Cult of iPod

/Ê
1/Ê"ʈ*"
/Ê
1/Ê"ʈ*"
,Ê 9
/Ê
1/Ê"ʈ*"#OPYRIGHT¥BY,EANDER+AHNEY
!LLRIGHTSRESERVED.OPARTOFTHISWORKMAYBEREPRODUCEDORTRANSMITTEDINANYFORMORBYANYMEANSELECTRONIC
ORMECHANICALINCLUDINGPHOTOCOPYINGRECORDINGORBYANYINFORMATIONSTORAGEORRETRIEVALSYSTEMWITHOUTTHE
PRIORWRITTENPERMISSIONOFTHECOPYRIGHTOWNERANDTHEPUBLISHER
0RINTED;,/#!4)/.=8888888888888888888888888888
ˆ .O3TARCH0RESSANDTHE.O3TARCH0RESSLOGOAREREGISTEREDTRADEMARKSOF.O3TARCH0RESS)NC/THERPRODUCT
ANDCOMPANYNAMESMENTIONEDHEREINMAYBETHETRADEMARKSOFTHEIRRESPECTIVEOWNERS2ATHERTHANUSEA
TRADEMARKSYMBOLWITHEVERYOCCURRENCEOFATRADEMARKEDNAMEWEAREUSINGTHENAMESONLYINANEDITORIAL
FASHIONANDTOTHEBENElTOFTHETRADEMARKOWNERWITHNOINTENTIONOFINFRINGEMENTOFTHETRADEMARK
0UBLISHER7ILLIAM0OLLOCK
0RODUCTION-ANAGER3USAN"ERGE
#OVERAND)NTERIOR$ESIGNAND#OMPOSITION/CTOPOD3TUDIOS
$EVELOPMENTAL%DITOR0ATRICIA7ITKIN
#OPYEDITOR0AT#OLEMAN
0ROOFREADER3TEPHANIE0ROVINES
)NDEXER4ED,AUX
&ORINFORMATIONONBOOKDISTRIBUTORSORTRANSLATIONSPLEASECONTACT.O3TARCH0RESS)NCDIRECTLY
.O3TARCH0RESS)NC
$E(ARO3TREET3UITE3AN&RANCISCO#!
PHONEFAXINFO NOSTARCHCOMHTTPWWWNOSTARCHCOM
4HEINFORMATIONINTHISBOOKISDISTRIBUTEDONANh!S)SvBASISWITHOUTWARRANTY7HILEEVERYPRECAUTIONHASBEEN
TAKENINTHEPREPARATIONOFTHISWORKNEITHERTHEAUTHORNOR.O3TARCH0RESS)NCSHALLHAVEANYLIABILITYTOANY
PERSONORENTITYWITHRESPECTTOANYLOSSORDAMAGECAUSEDORALLEGEDTOBECAUSEDDIRECTLYORINDIRECTLYBYTHE
INFORMATIONCONTAINEDINIT
,IBRARYOF#ONGRESS#ATALOGINGIN0UBLICATION$ATA
G]djau(Ha]j`an*
Pda_qhpkbeLk`+Ha]j`anG]djau*))-opa`*
l*_i*
Ej_hq`aoej`at*
EO>J-)15/.3),22)2
-*Tttttttttttttttttttttttttttt*.*Tttttttttttttttttttttt*E*Ttttt*
TTTT*T*TT.,,1
TTT*TÑTT))TTTT
.,,1TTTTTT
,/\I0/$-90(/4/#/-
/"
4OMYWIFE4RACIANDOURFOURBEAUTIFULKIDS.ADINE
-ILO/LINAND,YLE
"7 /4HANKS TO THE I0OD COMMUNITY AND EVERYONE WHO
SHAREDASTORYPICTUREORQUOTE
4HANKSALSOTO0HILLIP4ORRONE.OBUYUKI(IYASHI
$ENNIS,LOYDANDMYCOLLEAGUESAT7IRED.EWSESPE
CIALLY!LISON-ACONDRAYAND$AVID-ILLER!LSOTHANKS
TO0ATRICIA7ITKINAND"ILL0OLLOCKAT.O3TARCH0RESS
Tpvsdf
ÊÊÊÊ/Ê"Ê
" / /-
Ujumft!
Qbhf
Ê Ê /,"1
/" ÊÊ
ÊÊÊ4HE*OYOFI0ODI#ANDYFORTHE%ARSÊÊ
ÊÊÊ4HE(IT7ONDERÊ
ÊÊÊI0OD#ULTURE#LUB
ÊÊÊ£\ʈ*"-Ê",Ê
ÊÊÊ5NVEILINGA"REAKTHROUGH$EVICE
ÊÊÊ"REAKTHROUGH-Y%YE
ÊÊÊ4WEAKSAND3ALES
ÊÊÊ7EAPONOF#HOICEI0OD-INI
ÊÊÊ"UY4UNES
ÊÊÊ7HY)T7ORKS
ÊÊÊ#OPY0ROTECTIONOR"USINESS0ROTECTION
ÊÊÊI0OD0ORN
ÊÊÊ!PPLE.O0ORNOI0OD0HOTOÊ
ÊÊÊÓ\Ê 7Ê-/ Ê/-
ÊÊÊ-USIC-AGIC&OUNDINTHE3HUFmE
ÊÊÊ0ARTYAT#ARL6AN6ECHTENS
ÊÊÊ4HE0ERILSOF2ANDOM
ÊÊÊI0OD3HUFmEIN4HREE3TEPS
ÊÊÊ"ULL3ESSIONWITH0ROFESSORI0OD
ÊÊÊ4OMIS4INYI0OD0EOPLE
ÊÊÊÎ\ÊÊ-/,Ê-Ê", \Ê/Ê Ê"Ê/ʈ*"
ÊÊÊ3ONYSI0OD
ÊÊÊ4HE(ARDWAREÊ
ÊÊÊ4HE3OFTWAREÊ
ÊÊÊ4HEI0OD+ILLERP0ODÊ
ÊÊÊ{\Ê-*, Ê/Ê7",Ê"ʈ*"\Ê,1 79Ê7",‡"‡"1/
ÊÊÊ(OMEBREWI0OD!DSÊÊ
ÊÊÊ3AUSAGE3TRADDLING$OMINATRIXI0OD3KINSÊ
ÊÊÊI0OD&ANS'ETINTOTHE0ICTUREÊÊ
ÊÊÊI0OD3NOBS5NITEÊÊ
ÊÊÊ#ELEBRITYI0ODSÊÊ
ÊÊÊ+ARL,AGERFELDSI0OD#OLLECTIONÊÊ
ÊÊÊ#OOL(UNTERS,IKE!PPLES3HINEÊÊ
ÊÊÊI0OD5SERSINTHE#LOSETÊÊ
ÊÊÊ4HE2EALI0OD$EMOGRAPHICÊÊ
ÊÊÊx\ʈ*"]ÊÕ*"]Ê6,9"9Ê*"
ÊÊÊ-0*SÊÊ
ÊÊÊ7ITHANI0OD7HO.EEDSA4URNTABLEÊ
ÊÊÊ!NDREW!NDREW4HEY7ALK!LIKE4HEY$*!LIKE
ÊÊÊI0OD3HUFmES-AKE7ORLDS3LOWEST2AID
ÊÊÊ7ORLDS&IRSTAND/NLYI0OD3TEREOSCOPEÊ
Tpvsdf
ÊÊÊÊ/Ê"Ê
" / /-
Ujumft!
ÊÊÊ(OMEMADE3HUFmE3HADESÊ
Qbhf
ÊÊÊ(AVEI0OD7ILL3ECRETLY"OOTLEGÊ
ÊÊÊ)3EEI0OD0EOPLEÊ
ÊÊÊ0ROPOSALBYI0ODÊÊ
ÊÊÊI0OD&-ÊÊ
ÊÊÊI0OLOGYÊÊ
ÊÊÊ#USTOMIZEDI0ODSÊÊ
ÊÊÊI0OD)DENTITY4HIEVES&ACETHE-USICÊÊ
ÊÊÊI0OD#OZIESAND3OCKSÊÊ
ÊÊÊ#EPHALI0ODSÊÊ
ÊÊÊÈ\Ê -*, Ê/Ê /"
ÊÊÊ!URAL(EAVENI0ODAND!NALOGÊÊ
ÊÊÊ&ANS&ORGE&UTUREI0ODSÊÊ
ÊÊÊ3ECURITYIN/BSCURITYÊÊ
ÊÊÊI0OD*ACKINGÊ
ÊÊÊ$ANCINGWITH#OMMUTERSÊÊ
ÊÊÊI0ODS"EATIN(EARTOFTHE#ITYÊ
ÊÊÊÇ\Ê-* ]Ê-* ]Ê-* Ê­" ʈ*"Ê
--",-®
ÊÊÊ3ERVICE4URNS#$SINTO-0SÊ
ÊÊÊI0OD-UZAK)SNT3AME/LD3ONG
ÊÊÊ!RRESTINGI0OD&ASHIONÊÊ
ÊÊÊ4EMPESTINA3PECIALTYI0OD#ASEÊ
ÊÊÊ!N!RMOREDI0OD#ASEFOR*APANESE#OMMUTER4RAINSÊ
ÊÊÊI,OUNGE$RUNKWITH3UCCESSÊÊ
ÊÊÊ-UST(AVESFORTHE5PPER7EST3IDEÊ
ÊÊÊI0OD4UBE!MP0UMPS5PTHE0RICEÊ
ÊÊÊ&RAMEDI0OD3PEAKERSÊ
ÊÊÊ-AKING&REEI0ODS0AY/FFÊ
ÊÊÊI0OD3PAMAND3CAMSÊ
ÊÊÊn\ÊÊ7 /Ê/"Ê"Ê9"1,Ê \Ê
1/1,Ê*
/
ÊÊÊ0LAYLISTISM%VOLVES
ÊÊÊ(IDE9OURI0OD(ERE#OMES"ILL
ÊÊÊI0OD%TIQUETTEÊ
ÊÊÊ5!PPLES3AVING-USICFORTHE&UTURE
ÊÊÊ-RI0OD'OESTO7ASHINGTONÊ
ÊÊÊ-YI0OD-Y3ELF
ÊÊÊI2AQ
ÊÊÊI0ODHEADS
ÊÊÊ 8
ÊÊÊ"1/Ê/Ê1/",
º1-
ʈ-Ê
7Ê-Ê
/"ÊÊ/Ê
-*
Ê"Ê
-°»
4(/-!3#!2,9,%
Ó
/Ê"9Ê"ʈ*"\ʈ
9Ê",Ê/Ê,&IRETHEWHEELANDTHEI0OD)NTHEHISTORYOFINVENTION
GADGETS DONT COME MORE ICONIC THAN !PPLES DIGITAL
MUSICPLAYER4HEI0ODISTOTHESTCENTURYWHATTHEBIG
BANDWASTOTHESTHERADIOTOTHESORTHEJUKE
BOX TO THE @SnTHE SIGNATURE TECHNOLOGY THAT DElNES
THE MUSICAL CULTURE OF THE ERA !ND WHAT A MARVELOUS
TECHNOLOGYTHEI0ODIS)NSIDE!PPLESLITTLEWHITEBOXIS
MAGICPUREMAGICINTHEGUISEOFMUSIC
,IKEACELLPHONEORALAPTOPTHEI0ODISKEPTCLOSE
AND CARRIED EVERYWHERE )TS USED EVERY DAY BUT NOT
FOR WORK OR TO ENSLAVE YOU BY PERSISTENT CONTACT 4HE
I0ODISUSEDTOINVOKEEUPHORIA0EOPLEAREINLOVEWITH
MUSIC4HESPARKLINGGENIUSOFTHEI0ODISTHATITGIVES
IT TO YOU IN HUGE DOSES 4HE I0OD CAN STORE AN ENTIRE
LIFETIMESWORTHOFMUSIC!NDSOITBECOMESTHEMOST
PERSONALOFPERSONALDEVICES-ORETHANACOMPUTERA
CAR OR A FANCY PAIR OF SHOES ITS PART OF YOUR MAKEUP
YOUR PERSONALITY 7HATS ON ITˆTHE MUSICˆTELLS WHO
YOUARE-USICISDEEPINYOURHEARTANDSOUL
)MAMUSICJUNKIEFROM%NGLANDANATIONOFMUSIC
JUNKIES3INCELATECHILDHOODMUSICHASBEENAPASSION
SOMETIMES AN OBSESSION THAT OFTEN TOOK PRECEDENCE
OVER ALL OTHER INTERESTSˆFOOD LOVE EVEN CIGARETTES
,IKEALOTOFPEOPLE)HADAGIANTCOLLECTIONOFVINYL,0S
AND #$S THAT GREW OVER THE YEARS INTO AN UNMANAGE
ABLE ARCHIVE WEIGHING HUNDREDS OF POUNDS 4OO HEAVY
FORSHELVESTHERECORDSSATONTHEmOORSPILLINGINTOTHE
ROOM"UTFORTHEMOSTPARTTHECOLLECTIONWASMERELYFOR
OTHERPEOPLETOGAWKAT)DIDNTPLAYMOSTOFTHERECORDS
ANDEXCEPTFORAFEWDISKSATTHEFRONTOFTHEPILE)FORGOT
ANDNEGLECTEDMOSTOFTHEM
&AST FORWARD AND NOW THE ENTIRE COLLECTION CAN
lTINSIDEASMALLWHITEBOXTHESIZEANDWEIGHTOFAPACK
OF CARDS 4HIS TO ME IS A MIRACLE ! CROWNING ACHIEVE
MENT OF TECHNOLOGY 4HAT UNWIELDY PILE OF VINYL AND
CARDBOARDHASBEENFREEDFROMTHELIVINGROOMANDIS
AVAILABLEANYWHEREANDEVERYWHERE)GOFROMTHEEAR
LIESTREGRETTABLESINGLESTOMYLATESTOBSESSION
)NSIDE THE I0OD A MUSIC COLLECTION COMES ALIVE
4HERES DELIGHT IN LOADING UP A TON OF STUFF FROM ALL
GENRESERASANDSTYLESANDSEEINGWHATTHEMACHINE
