The End of an Era: Why Apple Discontinued the iPod Nano on July 27, 2017
The Discontinuation of the iPod Series
On July 27, 2017, the iPod Nano line, along with the rest of the iPod series, was discontinued by Apple. By May 10, 2022, all iPod models have been phased out, making way for modern devices like the iPad and iPhone. While you may still occasionally find iPods used for specific retail functions, such as inventory management, the era of dedicated music players has largely come to an end.
Smartphones have significantly increased their functionality, subjecting dedicated devices like the iPod to the diminishing utility principle. This principle states that a technology's value decreases over time as it is replaced by new, more advanced alternatives. In addition, the advent of fast and cheap internet, alongside music streaming services like Spotify, iTunes Prime Music, and many others, has drastically narrowed the use cases for the iPod.
The Decline and Role of the iPod Nano
Hardly anyone purchased the iPod nano and touch models, even after the release of the seventh generation. The iPhone became the successor of these devices. However, the iPod nano and classic models couldn't run iOS. With macOS 13 stopping support for the classic iPod nano, this further isolated these devices from modern technology.
Apple's Ecosystem and Strategic Moves
Apple often justifies the discontinuation of the iPod by stating it was their "last generation." However, there may be other reasons at play. The sixth generation of the iPod Nano featured a new form factor, a small thin square similar in size to today's Apple Watch, with cover bands for wearing as a watch. The software even included several watch faces!
However, the following generation was designed to be too large to function as a watch. This suggests that Apple had plans to venture into the "wearables" market and possibly integrate features of the iPod with their watch technology. By releasing a 7th generation iPod Nano that could not be worn on the wrist, Apple allowed the 6th generation to fade from use and memory. This was part of their strategy to create excitement about the upcoming Apple Watch, hoping that people would forget about the previous device that could function as a watch, thus adding to the "Wow! Apple just announced a watch!!!”"
The Bigger Picture: Trapping Customers in the Apple Ecosystem
According to industry analysts, iPods are a way to introduce young customers to the Apple ecosystem. iPods running iOS are sold to people too young to buy an iPhone, drawing them into the ecosystem early. Once these customers are old enough to purchase an iPhone, they are likely to be sold other Apple accessories such as AirPods, Apple Music, Beats, iCloud, etc. This strategy is all about trapping customers into the Apple ecosystem as early as possible, and iPod Touches are the cheapest way to do it.
In conclusion, the discontinuation of the iPod Nano on July 27, 2017, marked the end of an era. This decision was likely influenced by the diminishing utility principle, strategic moves to integrate features with future devices like the Apple Watch, and a broader goal to maintain and expand Apple's ecosystem of customers.