUALITY SHUNNING THE STORM OF HOMOGENEITY FRIEND CATCHES HIMSELF GIVING THIS GUY THE LOOK THE )VE THATS GROWING WITH EACH NEW PURCHASEv GOT AN I0OD TOO WINKv 'ODIN CONCLUDED h)T PROVES "UT IF SOME HIPSTERS AND EARLY ADOPTERS ARE CLAN PEOPLE LIKE IT WHEN THEY lND OTHER PEOPLE LIKE THEM DESTINE ABOUT THEIR I0OD ARDOR IS THE I0OD IN ANY DANGER 0EOPLE WHO DONT LIKE BEING PART OF THE MAIN TRIBE STILL OF BECOMING UNFASHIONABLE 3EVERAL PROFESSIONAL STYLE LIKE BEING PART OF A SMALLER TRIBEv WATCHERS SAY NOT LIKELY 4HE I0OD COULDNT BE MORE FASH IONABLE %DITOR "ROOKS OF , 3TYLE 2EPORT SAID h)TS NO LONGER PARTICULARLY HIP TO OWN AN I0OD BUT ITS DElNITELY NOT PASSÏ EITHER 4HE I0OD HAS MOVED FROM HIP ACCES SORY TO LIFESTYLE CLASSIC ALMOST IMMEDIATELY WHICH IS SOMETHING VERY FEW BRANDS ARE ABLE TO DO AND CERTAINLY NONE OF THE COMPETITIVE OFFERINGS x 4HE ONLY PEOPLE )VE MET WHO ARE CLOSET USERS ARE MIDDLE AGED EX COLLEGE ROCKERS WHO HAVE A GUILT COMPLEX ABOUT REDISCOVERING THE BAD BOY TUNES OF THEIR YOUTH v SHE SAID
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4HE I0OD SETUP PROVIDES HOURS OF BOOZY GREGARI OUS FUN (ALF THE BAR CROWDS AROUND THE MIXING DESK OFFERING ADVICE OR CRITICISM OR JUST DANCING AWAY h)T GETS PRETTY CRAZY v SAID 3AI "LOUNT THE LOUNGES MUSIC PROMOTER h7E HAVE PEOPLE YELLING 3OME PEOPLE BOO ! COUPLE OF GIRLS CAME IN HERE THREE OR FOUR WEEKS IN A ROW 4HEY GOT REALLY GOOD 4HEY WERE LIKE PROFESSIONALv -ATT -ALAND A YEAR OLD PART TIME $* IS A SEMIREGULAR (ES EVEN lGURED OUT HOW TO MAKE THE I0ODS SCRATCH "Y PRESSING THE CENTER BUTTON TWICE IN QUICK SUCCESSION THE MUSIC BACKS UP A FRACTION h)TS FUN v HE SAID h)TS DIFFERENT )TS A CHALLENGE 9OU HAVE TO THINK WHAT SONGS GO TOGETHER MORE THAN VINYL BECAUSE YOU CANT BEAT MATCHv
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!NDREW ARE A PAIR OF .EW 9ORK $*S WHO SPIN TUNES WITH !PPLE I0ODS INSTEAD OF VINYL 4HE PAIR NOT ONLY HAVE MATCHING I0ODS THEY DRESS ALIKE EAT ALIKE AND READ THE SAME BOOKSSIMUL TANEOUSLY 7HEN THEY MET THE lRST QUESTION !NDREW ASKED !NDREW WAS h-AC OR )"- v
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, 7Ê , 7Ê/ 9Ê7 Ê ]Ê/ 9Ê Ê ® !NDREW !NDREW A PAIR OF .EW 9ORK $*S WERE AMONG THE lRST CLUB $*S TO SWAP BULKY BOXES OF RECORDS FOR !PPLES COMPACT I0ODS 4HE PAIR TOTE A PAIR OF I0ODS TO GIGS AT GALLERIES PARTIES AND CLUBS ALL OVER TOWN 4HEY HOST A REGULAR 4UESDAY NIGHT EVENT THE I0ARTY AT !04 %VEN BY .EW 9ORK STANDARDS !NDREW !NDREW ARE ECCENTRIC 4HEY DRESS IDENTICALLY HAVE THE SAME HAIRCUT AND WEAR THE SAME GLASSES 4HE PAIR MET AT $ISNEYLAND ABOUT THREE YEARS AGO !NDREW APPROACHED !NDREW AND ASKED HIM h-AC OR )"- v h)TS THE PIVOTAL QUESTION OF OUR TIME v !NDREW SAID 4HEY LOOK LIKE TWINS BUT ARE IN FACT MERELY BUSINESS PARTNERS 4HEIR COMPANY !NDREW !NDREW IS A REGISTERED PARTNERSHIP WITH A DIVERSE LINE OF PRODUCTS 4HEY $* PLAY IN A BAND CURATE ART SHOWS HAVE A CLOTHING LINE AND DESIGN HOME FURNISHINGS 7HEREVER THEY GO HEADS TURN 4HEY ATTRACT INTENSE CURIOSITY /NCE SOMEONE ACTUALLY GOT MAD ACCUSING THEM OF IMPERSONATING TWINS &OR ATTENTION SEEKERS THEY ARE QUITE RESERVED ALMOST SHY 4HEY REFUSE TO DIVULGE ANY DISTINGUISHING INFORMATIONLAST NAMES BIRTH DAYS BACKGROUNDS 4HEY ALWAYS WEAR THE SAME OUTlTS 4HEIR HAIRCUTS ARE CROPPED SHORT 4HEY DRINK THE SAME VODKA TONICS AND WHEN THEY SMOKE !NDREW LIGHTS TWO CIGARETTES ,IKE TWINS THEY lNISH EACH OTHERS SENTENCES 4HEY CARRY IDENTICAL I0ODS CELL PHONES 0ALM HAND HELDS AND WALLETS h7HEN YOURE WITH SOMEONE A LOT YOU START TO TALK ALIKE v EXPLAINED ONE OF THE !NDREWS !NDREW !NDREW LIVE TOGETHER IN AN APARTMENT ON 3TATEN )SLAND THAT DOUBLES AS THEIR OFlCE 4HEIR WARD ROBE CONTAINS TWO OF EVERYTHING ARRANGED BY COLOR 4HEYVE DISCARDED EVERYTHING THAT DOESNT MATCH 4HEIR TOILETRIES ARE PAIRED 4HEIR LIBRARY CONTAINS TWO OF EACH BOOK WHICH THEY READ SIMULTANEOUSLY 4HEY HAVE THE SAME TATTOO OF -ARIO THE .INTENDO GAME CHARACTER ON THEIR RIGHT ARMS 4HEY EAT THE SAME FOOD h)N SEVEN YEARS WELL BE CHEMICALLY EXACT v THE OTHER !NDREW SAID 4HE PAIR WORK AS $*S AT ART GALLERIES AND NIGHT CLUBS 4HEY USED TO DRESS AS MAD SCIENTISTS IN WHITE LAB COATS TO MATCH THE I0ODS BUT SWITCHED TO BLACK I0ODS AND BLACK LAB COATS WHEN THE BLACK 5 I0OD CAME OUT 4HEY PLAY AN ECLECTIC SET 4HEY CHOOSE A WORD SAY SEX WORK OR WORLDAND PLAY SONGS CONTAINING THE WORD IN THE ARTISTS NAME SONG TITLE OR LYRICS )T MAKES FOR A DIVERSE MIX OPERA POP ROCKABILLY TECHNO AND DOZENS OF OTHER STYLES )T DOESNT ALWAYS GO OVER TOO WELL WITH THE DANCE CROWD )N FACT THIS BRAND OF $*ING WORKS BEST AT ART GALLERIES WHERE THE CROWDS ARE MORE TOLERANT OF ECCENTRICITY !T ONE NIGHTCLUB GIG IN FACT !NDREW !NDREW WERE ASKED TO LEAVE AFTER JUST MINUTES "UT AS THEYVE BECOME BETTER KNOWN PEOPLE HAVE STARTED TO CATCH ON .ATURALLY THE !NDREWS I0ODS CONTAIN THE SAME SONGS "EFORE THE I0ODS THEY $*ED WITH TO PREBURNED #$S AND A HAND WRITTEN SET LIST 4HE I0ODS HAVE VASTLY SIMPLIlED THE PROCESS h7EVE BEEN $*ING DIFFERENTLY FROM OTHER $*S FROM THE GET GO v SAID !NDREW h3O FOR US THE I0OD IS PERFECT ! LOT OF PEOPLE DONT LIKE THE SONGS BUT FOR THE $* ITS PERFECTv
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/VER TIME !PPLE HAS TRANSFORMED THE I0OD FROM A SIMPLE AUDIO PLAYER INTO A GENERAL PURPOSE DIGITAL ASSISTANT CAPABLE OF STORING CONTACTS AND CALENDARS GAMES EMAIL AND EVEN ENTIRE NOVELSAS WELL AS GIGA BYTES OF MUSIC )TS POSSIBLE THAT !PPLE HAD PLANNED FROM THE START TO MAKE THE I0OD INTO AN ERSATZ 0$! BUT ITS ALSO POSSIBLE THE COMPANY TOOK ITS LEAD FROM I0OD HACKERS WHO ALMOST FROM THE MINUTE THE GADGET HIT STORE SHELVES WERE BUSY lGURING OUT CLEVER WAYS OF MAKING THE I0OD DO MORE THAN JUST PLAY MUSIC )N THE lRST FEW WEEKS AFTER THE I0ODS DEBUT HACKERS lGURED OUT HOW TO STORE NOT ONLY NAMES AND ADDRESSES ON THE I0OD BUT CALENDAR ITEMS NEWS STORIES SONG LYRICS AND PHRASES IN FOREIGN LANGUAGES /NE ENTERPRISING TEEN EVEN WORKED OUT A WAY TO STEAL SOFTWARE USING HIS I0OD 3EE THE SECTION h(AVE I0OD 7ILL 3ECRETLY "OOTLEG v LATER IN THIS CHAPTER 3OME INVENTIVE I0OD OWNERS EVEN GOT THEIR PLAY ERS TO WORK WITH 7INDOWS BEFORE THE RELEASE OF !PPLES SANCTIONED 7INDOWS COMPATIBLE VERSION *OE -ASTERS A STUDENT AT 7ILLIAMS #OLLEGE IN -ASSACHUSETTS WROTE A FREE PROGRAM CALLED %PH0OD TO CONNECT I0ODS TO 7IN DOWS MACHINES )T TOOK !PPLE SIX MONTHS TO CATCH UP WITH THE HACKERS (ALF A YEAR AFTER ITS INITIAL RELEASE !PPLE UPDATED THE I0ODS SOFTWARE TO LET IT STORE CONTACTS 4HE I0OD SOFTWARE HAS THE ABILITY TO DOWNLOAD THOUSANDS OF CONTACTS FROM APPLICATIONS SUCH AS -ICROSOFTS %NTOURAGE THE -ACINTOSH VERSION OF /UTLOOK 0ALMS DESKTOP AND THE -AC /3 8 ADDRESS BOOK "UT HACKERS ALSO lGURED OUT HOW TO MAKE IT WORK WITH OTHER CONTACT DATABASES INCLUDING 9AHOOS ONLINE ADDRESS BOOK
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4HE I0OD HAS MANY USES AS !PPLE DISCOVERED BY WATCHING I0OD HACKERS !LTHOUGH !PPLE INITIALLY SOLD THE DEVICE AS A MUSIC PLAYER HACKERS TURNED IT INTO A GENERAL PURPOSE DIGITAL ASSISTANT !PPLE SOON FOLLOWED SUIT WITH A SOFTWARE UPDATE THAT ADDED CONTACTS AND CALENDARS
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*EAN /LIVIER ,ANCTÙT $AVID A YEAR OLD HACKER FROM #ANADA lGURED OUT A WAY TO DISPLAY ONLINE NEWS HEADLINES ON THE I0OD ,ANCTÙT $AVID WHIPPED UP 0OD .EWS A PROGRAM THAT FETCHES HEADLINES FROM THE 7EB IN 8-, FORMAT AND DISPLAYS THEM ON THE I0ODS SMALL SCREEN )TS QUITE AN ACHIEVEMENT ESPECIALLY FOR A YOUNG TEEN !FTER !PPLE ADDED CONTACTS I0OD HACKERS TURNED TO CALENDAR FUNCTIONS ! &RENCH HACKER CREATED + ,ANDAR WHICH DISPLAYS CALENDAR EVENTS SUCH AS A LIST OF MEET INGS AS AN I0OD PLAYLIST %VENTS CAN BE SET BY TIME CATEGORY COMMENTS OR DESCRIPTION -ICHAEL :APP AN INSTRUCTOR AT THE 5NIVERSITY OF -ANITOBA IN #ANADA CREATED A PAIR OF !PPLE3CRIPT APPLICATIONS TO TAKE DATA FROM -ICROSOFTS %NTOURAGE AND TRANSFORM IT INTO V#ARD lLE FORMAT WHICH CAN BE DISPLAYED USING THE I0ODS NEW CONTACTS FEATURE /NE OF :APPS SCRIPTS EXTRACTS EVENTS ALLOWING THE I0OD TO DISPLAY SCHEDULES THE OTHER EXTRACTS TEXT NOTES WHICH CAN DISPLAY ANY KIND OF INFORMATION h)VE HAD PEOPLE SAY THAT THEY MAY JUST RETIRE THEIR 0ALM SINCE THEY CAN NOW DO EVERYTHING THEY USE IT FOR WITH THE I0OD AND MY APPS v SAID :APP h) THINK PEOPLE ARE TIRED OF CARRYING AROUND LOTS OF GADGETS AND ARE LOOKING FOR ANYTHING THAT CAN REDUCE THE LOADv 4HE ONLY PROBLEM :APP SAID IS THAT INFORMATION CANT BE ENTERED WHEN THE I0OD IS AWAY FROM A -AC ALL DATA HAS TO BE TYPED INTO A -AC AND TRANSFERRED MANUALLY