COMES UP WITH 3ELECT 2ANDOM 3HUFmE AND THE I0OD
DREDGESUPTUNESYOUMIGHTNEVERCONSCIOUSLYCHOOSE
TOPLAY"UTCHOSENFORYOUTHEYREADELIGHT4HISMODE
OFPLAYALSOALLOWSYOUTODISCOVERGEMSINACOLLECTION
THATPREVIOUSLYSATUNPLAYEDONASHELFOF#$S3ONGS
PREVIOUSLY NEGLECTED CAN BECOME TOP FAVORITES !ND
THENTHEREAREALLTHOSETUNESYOUNEVERKNEWYOUHAD
2ANDOM SHUFmE CAN CREATE GREAT SURPRISES SELECTING
JUSTTHERIGHTSONGATJUSTTHERIGHTTIME/RITCANTHROW
TOGETHERUNEXPECTEDCOMBINATIONS"URNING3PEARFOL
LOWEDBY,UDACRIS)TDOESNTALWAYSWORKBUTWHENIT
DOESYOUREINPOPHEAVEN
4HE I0OD HAS CHANGED FOREVER MY LISTENING HAB
ITS .O LONGER DO ) WANT TO HEAR AN ALBUM ALL THE WAY
THROUGHWITHRAREEXCEPTIONS7HAT)WANTISAPLAYLIST
OFMYFAVORITES,ISTENINGTOTHEI0ODMAKESACINEMATIC
ADVENTURE OF A TRIP TO THE SUPERMARKET OR A BORING CAR
DRIVE )T ADDS A SENSE OF OTHERWORLDLINESS TO WALKING
DOWN THE MOST FAMILIAR STREET 4HERES NOTHING BETTER
FOR EXERCISEˆPOUNDING BEATS AND BREAKS TO GET YOU
ENERGIZEDTOMOUNTTHESUMMITOFAHILL)LIKELISTENING
TOTHEI0ODWHILERIDINGMYBIKEYEAH)KNOWITSDANGER
OUSANDPROBABLYILLEGAL(IGHASAKITEOFFTHEEXERCISE
THEMUSICTRANSPORTSMETONIRVANA3OMETIMESWHEN
THERIGHTTUNEPOPSUP)MTRULYINHEAVEN
Î
4HE MAGIC OF THE I0OD IS THE MUSIC IT CONTAINS
{
,/\&%$%2)#/0!2/$)
/Ê£ä]äääÊ/Ê7" ,
4HE I0OD IS A BONA lDE HITˆA GENUINE CULTURAL PHE
NOMENON %VERYONE HAS ONE FROM YOUR KID SISTER TO
THEPRESIDENTOFTHE5NITED3TATES)TSBELOVEDOFGLUE
SNIFlNG SKATE PUNKS AND OBSERVANT *EWS WHO LOAD IT
WITH THOUSANDS OF NIGGUNIM OR HUMMING SONGS 4HE
WORD I0OD IS ALREADY A PROPRIETARY EPONYM SUCH AS
+LEENEX OR 8EROX FOR ALL -0 PLAYERS THE WORD I0OD
DENOTESTHEMALL
4HE I0OD IS CHANGING THE MUSIC INDUSTRYˆNOT
JUST HOW MUSIC IS PLAYED AND ENJOYED BUT HOW IT IS
DISTRIBUTEDANDMAYBESOONHOWITISMADE4HEI0OD
HASUSURPEDTHEALBUMASTHEKEYPRODUCTOFTHEMUSIC
INDUSTRYREPLACINGITWITHTHEPLAYLIST7HENITCOMESTO
DIGITALMUSICPLAYLISTSARETHEWAYTOORGANIZELISTENTO
ANDDISCOVERNEWMUSIC4HEPLAYLISTISKING
4HE I0OD HAS RESCUED AND REDElNED !PPLE 4HE
COMPUTERCOMPANYMAYYETTURNINTOAMUSICCOMPANY
ORONETHATSELLSALLKINDSOFENTERTAINMENTDEVICES!PPLE
ALREADYSELLSMOREI0ODSTHANCOMPUTERS!PPLEWASTHE
RIGHTCOMPANYINTHERIGHTPLACEATTHERIGHTTIME4HANKS
TO.APSTERANDOTHERlLESHARINGSOFTWAREHUNDREDSOF
MILLIONSOFPEOPLESUDDENLYHADHUGEMUSICCOLLECTIONS
ONTHEIRCOMPUTERS
)[email protected]
ITWASEASIERTODOWNLOADSONGSTHANTORIPTHEMFROM
A#$!FTERALLITWASOFTENLESSBOTHERTOSEARCHONLINE
THANHUNTDOWNTHE#$ONYOURSHELF!SWELLASDOWN
LOADING CONTEMPORARY STUFF PEOPLE REAMASSED THEIR
ENTIRE RECORD COLLECTIONSˆEVERYTHING THEY OWNED ON
UNPLAYEDSTACKSOF,0S#$SANDCASSETTES
"UT ALL THIS DIGITAL MUSIC WAS TIED TO THE COM
PUTER"URNING#$SOFDOWNLOADEDMUSICISAHEADACHE
4HENATURALSOLUTIONISTOCOPYITFROMHARDDRIVETOHARD
DRIVE !PPLE TOOK THE TINY *APANESE HARD DRIVES JUST
COMING ONTO THE MARKET SLAPPED A NIFTY INTERFACE ON
THEM AND PROVIDED A FAST CONNECTION TO SUCK MUSIC
FROMTHECOMPUTER
!PPLE HAS A NOCOMPROMISE APPROACH TO PROD
UCTS)TUSUALLYMAKESTHEMASWELLASITCANNOMATTER
THECOSTANDTHISHASBEENANADVANTAGENOTANIMPEDI
MENT4HEI0ODWASBEAUTIFULLYCONCEIVEDANDEXECUTED
)TWASMARKETEDEXPERTLYANDBECAMEAWORDOFMOUTH
HIT 4HE MEDIA CHATTER ON THE )NTERNET AND THE WHITE
HEADPHONESCATAPULTEDTHEI0ODINTOEVERYONESPOCKET
ANDBACKPACK
4HEI0ODISDEADEASYTOUSE0ICKITUPANDIN
SECONDSYOUVEMASTEREDTHEBASICS"UTITGOESDEEPER
4HE I0OD IS BEAUTIFULLY INTEGRATED WITH THE COMPUTER
WHICHFEEDSITTUNESANDWITHANONLINESTORETOlLLITAT
CENTSAPOP4HEI0ODISAMAZINGLYVERSATILE9OUCAN
LISTENTOITWHILEDRIVINGˆTHROUGHTHECARSTEREOˆORUSE
ITASANALARMCLOCKTOWAKEYOUINTHEMORNING)TSNOT
ONLYAPERSONALSTEREOITSTHEHOMESTEREOTHEOFlCE
STEREOORTHESTEREOATTHEGYM)TSBOTHPERSONALAND
PUBLICUSEDBY$*SANDINBARSANDHOTELS)TSEVEN
STARTING TO TAKE OVER SOME NIGHTCLUBS 4HE I0OD HAS
CREATED$*SOUTOFMEREMORTALS!HOSTOFNEWCLUBS
ENCOURAGEPATRONSTOSPINTUNESOFFTHEIRI0ODSFOROTH
ERSTODANCETOˆIFTHEYDONTGETBOOEDOFF
!ND THE I0OD HAS SPAWNED ALL KINDS OF NEW
BUSINESSESˆFROM SERVICES THAT LOAD I0ODS FOR PEOPLE
WITH MORE MONEY THAN TIME TO SONG STYLISTS WHO CRE
ATE PLAYLISTS FOR SURGEONS TO OPERATE TO TO THOSE WHO
COMPILEPLAYLISTSFORNEWBORNSFRESHOUTOFTHEHOSPITAL
NURSERY
4HE COMBINATION OF HARDWARE SOFTWAREˆAND
MUSICˆPROVED TO BE A HIT !PPLE TOOK IT TO 7INDOWS
ANDTHERESTISHISTORY
x
ˆ*"Ê
1/1,Ê
1
4HIS BOOK EXAMINES THE BIRTH OF THE I0OD ITS METEORIC
RISETOFAMEANDTHECULTURETHATHASGROWNUPAROUND
IT)TDETAILSSOMEOFTHEFUNTHINGSPEOPLEDOWITHTHEIR
DIGITALPLAYERSANDTHEHOMAGETHEYPAYIT
È
*/,Ê £ DESCRIBES THE I0ODS INAUSPICIOUS INTRO
DUCTION BY 3TEVE *OBS WHO CALLED IT A hBREAKTHROUGH
DEVICEvBUTNOONEBELIEVEDHIMATTHETIME
*/,ÊÓINTRODUCESTHEI0ODSUNACKNOWLEDGEDFATHER
4ONY&ADELLWHOSOLD!PPLEONTHEIDEAOFADIGITALPLAYER
TIED TO AN ONLINE MUSIC STORE "EFORE GOING TO !PPLE
&ADELLTRIEDTOINTEREST3ONYWHOTURNEDHIMAWAY
*/,ÊÎLOOKSATOURNEWLISTENINGHABITSTHEREVELA
TORYJOYSOFSHUFmEPLAYANDHOWLETTINGPEOPLEPEEKAT
YOURMUSICCOLLECTIONCANRUINYOURIMAGEORENCOURAGE
SOMEONETOSLEEPWITHYOU
*/,Ê{ISABOUTTHEI0ODSRUNAWAYWORDOFMOUTH
THE EMERGENCE OF HOMEMADE I0OD ADS AND CELEBRITY
USERSSUCHASTHEFASHIONDESIGNERWHOOWNSI0ODS
ANDAGILDEDCARRYINGCASETOLUGTHEMAROUNDIN
*/,Ê x EXAMINES I0OD CULTURE )T DESCRIBES -0*S
ANDSOFTWARETHIEVESWHOUSEI0ODSTOSTEALEXPENSIVE
APPLICATIONSFROMCOMPUTERSTORES)TALSOTAKESALOOK
ATPEOPLEWHODRESSUPASI0ODSFOR(ALLOWEEN
*/,ÊÈLOOKSATI0ODHOMAGESFROMFANSTHETHOU
SANDSOFSNAPSOFI0ODSINFAMOUSPLACESTHEFANTASTIC
FUTURE DEVICES FANS DESIGN TO SHOW THEIR WISHES AND
DESIRES AND I0OD CULTURE IN .EW 9ORK AS REVEALED BY
ONLINEPERSONALADS
*/,Ê Ç IS ABOUT I0ODTREPRENEURS OR I0OD ENTREPRE
NEURSANDTHEBOOMINGBUSINESSOFACCESSORIZINGTHE
I0OD)TLOOKSATTHERISEOFI0ODSCAMSANDSWINDLESAND
HOWTOGETAFREEI0ODOFFTHE.ET
*/,ÊnWRAPSITUPWITHALOOKATTHECULTURALIMPACT
HOW THE I0OD IS CHANGING SOCIAL SNOBBERY ON COLLEGE
CAMPUSESANDITSIMPACTAT-ICROSOFTWHEREEMPLOY
EES ARE SO ENTHUSIASTIC ABOUT THE I0OD ITS STARTING TO
UPSET"ILL'ATES
4HE I0OD :ONE "ACK IN THE S "AUHAUS FRONT
MAN0ETE-URPHYSTARREDINANICONICADFOR-AX
ELL AUDIOCASSETTES THAT HAD HIM WEATHERING A
SPEAKERPOWEREDTYPHOONTOTHESTRAINSOFh.IGHT
ON"ALD-OUNTAINv
,/\ÊI,/5.'%
£
ˆ*"-Ê",Ê
n
().4
)43
.
