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The Innovation-Decision Process.
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The conception and development of the iPod was a success for Apple, yet much work still needed to be done. Apple had a big job on its hands as it needed people to become aware of its innovation, form an attitude to accept or reject the gadget, and put it to use for the innovation to truly be deemed a success.
Knowledge The development of an MP3 player was not the rightful idea of Apple. However, Apple saw an opportunity to take a product already on the market and modify it to better fit users’ needs. This was not an attempt develop a ‘new’ technology but reinvent what was already on the market. The iPod, in 2001, was the first MP3 player to make it easy to transfer and organize music as well as download songs (Lloyd, 2004).
As mentioned, when the iPod was first introduced many were not impressed at the price of this new innovation. However, its appeal resided in features such as the initial 5GB storage (about 1,000 songs), its compact size, the portability of the player, hard disk storage, and the easiness of downloading songs through the use of iTunes (Lloyd, 2004). By the end of 2001, Apple had sold approximately 125,000 iPods. (Lloyd, 2004)
The initial sale of iPods was slow to excel because of lack of knowledge about the product. The original version of the iPod was designed for Mac users and was later upgraded for PCs. Therefore, the “how-to” knowledge of the innovation remained with Mac users while the rest of the world was left with just an “awareness-knowledge.” (Rogers, 2003)
Persuasion Since the appearance of the original iPod in 2001, Apple has consistently produced a new generation iPod almost every year to stay ahead of the game. Each generation iPod boasts features to make it better than the generation prior. For example, greater storage space has been an excellent appeal for those wanting to upgrade. Currently the 6.5 generation release of the classic iPod brags to have a storage space of 120 GB and a running life of 36 hours!! (Lloyd, 2004)
Not only have new generations been released, but Apple has also marketed limited edition iPods beginning in 2002 backed by celebrities like Tony Hawk and famous musicians like U2. The Nano, Mini, Shuffle, and Touch have also added to the edge that Apple has over its competitors due to desirable traits of each model.
While all of the upgrades were appearing, Apple did not stop short on advertising its product as well. See for yourself!!
Decision The acceptance of the iPod drastically changed with the appearance of the 3rd generation classic version. This revolutionized the device’s popularity as well as sales for Apple. What made this generation more appealing than past models?
The 3rd generation iPod, which started to sell at the beginning of 2003, was smaller and lighter. It also featured a bottom-dock instead of a top USB port for charging and downloading music. The most appealing feature though centered on its storage capabilities. One version boasted 10GB, another 15GB, and yet another 30GB. The prices ranged from $300 to $500. (Llyod, 2004)
Implementation By June 23, 2003, Apple had sold its one millionth iPod. Obvious now, this innovation was a success! Though the market provided cheaper alternative MP3 players, the modification of iTunes that allowed PC users the ability to download music and upload songs to iPods.
With the upgrades of new generations, the iPod was designed to allow users to upload pictures, television shows, as well as create podcasts.
Confirmation Evidence shows that the iPod has gained significant popularity. The conclusion of Apple’s fiscal 2009 second quarter (which ended March 2009), shows that “over 11.013 million iPods were sold this quarter, resulting in $1.665 billion in revenue” (Malley, 2009). Though it is slightly lower in comparison to the end of the 2008 fiscal year, the numbers speak for themselves!!
Today iPods are not only being used for listening enjoyment. iPods are slowly being integrated in areas of the working world and in the education sector. Though full acceptance of the device’s promising abilities in the classroom is being researched, implementation by educators is trying to demonstrate the usefulness of new innovations like the iPod in the learning environment.
Works Cited • Hormby, T. & Knight, D. (2007). A History of the iPod: 2000 to 2004. Low End Mac. Retrieved June 25, 2009, from http://lowendmac.com/orchard/05/origin-of-the-ipod.html#0. • Lessons from Apple. Economist, 00130613, 6/9/2007, Vol. 383, Issue 8532. Database: Business Source Premier. Retrieved July 2, 2009, from http://web.ebscohost.com.ezp.waldenulibrary.org/bsi/detail?vid=9&hid=106&sid=c6445905-3958-45b4-a7f7-57467fc320ee%40sessionmgr108&bdata=JnNpdGU9YnNpLWxpdmU%3d#db=buh&AN=25419026
Lloyd, D. (2004). Instant Expert: A Brief History of iPod. iLounge Publishing. Retrieved July 2, 2009, from http://www.ilounge.com/index.php/articles/comments/instant-expert-a-brief-history-of-ipod/ • Malley, A. (2009). Notes of interest from Apple’s Q209 quarterly conference call. Retrieved from AppleInsider July 2, 2009, from http://www.appleinsider.com/articles/09/04/22/notes_of_interest_from_apples_q209_quarterly_conference_call.html
Rogers, E. (2003). Diffusion of Innovations. (5th ed.). New York: NY; Free Press