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%PH0OD CREATOR *OE -ASTERS SAID THE I0OD HAD GREAT POTENTIAL AS AN ORGANIZER PARTICULARLY BECAUSE ITS MUCH EASIER TO PROGRAM THAN 0ALM DEVICES h)TS GOT SO MUCH SPACE AND ITS VERY EASY TO HACK v HE SAID h!PPLES DONE A GREAT JOB )TS VERY SIMPLE 3YNCHRONIZING IT IS VERY EASY )TS JUST A HARD DRIVE 9OU JUST COPY lLES OVER 4HERE ARE NO WEIRD SYNCHRONIZATION PROTOCOLS LIKE THE 0ALM !ND YOU DONT HAVE TO WORRY ABOUT SPACE LIKE ON A 0ALM )TS ENORMOUS 7HO CARES HOW MUCH SPACE YOU USE v
I0OD HACKERS ALSO lGURED OUT ALL KINDS OF UNDOC UMENTED TIPS AND TRICKS INCLUDING A DIAGNOSTIC MODE THAT CHECKS THE I0ODS INTERNAL HARD DRIVE AMONG OTHER THINGS 6ERSION4RACKER A POPULAR SOFTWARE DOWNLOAD WEBSITE LISTS MORE THAN SEVERAL DOZEN HACKS FOR THE I0OD 4HE HACKS PROVIDE CLUES TO THE FUTURE DIRECTION OF THE I0OD h.O DOUBT !PPLE IS TAKING ITS CUE FROM SOME OF THESE HACKS v SAID "LAKE 0ATTERSON WHO RUNS THE I0OD(ACKS WEBSITE h!PPLE IS SEEING THAT A LOT OF USERS WANT THESE KINDS OF ORGANIZER FUNCTIONSv !PPLE DIDNT RESPOND TO REQUESTS FOR COMMENT
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7HEN !PPLE INTRODUCED THE I0OD THE COMPANY WAS AWARE THAT PEOPLE MIGHT USE IT TO RIP OFF MUSIC %ACH NEW I0OD IN FACT IS EMBLAZONED WITH A STICKER THAT WARNS h$ONT 3TEAL -USICv "UT IT IS UNLIKELY THAT !PPLE IMAGINED PEOPLE WOULD WALK INTO COMPUTER STORES PLUG THEIR I0OD INTO DISPLAY COMPUTERS AND USE IT TO COPY SOFTWARE OFF THE HARD DRIVES 4HIS IS EXACTLY THE SCENARIO RECENTLY WITNESSED BY COMPUTER CONSULTANT +EVIN 7EBB AT A $ALLAS #OMP53! STORE 7EBB WAS BROWSING WHEN HE SAW A YOUNG MAN WALK TOWARD HIM LISTENING TO AN I0OD 7EBB RECOGNIZED THE I0ODS DISTINCTIVE EAR BUDS 4HE TEENAGER STOPPED AT A DISPLAY -ACINTOSH NEARBY PULLED THE I0OD FROM HIS POCKET AND PLUGGED IT INTO THE MACHINE WITH A &IRE7IRE CABLE )NTRIGUED 7EBB PEEPED OVER THE KIDS SHOULDER TO SEE HIM COPYING -ICROSOFTS NEW /FlCE FOR /3 8 SUITE WHICH RETAILED FOR
7HEN THE I0OD IS PLUGGED INTO A -ACINTOSH ITS ICON AUTOMATICALLY POPS UP ON THE DESKTOP IF ITS SET UP AS AN EXTERNAL HARD DRIVE WHICH IS EASILY DONE 4O COPY SOFTWARE ALL THE KID HAD TO DO WAS DRAG AND DROP lLES ONTO THE I0ODS ICON /FlCE FOR -AC /3 8 IS ABOUT -" IT COPIES TO THE I0ODS HARD DRIVE IN LESS THAN A MINUTE h7ATCHING HIM IT DAWNED ON ME THAT THIS WAS SOMETHING THAT WAS VERY EASY TO DO v 7EBB SAID h)N THE -AC WORLD ITS PRETTY EASY TO PLUG IN AND COPY THINGS )TS A LOT EASIER THAN STEALING THE BOXv 7EBB WATCHED THE TEENAGER COPY A COUPLE OF OTHER APPLICA TIONS BEFORE GOING OFF TO lND A #OMP53! EMPLOYEE h) WENT OVER AND TOLD A #OMP53! GUY BUT HE LOOKED AT ME LIKE ) WAS CLUELESS v 7EBB SAID 5NSURE WHETHER THE KID WAS A THIEF OR AN OUT OF UNIFORM EMPLOYEE 7EBB WATCHED AS HE LEFT THE STORE h) THOUGHT THERES NO POINT IN GETTING ANY MORE INVOLVED IN THIS IMBROGLIO v 7EBB SAID h"ESIDES THIS IS 4EXAS 9OU NEVER KNOW WHAT HE MIGHT HAVE BEEN CARRYINGv
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4HE I0ODS FAST INTERFACEAN IMPORTANT BUT UNDERSOLD FEATUREALLOWS HUGE lLES TO BE COPIED IN SECONDS 4HE I0OD DOESNT EVEN HAVE TO LEAVE THE USERS POCKET !ND ALTHOUGH THE I0OD HAS A BUILT IN ANTIPIRACY MECHANISM THAT PREVENTS MUSIC lLES FROM BEING COPIED FROM ONE COMPUTER TO ANOTHER IT HAS NO SUCH PROTEC TIONS FOR SOFTWARE )RONICALLY -ICROSOFT PIONEERED AN EASY TO USE INSTALLATION SCHEME ON THE -AC THAT MAKES ITS -AC SOFTWARE RELATIVELY SIMPLE TO PILFER 7HEN INSTALLING /FlCE USERS SIMPLY DRAG AND DROP THE /FlCE FOLDER TO THEIR HARD DRIVE %VERYTHING IS BUILT IN INCLUD ING A SELF REPAIR MECHANISM THAT REPLACES CRITICAL lLES IN THE SYSTEM FOLDER "Y CONTRAST A LOT OF SOFTWARE FOR THE 7INDOWS PLATFORM RELIES ON A BUNCH OF SYSTEM lLES THAT ARE ONLY LOADED DURING AN INSTALLATION PROCESS 3IMPLY COPYING AN APPLICATION FROM ONE MACHINE TO ANOTHER WILL NOT WORK ON 7INDOWS h4HIS IS THE lRST WE HAVE HEARD OF THIS FORM OF PIRACY v SAID %RIK 2YAN A -ICROSOFT PRODUCT
MANAGER h!ND WHILE THIS IS A POSSIBILITY PEOPLE SHOULD BE REMINDED THAT THIS IS CONSIDERED THEFTv !LTHOUGH THE I0OD MAY BE IDEAL FOR A SOFTWARE STEALING SPREE A NUMBER OF OTHER DEVICES ON THE MARKET COULD ALSO BE USED BY VIRTUAL SHOPLIFTERS INCLUDING ANY NUMBER OF EXTERNAL HARD DRIVES SUCH AS TINY 53" KEY CHAIN DRIVES (OWEVER EXCEPT FOR THOSE WITH NEW 53" PORTS MOST KEY CHAIN DRIVES ARE A LOT SLOWER THAN &IRE7IRE REQUIRING THE VIRTUAL SHOPLIFTER TO HANG AROUND WHILE THE ILL GOTTEN LOOT IS TRANSFERRING $EN NIS ,LOYD PUBLISHER OF I0OD FAN SITE I,OUNGE SAID HE WAS SHOCKED TO HEAR OF AN I0OD PUT TO SUCH USE h)TS A SHAME SOMEONE HAS STOOPED THIS LOW TO BRING BAD PRESS TO THE INSANELY GREAT I0OD v HE SAID
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AFTER ) lNISHED SEWING ON ALL
THEIR EYES ) LOVE THE LITTLE GUYS
AND WANTED TO CAPTURE A PHOTO
OF THEM ALL TOGETHER BEFORE THEY
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4HE MARKET FOR I0OD ACCESSORIES HAS QUICKLY BLOOMED INTO A MULTI MILLION DOLLAR INDUSTRY SUPPLYING EVERYTHING FROM &- TRANSMITTERS TO I0OD SOCKS , /\Ê0(),,)0 4/22/.%
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4HE I0OD IS THE OBJECT OF A UNIQUE TRIBUTE THOUSANDS OF PHOTOS FROM ALL OVER THE WORLD SHOWING I0ODS IN EXOTIC LOCALES 4HE I0ODS !ROUND THE 7ORLD GALLERY PART OF THE I,OUNGE WEBSITE HAS COLLECTED MORE THAN PICTURES OF I0ODS FROM ALL OVER THE GLOBE FROM FAR mUNG TRAVEL DESTINATIONS TO THEIR OWNERS BACKYARDS 4HE GALLERY FEATURES PICTURES OF I0ODS IN FRONT OF BOMBED OUT PALACES IN !FGHANISTAN ON JUNGLE EXPEDITIONS IN 0ERU AND IN -ICK *AGGERS GARDEN IN ,ONDON 0HOTOS OF I0ODS HAVE BEEN CAPTURED ON TOP OF MOUNTAINS FEET BELOW THE EARTHS SURFACE AND INSIDE A 0ARISIAN FRIDGE 4HERE ARE SNAPS OF PEOPLE WITH I0ODS RIDING A ROLLER COASTER IN /RLANDO &LORIDA SUNBATHING IN 'REECE AND GIVING BIRTH IN .EW 9ORK 4HERE ARE DOGS DOGS ON MOTORBIKES LOVERS STATUES AND A NEARLY NAKED COWBOYALL POSING WITH I0ODS 0ICTURES HAVE BEEN SENT FROM NEARLY COUNTRIES INCLUDING 6IETNAM 4URKEY 2USSIA AND )CELAND 4HE GALLERY WAS THE BRAINCHILD OF $ENNIS ,LOYD PUBLISHER OF I,OUNGE h)M SURPRISED THAT ITS BEEN SO SUCCESSFUL v HE SAID h"UT ) HAD A FEELING THE I0OD WOULD TAKE THE -0 WORLD BY STORMv 4HE GALLERY IS REMINISCENT OF THE KIDNAPPED GNOME PHENOMENONFEATURED IN THE MOVIE !MELIEWHEREIN GLOBETROTTERS BORROW A NEIGHBORS GARDEN DECORATION AND SEND BACK PICTURE POSTCARDS DOCUMENTING ITS TRAVELS h) THINK SOME OF THE BEST PICTURES HAVE BEEN THOSE THAT WERE FROM VERY REMOTE AREAS OR AREAS THAT HAD RECENTLY IN BEEN IN THE NEWS v ,LOYD SAID
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!N I0OD AIDED DELIVERY IN .EW 9ORK 4HE EXPECT
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,ONDON %NGLAND , /\ I,/5.'%
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MENT BUILDING IN AN UPSCALE 4OKYO NEIGHBORHOOD Î®Ê 4AKEYUKI )SHII OWNER OF THE STORE RECOMMENDS PLUG GING AN I0OD INTO AN &- TRANSMITTER SUCH AS 'RIFlN 4ECHNOLOGYS I4RIP AND LISTENING TO MUSIC THROUGH THE SPEAKER OF AN ANTIQUE RADIO {qn® 3TORE OWNER )SHII lNDS AURAL MAGIC BY COMBINING THE VERY OLD WITH THE VERY NEW 0LAYING AN I0OD THROUGH AN ANTIQUE RADIO OR TUBE DRIVEN AMPLIlER GIVES IT A SPECIAL WARMTH AND ATMOSPHERE HE SAYS , /Ê Ê*"/"-®\ #/524%39 /& ./"595+) (!9!3()