"
!-!#
4
1 6 ÊÊ,/,"1Ê6
7EWEREVERYLUCKYˆWEGREWUPINAGENERATIONWHEREMUSICWASANINCREDIBLYINTI
MATEPARTOFTHATGENERATION-OREINTIMATETHANITHADBEENANDMAYBEMOREINTIMATE
THANITISTODAYBECAUSETODAYTHERESALOTOFOTHERALTERNATIVES7EDIDNTHAVEVIDEO
GAMES TO PLAY 7E DIDNT HAVE PERSONAL COMPUTERS 4HERES SO MANY OTHER THINGS
COMPETINGFORKIDSTIMENOW"UTNONETHELESSMUSICISREALLYBEINGREINVENTEDIN
THISDIGITALAGEANDTHATISBRINGINGITBACKINTOPEOPLESLIVES)TSAWONDERFULTHING
!NDINOUROWNSMALLWAYTHATSHOWWEREWORKINGTOMAKETHEWORLDABETTERPLACEv
ˆ3TEVE*OBSINA2OLLING3TONEINTERVIEW$ECEMBER
)N MID/CTOBER !PPLES PUBLICITY DEPARTMENT SENT OUT INVITATIONS TO A MEDIA
EVENT AT ITS SHINY CORPORATE HEADQUARTERS IN THE HEART OF 3ILICON 6ALLEY 4HE EVENT
WOULDMARKhTHEUNVEILINGOFABREAKTHROUGHDIGITALDEVICEvTHEINVITEREAD!PPLE
ISNOTORIOUSFORWITHHOLDINGINFORMATIONABOUTNEWPRODUCTSUNTILTHEYRERELEASED
ANDASUSUALTHEINVITATIONGAVEALMOSTNOINFORMATIONABOUTWHATTHEEVENTMIGHT
HERALD )T GAVE THE TIME AND DATEˆ/CTOBER AT !-ˆAND NOTHING MORE 4HERE
WASHOWEVERACRYPTICCLUEATTHEBOTTOM
h(INTITSNOTA-ACv
)MMEDIATELYSCORESOFNEWSWEBSITESPUBLISHEDARTICLESABOUTTHEINVITATIONSPARK
INGFEVEREDSPECULATIONABOUTWHATTHEhBREAKTHROUGHDEVICEvMIGHTBEh/URFORUMS
ANDTHEFORUMSATEVERYOTHER-ACWEBSITEAREEXPERIENCINGRECORDTRAFlCvREPORTED
THE-AC/BSERVER-OSTSITESGUESSED!PPLEWOULDUNVEILAPORTABLEMUSICPLAYER
BUTINTHEABSENCEOFANYREALINFORMATIONPEOPLESIMAGINATIONSRANWILD!CROSSTHE
WEBPEOPLESPECULATEDTHAT!PPLEWOULDINTRODUCEANIFTYHANDHELDSOMETHINGLIKE
A0ALM0ILOTONSTEROIDSˆADEVICECAPABLEOFPLAYINGNOTJUSTMUSICBUTMOVIESTOO
!NDITWOULDTAKEPHOTOSMAKEPHONECALLSANDMIXCOCKTAILSx
4HIS RAMPANT SPECULATION CREATED SUCH A MAGICAL AURA AROUND THE MYSTERY
DEVICEPEOPLESAIDTHEYWEREGOINGTOBUYITSIGHTUNSEENh7EHAVENOTEDMANY
PEOPLESAYINGTHATTHEYWANTEDTHISNEWDEVICEWITHOUTEVENKNOWINGWHATITWASv
4HE -AC /BSERVER SAID %VEN PROFESSIONAL INDUSTRY WATCHERS SUCH AS TECHNOLOGY
INDUSTRY ANALYST 2OB %NDERLE GOT CAUGHT UP IN THE EXCITEMENT %NDERLE TOLD h#"3
-ARKETWATCHv HE WAS h PERCENT SURE THE COMPANY HAD SOMETHING MORE THAN A
MUSICPLAYERINMINDv
/NTHEMORNINGOFTHERDABOUTJOURNALISTSGUESTSAND!PPLESTAFFGATH
EREDINAWOODPANELEDAUDITORIUMTOSEEWHATCHARISMATIC!PPLE#%/3TEVE*OBS
HADUPHISSLEEVE$RESSEDINHISTRADEMARKBLACKTURTLENECKANDJEANS*OBSTOOKTHE
STAGEWITHACONlDENTSTRIDEh7EHAVESOMETHINGREALLYSTUNNINGFORYOUTODAYvHE
ANNOUNCEDWITHABIGGRIN*OBSISINHISELEMENTINTRODUCINGNEWPRODUCTSFOR!PPLE
(ISPRESENTATIONSARETHETECHEQUIVALENTOFAROCKSHOWORAGOODSTANDUPROUTINE
4HEYGENERATETREMENDOUSANTICIPATIONEVENAMONGJADEDJOURNALISTSWHOBELIEVE
THEMSELVESIMMUNETOTECHINDUSTRYHYPE
4HOUGH*OBSSPRESENTATIONSAREGENERALLYSTRAIGHTFORWARDHETHROWSINSEV
ERAL JOKES AND MAKES GREAT USE OF MULTIMEDIA (E OFTEN SHOWS NEW !PPLE 46 ADS
ORSPECIALLYMADEPROMOTIONALVIDEOSALWAYSATEARSPLITTINGVOLUME*OBSKNOWS
HESSTARRINGINHISOWNINFOMERCIALBUTHELENDSTHEPROCEEDINGSANAIROFGROWNUP
DIGNITYANDEXCITEMENT(ESVERYCHARMINGANDFUNNY(EPACESTHESTAGEDELIVERING
UTTERLYHYPERBOLICLINESWITHASTRAIGHTFACETHE-ACSBEINGhINSANELYGREATvISHIS
MOSTFAMOUS
™
£ä
(E ALSO KNOWS HOW TO PACE A PRODUCT LAUNCH NEVERBEENTHISFASTORTHISEASYBEFOREvHECONTINUED
4HINGS START SLOWLY WITH BACKGROUND FACTS ABOUT h7EVE ALL HEARD @PLUG AND PLAY BEFORE 4HIS IS PLUG
!PPLES PERFORMANCE OR THE MARKET IN GENERAL *OBS UNPLUGANDPLAYv*OBSADDEDh4HERESBEENNOTHING
KNOWSTHATEVERYONEISWAITINGFORTHEINEVITABLEINTRO LIKETHISBEFORE!ND)DONTTHINKTHERESANOTHERCOM
DUCTIONOFTHENEXThINSANELYGREATvNEWPRODUCTAND PANYTHATCOULDDOTHIS4OBRINGEVERYTHINGUNDERONE
HE BUILDS SUSPENSE ACCORDINGLY USUALLY WAITING UNTIL ROOFTOGETHERTOBEABLETOCREATEAPRODUCTLIKETHISv
THEENDOFTHEPRESENTATIONJUSTWHENHEAPPEARSTOBE
*OBSSAIDTHEI0ODWOULDCOSTANDBEAVAIL
WRAPPING THINGS UP !LMOST AS AN AFTERTHOUGHT *OBS ABLE.OVEMBER)TWOULDBEHEPREDICTEDhTHE
WILLSAYTHEREShONEMORETHINGvANDWITHAMISCHIE HOTTESTGIFTTHISHOLIDAYSEASONv*OBSDIMMEDTHELIGHTS
VOUSGRINPULLBACKTHECURTAIN
TOSHOWAPROMOVIDEOFEATURINGCOMPANYEXECUTIVES
/N THIS PARTICULAR /CTOBER *OBS BEGAN BY ANDPOPSTARSINCLUDING-OBYAND3EALWHODGOTTEN
RECAPPING !PPLES hDIGITAL HUBv STRATEGY 4HE -AC IS ANEARLYPEEKATTHEMACHINEh$OYOUREMEMBERWHAT
THE CENTER OF A DIGITAL LIFESTYLE HE SAID IN WHICH OUR ITWASLIKEWHENYOUGOTYOURlRST7ALKMANvSAID3EAL
LIVES ARE INCREASINGLY MEDIATED BY DIGITAL DEVICES h7OW)WANTTOCARRYTHISWHEREVER)GOv
#ONSUMERS USE DIGITAL CAMERAS AND CAMCORDERS THEY
h9OUVEGOTYOUROWNRECORDSTOREINTHISTHINGv
DOWNLOADMOVIESANDSHAREPICTURESOVERTHE.ETAND SAID 3TEVE (ARWELL THE LEAD SINGER OF 3MASHMOUTH
THE COMPUTER IS THE CORE OR HUB OF THIS EXPERIENCE h4HISKICKSEVERYOTHERPRODUCTSASSRIGHTHEREv
*OBSNOTEDTHAT!PPLEMADEITSSOFTWARETOWORKWITH
*OBSCONCLUDEDTHEEVENTWITHAHINTTHAT!PPLE
ALLKINDSOFDIGITALCAMERASANDCAMCORDERSBUTASYET MIGHT INTRODUCE A VERSION FOR 7INDOWS h7E HAVE
NODEVICEHADBEENMADEESPECIALLYTOWORKJUSTWITH THOUGHT THAT WHEN WE GET A LITTLE SPARE TIME WE WILL
THESOFTWARE5NTILNOW
LOOKATTAKINGITTO7INDOWSv*OBSSAIDh7EKNOWTHE
h4HElELDWECHOSEWASMUSICv*OBSSAIDh7HY EXPERIENCEWONTBEASGOODBUTWEWILLPROBABLYLOOK
MUSIC 7ELL WE LOVE MUSIC AND ITS ALWAYS GOOD TO ATTHATDOWNTHEROADv
DOSOMETHINGYOULOVEv*OBSWENTONTOEXPLAINTHAT
,/,"1]Ê9Ê9
MUSIC IS A PART OF EVERYONES LIFE h)TS A LARGE TARGET
MARKETvHESAIDh)TKNOWSNOBOUNDARIES!NDTHEREIS
4HOUGH3TEVE*OBSCALLEDTHEI0ODAhBREAKTHROUGHvDEVICE
NOMARKETLEADER.OONEHASREALLYFOUNDTHERECIPEYET
FEWPEOPLEAGREEDWITHHIMATTHETIME3EVERALDIGITAL
FORDIGITALMUSIC!NDNOTONLYWILLWElNDTHERECIPE
MUSIC PLAYERS BASED ON HARDDRIVES WERE ALREADY ON
WETHINKTHE!PPLEBRANDISGREATFORTHISv
THEMARKET4HElRSTWASINTRODUCEDTWOYEARSEARLIER
*OBS DISCUSSED OTHER PORTABLE DIGITAL MUSIC
IN /CTOBER BY #OMPAQ #REATED BY THE COMPA
PLAYERSONTHEMARKETRUNNINGTHROUGHALLTHEOPTIONS
NYSRESEARCHLABSTHE0ERSONAL*UKEBOXOR0*"WAS
mASHMEMORY PLAYERS HARD DRIVE PLAYERS #$ PLAYERS
DESIGNEDAROUNDA'"HARDDRIVE"UTTHE0*"WAS
AND #$-0 PLAYERS 4HEN HE GOT TO THE PUNCH LINE
ASBIGANDUGLYASABRICKANDITDIDNTSELLWELL
(OLDING UP A LITTLE WHITE BOX ABOUT THE SIZE OF A PACK
! &RENCH COMPANY !RCHOS 4ECHNOLOGY HAD
OFCARDS*OBSSAIDTHAT!PPLEWASINTRODUCINGITSOWN
BETTER LUCK WITH THE !RCHOS *UKEBOX 2ESEMBLING A
HARDDRIVEBASEDMUSICPLAYERI0ODh)THINKTHISBLOWS
DIMINUTIVE7URLITZERJUKEBOXINBLUEANDSILVERPLASTIC
THEMAWAYvHESAID
THE!RCHOSHADALREADYGONETHROUGHTWOVERSIONSAND
*OBS DESCRIBED HOW I0OD COULD STORE SONGS
COULDRECORD-0lLESASWELLASPLAYTHEM
IN A VARIETY OF FORMATS AND HOW IT REPRESENTED THREE
!NOTHERPOPULARPLAYERCAMEFROMTHE3INGAPORE
BREAKTHROUGHS /NE ITS hULTRAPORTABLEv TWO ITS
COMPANY #REATIVE WHOSE .OMAD *UKEBOX HAD ALSO
hULTRATHINvANDTHREEITS'"INTERNALHARDDRIVECAN
BEENTHROUGHACOUPLEOFVERSIONS4HELATESTMODELAT
HOLD SONGS h4O HAVE YOUR WHOLE MUSIC LIBRARY
'"HADFOURTIMESTHEI0ODSCAPACITY!NDITSOLDFOR
WITHYOUATALLTIMESISAQUANTUMLEAPWHENITCOMESTO
THESAMEPRICE
MUSICv*OBSSAIDh!NDI0ODlTSINYOURPOCKET.EVER
3O WHEN !PPLE CAME ALONG WITH THE I0OD IT
BEFOREPOSSIBLEv
WAS NEITHER THE lRST HARD DRIVE PLAYER NOR THE BIG
*OBS THEN SPENT THE NEXT MINUTES GOING
GESTNORTHECHEAPEST!NDOFCOURSEITONLYWORKED
THROUGH THE I0ODS FEATURES INCLUDING MINUTE SKIP
WITH -ACINTOSH COMPUTERS &EW PEOPLE SAW ANYTHING
PROTECTION AND A SUPERFAST &IRE7IRE CONNECTION !N
BREAKTHROUGH ABOUT IT )NDEED THE INITIAL REACTION
ENTIRE#$COULDBEDOWNLOADEDINTOSECONDSHE
WAS OVERWHELMINGLY NEGATIVE h4HE I0OD SELLS FOR AN
SAIDANDTHEI0ODSBATTERYCOULDBERECHARGEDINONE
ABSOLUTELYHIDEOUSLYOUTRAGEOUSANDWILLBEAVAIL
HOUR*OBSDEMONSTRATEDTHEhUNIQUEvSCROLLWHEELAND
ABLETOTHETWOPEOPLEWHOBUYTHEMATTHATPRICEON
HOW THE I0OD AUTOMATICALLY SYNCHRONIZES ITSELF WITH
.OVEMBER v SAID THE -AC3LASH WEBSITE IN A NEWS
I4UNES JUKEBOX SOFTWARE h)SNT THIS COOLv ENTHUSED
PIECEREPORTINGTHEI0ODSINTRODUCTIONEARLIERTHATDAY
*OBS SHOWING HOW THE I0OD AUTOMATICALLY DOWN
/N THE SITES FORUMS ONE POSTER WROTE h!PPLE HAS
LOADS NEW SONGS WHEN PLUGGED INTO A COMPUTER h)TS
INTRODUCED A PRODUCT THATS NEITHER REVOLUTIONARY NOR
££
I
0
I
0
4(%.!-%I3
I02%4%.DI43!. O2I'I.!,D%6I#%
3450ID
I
I
ID02%&%2O7.I.'DI3#3
!.D4(%02I#%I3
I02%&%2O4(%2D%6I#%3
4OO(I'(
I
0
ˆ"29!.#(!&&I.
