The Shuffle is What’ll Do It for Apple

01.18.05 | Apple

It’s been a week, and the world has had a chance to digest the latest offerings from Apple. Now that the buzz has died down a bit, and the “reality distorion field” has worn off, here are my thoughts on the results.

Final Cut Express - A cool app if you’re a semi-serious or aspiring video editing fan. I’m not, so I’ll have to pass.

iLife ‘05 - A decent update to a first generation product. Again, I don’t use it other than iPhoto and iTunes, so I can’t really comment on this one either.

iWork - I think Apple has a good idea with this one. I’m hoping that one day it will be a Microsoft Office killer, or at least be an inexpensive alternative for home users, but it still has a long way to go for that. Bottom line, it won’t come close to MSO until a decent spreadsheet app is added. Watch for it at the next MWSF.

Mac Mini - While cute at first, the novelty has already worn off for me, so I don’t think I’d wind up buying one after all. But, just to be fair, I already have 3 decent machines in the house, so I’m not too driven for new hardware right now. If one of them were to suddenly die, the appeal could return.

For a Windows user, it may be just what they’ve been waiting for to see what the Mac is all about. But again, there is a learning curve that comes with switching to a new OS (I trashed Puma 3 times before finally sticking with it). If the first wave of “Mini Switchers” have even a slightly tough time acclimating themselves, the word will spread in the Windows community fast, which could ultimately hurt sales of the Mini. Remember, Windows users have been doing things a certain way for a long time. It’s hard to teach an old dog new tricks.

On the other hand, positive switching experiences could drive Mini sales through the roof. I think Apple took a really big chance on this one. Only time will tell.

iPod Shuffle - This is the product that’s going to make numbers skyrocket for Apple. Not only is it a cool piece of hardware (I got to hold one bought at MWSF the other day - now I want one), but it will ultimately drive sales of iPod Mini’s. Here’s how…

Being a parent of two older teenagers, with the third coming into the years soon enough, I have major reservations about laying out $250 on a piece of technology to put into the destructive hands of a middle school aged child. Those who are parents out there know just what I’m talking about. There’s a certain quality of “inattention to detail” that makes an iPod Mini prone to very bad accidents at that age.

The Shuffle on the other hand is a different story. No major moving parts, no screen to scratch, not heavy enough to fall out of a pocket when skateboarding and just enough room to hold the limited (but growing) music library of the 11 to 13 year old. As such, a whole new demographic is opened up here. I’d have no problem shelling out $100 on an iPod Shuffle for a pre-teen. Heck, at that price point, the item is almost disposable to me (and I’m cheap frugal). You’re able to somewhat satisfy the early teen angst for the brand name “iPod”, while making a purchase you feel comfortable with.

Then, a few years down the road, when junior or missy are ready to graduate to (a.k.a - be trusted with) something bigger, the iPod Mini is already waiting for you. You’ve seen just how much your youngster loves their Shuffle, so you feel compelled to buy them a Mini. Since there’s no need to recreate music libraries, learn new software, or anything like that, upgrading is a breeze for them. Just plug the new iPod Mini in, perhaps change a few minor iTunes settings, and your kid is on their happy way. As an added bonus, the outgrown Shuffle gets to be handed down to the next sibling in the pecking order (that is, if the unit has survived well enough). You get to kill two birds with one stone that way.

Basically, Apple has already ensured the next generation of iPod Mini users for around a hundred bucks. From there, a good amount of Mini users will graduate to a regular iPod since they’ve come to rely on the calendar and address book that’s built in, and their music collection has grown beyond what a Mini will hold. Apple has the formula figured out — hook the kiddies young, grow the technology with them, and they’ll keep coming back for more.