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-Ê", Ê1/1, Ê*" &OR A PEEK INTO THE DARK RECESSES OF THE I0OD COMMU NITYS COLLECTIVE ID THERES A GALLERY OF I0OD CONCEPT DESIGNS AT THE I,OUNGE WEBSITE 4HE EXTENSIVE COLLEC TION OF 0HOTOSHOP PROTOTYPES SHOWCASES MORE THAN SPECULATIVE DESIGNS OF FUTURE I0ODS CREATED PRIMAR ILY BY AMATEURS WHO WANTED TO SHARE THEIR WISH LISTS OF NEW I0OD FEATURES OR CAPABILITIES )N GENERAL THE WORK IS HIGH QUALITY 4HE DESIGNS ARE INCREDIBLY DETAILED BEAU TIFULLY RENDERED AND WELL THOUGHT OUT !ND WHAT DO THESE I0OD FANTASISTS WANT 7ELL THEY WANT VIDEO AND THEY WANT A 0$! /H DEAR !PPLE #OMPUTERS #%/ 3TEVE *OBS HAS NIXED BOTHFOR NOW h7E DONT SEE A MARKET FOR PEOPLE THAT WANT TO WATCH VIDEO ON THESE PORTABLE DEVICES v *OBS TOLD THE 7ALL 3TREET *OURNAL )F ONLY !PPLE COULD lND WAYS TO BRING THE I,OUNGES CONCEPT DESIGNS TO MARKET EVERY ONE WOULD BE HAPPY 6IDEO BATTERY LIFE AND COST ARE NO PROBLEM IN FANTASYLAND 4AKE FOR EXAMPLE THE I3PEC VIDEO I0OD DESIGNED BY *OE +OSINSKY DIRECTOR OF .EW 9ORK DESIGN lRM +DLAB +OSINSKYS I3PEC IS A FUTURISTIC I0OD SHAPED LIKE A PAIR OF "RAD 0ITTS SUNGLASSES #ONTROLLED BY A lNGER MOUNTED SPLINT VIDEO IS PROJECTED ONTO THE INTERIOR OF THE GLASS LENSES %ARBUDS ARE BUILT IN 4HE I3PEC FEATURES AN IMMERSIVE $ INTERFACE REMINISCENT OF !PPLES EXPERIMENTAL (OT3AUCE 7EB INTERFACE DEVELOPED IN THE MID S 4O ILLUSTRATE HIS IDEAS +OSINSKY CREATED AN IMPRESSIVE VIDEO OF THE I3PEC EXPERIENCE AS A SPEC PROJECT HENCE THE NAME FOR HIS PORTFOLIO 4HE VIDEO CREATED IN $ISCREETS DS -AX SOFTWARE HAS PROVEN A POPULAR DOWNLOAD HITS IN THE lRST MONTHAND HAS SPARKED PASSIONATE DEBATE ON THE 7EB MUCH TO +OSINSKYS SURPRISE AND DELIGHT h! LOT OF PEOPLE THINK ITS REAL v HE SAID h4HEY WRITE TO ME AND ASK WHEN ITS GOING TO COME OUTx /THERS GET VERY ANGRY 4HEY
THINK ITS GOING IN THE WRONG DIRECTION 4HEY SAY ITS A STUPID IDEA (OW CAN YOU WALK AND WATCH VIDEO AT THE SAME TIME ) THINK ITS GREAT THERES SUCH EMOTIONS AND PASSION ABOUT A FANTASY PRODUCTv )NDEED MANY OF THE OTHER CONCEPT DESIGNS ELICIT LONG STRINGS OF COMMENTS DEBATING THEIR PROS AND CONS TOO 4O #HRISTIAN 3CHLUENDER GEN ERAL MANAGER OF 3ILICON 6ALLEY lRM FROG DESIGN THE DESIGNS AND THE DEBATE ARE AN ELABORATE FORM OF WORSHIP h;4HE I0OD= IS A BEAUTIFUL PRODUCT v HE SAID h4HE WHOLE EXPERIENCE IS EXTREMELY WELL THOUGHT OUT AND DESIGNED AND PEOPLE WANT THIS IN OTHER PARTS OF THEIR LIVES x IN THEIR PHONES AND THEIR $6$ PLAYERSx )TS A SOCIAL STATE MENT )TS PRETTY INTERESTING STUFFv 3EVERAL OF THE PRODUCT MOCK UPS BLEND THE I0OD WITH A PHONE /NE NICELY RENDERED HYBRID FEATURING A SLIDE OUT KEYPAD MIXES A VIDEO PLAYER WITH A CELL PHONE AND A 0$! *UDGING BY THE CONCEPT DESIGNS 0$! FUNCTIONS ARE HIGH ON I0OD WISH LISTS 4HERES NOTHING SOME I0OD FANS WOULD LIKE MORE THAN TO SEE A BLEND OF I0OD AND .EWTON THE 0$! !PPLE DIS CONTINUED IN 4HE .EWTON IS STILL WIDELY MOURNED *APANESE PHOTOGRAPHER )SAMU 3ANADA KNOWN FOR HIS !PPLE PRODUCT MOCK UPS CONTRIBUTED AN I0OD CUM .EWTON WRISTWATCH 3ANADAS HI0OD IS A COMBO -0 PLAYERCELL PHONE0$! WITH A mIP UP SCREEN AND WIRELESS EARBUDS 4HE HI0OD IS A CLEVER RIFF ON DESIGN ELEMENTS FROM !PPLE AND .OKIA "Y COMBINING THE I0ODS SCROLL WHEEL WITH .OKIAS CIRCULAR DIAL PAD FOUND ON PHONES SUCH AS THE 3ANADA HAS DREAMED UP A NIFTY INTERFACE THAT LOOKS LIKE IT MIGHT ACTUALLY WORK h(ES GOOD v SAID FROG DESIGNS 3CHLUENDER h(ES REALLY CAP TURED THE ESSENCE OF !PPLES PRODUCTSv !NOTHER 3ANADA DESIGN ALSO UTILIZES A SLIDE OUT 0$! KEYPAD 4HIS IS A FULL ON /3 8 I0ODA POCKET I-AC CAPABLE OF RUNNING I4UNES AND I0OD PHOTO
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3ANADA DESIGNED THESE GOOD LOOKING I0OD SPEAK ERS 3ANADAS DESIGN IS CLEARLY INmUENCED BY !PPLES 0OWER -AC ' AND I3IGHT VIDEO CAMERA 4OO BAD THEYRE NOT REAL , /\ )3!-5 3!.!$! /-Ê* ®Ê $ESIGNED BY *OE +OSINSKY THE I3PEC IS
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3HRINKING THE I0OD IN SIZE IS ANOTHER POPULAR IDEA THE MINI BECOMES THE MICRO /NE I0OD MICRO CONCEPT DESIGN SHRINKS THE I0OD TO A KEY FOB 4HE I0OD HAS ALSO BEEN REIMAGINED AS A PEN WITH THE SCREEN AND SCROLL WHEEL WRAPPING AROUND THE BARREL 4HE BUTTON AT THE TOP OF THE PEN ACTS AS THE hSELECTv CONTROL 3O FAR SO GOOD BUT ITS CREATOR ALSO INCLUDES A BUILT IN LASER POINTER FOR SOME REASON h4HIS TOOL IS BEST FOR TRICKING AROUND IN EXAMS OR SIMILAR v ITS CREATOR EXPLAINS (OW ABOUT A HANDY I0OD CUM BEVERAGE COOLER &OR -0*S THERES THE I0OD -IXER WHICH FUSES A PAIR OF I0ODS INTO A PAIR OF $*S DECKS 0ITCH VOLUME AND CROSSFADE ARE ALL BUILT IN ALLOWING EASY MIXING SCRATCHING AND BEAT MATCHING 4HEN THERES CYBERNETICS 4HE BORG0OD FEATURES THE I0ODS hSEXY SCROLL WHEEL SURGICALLY IMPLANTED ON THE BACK OF THE HANDv "UT SHOULD YOU TRY TO PLAY ILLEGALLY DOWNLOADED SONGS ON THE BORG0OD h9OULL BE GREETED BY !PPLES NEW I4OUGHLOVE SOFTWARE A NERVOUS SYSTEMWIDE SHOCK AND THE MANTRA @$ONT 3TEAL -USIC REPEATED NONSTOP FOR SEVEN DAYS IN A lRM YET PLEASING VOICEv
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£® ! LOT OF I0OD MOCK UPS BLEND THE I0OD AND 0$! LIKE THIS MINI I0OD CUM CELL PHONE , /\ I,/5.'% Ó]ÊÈ]Ên]Ê££]Ê£Ó]Ê£Î]Ê£{]Ê£x®Ê*APANESE PHOTOGRAPHER )SAMU 3ANADAS VARIOUS I0OD DESIGNS DREW RAVES FROM PROFES
SIONAL INDUSTRIAL DESIGNERS h(ES GOOD v SAID &ROG $ESIGNS #HRISTIAN 3CHLUENDER h(ES REALLY CAPTURED THE ESSENCE OF !PPLES PRODUCTSv , /\Ê)3!-5 3!.!$! ή 4HIS I0OD CONCEPT IS SHAPED LIKE !PPLES DIS TINCTIVE LOGO , /\ I,/5.'% {®Ê3EVERAL MOCKUPS SEE THE I0OD SHRUNK TO A WRISTWATCH , /\ I,/5.'% x®Ê 4HIS CIRCULAR I0OD CONCEPT INCORPORATES THE SCROLL WHEEL CONTROLS INTO A ROUND TOUCH SENSITIVE SCREEN
, /\ I,/5.'% Ç®Ê4HIS CONCEPT I0OD PLAYS COOL TUNES WHILE CHILLING DRINKS , /\ I,/5.'% ®Ê4HE I0OD
REJIGGED AS A PEN , /\ I,/5.'% £ä®Ê4HE BORG0OD FEATURES THE I0ODS hSCROLL WHEEL SURGICALLY IMPLANTED ON THE BACK OF ;THE= HANDv "UT SHOULD YOU TRY TO PLAY ILLEGALLY DOWNLOADED SONGS ON THE BORG0OD h9OULL BE GREETED BY !PPLES NEW I4OUGHLOVE SOFTWARE A NERVOUS SYSTEMWIDE SHOCK AND THE MANTRA @$ONT 3TEAL -USIC REPEATED NONSTOP FOR SEVEN DAYS IN A lRM YET PLEASING VOICEv , /\ I,/5.'% £È® 4HE I0OD 8 IS IMAGINED AS A PORTABLE MUSIC MACHINE WITH ATTITUDE TO SPARE h7ITH A PRESS OF A BUTTON x "OSE SPEAKERS WILL COME OUT FROM THE SIDES AND BLAST WATTS OF MUSIC INTO YOUR DRUMSv , /\ I,/5.'%
)N .EW 9ORK SAW A BIG JUMP IN I0OD ROBBERIES ACCORDING TO NEWS REPORTS "Y THE END OF -ARCH THERE WERE ROBBERIES IN THE CITYS TRANSIT SYSTEM AND LARCENIES UP SIGNIlCANTLY FROM THE YEAR BEFORE ACCORDING TO POLICE !LTHOUGH THESE WERENT ALL ACTS OF I4HEFT POLICE DO ATTRIBUTE THE GENERAL INCREASE TO THE GROWING NUMBER OF I0ODS GETTING SNATCHED , /\ ,%!.$%2 +!(.%9
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*" Ê $URING HIS REGULAR EVENING WALK SOFTWARE EXECUTIVE 3TEVE #RANDALL OFTEN NODS A POLITE GREETING TO OTHER I0OD USERS HE PASSES )TS EASY TO SPOT THE DISTINCTIVE WHITE EARBUDS THREADED FROM POCKET TO EARS #RANDALL THE YEAR OLD #4/ OF /MENTI 2ESEARCH LIVES IN "ASKING 2IDGE .EW *ERSEY A hNICE MIDDLE CLASS SMALL TOWNv "UT WHILE QUIETLY ENJOYING SOME CHAMBER MUSIC ONE EVENING IN !UGUST #RANDALLS POLITE NODDING PROTOCOL WAS RUDELY SHATTERED #RANDALL WAS BOLDLY APPROACHED BY ANOTHER I0OD USER A ISH WOMAN BOP PING ENTHUSIASTICALLY TO SOME HIGH ENERGY TUNE ONLY SHE COULD HEAR h3HE WALKED RIGHT UP TO ME AND GOT WITHIN MY COMFORT lELD v #RANDALL STAMMERED h) WAS TAKEN ABACK 3HE PULLED OUT THE EARBUDS ON HER I0OD AND INDICATED THE JACK WITH HER EYESv 7ARILY UNPLUGGING HIS OWN EARBUDS #RANDALL GINGERLY PLUGGED THEM INTO THE WOMANS I0OD AND WAS GREETED BY A RUSH OF TECHNO h7E LISTENED FOR ABOUT SECONDS v #RANDALL SAID h.O WORDS WERE EXCHANGED 7E NODDED AND WALKED OFFv 4HE FOLLOWING EVENING #RANDALL SAW THE WOMAN AGAIN 4HIS TIME SHE WAS SHARING HER I0OD WITH ANOTHER I0OD REGULAR #RANDALL HAD SPOTTED ON HIS WALKS 7ITHIN A COUPLE OF DAYS #RANDALL HAD PERFORMED THE I0OD SHAR ING RITUAL WITH ALL THE FOUR OR lVE OTHER REGULARS HE