I
0
£Ó
/ÊI0/$
, -Ê-Ê
" Ê"Ê/Ê
,/-/Ê
" -1,Ê
/," -Ê
-
",-Ê"Ê
Ê/
ˆ"53).%33
BREAKTHROUGH AND THEYVE PRICED IT SO
HIGH THAT ITS REMINISCENT OF THE #UBEv
4HE#UBEWAS!PPLESELEGANTBUTEXPEN
SIVE CUBIC COMPUTER FROM )T WON
CRITICALPRAISEBUTSOLDPOORLY4HEAUTHOR
WENTONTOOFFERSOMEIDEASFORWHATTHE
LETTERSINhI0ODvSTOODFORh)DIOTS0RICE
/UR $EVICESv THE POSTER SUGGESTED OR
h) 0RETEND ITS AN /RIGINAL $EVICEv /TH
ERSCHIMEDINh)D0REFER/WNING$ISCSv
SAIDONEANDh)0REFER/THER$EVICESv
3OME PEOPLE LIKED I0OD FROM THE
START OF COURSE h)MPRESSIVE 0IECE OF
$ESIGNv WROTE ONE BUT SURPRISINGLY
MOST PEOPLE WERE INDIFFERENT AT BEST
3OME WERE EVEN OUTRAGED 7RITING FOR
7IRED .EWS -AC#OMMUNIST COLUMNIST
,UKAS (AUSER SAID hSMASH THE I0ODv
h!PPLEHADBEENCLAIMINGWEWEREGOING
TOBETREATEDTOA@BREAKTHROUGHDEVICE
WITH THE I0ODS RELEASE "UT THE ONLY
@BREAKTHROUGH HERE IS A GROWING DESIRE
TOBREAKABYOVER3TEVE*OBSSKULLv
(AUSER WROTE hI0OD I9AWNv WROTE THE
POPULAR -AC COLUMNIST 2ODNEY / ,AIN
ON4HE-AC/BSERVERSITE
h4HENAMEISSTUPIDANDTHEPRICE
IS TOO HIGHv ADDED THE SITES EDITOR
"RYAN#HAFlN
/7-Ê Ê-"UTFOURYEARSLATER3TEVE*OBSHASBEEN
PROVENRIGHT(ISHYPERBOLEWASJUSTIlED
4HE I0OD IS A BREAKTHROUGH DEVICEˆA
TECHNOLOGY THAT THANKS TO ITS SIZE EASE
OF USE AND ABILITY TO STORE A LIFETIMES
WORTH OF MUSIC IS TRANSFORMING THE
MUSICINDUSTRY
!S OF !PRIL !PPLE HAD SOLD
MORETHANMILLIONI0ODS"YCOMPARI
SON3ONYSOLDONLYMILLION7ALKMANS
IN ITS lRST THREE YEARS 4HE I0OD COM
MANDSANASTONISHINGPERCENTOFTHE
MARKET FOR HARDDRIVE PLAYERS ACCORD
ING TO SALES AND MARKETING INFORMATION
COMPANYTHE.0$'ROUP3OMEANALYSTS
EXPECTTHEMARKETFORDIGITALMUSICPLAY
ERS TO GROW EXPONENTIALLY IN THE NEXT
FEW YEARS FROM ABOUT MILLION UNITS
IN TO MILLION UNITS IN "Y
THERELLBEMILLIONDIGITALMUSIC
PLAYERSˆONE FOR EVERY TH PERSON
ON THE PLANETˆACCORDING TO ESTIMATES
PUBLISHED BY "USINESS MAGAZINE
£Î
:HDSRQRI&KRLFHL3RG0LQL
2IDOOWKHXVHVIRUWKHL3RGKHUH¶VRQHRIWKHPRVW
XQH[SHFWHG GHIHQVLYH VWUHHW ZHDSRQ 3KLO /HLI D
GHVLJQHUIURP:DVKLQJWRQ'&VXFFHVVIXOO\GHIHQGHG
KLPVHOIGXULQJDVWUHHWUREEHU\ZLWKDQL3RG$QGLW
ZDVQ¶W HYHQ D IXOO VL]HG L3RG WKH DWWDFN ZDV IRLOHG
ZLWKDQL3RGPLQL
+HUH¶VZKDWKDSSHQHG2QH6DWXUGD\HYHQLQJ
MXVWDVLWZDVJHWWLQJGDUNĥ\HDUĥROG/HLIZDVZDONĥ
LQJ WKURXJK D VNHWFK\ SDUW RI WKH QDWLRQ¶V FDSLWDO
$VKHKHDGHGIRUKLV0HWURVWRS/HLI¿VKHGRXWKLV
L3RGPLQLWRFKDQJHVRQJV6XGGHQO\KHIHOWVRPHĥ
RQHJUDEKLVVKRXOGHUIURPEHKLQG+DYLQJEHHQWKH
YLFWLPRIDEDJĥVQDWFKLQJMXVWWKHZHHNEHIRUH/HLI
ZDVMXPS\DERXWDQRWKHU
VWUHHW UREEHU\ +H VSXQ ­"6® )TS NO WONDER THE I0OD
DURXQGDQGVPDVKHGWKH MAKESAGOODWEAPON4HEI0OD
JX\ZLWKWKHEDVHRIKLV IS NEARLY AS DENSE AS A HOUSE
L3RGPLQL³,WFRQQHFWHG BRICK ACCORDING TO CALCULA
SUHWW\KDUGZLWKKLVIRUHĥ TIONSBY-OBILE%NTROPY
,/\
KHDG´/HLIVDLG³,IHOWD -/"),% %.42/09 ­"7® 0HIL
YHU\ VWURQJ FRQQHFWLRQ ,EIF AND HISI0ODMINIWHICHHE
EHWZHHQ P\ KDQG DQG SMASHED INTO A MUGGERS FORE
KLV KHDG 7KHUH ZDV D HEAD
,/\0(),,%)&
JRRG µDDDUJK¶ DQG KH
JUDEEHG KLV IRUHKHDG ,
NLFNHGKLPLQWKHVWRPĥ
DFK+HGRXEOHGXSDQG
,UDQDZD\´
7KHL3RGPLQLLVDQ
HɱHFWLYH ZHDSRQ KH VDLG
HVSHFLDOO\ ZKHQ ZLHOGHG
OLNHDGRZQĥWXUQHGNQLIH
³,W¶V VROLG PHWDO´ KH VDLG
³,W¶V D VKDUS OLWWOH WKLQJ´
/HLI GHVFULEHG WKH SRWHQĥ
WLDO UREEHU DV SUREDEO\ D
KRPHOHVVPDQZLWKD³ELJ
GLUW\ EHDUG´ /HLI DGPLWĥ
WHGWKDWKHPD\KDYHEHHQ
D OLWWOH RYHU]HDORXV DQG
PLJKW KDYH DWWDFNHG D KDUPOHVV VWUHHW SHUVRQ LQVWHDG
RIDPXJJHU³,IKHZDVDVNLQJIRUDGROODURUVRPHKHOS
, IHHO KRUULEOH´ KH VDLG ³%XW , FDQ¶W UHDOO\ VD\´ /HLI¶V
IULHQG$OH[3D\QHVDLGWKHPXJJHUZDVOXFN\/HLIZDVQ¶W
DUPHGZLWKWKH *%L3RGZKLFKLVDORWEXONLHUWKDQ
WKHPLQL
£{
!ND WHILE !PPLES SHARE MUST SURELY SLIP THE MARKET WITH IT 7ERE NOT GOING TO SUE IT 7ERE NOT GOING TO
FORPORTABLEPLAYERSISBECOMINGTRULYVAST!TPRESENT IGNOREIT7EREGOINGTOCOMPETEWITHITv
!PPLE OWNS IT h4HE I0OD RANKS AS ONE OF THE GREATEST
!CCORDING TO *OBS COMPETING WITH lLESHAR
CONSUMERELECTRONICSSCORESOFALLTIMEvDECLARED"USI ING NETWORKS MEANS PROVIDING THINGS SUCH AS RELIABLE
NESS
ONECLICKDOWNLOADINGGOODQUALITYSOUNDANDLIBERAL
)N THE LAST FOUR YEARS THE I0OD HAS CHANGED USAGE RIGHTS 0LUS BUYING SONGS FROM !PPLE IS LEGAL
4HE BIGGEST DIFFERENCE )T WORKS WITH 7INDOWS 0#S .OONEISGOINGTOBESUEDBYTHE2ECORDING)NDUSTRY
4HOUGHTHEI0ODHASSOLDFAIRLYWELLSINCEITSINCEPTION !SSOCIATIONOF!MERICAFORDOINGITh)TSGOODKARMAv
ITREALLYTOOKOFFWHEN!PPLEFULLYEMBRACEDTHEWORLD *OBS SAID h9OURE SUPPORTING ARTISTS 9OURE NOT STEAL
OF7INDOWS"UTTHESTAMPEDEWASNTIMMEDIATEWHEN INGvh4HE!PPLEONLINEMUSICSTOREISGOINGTOBETHE
!PPLEINTRODUCEDTHElRST7INDOWSCOMPATIBLEI0ODIN HOTTESTWAYWETHINKTOACQUIREDIGITALMUSICvHETOLD
*ULY4HEREALCHANGEOCCURREDNEARLYAYEARLATER THECROWDOFPRESSMUSICIANSANDEXECUTIVESFROM
WHEN !PPLE ENHANCED THE WAY THE I0OD CONNECTS TO THE MUSIC AND COMPUTER INDUSTRIES #LAD AGAIN IN HIS
A COMPUTER )N -AY WITH THE INTRODUCTION OF THE USUAL JEANS AND TURTLENECK AND LOOKING FASHIONABLY
THIRDGENERATIONI0OD!PPLEADDED53"CONNECTIVITY STUBBLY *OBS EXPLAINED HOW THE SERVICE STRIKES THE
INSTEADOFJUSTTHESTANDARD&IRE7IRE&IRE7IREISCOM RIGHTBALANCEBETWEENTHECONVENIENCEOFDOWNLOADING
MONONTHE-ACBUTRELATIVELYRAREONTHE0#53"ON MUSICOVERTHE.ETANDTHENEEDFORTHEINDUSTRYTOGET
THEOTHERHANDISBECOMINGSTANDARDON7INDOWS0#S PAID4HESERVICEHESAIDALLOWS!PPLETOREFASHIONITS
ANDISJUSTASFAST
CONTROVERSIALMANTRAFROMACOUPLEOFYEARSAGOh2IP
!DDING 53" WAS A SUBTLE SHIFT FOR !PPLE )T MIXBURNvINTOTHEMUCHMOREMUSICINDUSTRYFRIENDLY
MARKEDADEPARTUREFROMTHEPRINCIPLEOFMAKINGPROD h!CQUIREMANAGEANDLISTENv
UCTSPRIMARILYFORTHE-ACPLATFORM"UTITALSOHADTHE
"UILTINTOI4UNESANDALREADYDUBBEDh"UY4UNESv
MOSTDRAMATICIMPACTONSALES0RIORTOTHE-AY BYWAGSTHESERVICEWASHAILEDBYMUSICIANSANALYSTS
SWITCH!PPLEHADSOLDMILLIONI0ODS"UTWITHINTHE ANDEXECUTIVESASABREAKTHROUGHYESANOTHERONEIN
NEXTSIXMONTHSITHADSOLDANOTHERMILLIONI0ODSAND ONLINEMUSICDISTRIBUTIONh)TSNOTFREEBUTITSCENTS
NEARLY MILLION MORE WERE SOLD WITHIN A YEAR )N THE ASONGPRETTYDOGGONECLOSE*OBSSAIDh4HERESNO
NEXTMONTHSMILLIONMOREWERESOLD
LEGALALTERNATIVETHATSWORTHBEANSv
!PPLE HAS ALSO DIVERSIlED THE I0OD TO MATCH
h)TSGREATNEWSFORTHEWHOLEINDUSTRYvSAID$EN
