New iPod nano Signals Way Ahead for Apple
Apple co-founder and god amongst nerds Steve "Woz" Wozniac seemed non-plussed after Apple's recent Showtime press event. He commented to Wired News after the show "The thing I'm still waiting for is lyrics,". Of course you are Woz, you and your Segway polo team. "Cmdrtaco", the editor of Slashdot infamously declared of the orignal iPod "No wireless. Less space than a nomad. Lame.". Tech pundits have been notoriously bad at predicting the market's response to the iPod, and as the audio player further moves from gadget to fashion accessory, I think they will continue to miss the mark, possibly by an increasing margin.
Case in point: at last Tuesday's event Apple neither announced their incessantly rumored touch-screen 16x9 video iPod nor did they satisfy that vocal minority braying for various wireless incarnations of the iPod. "But we need Bluetooth for wireless headphones!" they cry. Great idea, I mean who doesn't want to combine crappy audio quality with the sexyness of hanging batteries off your ears. The preview of iTV will surely quell any further mention of a WiFi iPod. Want to stream video in your home? Well soon you can, with iTunes & iTV.
Instead, Apple released a revised iPod video, with significantly longer battery life and a substantially brighter screen. They remastered/"mini-fied" the nano, falling back to a selection of brushed aluminium cases in a choice of five colours, much like the predecessor to the iPod nano, the iPod mini. I think this is probably the first time we have seen Apple reveal a mis-step in the phenomenal march forward of the iPod. Jobs' strong desire to simplify things as much as possible (including choice) got the better of him with the 1st generation nano. Limiting choice in a product with a much more fashion conscious market than the larger iPod models was not a great move, as evidenced by the strong market created on ebay after Apple retired the iPod mini line.
Of particular note in the new nano line-up is the premium 8 gig model, the only in the range to come in black. Having seen strong sales of their black MacBooks, a product $200 dollars more expensive with essentially the same specification as its white sibling, Apple have learned that even within a product line people will pay a premium to differentiate themselves from the pack. Although the 8 gig black nano doubles the storage of the mid range models, it will sell strongly simply because it's black. With numerous articles proclaiming the iPod losing its cool, Apple has found an answer to combat the waning cool factor the iPod may experience as its market penetration increases. In fact, I bet we will soon see iPods costing $50 to $100 over the standard models that are identical in specifications and only differ in colour or finish. Most people couldn't rationalise spending so much more money for no gain in function or capacity. It will be the fashionable younger market that will embrace these premium products.
My other prediction for Apple: we will see a return of the rainbow logo within 12 months, possibly on these premium style products and across the board more colour coming back into their products, albetheit new, yet announced products.