SEES ON HIS WALKS 3INCE !UGUST THEYVE LISTENED TO EACH OTHERS MUSIC DOZENS OF TIMES h)TS VERY STRANGE v HE SAID h)TS ALMOST LIKE YOURE BEING A $* FOR THE OTHER PERSONx )TS VERY GRATIFYING IF YOU SEE SOMEONE DANC ING AROUND TO THE MUSIC YOURE LISTENING TO )TS A GREAT FEELING TO SEE OTHER PEOPLE ENJOYING YOUR MUSIC AND MY TASTES ARE FAIRLY BIZARREv #RANDALL IS INTO INDIGENOUS MUSIC FROM NORTHERN %UROPE LIKE THE TRIBAL FOLK MUSIC OF THE 3AMI "UT HES BEEN TURNED ON TO TECHNO AND OTHER UNFAMILIAR TYPES OF MUSIC HES HEARD ON HIS ACQUAINTANCES I0ODS ESPECIALLY THE ONE OWNED BY THE ISH WOMAN h3HE LISTENS TO TECHNO AND TRANCE AND THINGS LIKE THAT v HE SAID h4HINGS )M COMPLETELY DISCONNECTED FROM 3TUFF )D NEVER LISTEN TO UNLESS SOMEONE IS GUIDING MEx )TS INTERESTING )VE PROBABLY BOUGHT HALF A DOZEN #$S BASED ON WHAT )VE HEARD )TS LIKE lNDING A NEW RADIO STATIONv )N FACT #RANDALL HAS TAKEN TO CARRYING PEN AND PAPER TO JOT DOWN TITLES HE LIKES 4HE OTHERS DO THE SAME 'ENERALLY NO ONE SPEAKS BUT hITS A VERY FRIENDLY SORT OF THING v #RANDALL SAID h)TS KIND OF NICE TO KEEP IT VERY PRIVATEv 4HIS hI0OD JACKING v AS #RANDALL CALLS IT APPEARS TO BE A PHENOMENON RESTRICTED TO #RANDALL AND HIS I0OD FRIENDS THOUGH OTHERS HAVE TRIED IT !FTER POSTING A NOTE ABOUT HIS EXPERIENCES ON HIS BLOG #RANDALL RECEIVED RESPONSES FROM SEVERAL OTHERS WHO HAVE SHARED THEIR
I0ODS WITH STRANGERS #RANDALL SAID HE RECEIVED REPORTS THAT I0OD JACK SHARING OCCURS AT /BERLIN #OLLEGE AND IS PRACTICED IN #AMBRIDGE IN THE 5NITED +INGDOM ANOTHER COLLEGE TOWN h)TS NOT WIDESPREAD AT ALL BUT ITS THE KIND OF THING THAT MIGHT TAKE OFF ON A CAMPUS OR IN A SMALL COMMU NITY v #RANDALL SAID #RANDALL SAID HE TRIED SHARING I0ODS IN .EW 9ORKS 3O(O $ISTRICT WITH ABOUT SIX PEOPLE HE PASSED ON THE SIDEWALK 4HREE GAVE HIM DIRTY LOOKS AND MOVED ON QUICKLY WHILE THE OTHER THREE RECIPROCATED h) DONT THINK ITS A NATIVE ACTIVITY THERE v HE SAID $ENNIS ,LOYD PUBLISHER OF THE I,OUNGE SAID HE WAS ONLY AWARE OF JACK SHARING THROUGH A THREAD STARTED BY #RANDALL ON THE SITES FORUMS "UT HE LIKED THE IDEA h7ITH SO MANY PEOPLE PLUGGED IN THESE DAYS ITS NICE TO HEAR PEOPLE ARE ACTUALLY CONNECTING IN THE REAL WORLD v HE SAID h2EACH OUT AND JACK SOMEONEv !UTHOR $OUGLAS 2USHKOFF SUGGESTED THAT I0OD SHARING IS A LEGACY OF ONLINE lLE SHARINGESSENTIALLY THE SAME THING EXCEPT OFmINE h)TS KIND OF A STONERS ETHIC REALLY THE WAY YOU PASS THE JOINT AT A $EAD SHOW v HE SAID 3HARING AN I0OD THROUGH ITS HEADPHONE JACK IS ALSO A CRUDE LOW TECH VERSION OF WHAT SOME PREDICT IS THE REAL KILLER APPLICATION OF FUTURE I0ODS TRANSFORM ING THEM INTO SHORT DISTANCE BROADCASTING DEVICES BY ADDING "LUETOOTH OR SIMILAR RADIO TECHNOLOGY COUPLED WITH "ONJOUR AN !PPLE DEVELOPED NETWORKING TECH NOLOGY THAT ALLOWS DEVICES TO DISCOVER EACH OTHER AUTOMATICALLY 4HE PROSPECT OF LETTING I0OD USERS LISTEN TO EACH OTHERS LIBRARIES WIRELESSLY HAS SPARKED NUMEROUS EXCITED FORUM POSTS ON THE I,OUNGE AND OTHER SITES 4HE 2EGISTERS !NDREW /RLOWSKI FOR EXAMPLE HAS SUGGESTED SEVERAL TIMES THAT TURNING AN I0OD INTO A PERSONAL MICRO RADIO STATION WOULD BE hREVOLUTIONARYv h)T WOULD GREATLY ANNOY THE 2)!! ;2ECORDING )NDUSTRY !SSOCIATION OF !MERICA= WHICH WOULD ARGUE THAT ITS A PORTABLE .APSTER v HE WROTE IN h"UT x THIS MUSIC SHARING APPLIANCE COULD HAVE FAIRLY DRAMATIC SOCIAL EFFECTSx 9OU COULD GET PROMISCUOUS WITH STRANGERS 9OU COULD PAIR AND EXCHANGE A SONG ON THE SAME SHORT BUS RIDE 9OU COULD CREATE SHORT AD HOC PERSONAL BROAD CASTS TO ANYONE ELSE WITH A "LUETOOTH I0OD 9OU COULD HAVE A @7HAT AM ) LISTENING TO MENU OPTION AND SHARE YOUR CHOICE WITH ANYONE WITHIN DISCOVERABLE RANGEv 4AKING /RLOWSKIS hWHAT AM ) LISTENING TO v OPTION TO ITS LOGICAL CONCLUSION OTHERS HAVE SUGGESTED THAT lLES RECEIVED WIRELESSLY COULD BE LOOKED UP AUTO MATICALLY ON !PPLES I4UNES -USIC 3TORE WHEN USERS PLUG THEIR I0ODS INTO THEIR MAIN COMPUTER 5SERS WOULD THEN BE ASKED IF THEY WANTED TO BUY AND DOWNLOAD THE TUNES THEY HEARD ON THE ROAD
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)N ,ONDON A NEW TYPE OF DANCE CLUB HAS EMERGED )NSTEAD OF GOING TO A NOISY CLUB REVELERS ARE GATHER ING IN PUBLIC PLACES TO DANCE TO THE SOUND OF THEIR OWN PORTABLE MUSIC PLAYERS h!T PM PRECISELY DOZENS OF INDIVIDUALS DOTTED AROUND THE CONCOURSE AT 6ICTORIA STATION EACH WEARING HEADPHONES BEGIN TO DANCE v REPORTED THE ,ONDONS )NDEPENDENT h,OST IN THEIR PRI VATE MUSICAL WORLD THEY ALL BOP HAPPILY ON THE SPOT TO THEIR HEARTS CONTENT 7ELCOME TO THE WORLD OF MOBILE CLUBBING THE LATEST UNDERGROUND AND SOMEWHAT SUR REAL MOVEMENT TAKING HOLD IN THE CAPITALv h)T WAS LIKE RE VISITING THE TRAUMA OF A SCHOOL DISCO v SAID ONE REVIEWER OF A MOBILE CLUB AT ,ONDON "RIDGE 3TATION
*" -Ê /Ê Ê ,/Ê"Ê/ Ê /9 3EARCH FOR THE WORD I0OD ON .EW 9ORKS CRAIGSLIST CLAS SIlED ADS WEBSITE AND YOU OPEN A STRANGE WINDOW INTO THE PSYCHE OF THE CITY .ATURALLY AN EYE OPENING SEARCH ISNT CONDUCTED IN THE &OR 3ALE SECTION WHICH SIMPLY DIS PLAYS A PEDESTRIAN LIST OF I0ODS AVAILABLE FOR PURCHASE ! TRULY ILLUMINATING SEARCH MUST INCLUDE THE PERSONAL ADS WHICH OFFER SOME INSIGHT INTO THE CULTURE OF I0ODS BUT REVEAL EVEN MORE ABOUT THE CITYS PERSONALITY )N -ARCH FOR EXAMPLE A BOY FROM "ROOKLYN WANTED ADVICE ABOUT HIS GIRLFRIEND WHO HAD DISMISSED HIS GIFT OF AN EXPENSIVE HANDBAG 3HE WANTED AN I0OD MINI INSTEAD !CCORDING TO THE BOYS REPORT THE GIRL FRIEND COMPLAINED THE BAG WAS GOOD ONLY FOR A SINGLE SEASON AND BESIDES IF THEY BROKE UP SHED HAVE THE I0OD TO REMEMBER HIM BY h,IKE SHOULD ) DUMP HER BECAUSE THIS IS JUST ONE MORE REASON WHY ) FEEL WE CANT BE TOGETHER v HE WROTE IN THE CRAIGSLIST POST ASKING FOR ADVICE !LAS THE ADVICE HE RECEIVED WASNT MUCH HELP 3OMEONE RECOMMENDED DUMPING THE GIRL AND SELLING THE BAG ON E"AY !ND THEN THERE WAS THE GUY WHO NEEDED AN IMAGINARY GIRLFRIEND FOR AN EVENING WHILE HIS PARENTS VISITED FROM OUT OF TOWN (ED LIED TO THEM ABOUT HAV ING A GIRLFRIEND AND HE NEEDED A PRETEND MATE FOR A DINNER DATE )N RETURN FOR FEIGNED LOVE HED BUY HER AN I0OD (OWEVER THE AD INSISTED THE LUCKY GIRL HAVE A GREAT BUTT AND LEGS WHICH RAISED SUSPICIONS THAT THE POSTERS INTENTIONS MIGHT NOT HAVE BEEN AS HONORABLE AS HE PROCLAIMED 4HE AD WAS QUICKLY PULLED OFF THE SITE .ONETHELESS THE POSTER RECEIVED OR EMAILS FROM WILLING IMAGINARY GIRLFRIENDS HE SAID IN RESPONSE TO AN EMAIL INQUIRY h) GOT AN AMAZING RESPONSE v HE SAID h%VERYONE IS OVERJOYED WITH MY CONCEPT ALTHOUGH SEV ERAL OF THESE GIRLS ASKED IF ) COULD GIVE THEM NEW SHOES INSTEAD OF AN I0ODv (E DIDNT RESPOND TO SUBSEQUENT EMAILS ASKING HOW THE CHARADE PLAYED OUT
! MOBILE CLUB OUTSIDE ,ONDONS %USTON TRAIN STATION 2EVELERS GATHER TO DANCE WITHOUT SPEAK ERS OR MUSIC 4HE SOUNDTRACK IS SUPPLIED BY EACH PERSONS PERSONAL MUSIC PLAYER 0%4%2 "52.%44