EVERY OUTlT AND BUDGET )T COMES IN ALL SHAPES AND NIS-UDD#%/OF-USICMATCHWHOATTENDEDTHEEVENT
SIZES FROM THE DIMINUTIVE 3HUFmE TO THE MULTICOLORED h)TSTHElRSTPAYMUSICSERVICETHATSBETTERTHANILLEGAL
-INI-OREIMPORTANTITHITSJUSTABOUTEVERYPRICE MUSICSERVICESv-USICMATCHPARTNEREDWITH!PPLETO
POINTBETWEENANDENSURINGTHERESANI0OD PROVIDE THE SOFTWARE FOR THE lRST 7INDOWS VERSION OF
FOREVERYPOCKETBOOK
THEI0OD
,IKE0ARIS(ILTONTHEBASICWHITEI0ODISTHINNER
)N/CTOBERATTHELAUNCHOFTHE7INDOWSVERSION
ANDLIGHTERTHANEVERANDITSCAPACITYHASJUMPEDDRA OFTHEI4UNESSTORE*OBSAGAINCALLEDONHISFRIENDSIN
MATICALLYFROM'"TO'"ANDWILLLIKELYBEOR THE MUSIC BUSINESS TO PITCH THE NEW SERVICE 0ATCHED
'"BYTHETIMEYOUREADTHIS
INFROM$UBLINBYVIDEOCONFERENCE5S"ONOSAIDTHE
5HASITSOWNI0ODANDTHEREHAVEBEENLASER NEW SERVICE WAS A hREALLY REALLY COOL THINGv h4HATS
ETCHED CELEBRITYSIGNED I0ODS FROM THE LIKES OF "ECK WHY )M HERE TO KISS THE CORPORATE ASSv SAID "ONO
-ADONNAAND.O$OUBT
DRAWINGAHUGELAUGHANDAPPLAUSEFROMTHECROWDh)
DONTDOTHATFOREVERYONEv
19Ê/1 h4HANKYOUSOMUCHvSAID*OBSSARCASTICALLY
3PEAKING FROM ,ONDON BY VIDEOCONFERENCE
0ARTOFTHEMAGICOFTHEI0ODISTHESOFTWAREITCONNECTS
-ICK*AGGERSAIDITWASASHAMEDIGITALDOWNLOADINGOF
TOˆI4UNESˆA PROGRAM FOR ORGANIZING MUSIC RIPPING
MUSICHADGOTTENOFFTOABADSTARTWITHCOURTROOMBAT
#$S AND PLAYING )NTERNET RADIO !ND MOST IMPORTANT
TLESANDILLEGALlLESHARINGSERVICES(ESAIDHEHOPED
FORBUYINGTUNESOFFTHE.ET
INITIATIVESSUCHASTHEI4UNESMUSICSTOREWOULDBESUC
,IKE THE EARLY I0OD THE I4UNES MUSIC STORE WAS
CESSFULh(OPEFULLYITCANGOFORWARDANDBESOMETHING
-ACONLYATlRST)TWASINTRODUCEDATASPLASHYLAUNCH
EVERYONEISHAPPYWITHvHESAID
EVENT IN DOWNTOWN 3AN &RANCISCO IN !PRIL 4HE
2IGHT FROM THE START THE MUSIC STORE WAS A BIG
7INDOWS VERSION FOLLOWED IN /CTOBER 4O HEAR 3TEVE
HIT4HE7INDOWSVERSIONATTRACTEDAMILLIONUSERSINITS
*OBSTELLITTHEI4UNESSTOREISTHEBEGINNINGOFTHEEND
lRSTTHREEDAYSANDBYEARLYTHESTOREACCOUNTED
FOR lLESHARING NETWORKS h4HIS HAS BEEN THE BIRTH OF
FOR MORE THAN PERCENT OF ALL MUSIC SOLD ONLINE
LEGALDOWNLOADINGv*OBSDECLAREDATTHELAUNCHEVENT
ACCORDINGTO!PPLE
h7EREGOINGTOlGHTILLEGALDOWNLOADINGBYCOMPETING
$FFRUGLQJ WR $SSOH WKH
EHVW FXVWRPHU DW WKH
L7XQHV VWRUH KDV VSHQW D
FRRO IJ RQ PXVLF
6WHYH -REV MRNHG WKDW
WKH FXVWRPHU¶V SDUHQWV
KDYHQ¶W VHHQ WKHLU FUHGLW
FDUGELOOV\HW
&RS\3URWHFWLRQRU
%XVLQHVV3URWHFWLRQ"
$OO WKH VRQJV SXUFKDVHG WKURXJK
WKH L7XQHV PXVLF VWRUH DUH FRS\
SURWHFWHGE\DVFKHPHFDOOHG)DLUĥ
3OD\3ULRUWRWKHRQOLQHVWRUHWKH
L3RG GLGQ¶W VXSSRUW FRS\ĥSURWHFĥ
WLRQWHFKQRORJ\
0RVWSXQGLWVZRXOGWHOO\RX
WKDW WKH PXVLF LQGXVWU\ SXVKHG
WKH DGGLWLRQ RI FRS\ SURWHFWLRQ
WRVKLHOGLWVPXVLFIURPRQOLQH¿OH
VKDULQJ %XW DV WHFKQRORJ\ MRXUĥ
QDOLVW,DQ%HWWHULGJHKDVSRLQWHG
RXW $SSOH¶V QRW QHFHVVDULO\ ZRUĥ
ULHG DERXW SLUDF\ 7KH L7XQHV
)DLU3OD\ V\VWHP KDV DQRWKHU SXUĥ
SRVH LW ORFNV VRQJV WR WKH L3RG
:LWKRXW LW VRQJV ERXJKW DW WKH
L7XQHV VWRUH FRXOG EH SOD\HG RQ
DQ\ SRUWDEOH SOD\HU DQG WKH ODFN
RI D WLHĥLQ ZRXOG EH D WKUHDW WR
$SSOH¶V QLFHO\ VHDOHG WKUHHĥSDUW
V\VWHP
79Ê/Ê7",)N THE LATE S !PPLE WAS IN BIG TROUBLE )TS COMPETITORS
INTHE0#INDUSTRYWERESELLINGEVERCHEAPERCOMMODITY0#S
AND !PPLEˆTHE ONLY COMPANY THAT MADE BOTH THE HARDWARE
AND SOFTWAREˆSTARTED LOOKING LIKE A DINOSAUR 5NLIKE -ICRO
SOFT !PPLE HADNT SUCCESSFULLY LICENSED ITS TECHNOLOGY TO
OTHER COMPANIES AND IT INSISTED ON CONTROLLING THE WHOLE
WIDGETˆFROMTHESYSTEMSOFTWARETOTHEONEBUTTONMOUSE
#RITICSSAID!PPLESPROPRIETARYTECHNOLOGYWASTOOEXPENSIVE
AND INCOMPATIBLE WITH THE REST OF THE WORLD !S SALES PLUM
METEDTHECOMPANYSEEMEDDESTINEDFORTHEBONEYARD"UT
!PPLESCRAPEDBYTHANKSTOASTRINGOFPOPULARPRODUCTSSUCH
ASTHEI-AC
!ND NOW WITH THE I0OD THE QUALITIES THAT APPEARED
TO SPELL !PPLES EARLY DOOM SUCH AS THE RIGID CONTROL OVER
HARDWAREANDSOFTWAREHAVEBECOMEITSBESTASSETS"YEXER
CISINGCONTROLOVERTHEHARDWAREANDTHESOFTWARE!PPLEHAS
BEENABLETOCONSTRUCTTHEEASIESTTOUSEDIGITALMUSICSYSTEM
POSSIBLE 5NLIKE THE GLITCHPRONE SYSTEMS OF ITS COMPETITORS
!PPLESTHREEWAYCOMBINATIONOFHARDWAREI0ODSOFTWARE
I4UNES AND ONLINE SERVICE MUSIC STORE IS ABOUT AS SEAM
LESSASASOPHISTICATEDTECHPRODUCTGETS!S3TEVE*OBSTOLD
2OLLING3TONE
!PPLE HAS A CORE SET OF TALENTS AND THOSE TALENTS ARExVERY
GOODHARDWAREDESIGNxVERYGOODINDUSTRIALDESIGNANDWE
WRITE VERY GOOD SYSTEM AND APPLICATION SOFTWARE !ND WERE
REALLYGOODATPACKAGINGTHATALLTOGETHERINTOAPRODUCT7ERE
THEONLYPEOPLELEFTINTHECOMPUTERINDUSTRYTHATDOTHAT!ND
WEREREALLYTHEONLYPEOPLEINTHECONSUMERELECTRONICSINDUS
TRYTHATGODEEPINSOFTWAREINCONSUMERPRODUCTS3OTHOSE
TALENTSCANBEUSEDTOMAKEPERSONALCOMPUTERSANDTHEYCAN
ALSOBEUSEDTOMAKETHINGSLIKEI0ODS!NDWEREDOINGBOTH
ANDWELLlNDOUTWHATTHEFUTUREHOLDS
2ANDALL 3TROSS A 3ILICON 6ALLEY AUTHOR AND HISTORIAN
WROTETHAT!PPLESCOMBINATIONIShANINGENIOUSLYCONCEIVED
BLEND OF HARDWARE SOFTWARE AND CONTENT THAT MADE BUYING
ANDPLAYINGMUSICRIDICULOUSLYEASYv#OMPARETHISWITH3ONY
WHICHUNTILEARLYSOLDASELECTIONOFDIGITALMUSICPLAYERS
THATCOULDNTPLAY-0lLES4HISISBECAUSE3ONYOWNSONEOF
THEWORLDSBIGFOURRECORDLABELS3ONY"-'-USIC%NTERTAIN
MENTWHICHINCLUDES!RISTA#OLUMBIA%PICAND2#!AMONG
OTHERS3ONYSAWTHE-0FORMATASATHREATTOITSMUSICBUSI
NESS AND SO IT CRIPPLED ITS OWN PLAYERS BY RESTRICTING THEM
TOITSPROPRIETARYCOMPRESSIONFORMATKNOWNAS!TRACEVEN
THOUGH THE -0 FORMAT IS THE DE FACTO STANDARD FOR DIGITAL
MUSIC 4ROUBLE IS !TRAC lLES WONT PLAY ON PORTABLE PLAYERS
MADEBYOTHERCOMPANIESAND3ONYSPLAYERSWOULDNTPLAY
lLES DOWNLOADED FROM OTHER COMPANIES ONLINE STORES !S A
RESULT3ONYSDIGITALPLAYERSHAVENOTFOUNDACUSTOMERBASE
AND ONLY IN DID THE *APANESE GIANT lNALLY THROW IN THE
TOWEL ON !TRAC AND WHOLLY EMBRACE THE UBIQUITOUS -0 FOR
MAT)TMAYBETOOLITTLETOOLATETHOUGH
£x
£È
,/\Ê$!.452%+
L3RGYV7KH&DVVHWWH
'DQ7XUHNOLYHVLQDVPDOOWRZQZKHUHDOOWKHUDGLRVWDWLRQVDUHHLWKHU
EDGRUGRQ¶WFRPHLQFOHDUO\7XUHNOLVWHQVWRKLVL3RGGXULQJKLVPRUQĥ
LQJFRPPXWH7URXEOHLVWKHFRPPXWHLVRQO\PLQXWHV%\WKHWLPH
7XUHN WXQHV KLV L7ULS )0 WUDQVPLWWHU VFUROOV WKURXJK DOO WKH VRQJV
DGMXVWVWKHYROXPHDQGUHWXQHVWKHL7ULSKH¶VSDUNLQJLQWKHRɷFHORW
2QWKHZD\KRPHPRUHRIWHQWKDQQRWKH¶GVHHDQHPSW\EDWWHU\LFRQ
