Why Apple Releases a New Generation iPod Touch in 2019: Its Strategic Value
Apple's release of a new generation iPod Touch in 2019 might seem redundant given the widespread use of smartphones for media consumption. However, the iPod Touch serves a unique and strategic purpose within Apple's ecosystem, catering to specific needs and consumer preferences. This article explores the reasons behind the continued development of this device and its importance to Apple's overall strategy.
The iPod Touch: An Isolated Device in a Connected World
Many people use their smartphones for a wide variety of tasks, including media consumption. However, the iPod Touch offers a distinct advantage: it is a device that can be used without a cellular connection, making it ideal for activities where a phone's interruptions are undesirable, such as listening to music or watching videos. For instance, the headphone jack is a feature that cannot be found on most modern smartphones, providing an essential point of differentiation for the iPod Touch.
Uses for the iPod Touch
Child-Friendly Media Device
The iPod Touch is an excellent choice if you want to give a young child access to an iPhone-like device. Without the need for expensive phone service, the iPod Touch allows parents to give their children the benefits of a smartphone—such as apps, games, videos, and internet access—without the risks or complications associated with mobile phone usage. This device is perfect for teaching children about technology and getting them familiar with the iOS operating system, laying the groundwork for future use of Apple products.
Audio Recorder
For those who need a portable audio recording device, the iPod Touch offers a great solution. With a decent onboard microphone and the ability to connect a pro studio-quality external mic, the iPod Touch can be used for recording audio. This feature is particularly useful for activities such as music recording or in situations where phone calls might disrupt the recording process. The convenience of the device, combined with its portability, makes it an ideal choice for audio enthusiasts.
Videography and Communication
Like the audio recording feature, the iPod Touch is a versatile video device. It can be used for shooting high-quality video, making it a viable alternative to smartphones in certain situations. Additionally, the device can be used as a dedicated video chat device or for portable zoom and video call functions. This makes it a strong contender for individuals who need a reliable and portable media device.
Strategic Importance to Apple's Ecosystem
Although the iPod Touch might seem insignificant in the age of smartphones, it serves a crucial role in Apple's ecosystem. Apple is a business, and the iPod Touch still generates significant revenue for the company. Moreover, offering an iPhone alternative tailored to specific needs helps to foster a deeper connection with customers and encourages them to use more Apple products.
The iPod Touch also serves as an entry point for young users to acquaint themselves with iOS. By familiarizing children with the platform, Apple increases the likelihood that these users will continue to use Apple products as they grow older. This is further reinforced by the brand loyalty that comes from using a similar device for extended periods. As kids transition into teenagers and then adulthood, they are more likely to buy and use other Apple products, such as iPhones, iPads, Macs, Watches, and AirPods.
Furthermore, the iPod Touch's profitability is bolstered by considerations beyond direct sales. The expenses incurred in setting up factories and tooling are one-time costs, making it cost-effective for Apple to continue producing the iPod Touch. Additionally, the revenue generated from the App Store, as users download and use apps on the iPod Touch, contributes significantly to Apple's overall revenue.
In conclusion, the iPod Touch is more than just a relic of the past; it is a strategic product that plays a critical role in Apple's ecosystem. Its targeted uses, such as being an isolated media device for children and a versatile recording device, make it a valuable addition to Apple's range of products.