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)N A SIMILAR VEIN THERE ARE SEVERAL ADS OFFERING CERTAIN hSERVICESv IN EXCHANGE FOR AN I0OD 7ITH ADMI RABLE ECONOMY A YOUNG GAY MAN SAYS SIMPLY THAT HELL PERFORM ORAL SEX FOR AN I0OD ! CUTE YEAR OLD SAYS h) NEED TO BUY AN I0OD AND )M HORNY 3IMPLE AS THATv #OLLEGE GIRL #HLOE MAKES A SIMILAR OFFER BECAUSE SHE HAS BILLS TO PAY h) BOUGHT LOTS OF CLOTHES AN I0OD AND OTHER THINGS AND CHARGED IT TO MY CREDIT CARD v SHE SAYS h) DONT WANT MY DAD TO KNOWv -ANY OF THE PERSONAL ADS ARE hMISSED CON NECTIONSvLONELY HEARTS TRYING TO CONNECT WITH THE ATTRACTIVE STRANGER THEY SAW ON THE SUBWAY OR A COFFEE SHOP h7HERE ARE YOU MY I0OD MAN v ASKS THE TALL !SIAN GIRL WITH GLASSES SEEKING A FOOT TALL (ISPANIC MALE h) ASKED YOU ABOUT YOUR I0OD WITH THE BLUE COVER AND YOU JUST WENT ON RANTING ABOUT HOW I0OD IS THE INVENTION OF THE CENTURY v SHE WRITES h9OU DID NOT NOTICE ) WAS LOOK ING INTO YOUR HAZEL EYESv "EING PERSONAL ADS SEVERAL PEOPLE USE THE I0OD AS A WAY TO ADVERTISE THEIR TASTES OR LIFESTYLE !N OLDER FASHIONISTA SEEKING YOUNG HIPSTER BOY SAYS HER IDEAL TOYBOY WEARS A BLAZER WHITE 4 SHIRT AND hPREREQUISITEv I0OD (ES GOT TO HAVE MONEY SHE SAYS AND PRESUM ABLY A DICTIONARY /N THE OTHER HAND A TALL LEAN HIPSTER LOOKING FOR A CASUAL ENCOUNTER BOASTS HED NEVER BE SEEN WITH AN I0OD hSTUCK TO MY HEADv &OR SOME REASON THE PERSONALS ALSO FEATURE AN ONGOING DISCUSSION OF THE MEANING OF THE I0OD ON .EW 9ORKS STREETS ESPECIALLY THE SIGNATURE WHITE EARPHONE WIRES WHICH SOME FEEL ARE hSHOWYv h) HAVE NO PROB LEM WITH ANYONE USING THE I0OD 7HAT DOES BOTHER ME IS PEOPLE WHO CONTINUE TO WEAR THE WHITE EARBUDS v COMPLAINS ONE h4HEY SUCK BUT THEY WEAR THEM SO OTHER PEOPLE WOULD KNOW THEY HAVE AN I0OD 7E SHOULD SELL THE EARBUDS WITHOUT I0ODS SO PEOPLE CAN MAKE OTH ERS THINK THEY HAVE AN I0OD WHEN IN REALITY ITS ATTACHED TO SAY NOTHING "UT HEY THEY WILL LOOK COOLv /THERS SAY THE SIGHT OF WHITE WIRES MAKES THEM CURIOUS ABOUT THE WEARER h-AKES ME QUESTION THEIR INCOME HOUSING THEIR CAREER CHOICE EDUCATIONAL BACK GROUND POLITICAL AND SOCIAL AFlLIATIONS AND ALL KINDS OF CRAP v SAYS ONE POSTER )T SHOULD BE NOTED THAT SIMILAR SEARCHES ON CRAIG SLIST IN 3AN &RANCISCO ,OS !NGELES AND ,ONDON FAIL TO RETURN ANYWHERE NEAR THE VOLUME OF POSTS OR ANYTHING LIKE THE SAME RESULTS 4HE ONLY POSTS OF NOTE OCCUR IN #ALIFORNIA WHERE HITCHHIKERS LOOKING FOR RIDES PROMISE TO BRING AN I0OD AND hTAKE CARE OF THE TUNESv
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/NE OF THE UNIQUE THINGS ABOUT THE I0OD IS HOW MUCH OWNERS SPEND ON ACCESSORIES 4HE ELECTRONICS INDUSTRY HAS A RULE OF THUMB THAT GADGET OWNERS SPEND ABOUT PERCENT OF A DEVICES COST ON EXTRAS TO TRICK IT OUT ACCORDING TO #.%4 .EWSCOM "UT WITH THE I0OD OWN ERS ARE SPENDING A LOT MORE IN MANY CASES AS MUCH AGAIN AS THE I0OD ITSELF SOMETIMES MORE !ND ACCORD ING TO !PPLES I0OD PRODUCT MANAGER $ANIKA #LEARY THE COMPANYS RESEARCH SHOWS THAT EVERY SINGLE PERSON WHO BUYS AN I0OD ALSO BUYS AT LEAST ONE ACCESSORY $AVID 'LICKMAN A 3AN &RANCISCO MANAGEMENT CONSULTANT BOUGHT AN I0OD IN AND THEN SPLASHED OUT ON hNOISE CANCELING HEADPHONES MINI SPEAKERS FROM 3ONY AN &- RADIO TRANSMITTER ADAPTERS FOR CHARG ING IN CARS A CABLE TO CONNECT THE PLAYER TO HIS STEREO AND AN ADAPTER SO HE AND A FAMILY MEMBER CAN LISTEN SIMULTANEOUSLY ACCORDING TO "USINESSWEEK !S THE I0OD TAKES OFF THE MARKET FOR ACCES SORIES IS BECOMING VERY VERY BIG )N THE EARLY YEARS ONLY A HANDFUL OF TINY lRMS EKED A LIVING FROM RUBBER CASES AND AUTO CHARGERS h4HERES AN INCREDIBLE I0OD ECONOMY OUT THERE v SAID !PPLE #%/ 3TEVE *OBS AT THE -ACWORLD %XPO IN *ANUARY h4HERE ARE NOW OVER ACCESSORY PRODUCTS YOU CAN GET FOR YOUR I0OD 4HIS IS UNMATCHED IN THE INDUSTRY BY A MILEv !CCESSORIES FOR THE I0OD RANGE FROM SILICON RUBBER CASES TO TUBE AMPS 4HERE ARE ALSO CHAR GERS SPEAKERS CABLES &- TRANSMITTERS ROBOT SHAPED DOCKS AND EVEN THE I"OOM WHICH TURNS THE I0OD INTO A BOOM BOX &OR ONE OF THE LATEST I0OD MODELS THE
SHUFmE !PPLE INTRODUCED A HALF DOZEN ADD ONS INCLUD ING A HARD CASE A BATTERY PACK AND AN ARMBAND FOR WEARING THE DEVICE WHILE WORKING OUT /NE OF THE HOTTEST DEVELOPMENT AREAS IS PROD UCTS THAT CONNECT THE I0OD TO THE CARTHE ENVIRONMENT IN WHICH A THIRD OF MUSIC LISTENING TAKES PLACE 3EVERAL CARMAKERS ARE ADDING I0OD CONNECTORS TO THEIR VEHICLES AS FACTORY OPTIONS INCLUDING SUCH HIGH END NAMES SUCH AS !LFA 2OMEO "-7 &ERRARI -ERCEDES "ENZ .ISSAN AND 6OLVO h.OW YOU CAN GET ANYTHING FROM A RED PLASTIC CASE FOR A FEW DOLLARS TO A RED &ERRARI FOR A FEW HUNDRED THOUSAND v !PPLES HEAD OF MARKETING 0HIL 3CHILLER JOKED TO "USINESSWEEK !PPLE INTRODUCED A -ADE FOR I0OD PROGRAM WHICH AWARDS A WARRANTY SEAL TO TECHNICAL PRODUCTS AUTHORIZED BY THE COMPANY 4HE PROGRAM EXTRACTS A LICENSING FEEA SMALL ONE ACCORDING TO !PPLE !S WELL AS ACCESSORIES THE I0OD HAS ALSO INSPIRED A RANGE OF NEW MUSIC RELATED SERVICES SUCH AS COMPANIES THAT WILL LOAD A CUSTOMERS I0OD WITH MUSIC FOR THEM AND ANOTHER THAT DEVELOPS PLAYLISTS INTENDED FOR DOCTORS TO LISTEN TO WHILE PERFORMING SURGERY
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4IM (ICKMAN RODE THE DOT COM ROLLER COASTER AND EMERGED WITH A NEW COMPANY 3PECK 0RODUCTS WHICH MAKES A POPULAR CASE FOR THE I0OD 4HE &LIP 3TAND IS A HARD CASE WITH A mIP DOWN SCROLL WHEEL PROTECTOR THAT TURNS THE CASE INTO A DESKTOP STAND )T WAS A BIG HIT AT -ACWORLD (ICKMAN SOLD OUT HIS ENTIRE STOCK h4HEY WERE mOWN INTO THE COUNTRY ON -ONDAY WE ANNOUNCED THEM ON 4UESDAY AND THEY WERE SOLD OUT ON 4HURSDAY v HE SAID PROUDLY h7EVE GOT MORE BEING DRIVEN UP FROM 0ALO !LTO 4HEY SHOULD BE HERE ANY SECOND 7ERE OFF TO THE RACESv , /\ ,%!.$%2 +!(.%9
0AUL 'RIFlN #%/ OF 'RIFlN 4ECHNOLOGY WWW GRIFlNTECHNOLOGYCOM IS RIGHTLY PROUD OF HIS COMPANYS I4RIP AN &- TRANSMITTER FOR THE I0OD 4HE LITTLE GIZMO HAS HELPED MAKE 'RIFlN 4ECHNOL OGY ONE OF THE HOTTEST I0OD ACCESSORY MAKERS ON THE MARKET 4HE I4RIP SITS ATOP THE I0OD AND ALLOWS SONGS TO BE TRANSMITTED TO ANY NEARBY &- TUNER SUCH AS A CAR STEREO 'RIFlN SAID IT DRAWS NO MORE POWER THAN A PAIR OF HEADPHONES AND CAN BE TUNED TO ANY FREQUENCY h)TS THE COOLEST ACCESSORY FOR THE I0OD RIGHT NOW v HE BEAMED h5NTIL SOMEONE COMES UP WITH SOMETHING BETTER THAT IS v HE ADDED LAUGHING , /\ ,%!.$%2 +!(.%9
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.OVA 3PIVACK A WELL HEELED .EW 9ORKER AND TECHNO PHILE HAD BEEN DYING TO GET AN I0OD FOR A LONG TIME 4HE PROBLEM WASNT MONEY IT WAS 3PIVACKS GIANT #$ COLLECTION (E COULDNT FACE THE CHORE OF CONVERT ING PLUS #$S TO DIGITAL FORMAT 4HEN 3PIVACK THE #%/ OF 2ADAR .ETWORKS DISCOVERED 2IP$IGITAL A lRM THAT OFFERS A SIMPLE BUT LABOR SAVING SERVICE &OR ABOUT A DOLLAR A DISC THE COMPANY CONVERTS ENTIRE #$ COLLECTIONS TO -0 lLES ALL NICELY ORGANIZED BY ARTIST AND ALBUM 3PIVACK BOXED UP HIS #$S AND SHIPPED THEM TO 2IP$IGITAL &OUR DAYS LATER HE GOT THEM BACK ALONG WITH AN EXTERNAL HARD DRIVE CONTAINING -0S OF HIS ENTIRE #$ COLLECTION h)TS REALLY CHANGED MY LISTENING EXPERI ENCE v 3PIVACK SAID h4HE NICE THING ABOUT DIGITAL IS IT REMINDS YOU WHAT YOU HAVE INSTEAD OF IT SITTING IN A CASE ON YOUR WALL ) MADE A BUNCH OF PLAYLISTS AND )M LISTENING TO MUSIC ALL THE TIME AGAINv )T MAY SEEM ODD THAT A COMPANY COULD TURN A PROlT BY PERFORMING A TASK THAT ANYONE CAN DO HIM SELF "UT 2IP$IGITALAND A HALF DOZEN COMPANIES LIKE ITKNOW THAT FOR SOME PEOPLE TIME IS MORE VALUABLE THAN MONEY h) GOT MY WHOLE COLLECTION ON MY 0# IN ABOUT HALF AN HOUR INSTEAD OF A MONTH v 3PIVACK SAID 3PIVACK ISNT LOOKING BACK (AVING DIGITIZED HIS COLLEC TION 3PIVACK TOSSED ALL THE EXTRANEOUS #$ CASES IN THE TRASH (ES KEEPING THE ORIGINAL DISCS AS BACKUP ONLY $ICK !DAMS ONE OF 2IP$IGITALS THREE COFOUND ERS SAID THE SERVICE HAS BEEN GROWING IN POPULARITY SINCE ITS LAUNCH IN $ECEMBER h7EVE BEEN OVER WHELMED WITH ORDERS AND SCRAMBLING TO KEEP UP v HE SAID h)TS BEEN FABULOUSv !DAMS SAID THE COMPANY INITIALLY TARGETED $*S RADIO STATIONS AND INSTITUTIONS SUCH AS HOTELS AND LIBRARIES !DAMS SAID THEY HOPED TO ENTICE SERIOUS AUDIOPHILES AND COLLECTORS BUT WERE SUR PRISED BY THE REACTION FROM REGULAR CONSUMERS h4HERE ARE A LOT OF PEOPLE OUT THERE WHO HAVE MORE MONEY THAN TIME v SAID !DAMS h-OST PEOPLE DONT ROLL THEIR OWN CIGARETTES AND A LOT OF PEOPLE DONT WANT TO DO THIS THEMSELVESv !FTER RECEIVING AN ORDER 2IP$IGITAL SENDS CUS TOMERS A BOX WITH SPINDLES FOR THEIR #$S THE JEWEL CASES ARENT SHIPPED AND A SHIPPING LABEL #USTOMERS LOAD THE SPINDLES WITH THEIR #$S AND SHIP THE PACKAGE TO 2IP$IGITAL ABOUT A WEEK LATER THEY GET THEIR DISCS BACK ALONG WITH $6$S CONTAINING THEIR SONGS IN HIGH lDELITY -0 FORMAT )F THEY PREFER SONGS CAN BE LOADED ONTO AN EXTERNAL HARD DRIVE h4HE QUALITY IS GOOD v SAID .EAL (OWARD A PRO FESSIONAL $* FROM !TLANTA WHO IS USING THE COMPANY TO STEADILY DIGITIZE HIS COLLECTION OF SEVERAL HUNDRED #$S