EOLQNLQJRQWKHL3RG¶VVFUHHQ
³7KHQ RQH PRUQLQJ LW KLW PH ZK\ QRW SRS LQ WKDW 0RUULVVH\
FDVVHWWH WKDW KDG EHHQ VOLGLQJ DURXQG WKH ÀRRU PDWV IRU WKH SDVW VL[
PRQWKV"´7XUHNVDLG³9RLODħLQVWDQWPXVLF,KDGIRUJRWWHQKRZHDV\
LWFRXOGEH,ZDVQRZDEOHOLVWHQWRDQHQWLUHVLGHRIDFDVVHWWHRQP\
FRPPXWHLQVWHDGRIP\XVXDORQHDQGDKDOIVRQJV´3OXVLWVRXQGHG
EHWWHU³,KDGFU\VWDOFOHDUULFKDQDORJVRXQG6RRQHPRUQLQJ,GLG
P\¿UVWFRPSDULVRQWHVWVLQFHP\IRXUWKJUDGHVFLHQFHSURMHFWĪZKLFK
FDUSHW FOHDQHU ZRUNV EHVWī , FRPSDUHG HYHU\WKLQJ , FRXOG WKLQN RI
EHWZHHQ WKH L3RG DQG FDVVHWWH DQG DQ KRXU ODWHU WKH UHVXOWV VKRZHG
DFOHDUZLQQHU«0\UHVXOWVVHHPWRKDYHKDGOLWWOHHɱHFWDVWKHL3RG
FRQWLQXHVWRVHOOWKURXJKWKHVWUDWRVSKHUH´
£Ç
L3RG3RUQ
£n
3OD\ER\·V L%RG LV D VHUYLFH IRU
GRZQORDGLQJ H[SOLFLW SL[
WR WKH L3RG SKRWR ,Q 3OD\ER\ RɱHUHG VL[ JDOOHULHV
RI DVVRUWHG SLFWXUHV LQFOXGĥ
LQJ 3OD\PDWHV %ORQGHV DQG
9ROXSWXRXV9L[HQVħEXWRQO\
WR SD\LQJ PHPEHUV RI LWV
&\EHU&OXE
³,I L3RG SKRWR LV µD
IHDVW IRU WKH H\HV¶ RQ LWV
RZQ LW¶V D YHULWDEOH RFXODU
RUJ\ QRZ WKDW 3OD\ER\FRP
KDVGLDOHGXSWKHKHDWDIHZ
QRWFKHV´WKHFRPSDQ\VDLG
$SSOH1R3RUQRL3RG3KRWR"
'LG$SSOHGHOLEHUDWHO\VDERĥ
WDJHWKHL3RGSKRWRWRPDNH
LW XVHOHVV IRU VWRULQJ SRUQ"
7RN\RĥEDVHG EORJJHU .HLWK
)LQFKWKLQNVVR6KRUWO\DIWHU
EX\LQJ RQH RI WKH GHYLFHV
)LQFKQRWLFHGWKDWKLVL3RG
SKRWR RFFDVLRQDOO\ LQWURĥ
GXFHG SLFWXUHV IURP RWKHU
DOEXPVZKLOHYLHZLQJDVOLGH
VKRZ)LQFKLQLWLDOO\WKRXJKW
LWDQDQQR\LQJEXWPHDQLQJĥ
OHVVEXJ7KHQKHZRQGHUHG
ZKDW PLJKW KDSSHQ LI DQ
L3RG SKRWR RZQHU VWRUHG
VDXF\ SLFWXUHV LQ ³SULYDWH´
DOEXPV QRW LQWHQGHG IRU
SXEOLF FRQVXPSWLRQ ³-XVW
LPDJLQH´ )LQFK ZURWH LQ
HĥPDLO ³\RX¶UH FOLFNĥFOLFNĥ
FOLFNLQJ
DORQJ
DQG«
VXGGHQO\ :+2$ ZLWKRXW
ZDUQLQJ RU H[SODQDWLRQ DQ
XQWKLQNDEOHLPDJHIURP\RXU
GRXEOHĥVHFUHW µ+RW %XWWV¶
SKRWRDOEXPDSSHDUV´)LQFK
FRQWLQXHG ³3HUKDSV VRPH
ULJKWĥWKLQNLQJ SHUVRQ RQ
WKH L3RG SKRWR ¿UPZDUH
WHDP LQVHUWHG WKLV µEXJ¶ RQ
SXUSRVHDVDIHDWXUHWRKHOS
GLVFRXUDJH VLQIXOO\ PLQGHG
W\SHVIURPORDGLQJXSWKHLU
L3RGVZLWKSRUQ´
)N .EW 9ORK SOME PEOPLE
PEOPLE THINK THE I0ODS
WHITE EARBUDS ARE hSHOWYv
,/\Ê#!%3!2,)-!
Ó
7Ê-/ Ê/-
$OWNLOADING COPYRIGHTED SONGS FROM lLESHARING NETWORKS MAY BE
ILLEGALBUTITSUREISGREATFORBUILDINGAMUSICLIBRARY!TTHEIRPEAKlLE
SHARINGNETWORKSSUCHAS.APSTERANDITSSHORTLIVEDSUCCESSOR!UDIO
'ALAXYWERETHEULTIMATEINWISHFULlLLMENT4HINKOFASONGANYSONG
ANDITWASINSTANTLYAVAILABLEˆFOR&2%%!TTIMESITSEEMEDASTHOUGH
THE WORLDS ENTIRE CATALOG OF RECORDED MUSIC WERE AVAILABLE EVEN IF
IN REALITY IT WAS ONLY A PORTION OF THE MODERN 7ESTERN CANONˆTHE
"ACKSTREET"OYSMOSTLY
4HE lLESHARING NETWORKS ALMOST ACHIEVED WHAT HAS BEEN
CALLEDTHE#ELESTIAL*UKEBOXANETWORKEDLIBRARYOFALLTHEMUSICEVER
RECORDEDAVAILABLEINSTANTLYANYWHEREANYTIME4HOUGHSTILLAWAYS
OFF!PPLESONLINEI4UNESSTOREASPIRESTOTHIS)MAGINEALLTHEMUSIC
EVERMADEˆFROM'REGORIANCHANTSTOTECHNOMADEJUSTFORASNEAKER
AD!NDEACHSONGCANBEBOUGHTWITHASINGLECLICKHIGHQUALITYGUAR
ANTEED7ITHUNLIMITEDVIRTUALSHELFSPACEANONLINEMUSICSTORECAN
STOCKANYTHINGANDEVERYTHING)TMATTERSNOTIFAPARTICULARTRACKSELLS
AMILLIONTIMESAWEEKORONCEINAMILLENNIUM!SALEISASALEˆAND
REVENUEFROMTHEACCUMULATEDSALESOFOBSCURETRACKSCANEQUALIFNOT
BETTERSALESOFTHEHITS
!T PRESENT THE I0OD IS A GOOD APPROXIMATION OF THE #ELESTIAL
*UKEBOX)FYOUVERIPPEDALLYOUR#$SANDDOWNLOADNEWMUSICYOU
CANHAVEANENTIRELIFETIMESWORTHOFMUSICONTHEI0OD0LAYINGITCAN
BE LIKE LISTENING TO AN AMAZINGLY COMPREHENSIVE PERSONAL RADIO STA
TIONBUTONETHATPLAYSONLYTHEGOODSTUFF
Óä
1-
Ê
Ê"1 Ê Ê/Ê-1
­"6®
,ECTURER -ICHAEL "ULL
SAYSTHEI0ODISTHEPERFECTWAY
TO MANAGE YOUR EXPERIENCE
3EE HIS INTERVIEW ON PAGE XX
-USIC IS THE MOST POWERFUL
MEDIUM FOR THOUGHT MOOD AND
MOVEMENTCONTROL
,/\I0/$
,/5.'% ­
Ê *® ,/\
*/9/&4%#(
.APSTER REVOLUTIONIZED MUSIC DISTRIBUTION BUT MASSIVE LIBRARIES OF
DIGITAL MUSIC AND CAPACIOUS PLAYERS SUCH AS THE I0OD ARE UPENDING
LISTENINGHABITSTHROUGHSOMETHINGVERYSIMPLEBUTPROFOUNDRANDOM
SHUFmE 7HEN MUSIC LOVERS lRST DISCOVER THE I0OD OR SOFTWARE SUCH
ASI4UNESTHEYOFTENRHAPSODIZEABOUTTHEJOYSOFRANDOMLYSHUFmING
TRACKS h) HAVE SEEN THE FUTURE AND IT IS CALLED 3HUFmEv WROTE !LEX
2OSSTHE.EW9ORKERSMUSICCRITICAFTERHEACQUIREDANI0OD
3TUFFYOLDLISTENINGHABITSˆSUCHASPLAYINGALBUMSFROMBEGIN
NING TO ENDˆARE BEING THROWN OUT IN FAVOR OF ALLOWING MACHINES TO
CHOOSE SONGS AT RANDOM WHICH OFTEN LEADS TO UNEXPECTED AND
MAGICALJUXTAPOSITIONSOFMUSICh4HEREISSOMETHINGTHRILLINGABOUT
SETTINGTHEPLAYERON3HUFmEANDLETTINGITDECIDEWHATTOPLAYNEXTv
2OSSWROTEh4HELITTLEMACHINEOFTENGOESCRASHINGTHROUGHBARRIERS
OFSTYLEINWAYSTHATCHANGEHOW)LISTENv
2ANDOM SHUFmE IS NOTHING NEW )T lRST BECAME POPULAR AS A
FEATURE OF #$ PLAYERS "UT WITH #$S SHUFmING TRACKS IS TYPICALLY LIM
ITED TO THE SONGS ON A LIMITED NUMBER OF DISKS 2ANDOMLY SELECTING
TRACKSREALLYCOMESINTOITSOWNWITHGIANTMUSICCOLLECTIONSLIBRARIES
THATSTRETCHTOTENSOFTHOUSANDSOFSONGS)NAGIANTLIBRARYRANDOM
SHUFmE IS A GOOD WAYˆSOMETIMES THE ONLY WAYˆTO PLAY MUSIC THAT
WOULDOTHERWISEGOUNHEARD7ITHTHEEXPLOSIVEGROWTHOFlLESHAR
ING AND #$ RIPPING SUPERSIZED PERSONAL MUSIC LIBRARIES ARENT EVEN
THEEXCEPTIONBUTTHENORM$URINGADISCUSSIONONTHEWEBOFWAYS
TOMANAGEEVERGROWINGMUSICCOLLECTIONSONECONTRIBUTORNOTEDHIS
LIBRARYSTRETCHESTO'"!NOTHERCOUNTEDTHENUMBEROFSONGSIN
HISLIBRARYTHATHEDNEVERACTUALLYHEARD
Ó£
,ECTURER -ICHAEL "ULL AN EXPERT ON THE SOCIAL IMPACT OF PERSONAL STEREOS
SAIDRANDOMSHUFmECANTURNLARGEMUSICLIBRARIESINTOANh!LADDINSCAVEvOFAURAL
SURPRISES "ULL A LECTURER IN MEDIA AND CULTURE AT THE 5NIVERSITY OF 3USSEX IN THE
5NITED+INGDOMINTERVIEWEDHUNDREDSOFI0ODUSERSFORASTUDY(EREPORTSONEOF
HISINTERVIEWEESASSAYINGh)TENDTOLISTENTOTHEI0ODONRANDOMAGREATDEALOFTHE
TIMEx7ITHALARGEMUSICCOLLECTIONITISVERYEASYTOFORGETSOMEOFTHEGEMSTHAT
AREINTHEREANDRANDOMTENDSTOBRINGSOMEOFTHOSEOUTAGAINv"ULLSAIDh4HEIR
MUSICCOLLECTIONBECOMESATREASURETROVEFULLOFHIDDENDELIGHTSWHICHTHEMAGICOF
THEMACHINETHROWSUPATTHEM3OMEUSERSFEELTHATTHEMACHINEINTUITIVELYUNDER
STANDSTHEMBYGIVINGTHEMJUSTTHETYPEOFMUSICTHEYWANTTOLISTENTOWHENTHEY
WANTITv
!S COLUMNIST 3TEVE "OWBRICK NOTED IN 4HE 'UARDIAN h4HIS IS A RADICALLY DIF
