If you weren’t living under a rock last week, you heard the news that Apple has officially stopped the iPod. The company announced that the existing generation of the iPod touch would be the last iPod model – ever.
People have flocked to social media (and websites like this, of course) to talk about the iPod, its effect on the music industry, Apple itself, and also many stories about how the iPod has affected them personally. Many people have thought about how an iPod was not just their first Apple device, but the first piece of technology that made them FEEL something when, as Apple says, technology and the creative arts intersect.
I also spent my fair share of time reflecting on my experience with the iPod. I too was among those whose iPod was their first Apple device. I remember two things when I was a kid when it came to technology: my family bought our Gateway computer (cow print box and all) and got the original iPod nano. Queuing up iTunes, Napster, ripping my CDs, finally getting a MacBook, and all the other things that followed that single purchase that kept me with Apple for the next two decades.
While it was fun to reflect on the iPod and its history, for Apple and all of us, I also started to wonder where it goes now. The iPod no longer exists but, as Apple says, “the music goes on”. This statement made me think that, if he no longer lives inside the device that put 1000 songs in our pocket, where does the music live now?
The iPod lives inside two devices: AirPods and HomePod
Source: Luke Filipowicz / iMore
Although it’s almost instinctive to say that the future of the iPod lives inside the best iphone, the more I thought about it, the more convinced I became that it wasn’t. While one of the three mainstays of the iPhone was originally “a widescreen iPod with touch controls,” it’s long since grown out of it and has become almost everything for everyone. It’s your camera, your calculator, your GPS, your notepad and, oh yeah, your phone. Add the App Store and the iPhone is about as much an iPod as the iPad is an Apple Newton (look it up on Wikipedia).
While the iPhone is certainly the device most of us could use to access our music, whether on Apple Music or another music streaming service, I don’t think the iPhone epitomizes the Apple’s love for music. Tim Cook said “Music has always been at the heart of Apple”. Now that the iPod is gone, I think the spirit of the iPod lives on in not one but two devices: AirPods and HomePod.
The thing that made me realize that the spirit of the iPod now lives on in AirPods and HomePod was actually quite simple: it was Apple’s own advertisements. The iPod had a series of iconic commercials featuring silhouettes of people dancing to music with, you guessed it, their iPods and Apple EarPods. Even as the iPod evolved and introduced video, and then iPod touch opened up the App Store to it, the focus remained primarily on music.
When you look at campaign ads for the iPhone, things don’t really focus on the music anymore. There’s too much for Apple to cover, and the iPhone is so much more than music. The ads focus on the camera, the screen, the durability of the new glass and the latest processor – as Steve Jobs said, “speeds and streams”. However, when you look at AirPods and HomePods, the music and how a product makes you feel immediately comes to the fore.
This is particularly evident in the advertisements that Apple publishes with AirPods, and it’s easy to guess why. AirPods are headphones and what are they mainly for if you’re not listening to music? Back off podcast and audiobook users — Apple doesn’t advertise this. Apple’s ads for AirPods aren’t about speeds and flow, but about how getting lost in the music makes you FEEL. And, if you want to feel like the people in the ads, you should buy a pair of AirPods.
The same is true with the HomePod. Although Siri is built into the device, allowing it to act as a smart assistant for your entire home, Apple’s marketing around the device is less like Amazon, which relies heavily on its speakerphone. domestic as an assistant, and more to AirPods. The best representation of this is “Welcome Home”, Spike Jonze’s HomePod ad which, much like the AirPods ads, is less about the device’s features and more about how it lets you lose yourself in the music at home. . The company did something similar with the HomePod mini as well.
The music lives
While the iPod may be gone, music lives on at Apple with AirPods and HomePod. A device that helps you get lost in the music is on full display with Apple’s ads for its wireless headphones and home speaker. It’s clear that Apple sees the spirit of its original music player in every device.
He also lives, of course, in Apple Music, the company’s music streaming service. The company continues to invest in music, recently adding Spatial audio and lossless audio in its music streaming plan at no additional cost to its subscribers.
With the help of Apple Music, AirPods and HomePod, 1000 songs in your pocket have become 90 million songs anywhere. Although I will miss the iPod and the story we all shared with it, I am excited about the future of music and where Apple will take it next.
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