4HOUGH 2IP$IGITAL USES -0 FORMAT BY DEFAULT THE COMPANY WILL RIP SONGS USING ANY CODEC THE CUS TOMER WANTS-ICROSOFTS 7-! OR !PPLES !!# FOR EXAMPLE !DAMS SAID SO FAR THE 7-!!!# SPLIT HAS BEEN ABOUT 4HE RIPPING PROCESS IS HIGHLY AUTO MATED ALTHOUGH !DAMS DECLINED TO GO INTO DETAIL FOR hCOMPETITIVE REASONSv (E SAID EACH #$ IS RIPPED INDI VIDUALLY AND THE lLES ERASED AFTER THEY ARE DISPATCHED TO THE CUSTOMER 4HE COMPANY DOES NOT KEEP A LIBRARY OF lLES IT HAS RIPPED !DAMS SAID 2IP$IGITAL MARKS EACH SONG WITH A DIGITAL WATERMARK WHICH CAN IDENTIFY EACH CLIENT !DAMS SAID THE WATERMARK ACTS AS INSURANCE SHOULD CUSTOMERS START LOADING SONGS ONTO lLE SHARING NETWORKS 4HE COMPANY DOES NOT USE THE INFORMATION AND HAS NO PLANS TO DO SO !DAMS SAID *OE 7ILCOX A SENIOR ANALYST AT *UPITER 2ESEARCH SAID HE WAS SURPRISED THAT PEOPLE WOULD PAY FOR A SER VICE LIKE THIS (E SAID HE RIPPED HIS #$ COLLECTION HIMSELF h)TS NOT THAT PAINFUL v HE SAID 7ILCOX ALSO DOUBTED THAT #$S ARE DOOMED *UPITERS STUDIES PREDICT THAT FOR THE NEXT SEVERAL YEARS THE PERCENTAGE OF PEOPLE DOWNLOAD ING MUSIC WILL REMAIN IN SINGLE DIGITS COMPARED WITH THE NUMBER OF #$ BUYERS 7ILCOX SAID h/UR DATA SHOWS THAT #$S ARE GOING TO BE AROUND FOR A LONG TIME v HE SAID h-0S AND OTHER DIGITAL FORMATS ARE STILL IN THEIR INFANCYv "UT FOR 3PIVACK THE #$ IS A THING OF THE PAST h)VE BECOME A TOTAL I0OD FANATIC v HE SAID h)N THE WEEK SINCE )VE GOT THIS )VE SPENT ABOUT AT THE !PPLE -USIC 3TORE -Y PRODUCTIVITY IS GOING DOWN .OW ALL ) DO IS PLAY WITH DIGITAL MUSICv
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!CTIVAIRE IS ALSO WORKING WITH SEVERAL HOTELS TO /N 6ALENTINES $AY !CTIVAIRE OFFERED AN I(EART DESIGN THEIR MUSIC EXPERIENCE INCLUDING (OTEL 6IC I0OD PRELOADED WITH hA MUSICAL LOVE POTION BREWED BY TOR IN -IAMIS TRENDY 3OUTH "EACH AND +3, RESORTS THE COMPANYS MUSIC STYLISTSv 'UESTS RENT OR BUY THE I0ODS WHICH CAN BE PLUGGED 7IESENTHAL DOESNT YET MAKE A LIVING FROM INTO "OSE 3OUND $OCKS IN THEIR ROOMS OR SCATTERED !CTIVAIRE BUT SHE WOULD DEARLY LOVE TO 3HE EXUDES MIS AROUND THE RESORT h(OTELS ARE ALL ABOUT ENVIRONMENT SIONARY ZEAL h) LOVE DOING THIS v SHE SAID h-Y GOAL IS AND THE USER EXPERIENCE SO ITS A WONDERFUL CONTRACT v TO EXPOSE THE MAINSTREAM TO ELECTRONIC MUSIC )M VERY SAID 7IESENTHAL POSITIVE ABOUT IT BECAUSE THERES SO MUCH GREAT STUFF !CTIVAIRE OFFERS PERSONALIZED MUSIC COLLECTIONS AVAILABLE ) THINK ITLL TAKE OFF 7EVE GOT SOME REALLY TO INDIVIDUAL CONSUMERS AS WELL %ACH WEEK !CTIVAIRE EXCITING THINGS COMING UPv PICKS THE TOP ALBUMS IN ITS ROTATION 3UBSCRIBERS TO )N 0HILADELPHIA !DAM 0ORTER A YEAR OLD $* 0ERSONAL !CTIVAIRE GET THESE ALBUMS LOADED ONTO THEIR AND OWNER OF #UE 2ECORDS AN INDEPENDENT RECORD I0ODS AND CAN VISIT A CUSTOMIZED PRIVATE ONLINE ACCOUNT STORE HIT ON AN IDEA SIMILAR TO 7IESENTHALS ,IKE 7IE TO VIEW ARTWORK FROM THE ALBUMS AND INFORMATION ABOUT SENTHAL 0ORTER SENDS OUT I0ODS LOADED WITH MUSIC FROM THE ARTISTS )TS LIKE HAVING A FRIEND WHO MAKES YOU MIX HIS STORES EXTENSIVE CATALOG (E HAS CLIENTS AT ABOUT A TAPES EXCEPT YOU PAY THEM HALF DOZEN RESTAURANTS LOUNGES AND HAIR SALONS AROUND 7IESENTHAL HAS LICENSED HUNDREDS OF SONGS 0HILADELPHIA h)M TRYING TO EXPOSE INDEPENDENT ART FROM NEARLY INDEPENDENT LABELS MOST SPECIALIZING IN ISTS AND ACTS AND GENERATE MORE REVENUE FOR MY MUSIC CUTTING EDGE ELECTRONICA &ROM HER LIBRARY OF HUNDREDS STORE v HE SAID h4HIS IS A GREAT WAY TO DO THAT 4HEY GET OF GIGABYTES OF SONGS 7IESENTHAL CAN TAILOR ABOUT THE mEXIBILITY OF A $* WITHOUT THE $* EGO AND ATTITUDEv HOURS OF MUSIC FOR EACH CLIENT h4HE POINT IS TO PROVIDE 5NLIKE 7IESENTHAL 0ORTER HASNT STARTED CHARG THE STORES WITH MORE MUSIC THAN THEY WERE USED TO ING FOR HIS SERVICES (ES UNSURE ABOUT THE LEGALITY OF AND TO MAKE IT AUTOMATIC HANDS OFF v SHE SAID h4HE RENTING COPYRIGHT MUSIC (E HOPES HES COVERED BY THE I0OD MAKES IT REALLY EASY 4HEY CAN EVEN HIT DIFFERENT !3#!0 !MERICAN 3OCIETY OF #OMPOSERS !UTHORS AND PLAYLISTS FOR DIFFERENT MOODSONE FOR THE MORNING THE 0UBLISHERS LICENSING FEES HIS CLIENTS ALREADY PAY FOR AFTERNOON OR EVENINGv MUSIC PLAYED AT THEIR ESTABLISHMENTS BUT HES HESITANT %VERY THREE MONTHS 7IESENTHAL SHIPS A NEW I0OD TO START CHARGING UNTIL HES CONSULTED A LAWYER 3TILL TO HER CLIENTS WITH A NEW SELECTION OF MUSIC 4HE CLIENTS 0ORTER SAID THE SERVICE ISNT ABOUT MONEY h)M TRYING RETURN THE OLD I0OD VIA A PACKAGE DELIVERY SERVICE TO EXPOSE PEOPLE TO GOOD MUSIC v HE SAID h)M TRYING TO h)TS LIKE -UZAK ) GUESS BUT ) DONT CONSIDER THEM lND A WAY TO MARKET GOOD MUSIC WHEN THERES A VOID OF COMPETITION v 7IESENTHAL SAID -UZAK THE BIGGEST GOOD RADIO HERE IN 0HILADELPHIAv OF SEVERAL MUSIC PROVIDERS IN THE 5NITED 3TATES HAS /NE OF 0ORTERS NONPAYING CLIENTS 2OGER -AIN BECOME VIRTUALLY SYNONYMOUS WITH THE BACKGROUND GENERAL MANAGER OF THE !DRIATICA RESTAURANTLOUNGE MUSIC PLAYED IN SUPERMARKETS MALLS AND ELEVATORS SAID HES DELIGHTED WITH THE SERVICE h)M A TECHNO THE WORLD OVER )N -UZAK REPORTED lRST QUARTER PHOBE ) DIDNT KNOW HOW IT WAS GOING TO TAKE CARE OF REVENUES OF MILLION "UT ITS TARGETING A VERY DIFFER US v -AIN SAID h"UT IT DOES A GREAT JOB 4HE BARTENDER ENT AUDIENCE h%LECTRONICA IS NOT THE KIND OF MUSIC THEY CHOOSES THE PLAYLIST )TS BETTER THAN A JUKEBOX 4HE USE v EXPLAINED 7IESENTHAL h! COMPANY LIKE -UZAK ESTABLISHMENT CONTROLS THE MOOD NOT THE CUSTOMERSv WOULD NEVER LICENSE FROM THE LABELS ) LICENSE FROMv 0ORTER SAID HES BEEN TRYING TO lND A WAY TO MAR !NOTHER POPULAR SERVICE "ABY !CTIVAIRE IS A KET INDEPENDENT MUSIC FOR YEARS (E EXPERIMENTED WITH PACKAGE FOR NEW PARENTS THAT INCLUDES A PINK OR BLUE MIX TAPES AND CUSTOM #$S BUT WAS NEVER ABLE TO PRO I0OD MINI A "OSE 3OUND $OCK AND A DOZEN MIXES WITH VIDE THE VARIETY AND CONVENIENCE THAT COMES WITH USING NAMES SUCH AS h#HILL v h,OUNGEY ,ULLABIES v AND h%NER AN I0OD h7HEN THE I0OD CAME ALONG IT WAS SO EASY IT GIZED 0LAY 4UNESv WAS BEAUTIFUL v HE SAID h9OU EDIT OUT ALL THE BAD STUFF 4HERES ALSO 3URGICAL !CTIVAIREAN I0OD DESIGNED ALL THE lLLER SONGS AND YOU GIVE PEOPLE BEAUTIFUL MUSIC TO HELP SURGEONS PERFORM OPERATIONS h-ANY SURGEONS 4HERES AN ENDLESS SUPPLY AND ITS ALWAYS CUTTING EDGE ARE CARRYING AND USING I0ODS NOW v SAID 7IESENTHAL AND HIP AND COOLv h4HE SURGICAL PLAYLIST IS BEING DEVELOPED IN CONJUNCTION WITH $R 3OTIRIS 3TAMOU A 7ASHINGTON $# HEART SPE CIALIST SPECIlCALLY FOR A CORONARY BYPASS %ACH SURGERY IS UNIQUE AND THE I0ODS PLAYLIST FEATURE ALLOWS US TO STYLE MUSIC FOR THE VARIOUS ASPECTS OF SURGERYv
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7ERE SHIPPING I0ODS EVERY DAYv )N A JOINT INTERVIEW -ARTIN AND *EWELL DENIED THAT THE SITE IS A PYRAMID SCHEME LIKE THE MYRIAD MATRIX SCHEMES ADVERTISED ON E"AY WHICH ALSO PROMISE FREE I0ODS )NSTEAD THEY EXPLAINED 'RATIS )NTERNET RECEIVES A BOUNTY FOR SEND ING POTENTIAL CUSTOMERS TO SITES SUCH AS !/, E"AY OR 2EAL.ETWORKS h7ERE A MARKETING lRM v SAID *EWELL h7ERE SENDING THESE PEOPLE TO OUR ADVERTISERS 7E CRINGE WHEN WE HEAR @PYRAMID OR @SCHEME 7ERE MORE CLOSELY ASSOCIATED WITH VIRAL MARKETING WITH THE SUB SERVIENT CHICKEN THAN !MWAYv 4HEY DECLINED TO SPECIFY THE BOUNTY AND SAID THAT THE lRM DOESNT DEAL DIRECTLY WITH THE COMPANIES INVOLVED 2ATHER 'RATIS )NTERNET IS COMMISSIONED BY THIRD PARTY MARKETING AGENCIES SUCH AS 3AN &RANCIS COS !DTERACTIVE $IEGO #ANOSO !DTERACTIVES VICE PRESIDENT OF SALES SAID &REEI0ODSCOM IS A LAWFUL AND WELL RUN CUS TOMER ACQUISITION PROGRAM h7EVE BEEN WORKING WITH THESE GUYS FOR MORE THAN THREE YEARS v SAID #ANOSO h4HEY ARE VERY GOOD AT WHAT THEY DOv #ANOSO ALSO DECLINED TO SPECIFY THE ADVERTISERS BOUNTIES BUT SAID THEY CAN RANGE BETWEEN AND PER REFERRAL DEPENDING ON THE PROGRAM AND THE KIND OF CUSTOMER IT ATTRACTS h4HE MONEY WE GIVE THESE GUYS 'RATIS )NTERNET IS ENOUGH TO FULlLL THE PROMISE THAT THE CUSTOMERS COME IN FOR v #ANOSO SAID !LTHOUGH SEEMS LIKE A LOT #ANOSO SAID ITS PEANUTS COMPARED WITH THE MILLIONS SPENT ON 46 AND MAGAZINE ADS WHICH DONT GUARANTEE NEW CUSTOMERS h#OMPANIES SUCH AS #OLUM BIA (OUSE AND CREDIT CARD COMPANIES THEYRE HAPPY TO PAY FOR CUSTOMERS v #ANOSO SAID h4HEYRE HAPPY TO SEND OUT I0ODS BECAUSE THEYRE GETTING CUSTOMERS IN RETURN #APTURE IS EXPENSIVE AND THEYRE PAYING AFTER THEYVE ACQUIRED THE CUSTOMERv !ND ALTHOUGH A LOT OF CUSTOMERS CANCEL AFTER THE FREE TRIAL ENOUGH STICK AROUND TO MAKE IT WORTHWHILE #ANOSO SAID #ANOSO ALSO SAID THAT &REEI0ODSCOM IS AT THE FOREFRONT OF PERFORMANCE BASED MARKETING h4HE MODEL IS BEAUTIFUL v HE SAID h;4HE COMPANIES= ARE PAY ING FOR A SPECIlC CUSTOMER AFTER ACQUIRING THE CUSTOMER )TS NOT BRANDING )TS NOT NONRESPONSIVE ADVERTISINGx )TS LOW RISK MARKETING )TS A VERY EFlCIENT SYSTEMv &OR THE LAST FOUR YEARS 'RATIS )NTERNET HAS OPER ATED CUSTOMER ACQUISITION PROGRAMS THROUGH &REE#$S COM &REE$6$SCOM &REE6IDEO'AMESCOM AND &REE#ONDOMSCOM 4HE COMPANY HAS SENT OUT MIL LIONS OF DOLLARS WORTH OF FREE MERCHANDISE -ARTIN SAID INCLUDING MILLION TO MILLION CONDOMS "UT NOTHING HAS TAKEN OFF LIKE THE I0OD OFFER "ETWEEN THE LAUNCH OF &REEI0ODSCOM IN *UNE AND -ARCH THE COM PANY CLAIMS TO HAVE DISPATCHED MORE THAN I0ODS WORTH MORE THAN MILLION