FERENTWAYOFENCOUNTERINGMUSICANDONE)DONTNEEDTOTELLYOUISNOTPOSSIBLEIN
ANYOTHERFORMATv
"ULLCONCURRED"ULLSAIDRANDOMSHUFmEHASBECOMEONEOFTHEKEYCOMPO
NENTSOFNEWLISTENINGHABITSUSHEREDINBYDIGITALMUSICh-OSTUSERSSAYTHEYUSE
RANDOM SHUFmE SOMETIMESv "ULL SAID h3OMEˆABOUT PERCENTˆUSE IT MOST OF
THETIME)TSANIMPORTANTCOMPONENTOFLISTENINGv
ÓÓ
!PPLE PICKED UP ON THIS PHENOMENON AND
EXPLOITED IT WITH THE I0OD SHUFmE A SMALLER CHEAPER
I0ODTHATDISPENSEDWITHASCREENINFAVOROFALLOWING
THE PLAYER SIMPLY TO PLAY A SELECTION OF TUNES AT RAN
DOM )NCREASINGLY BLOGGERS ARE CELEBRATING THE JOYS
OFRANDOMSHUFmEBYPOSTINGLISTSOF2ANDOMTRACKS
THROWN UP BY THEIR DIGITAL JUKEBOXES AS A SEARCH OF
'OOGLEATTESTS
*AMES +ELLARIS A PROFESSOR OF MARKETING AT THE
5NIVERSITY OF #INCINNATI AND AUTHOR OF A STUDY ABOUT
TUNESTHATSTICKINYOURHEADSAIDTHEAPPEALOFRANDOM
SHUFmEISLIKELYGENERATIONAL+ELLARISJOKEDTHATRANDOM
SHUFmELIKELYAPPEALSTOTHE-46GENERATIONˆKIDSWITH
SHORTATTENTIONSPANSWHOARELIKELYhBRAINDAMAGEDv
h4HEFEATURESHOULDAPPEALTOVARIETYSEEKERSWITHALOW
NEEDFORCONTROLvHESAIDh2ANDOMSHUFmEISACONTROL
FREAKSWORSTNIGHTMAREv+ELLARISSAIDHEWONDEREDIF
RANDOMSHUFmEISHAVINGADELETERIOUSLONGTERMEFFECT
ONLISTENERSATTENTIONSPANSh0ERSONALLYAND)BELIEVE
)SPEAKFORMANYOLDFARTSHERE)APPRECIATELISTENINGTO
MUSICBEITANOPERAORAPOPALBUMINTHESEQUENCEIN
WHICHTHEARTISTDECIDEDTOPRESENTITvHESAIDh4EMPO
RALORDERISANIMPORTANTELEMENTOFHOWAWORKUNFOLDS
DYNAMICALLY OVER TIME AN IMPORTANT FACTOR UNDERLY
ING THE AESTHETIC EFFECT 2ANDOM SHUFmE PRETTY MUCH
mUSHESTHATDOWNTHETOILETv
"ULLNOTEDTHATMOSTLISTENERSUSERANDOMSHUFmE
INPARTICULARSETTINGSORINCERTAINMOODS3OMETIMES
HESAIDPEOPLECANTDECIDEWHATTOLISTENTOAPROBLEM
EASILYSOLVEDBYRANDOMSHUFmE
!LTHOUGH PEOPLE OFTEN CREATE PLAYLISTS FOR SPE
CIlC ACTIVITIES WALKING DRIVING COMMUTING WORKING
OUT AND SO ON THEY ALSO ENJOY GIVING CONTROL TO THE
MACHINE WHICH CAN SURPRISE AND DELIGHT WITH UNEX
PECTED SELECTIONS OF TRACKS "ULL SAID 4HE PLAYER WILL
SOMETIMES PUT TOGETHER COMBINATIONS THE USER WOULD
NEVER HAVE DREAMED OF /NE USER INTERVIEWED BY "ULL
FOREXAMPLESAIDTHEI0ODhCOLORSvONESSURROUNDINGS
ANDRANDOMSHUFmECANSIGNIlCANTLYCHANGEONESPER
CEPTIONSOFAFAMILIARPLACE
h!SITSONSHUFmE)DONTKNOWWHATSCOMINGUP
NEXTANDITOFTENSURPRISESMEHOWTHESAMESTREETCAN
LOOKLIVELYANDBUSYANDCOLORFULONEMOMENTANDTHEN
WHENADIFFERENTSONGSTARTSITCANCHANGETOAMYSTERI
OUSANDUNNERVINGPLACEv"ULLREPORTSTHEINTERVIEWEE
ASSAYINGh)LIKETHESENSATIONTHOUGHv
"ULL SAID THE RANDOM SELECTION OF TRACKS ALLOWS
THEUSERTOCREATEUNIQUEPERSONALNARRATIVESSUCHAS
A PRIVATE MOVIE SOUNDTRACK OR TO BRING UP SURPRISING
MEMORIES h4HERES ELEMENTS OF 4HE $ICE -AN HERE
COUPLEDWITHTHEPOWERTOLISTENTOTHINGSINAUNIQUE
WAYˆASEQUENCETHATWILLPROBABLYNEVERBEREPEATEDˆ
THAT MAKES THEIR MUSIC COLLECTION EVEN MORE EXCITING
ANDMYSTERIOUSvHESAID
2ANDOM SHUFmE IS AN IMPORTANT
COMPONENT OF THE DIGITAL MUSIC
EXPERIENCE !PPLE RECOGNIZED
THISWITHTHEI0ODSHUFmEWHICH
CAN SIMPLY PLAY A SELECTION OF
TUNES AT RANDOM ,/\ I0/$
,/5.'%
3DUW\DW&DUO9DQ9HFKWHQ¶V
'LVFXVVLQJWKHMR\VRIUDQGRPVKXɹHWKH 1HZ<RUNHU ¶V$OH[5RVV
ZURWH³,¶YHWUDQVIHUUHGDERXWDWKRXVDQGVRQJVZRUNVDQGVRQLF
HYHQWVIURPP\ &' FROOHFWLRQWRP\FRPSXWHUDQGRQWRWKH 03 SOD\HU 7KHUH LV VRPHWKLQJ WKULOOLQJ DERXW VHWWLQJ WKH SOD\HU RQ
6KXɹH DQG OHWWLQJ LW GHFLGH ZKDW WR SOD\ QH[W 6RPHWLPHV LWV
FKRLFHVDUHDWRXFKGHOLULRXVħ,KDGWRYHWRDQDWWHPSWWRIRUJH
DOLQNEHWZHHQ*\|UJ\.XUWiJDQG2DVLVħEXWWKHOLWWOHPDFKLQH
RIWHQJRHVFUDVKLQJWKURXJKEDUULHUVRIVW\OHLQZD\VWKDWFKDQJH
KRZ,OLVWHQ)RUH[DPSOHLWUHFHQWO\PDGHDVHJXHIYURPWKHIXULĥ
RXVFUHVFHQGRRI³7KH'DQFHRIWKH(DUWK´HQGLQJ3DUW,RI³7KH
5LWHRI6SULQJ´ULJKWLQWRWKHKRWMDPRI/RXLV$UPVWURQJ¶V³:HVW
(QG%OXHV´7KH¿UVWEHFDPHDJLJDQWLFXSEHDWWRWKHRWKHU)RUD
VHFRQG,IHOWWKDW,ZDVDWVRPHPDGO\IDVKLRQDEOHSDUW\DW&DUO
9DQ9HFKWHQ¶V2QWKHL3RGPXVLFLVIUHHGIURPDOOIDWXRXVVHOIĥGHIĥ
LQLWLRQVDQGGHOXVLRQVRIVLJQL¿FDQFH7KHUHDUHQRUHFRUGMDFNHWV
GHSLFWLQJERPEDVWLF$OSLQHVFHQHVRUFHOHEULW\FRQGXFWRUVZLWKD
IDPLO\UHVHPEODQFHWR5XGROI+HVV,QVWHDGPXVLFLVPXVLF´
ÓÎ
7KH3HULOVRI5DQGRP
-RQ &DUUROO D FROXPQLVW ZLWK WKH
6DQ )UDQFLVFR &KURQLFOH GLVFRYHUHG WKH
GRZQVLGHWRUDQGRPVKXɹHRQDURDG
WULS,QDGGLWLRQWRDORWRIPXVLF&DUĥ
UROOKDGORDGHGKLVL3RGZLWKDQDXGLR
ERRN RI 'RVWR\HYVN\¶V 7KH %URWKHUV
.DUDPD]RY+HZURWH³,WZDVQRWXQWLO
3HQQV\OYDQLDWKDWZHUHDOL]HGWKDWZH
KDGQHJOHFWHGWRWXUQRɱWKHµUDQGRP¶
IHDWXUHRIWKHL3RGVRZHZHUHJHWWLQJ
FKDSWHUV LQ DUELWUDU\ RUGHU WKH SORW
HQWLUHO\ LQ WKH PLVFKLHYRXV KDQGV RI
IDWH :H ORYHG WKH SDUW DW WKH EHJLQĥ
QLQJZKHUHHYHU\ERG\GLHG´
,-Ê"Ê//Ê, "Ê
-1Ê9Ê**-Ê/"Ê/Ê
/6Ê ,/" p-Ê 7/Ê
-",/Ê // /" Ê -* -Ê 7"Ê
,Ê9ʺ, Ê°»Ê
L3RG6KXɹHLQ7KUHH6WHSV
:KHQ$SSOHLQWURGXFHGWKHL3RGVKXɹHLWWULHGWRVSLQLWVODFNRID
VFUHHQLQWRDSRVLWLYHIHDWXUHE\HPSKDVL]LQJWKHDELOLW\WROLVWHQWR
VRQJVDWUDQGRP8QLPSUHVVHG0DUN+XVVRQDVRIWZDUHGHYHORSHU
IURP'HQYHU&RORUDGRSRVWHGLQVWUXFWLRQVRQWKHZHEVKRZLQJ
KRZWRWXUQDQ\L3RGLQWRDQL3RGVKXɹHLQWKUHHHDV\VWHSV
Ó{
*HWD3RVWĥLW1RWH
*HW\RXUL3RG
3XWWKH3RVWĥLW1RWHRQWKHL3RG
³1RZ \RX FDQ HQMR\ WKH L3RG VKXɹH¶V FRRO QHZ IHDWXUH ZLWKRXW
KDYLQJWRJREX\DQHZSOD\HU(QMR\´KHZURWH
­"7Ê /®
.O "ULL ,ECTURER -ICHAEL "ULL IS
KNOWNASh0ROFESSORI0ODvFORHISEXPERTISEINTHE
SOCIETALIMPACTOFPERSONALMUSICDEVICES*
/1,\
-)#(!%, "5,, ­"7Ê ,/® 4HE I0OD HAS TAKEN
THE PLACE OF RECORD SLEEVES OF OLD ACCORDING TO
"ULL )N THE OLD DAYS RECORD COVERS PROVIDED AN
AESTHETIC FOR MUSIC 7ITH DIGITAL MUSIC THE AES
THETICHASLEFTTHERECORDANDISNOWINTHEPLAYER
THEI0OD
,/\I0/$,/5.'%
1Ê---" Ê7/Ê*,"--",ʈ*"
-ICHAEL"ULLIShTHEWORLDSLEADINGˆPERHAPSONLYˆEXPERTONTHESOCIALIMPACTOF
PERSONALSTEREODEVICESvACCORDINGTO4HE.EW9ORK4IMES
"ULLALECTURERINMEDIAANDCULTUREATTHE5NIVERSITYOF3USSEXINTHE5NITED
+INGDOM IS THE AUTHOR OF 3OUNDING /UT THE #ITY 0ERSONAL 3TEREOS AND THE -AN
AGEMENT OF %VERYDAY ,IFE "ERG 0UBLISHERS A BOOK "ULL CALLS THE hDElNITIVE
TREATMENTvOFTHEIMPACTOFTHE3ONY7ALKMANANDITSDESCENDANTS.OW"ULLHAS
TURNEDHISATTENTIONTO!PPLESI0OD
"ULLINTERVIEWEDHUNDREDSOFI0ODOWNERSABOUTHOWWHENWHEREANDWHY
THEYUSETHEI0ODANDHOWITINTEGRATESINTOTHEIREVERYDAYLIVES
4HEINTERVIEWSARETHEBASISFOR"ULLSRECENTBOOK3OUND-OVESIPOD#ULTURE