*" Ê-* Ê Ê- 4HE POPULARITY OF THE I0OD HAS SPAWNED ANOTHER KIND OF I0ODTREPRENEUR THE CROOKED KIND 4HE WORD I0OD FOR EXAMPLE HAS BECOME THE MOST POPU LAR TERM IN SPAM EMAIL ACCORDING TO A REPORT IN !USTRALIAS 0# !UTHORITY MAGAZINE h0USHING ASIDE USUAL SPAM CATEGORIES THE I0OD SPAM TRIMMED WEIGHT LOSS SPAM TO A SVELTE PERCENT OF ALL SPAM SENT IN $ECEMBER v THE MAG AZINE SAID h,IBIDO ENHANCEMENT SPAM WAS ROCK SOLID AT PERCENT WHILE SEX UAL ORGAN ENHANCEMENT SPAM LIMPED IN AT AN UNIMPRESSIVE PERCENT OF ALL SPAM SENTv -EANWHILE A SEARCH FOR I0OD ON E"AY YIELDS A COUPLE THOUSAND LISTINGS FOR THE DIGITAL MUSIC PLAYER AND ACCESSO RIES BUT BEWARE HUNDREDS OF THE LISTINGS ARE INDUCEMENTS TO JOIN PYRAMID STYLE SCAMS E"AY IS SWAMPED WITH NEW hMATRIXv SCHEMES WHICH APPEAR TO BE LEGITIMATE BUYERS CLUBS BUT ARE IN FACT VARIATIONS ON CLASSIC PYRAMID SCAMS WHICH ARE OUTLAWED AROUND THE WORLD )N MOST CASES E"AY SHOPPERS ARE OFFERED HOT PRODUCTS SUCH AS AN I0OD A GAME CONSOLE OR A CELL PHONE AT AN INCREDIBLE DISCOUNT SAY FOR OR 4HE EAGER BARGAIN HUNTER IS TOLD NOT TO BID ON THE ITEM BUT IS DIRECTED INSTEAD TO SITES SUCH AS -Y-OBILE 4HE 0HONE -ATRIX OR 'ORAKSCOM WHICH OFFER I0ODS OR CELL PHONES AS FREE GIFTS WHEN PRODUCTS SUCH AS #$S OR E"OOKS ARE PURCHASED 4HE CATCH IS THAT BUYERS ONLY GET THEIR FREE I0ODS AFTER MORE PEOPLE SIGN UP 7HEN MAKING A PURCHASE THE BUYERS NAME IS ADDED TO A LIST !S NEW MEMBERS JOIN NAMES ARE SHUFmED UP THE LIST 7HEN THEY REACH THE TOP THE I0OD
IS DISPATCHED 4O SPEED UP THE PROCESS BUYERS ARE OFTEN ENCOURAGED TO RECRUIT NEW MEMBERS TO JOIN THE SCHEME !ND THATS WHERE ALL THE E"AY POSTS COME FROM 6ICTIMS ARE USING E"AY TO RECRUIT NEW MEMBERS E"AY SPOKESPERSON (ANI $URZY SAID HE WAS UNAWARE OF THE SCAMS h7E HAVE MILLION ITEMS ON THE SITE AT ANY ONE TIME )N THE GRAND SCHEME OF THINGS IT IS INSIGNIlCANT v $URZY SAID REFERRING TO THE LARGE NUMBER OF MATRIX LISTINGS ON E"AY )N FACT MATRIX SCHEMES ARE SO COMMON ON E"AY SOME BUYERS THINK THEIR UBIQUITY IS A SIGN OF LEGITIMACY h4HERE ARE SO MANY YOU THINK THERE MUST BE SOMETHING TO IT v SAID $ANNY 9I A YEAR OLD GRAPHIC DESIGNER FROM .EW 9ORK WHO SIGNED UP AT -Y-OBILE FOR A FREE I0OD WITH A #$ PURCHASE 2ECRUITED BY AN E"AY LISTING 9I SAID HE BOUGHT A #$ AT -Y-OBILE ONE WEEK BEFORE POSTING HIS OWN I0OD ADS ON E"AY 9I HAS YET TO RECEIVE HIS #$ OR HIS I0OD 9I WAS SURPRISED WHEN TOLD HE WAS INVOLVED IN A SCAM h)T SEEMED LIKE SOMETHING WAS NOT RIGHT v HE SAID h) WAS PRETTY SKEPTICAL )M STILL SKEPTICAL "UT ITS JUST SO ) THOUGHT WHY NOT )F YOU GET IT GREAT BUT IF NOT SO WHAT 9OU LEARN YOUR LESSONv *AMES +OHM AN ATTORNEY WITH THE &EDERAL 4RADE #OMMISSION WHICH POLICES CONSUMER SCAMS SAID HE HADNT HEARD OF MATRIX SCHEMES BUT IF THEY WORKED AS DESCRIBED THEY ARE OUTLAWED h)F THATS WHATS GOING ON v HE SAID hITS DElNITELY ILLEGAL 9OU ARE ALWAYS GOING TO HAVE MORE PEOPLE WHO ARE NOT GETTING ANYTHING THAN THOSE WHO ARE %VERY BODYS RECRUITING BUT NOT EVERYONES GOING TO GET AN I0ODv
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TISEMENT ON E"AY FOR A I0OD 9IS E"AY POST IS NOT AN AUCTION BUT AN ATTEMPT TO RECRUIT BUYERS FOR -Y-OBILE WHICH PROMISES A FREE I0OD WITH PURCHASES 4ROUBLE IS THE I0OD IS DISPATCHED ONLY AFTER SEVERAL MORE PEOPLE SPEND MONEY AT THE SITE HENCE 9IS AD FOR NEW RECRUITS 4HE &4# SAYS ITS A CLASSIC PYRAMID SCHEME
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! GOOD WAY TO JUDGE A PERSONS CHARACTER IS BY TAKING A PEEK AT THEIR MUSIC COLLECTION !S NOVELIST .ICK (ORNBY PUT IT IN (IGH &IDELITY h)TS NO GOOD PRETENDING THAT ANY RELATIONSHIP HAS A FUTURE IF YOUR RECORD COLLECTIONS DIS AGREE VIOLENTLY OR IF YOUR FAVORITE lLMS WOULDNT EVEN SPEAK TO EACH OTHER IF THEY MET AT A PARTYv .OW THANKS TO THE I0OD AND I4UNES THERE ARE NEW WAYS FOR PEOPLE TO LOOK AT ONE ANOTHERS MUSIC COLLECTIONS )TS EASY TO BROWSE SOMEONES I0OD TO SEE WHAT THEY LIKEIF THEYLL SHOW YOU OF COURSE !ND THANKS TO I4UNES ABILITY TO SHARE MUSIC COLLECTIONS OVER LOCAL NETWORKS ITS POSSIBLE TO JUDGE SOMEONES TASTE IN MUSICOR LACK THEREOFIN A WAY THAT PREVI OUSLY REQUIRED A CERTAIN LEVEL OF INTIMACY 4HE ABILITY TO EXAMINE THE MUSIC COLLECTIONS OF COWORKERS NEIGHBORS OR FELLOW STUDENTS IS AKIN TO PEERING INTO THEIR TRUE HID DEN SOULS 3OMEONE WHO APPEARS COOL AND WITH IT FROM THE OUTSIDE COULD BE REVEALED AS A CULTURAL NINCOMPOOP THROUGH THE POOR SAPS ATROCIOUS TASTE IN MUSIC !ND NOW THAT I4UNES IS BECOMING WIDELY USED ON THE 0# PLATFORM AS WELL AS THE -AC IT IS EMERGING THAT THERE ARE SOCIAL IMPLICATIONS FOR SHARING MUSIC /N COLLEGE CAMPUSES FOR EXAMPLE A NEW FORM OF BIGOTRY CALLED hPLAYLISTISMv IS TAKING ROOT )NVENTED BY STUDENTS AT 7ESLEYAN 5NIVERSITY PLAYLISTISM WAS lRST REPORTED BY 3TEPHEN !UBREY A YEAR OLD STUDENT AND COL UMNIST FOR THE 7ESLEYAN !RGUS 0LAYLISTISM !UBREY EXPLAINED IS DISCRIMINATION BASED NOT ON RACE SEX OR RELIGION BUT ON SOMEONES TERRIBLE TASTE IN MUSIC AS REVEALED BY THEIR I4UNES MUSIC LIBRARY !UBREY SAID AN I4UNES MUSIC LIBRARY TELLS A LOT MORE ABOUT A PERSON THAN THE CLOTHES THEY WEAR OR THE BOOKS THEY CARRY h)TS THE 4 SHIRT PLUS THE BOOK PLUS THE HAIRCUT v !UBREY SAID h)TS EVERYTHINGv !UBREY SAID 7ESLEYAN STUDENTS ARE ENJOYING A NEW PARLOR GAMEGOING THROUGH MUSIC LIBRARIES TRYING TO GUESS WHAT THEIR OWNERS ARE LIKE !T ANY ONE TIME DOZENS OF I4UNES LIBRARIES ARE AVAILABLE ON THE CAMPUS NETWORK WHICH IS SHARED BY ABOUT STUDENTS h4HIS ONE PLAYLIST HAD A LOT OF 'ERMAN TECHNO v !UBREY SAID h7E PREDICTED THIS WAS A KID WEARING A MESH SHIRT WHO WANTED TO BE A .AZIv !T A PARTY SHORTLY AFTERWARD !UBREY RECOGNIZED THE PLAYLIST AND ASKED WHOSE MUSIC IT WAS h4HEY POINTED TO THIS KID IN A MESH SHIRT WITH A SWASTIKA ON HIS ARM v !UBREY SAID 3TUDENTS ARE STARTING TO REALIZE THEY MUST MANAGE THEIR MUSIC COLLECTIONS OR AT LEAST PRUNE THEM OR RISK PERMANENTLY DAMAGING THEIR IMAGE !UBREY SAID (E CONFESSED TO DELETING A LOT OF STUFF HIMSELF h) HAD A LOT OF SHOW TUNES ) HAD TO GET RID OF v HE SAID h!ND A LOT OF PUNK POP FROM MY EARLIER DAYS LIKE 'REEN $AY AND "LINK v
4HERES A mIP SIDE OF COURSE )F SOMEONES MUSIC COLLECTION IS NOT AWFUL BUT ACTUALLY PRETTY GOOD THEIR SOCIAL STAR CAN RISE !PPARENTLY 4ONY h&ATHER OF THE I0ODv &ADELL WHO HEADS UP !PPLES I0OD GROUP GETS A LOT OF EMAIL FROM COLLEGE KIDS THANKING HIM FOR THEIR IMPROVED SEX LIVES -ITCH 2ATCLIFFE A 3ILICON 6ALLEY CONSULTANT REPORTED ON HIS BLOG !CCORDING TO 2AT CLIFFE &ADELL TOLD HIM OVER LUNCH THAT STUDENTS WITH COOL I4UNES PLAYLISTS CAN EXPECT LATE NIGHT VISITS FROM PROSPECTIVE LOVERS h7HEN THEY PUBLISH THEIR PLAYLISTS TO 2ENDEZVOUS NETWORKS IN THEIR DORMS OTHER STUDENTS SURF THOSE PLAYLISTS TO GET AN IDEA WHAT PEOPLE ARE LIKE v 2ATCLIFFE WROTE h3O LATE AT NIGHT A GUY SITTING IN HIS DORM MAY HEAR A KNOCK ON THE DOOR AND OPENING IT lND A GIRL WHO LOVES THEIR PLAYLIST 4ONY GETS MAIL FROM GUYS THANKING HIM FOR THISv 3HARING PLAYLISTS CAN REVEAL QUITE A LOT ABOUT SOMEONES PERSONAL LIFE TOO AS WEB DEVELOPER 3TEFAN 'EENS DISCOVERED 'EENS LIVES IN A 3TOCKHOLM APARTMENT BLOCK WITH ABOUT RESIDENTS WHO SHARE THE BUILDINGS COMPUTER NETWORK 4HANKS TO THE OPEN NETWORK 'EENS HAS ACCESS TO HIS NEIGHBORS I4UNES LIBRARIES 4HE lRST THING HE DOES WHEN A NEW PLAYLIST POPS UP IS 'OOGLE THE OWNERS NAME h) HAVE DElNITELY LEARNED THINGS v 'EENS SAID h)VE GOT A lLM PRODUCER IN MY APARTMENT AS WELL AS A MANAGER OF A REASONABLY WELL KNOWN 3TOCKHOLM BANDv 4HE PLAYLISTS CAN BE EVEN MORE REVEAL ING THAN WHAT A 'OOGLE SEARCH TURNS UP 'EENS SAID /NE NEIGHBOR HAS PLAYL ISTS OF 3WEDISH HIP HOP LABELED h-USIC FOR #$ FOR 888v AND h888S SEX SONGSv h) ASSUME HE DOESNT CARE ;THAT EVERYONE ELSE HAS ACCESS= v 'EENS SAID ,IKE HIS NEIGH BORS 'EENS SHARES HIS MUSIC UNCENSORED h) AM QUITE HAPPY TO ADVERTISE MY MUSIC TASTES v HE SAID h-USIC ISNT PORN AFTER ALLv -USIC MAY NOT BE PORN BUT IT SOMETIMES COMES CLOSE 5NIVERSITY OF -ARYLAND STUDENT !LEXANDER 0AYNE SAID THAT WHILE THERES NOTHING IN HIS COLLECTION CON SIDERED SHOCKING BY HIS CLASSMATES AT HOME ITS A DIFFERENT MATTER 7ITH FAMILY THERE MAY BE RISKS IN LET TING IT ALL HANG OUT h-Y 0OWER"OOK ' TOTING MOTHER WAS MARVELING AT THE 2ENDEZVOUS FEATURE WHEN SHE SAW @%AT 3HIT 9OU &UCKING 2EDNECK BY 0IGFACE @&UCK THE 0AIN !WAY BY 0EACHES AND SO FORTH AND ARCHED A QUESTIONING EYEBROW AT ME BEFORE MOVING ON TO MY $JANGO 2EINHARDT COLLECTION v 0AYNE SAID h!LL ) COULD DO WAS GRIN SHEEPISHLYv
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-ICROSOFTS LEAFY CORPORATE CAMPUS IN 2EDMOND 7ASH INGTON IS BEGINNING TO LOOK LIKE THE STREETS OF .EW 9ORK ,ONDON AND JUST ABOUT EVERYWHERE ELSE 7HEREVER YOU GO WHITE HEADPHONES DANGLE FROM PEOPLES EARS 4O THE GROWING FRUSTRATION AND ANNOYANCE OF -ICROSOFTS MAN AGEMENT THE I0OD IS WILDLY POPULAR AMONG -ICROSOFTS WORKERS h!BOUT PERCENT OF -ICROSOFT EMPLOYEES WHO HAVE A PORTABLE MUSIC PLAYER HAVE AN I0OD v SAID ONE SOURCE A HIGH LEVEL MANAGER WHO ASKED TO REMAIN ANONYMOUS h)TS PRETTY STAGGERINGv 4HE SOURCE ESTIMATED THAT MAYBE PERCENT OF -ICROSOFT EMPLOYEES HAVE A MUSIC PLAYER PERCENT OF PERCENT TRANSLATES TO I0OD USERS AMONG THE WHO WORK AT OR NEAR -ICROSOFTS CORPORATE CAM PUS h4HIS IRKS THE MANAGEMENT TEAM NO END v SAID THE SOURCE 4HE MANAGER ADMITTED HIS ESTIMATE MIGHT BE HIGH BUT SAID IT WAS BASED ON THE NUMBER OF SHARED PLAY LISTS THAT SHOW UP ON THE CAMPUS NETWORK THE CHATTER ON INTERNAL MAILING LISTS AND THE NUMBER OF WHITE EARBUDS HES SEEN -ARY *O &OLEY EDITOR OF -ICROSOFT 7ATCH SAID SHE (OWEVER OWNING AN I0OD AT -ICROSOFT IS BEGIN HAD NO KNOWLEDGE OF THE I0ODS POPULARITY ON -ICROSOFTS NING TO BECOME IMPOLITIC SO EMPLOYEES ARE HIDING THEIR CAMPUS BUT HAS NOTICED A LOT OF I0OD CHATTER AMONG I0ODS BY SWAPPING THE TELLTALE WHITE HEADPHONES FOR A -ICROSOFTS LEGIONS OF BLOGGERS h) HAVE SEEN LOTS OF 3OFT LESS CONSPICUOUS PAIR h3OME PEOPLE ARE A BIT CONCERNED IES BLOG ABOUT IT THOUGH v SHE WROTE IN AN EMAIL ABOUT BEING TRAITORS NOT SUPPORTING THE COMPANY v HE -ICROSOFTIE #HRIS !NDERSON FOR EXAMPLE JUST SAID h4HEYRE A BIT STEALTH ABOUT ITv BLOGGED ABOUT BUYING HIMSELF AN I0OD THREE DAYS AFTER (OW STEALTHY THEY MUST GET VARIES FROM DIVISION BUYING ONE FOR HIS WIFE h) COULDNT RESIST ANYMORE v HE TO DIVISION !T THE COMPANYS -ACINTOSH "USINESS 5NIT WROTE h4HE INDUSTRIAL DESIGN ON THE I0OD IS ABSOLUTELY WHICH PUBLISHES A WIDE RANGE OF SOFTWARE FOR THE -AC AMAZING 4HE USABILITY OF THE DEVICE IS LIGHT YEARS BEYOND OWNING AN I0OD IS ALMOST DE RIGUEUR "UT AT THE 7INDOWS ANYTHING ELSE )VE SEENv $IGITAL -EDIA 'ROUP WHICH IS CHARGED WITH MAKING 2OBERT 3COBLE WHO CALLS HIMSELF THE h-ICRO SOFTWARE FOR RIVAL PORTABLE PLAYERS USING AN I0OD IS NOT SOFT 'EEK "LOGGERv AND IS ONE OF THE COMPANYS MOST A GOOD CAREER MOVE h)N THE MEDIA GROUP THEY ALL SMOKE WIDELY READ AND VOCAL MOUTHPIECES SAID HE KNOWS LOTS THE COMPANY DOPE ON THAT ONE v THE MANAGER SAID OF -ICROSOFT EMPLOYEES WITH I0ODS h) KNOW MANY -ICRO /F COURSE -ICROSOFTS SOFTWARE IS USED BY DOZENS SOFT EMPLOYEES WHO OWN I0ODS v HE WROTE ON HIS BLOG IN OF COMPETING MUSIC PLAYERS FROM MANUFACTURERS SUCH AS /CTOBER #REATIVE 4ECHNOLOGY 2IO AND 3ONY )TS 7INDOWS -EDIA 4HE UNNAMED -ICROSOFT MANAGER SAID HES HEARD !UDIO OR 7-! FORMAT IS SUPPORTED BY SEVERAL ONLINE FROM SEVERAL EXECUTIVES WHO DUTIFULLY BOUGHT -ICROSOFT MUSIC STORES INCLUDING .APSTER -USICMATCH AND 7AL POWERED PLAYERS TRIED THEM FAILED TO GET THEM WORKING -ART -ICROSOFTS 0LAYS&OR3URE PROGRAM MARKETS THIS AND RETURNED THEM IN FAVOR OF AN I0OD (E WENT THROUGH CHOICE AS A BOON FOR CONSUMERS .ONETHELESS IN THE SAME EXPERIENCE HE SAID THE I0OD COMMANDED PERCENT OF THE PORTABLE PLAYER (E HAD NO IDEA IF "ILL 'ATES OR 3TEVE "ALLMER MARKET AND !PPLES ONLINE I4UNES -USIC 3TORE PER -ICROSOFTS #%/ OWN I0ODSHES NEVER SEEN WHAT GAD CENT OF ONLINE MUSIC SALES ACCORDING TO !PPLE GETS THEY USE h)VE NEVER SEEN EITHER OF THEM WITH ANY h4HESE GUYS ARE REALLY QUITE SCARED v THE ANONY DEVICE BUT ) ONLY SEE THEM IN MEETINGS v HE SAID MOUS SOURCE SAID OF -ICROSOFTS MANAGEMENT h)T SHOWS 3O POPULAR IS THE I0OD -ICROSOFT EXECUTIVES ARE HOW THEIR BACKS ARE AGAINST THE WALLx %VEN THOUGH ITS INCREASINGLY SENDING OUT MEMOS FROWNING ON ITS USE -ICROSOFT NO ONE IS INTERESTED IN WHAT WE HAVE TO OFFER h4HERE ARE FREQUENT COMMUNICATIONS WITHIN THE COMPANY EVEN OUR OWN EMPLOYEESv ABOUT WHY ITS A BAD CHOICE v THE ANONYMOUS MANAGER
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#ONSUMER RESEARCHER -ARKUS 'IESLER ARGUES THAT THE I0OD IS LEADING THE CHARGE TOWARD hCYBORG CONSUMERISM v IN WHICH TECHNOLOGY IS MARRIED TO THE BODY AND WE PLUG INTO A VAST hHYBRID ENTERTAIN MENT MATRIXv , /\ #/524%39 /& *!. 0(),)00 "52'!2$
'IESLER NOTES THAT USERS GIVE THEIR I0ODS NAMES AND CARRY THEM CLOSE TO THEIR BODIESTHE VIBRATIONS OF THE HARD DRIVE MAKES THE DEVICE FEEL ALIVE h#ONSUM ERS OFTEN SAY THE I0OD HAS BECOME PART OF THEMSELVES v 'IESLER SAID h4HE I0OD IS NO LONGER JUST AN INSTRUMENT OR A TOOL BUT A PART OF MYSELF )TS A BODY EXTENSION )TS PART OF MY MEMORY AND IF ) LOSE THIS STUFF ) LOSE PART OF MY IDENTITYv 'IESLER ARGUES THAT TECHNOLOGICAL PRODUCTS SUCH AS THE I0OD ALLOW CONSUMERS TO BECOME hTECHNOTRAN SCENDENTv #ONSUMERS TRANSCEND THE HERE AND NOW THROUGH THE USE OF TECHNOLOGY LIKE KIDS PLAYING VIDEO GAMES h4HEYRE NOT SITTING IN FRONT OF THE 46 THEYRE INSIDE THE GAME v SAID 'IESLER h4HEY HAVE TRANSCENDED THEIR EXISTENCE IN FRONT OF THE 46 THROUGH THE TECHNOL OGY OF THE GAMEv 'IESLER SAID THAT THE I0OD PLUGS INTO A hHYBRID ENTERTAINMENT MATRIXvA COMPLEX NETWORK MADE IN PART OF THE I0OD A COMPUTER THE )NTERNET ONLINE MUSIC STORES lLE SHARING NETWORKS AND SO ON h4HE CONSUMER IS PLUGGED INTO ALL KINDS OF TECH NOLOGIES AND NETWORKS THAT AFFECT CONSUMER BEHAVIOR v HE SAID h!S A RESULT CONSUMPTION PATTERNS CHANGE FROM MATERIALITY TO INFORMATIONTHE )NTERNET FROM OWNERSHIP TO ACCESSlLE SHARING AND FROM PATTERN TO RANDOMNESSTHE I0ODv !PPLE EXEMPLIlES THIS NEW PARADIGM WITH ITS TROIKA OF THE I0OD THE I4UNES SOFTWARE THAT MANAGES IT AND THE ONLINE STORE FOR BUYING NEW MUSIC h!PPLE x IS SELLING A HYBRID ENTERTAINMENT MATRIXI0OD COMPUTER AND MUSIC STORE v 'IESLER SAID h4HE I0OD IS IMPORTANT BUT ITS ONLY REALLY USEFUL WHEN ITS INTERCONNECTED )T BECOMES GREAT WHEN IT IS INTERCONNECTEDv 'IESLER NOTES THAT JACKING INTO THE ENTERTAINMENT MATRIX CHANGES CONSUMPTION PATTERNS 2ANDOM SHUFmE FOR EXAMPLE ISNT JUST A NOVEL WAY TO LISTEN TO MUSIC ITS ONE OF THE KEY CONSTRUCTS OF DIGITAL ENTERTAINMENT 'IESLER SAID THAT INSTEAD OF TRADING INDIVIDUAL SONGS USERS ARE STARTING TO TRADE ENTIRE HARD DRIVES GIANT LIBRARIES OF MUSIC OR MOVIES 7HEN INTERVIEWEES ARE ASKED HOW THEY DIP INTO THESE LIBRARIES PICKING ITEMS AT RANDOM IS THE MOST COMMON ANSWER h3HUFmE MODE USED TO BE A GIMMICK .OW IT IS THE MOST VIABLE STRATEGY TO ACCESS INFORMATION THAT WOULD OTHERWISE BE LOST v HE SAID h)T REDUCES THE COMPLEXITY OF CONSUMPTION )TS A CYBORG CONSUMPTION STRATEGYv
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