AND 5RBAN %XPERIENCE 4HE BOOK DUE TO BE PUBLISHED IN LATE EXAMINES THE
IMPACTOFCELLPHONESANDCARSOUNDSYSTEMSASWELLASI0ODS
)INTERVIEWED"ULLFOR7IRED.EWSJUSTAFTER!PPLERELEASEDTHEI0ODMINI
7)2%$.%737HATDOYOUMAKEOFTHEI0ODMINI
-)#(!%,"5,,4HEI0ODMINIWILLBEPOPULAR3ALESWILLEXPANDASTHEMARKET
EXPANDS)TSAREPEATOFWHATHAPPENEDWITHTHE7ALKMANYEARSAGO!PPLEIS
OUT FRONT OF A MASSIVELY EXPANDING MARKET 4HEIR MACHINES ARE BRILLIANT IN EVERY
RESPECTx!TTHEMOMENTTHEYCANTLOSEBUT!PPLEWILLEVENTUALLYLOSEITSDOMI
NANTMARKETSHARE4HECOMPETITIONWILLBETOOINTENSE
Óx
ÓÈ
/NEOFTHEINTERESTINGTHINGSISTHATWITHVINYL
7.7HATABOUTLISTENINGHABITS(OWHAVEPER
THEAESTHETICWASINTHECOVEROFTHERECORD9OUHAD SONALSTEREOSCHANGEDTHEWAYPEOPLEENJOYMUSIC
"5,, )T GIVES PEOPLE TOTALLY PRIVATE WORLDS
THESLEEVETHEARTWORKTHELINERNOTES7ITHTHERISE
OFDIGITALTHEAESTHETICHASLEFTTHEOBJECTˆTHERECORD "EFORE THE 7ALKMAN PEOPLE NEVER THOUGHT THAT THEY
SLEEVEˆAND NOW THE AESTHETIC IS IN THE ARTIFACT THE COULDTAKEMUSICWITHTHEMANDCONTROLTHEIRLISTENING
I0OD NOT THE MUSIC 4HE AESTHETIC HAS MOVED FROM ENVIRONMENTS "UT PERSONAL STEREOS REmECT A CULTURAL
THEDISCTOWHATYOUPLAYITONxANDTHEI0ODMINIWILL DRIFT4HERESALONGHISTORYOFINDIVIDUALIZEDLISTENINGˆ
KIDS WITH STEREOS IN THEIR BEDROOMS FOR EXAMPLE )N
APPEALTOTHOSEWHOWANTANARTIFACTFORSTYLEx
4HE OTHER THING IS THAT THERES A LOT OF ILLEGAL THE@SPEOPLELISTENEDTORADIOSWITHHEADPHONESx
4HE7ALKMANANDNOWTHEI0ODISTHEPERFECT
DOWNLOADING (ALF THE PEOPLE )VE TALKED TO SO FAR
DOWNLOADMUSICILLEGALLY4HEINVESTMENTTHEYREMAK MOBILEACOUSTICENVIRONMENT)TSBETTERTHANLISTENING
INGISGOINGINTOTHEARTIFACTNOTTHEMUSIC4HEMARKET TOTHESTEREOINACARx
"UTITSNOTJUSTABOUTCREATINGAPRIVATEACOUS
ISMOVINGTOWARDTHEARTIFACTNOTTHEMUSICTOlLLIT
"ULL NOTED THAT A LOT OF USERS REPORTED THEY TICENVIRONMENT7ALKMANSWEREUSEDSOMETIMESTO
STORED A FEW hPERENNIAL FAVORITESv ON THEIR I0OD BUT SHAREMUSIC7ALKMANSUSEDTOCOMEWITHTWOHEAD
GENERALLYWERECONSTANTLYSHUFmINGNEWMUSICINAND PHONEJACKS
)THINKMUSICHASBECOMEMOREPERSONALx&OR
OUT WHICH MAY EXPLAIN WHY THEYRE RELUCTANT TO PAY
THEPEOPLE)INTERVIEWEDTHEMUSICONTHEIRPORTABLE
FORSOMETHINGTHEYDONThKEEPv
7.!PPLEHASALWAYSSAIDTHEI4UNESMUSICSTORE STEREOSWASDIFFERENTFROMTHEMUSICTHEYLISTENEDTO
WASALOSSLEADERAWAYTOSELLMOREI0ODS
ATHOME4HEMUSICOFTENREMINDEDTHEMOFSOMETHING
"5,,2IGHT)NTERMSOFUSAGE!PPLEGOTITINTUI NICE)TWASVERYPERSONAL4HEYDONTWANTOTHERSLIS
TIVELY RIGHT 0EOPLE USE ;THE I0OD= AS AN ALARM CLOCK TENINGTOIT
ANDWHENTHEYLISTENTOITATNIGHTTHEYLIKETHEFACTIT
)T lTS IN WITH GENERAL CULTURAL TRENDSˆDOING
CANTURNITSELFOFF)TSHOWPEOPLELIKETOUSEMUSIC) THINGSWHENYOUWANTTODOTHEM7ITHTHEI0ODYOU
DONTTHINK!PPLEDIDMUCHRESEARCHINTOHOWPEOPLE HAVE YOUR MUSIC WHEN YOU WANT IT )T CONTROLS YOUR
WOULDUSETHEIRPLAYERSBUTTHEYGOTMOSTOFITRIGHT INTERACTIONWITHPEOPLEANDPLACESONYOURTERMS
7."UTDOESITMAKEPEOPLEANTISOCIAL)SMUSIC
&OR EXAMPLE A LOT OF PEOPLE USE IT TO GO TO WORK FOR
COMMUTING)FOUNDTHATTHEYUSETHESAMEMUSICONA LESSOFASOCIALEXPERIENCETHANITUSEDTOBE4HE.EW
REGULARBASIS4HEYWILLOFTENPLAYTHESAMEHALFDOZEN 9ORK4IMESRANANARTICLELASTWEEKABOUT.EW9ORKERS
TUNES FOR THREE MONTHS AND EACH PART OF THE JOURNEY USINGTHEIRI0ODSTOBLOCKOUTTHECITY"UTISNTTHATTHE
POINT OF PERSONAL STEREOS 7HATS DIFFERENT ABOUT THE
HASITSOWNTUNEx
)TGIVESTHEMCONTROLOFTHEJOURNEYTHETIMING I0ODTHATWASNTTRUEOFTHE7ALKMAN
"5,, 0EOPLE LIKE TO CONTROL THEIR ENVIRONMENT
OFTHEJOURNEYANDTHESPACETHEYAREMOVINGTHROUGH
)TSAGENERALIZATIONBUTTHEMAINUSE;OFTHEI0OD=IS ANDTHEI0ODISTHEPERFECTWAYTOMANAGEYOUREXPERI
CONTROL0EOPLELIKETOBEINCONTROL4HEYARECONTROL ENCE-USICISTHEMOSTPOWERFULMEDIUMFORTHOUGHT
LINGTHEIRSPACETHEIRTIMEANDTHEIRINTERACTIONxAND MOOD AND MOVEMENT CONTROLx4HE .EW 9ORK 4IMES
THEYREHAVINGAGOODTIME4HATCANTBEUNDERSTATEDˆ ASKED WHAT BECOMES OF THE PUBLIC SPACE WHEN THE
PUBLIC SPACE BECOMES PRIVATIZED 7HAT ABOUT THE OTH
ITGIVESTHEMALOTOFPLEASURE
3O FOR EXAMPLE MUSIC ALLOWS PEOPLE TO USE ERSˆTHEPERSONINTHESUPERMARKETCHECKOUTYOUDONT
THEIREYESWHENTHEYRELISTENINGINPUBLIC)CALLITNON RECOGNIZE IS THERE )T ASKS WHETHER THE PUBLIC SPACE
RECIPROCALLOOKING,ISTENINGTOMUSICLETSYOULOOKAT BECOMESCOLDERASTHEPERSONALSPACEBECOMESWARMER
SOMEONEBUTDONTLOOKATTHEMWHENTHEYLOOKBACK THROUGHMUSIC
4HERESALOTOFSTUDIESINTHELITERATURETHATDEM
4HEEARPLUGSTELLTHEMYOUREOTHERWISEENGAGED)TSA
ONSTRATEWITHTHEURBANSPACETHEMOREITSINHABITED
GREATURBANSTRATEGYFORCONTROLLINGINTERACTION
)TS ALSO VERY CINEMATIC 4HE MUSIC ALLOWS YOU THESAFERYOUFEEL9OUFEELSAFEIFYOUCANFEELPEOPLE
TOCONSTRUCTNARRATIVESABOUTWHATSGOINGON/RYOU THEREBUTYOUDONTWANTTOINTERACTWITHTHEM
-USICALLOWSPEOPLETOlNDPLEASUREINTHEPLACE
USEITTOCONTROLTHOUGHTS!LOTOFPEOPLEDONTLIKETO
BE ALONE WITH THEIR THOUGHTS 4HE BEST WAY TO AVOID WHERE THEYRE EXISTING ;0ERSONAL STEREOS= MAKE THE
USERS LIFE MUCH BETTER )T HELPS THEM MANAGE URBAN
THATISTOLISTENTOMUSIC
!LOTOFPEOPLEDONTLIKEWHERETHEYREGOINGIN LIFEx5RBAN LIFE IS ONE OF THE REASONS THEYRE USING
THE DAY )F YOU CAN DELAY THINKING ABOUT THAT UNTIL THE THESEDEVICES(OWOFTENDOYOUTALKTOPEOPLEINPUB
LASTMINUTEx0EOPLEDONTTAKEOFFTHEIREARPLUGSUNTIL LICANYWAY
THE VERY LAST MINUTE UNTIL THEYRE INSIDE THE DOOR AT
WORK)TSAGREATWAYTOCONTROLMOODANDEQUILIBRIUM
"ULL THINKS THE I0OD IS LINKED ALL THE WAY BACK TO
RADIOSOFTHESJUSTANOTHERWAYTOMAKELISTEN
INGPERSONAL
,/\I0/$,/5.'%
ÓÇ
­"6®"5,,4HEI0ODISAGOOD
WAY TO CONTROL PUBLIC SPACE )T
MAKES THE MUNDANE CINEMATIC
AND ALLOWS PEOPLE TO CONTROL
THEIR THOUGHTS AND MOOD ON THE
WAYTOWORKFOREXAMPLE
,/\
)0/$,/5.'%
4OMIS 0OD"RIX -INIlGS BEFORE THEY WERE
SHIPPEDTOCUSTOMERS
,/\4/-)
7
RP
L¶V7
L Q\
L 3R
G3
H RS
OH
Ón
RIX
/R INI
l
IG
l
GU INA GIN
O R E
L L Y T H
S
E
N
E " H A S O L D H A
F O N D
AY VE
I S
C
R
,
O M W O
M T H R T H
/\
AN
4
E
/
D E L I M T W O
D
IT
)
M E D
OR
E
ә
Y
AN
TH
ED
ITI
ON
"A
!
ON
E
0O
D"
7ĥ
G G
Q
D
V 3R UH WH L LUHG ĥ
X
I
W
J
R ¿ RXH LQVS QXP HU
Q
R
R
JH
G WW HJ O K W
UVL VWD VW
H
/ RI VL WKD G DQ PD LQG
Y
Q
G
MX GV Q
R
D N
JR HGR ħ OH DW
H
L3 U XQ G D URX WLQ WKDW
P
L
\
R NJ RX LQ G
D / UD KL VD
U
G RUW LQG RQ
P PLWH H L3 EDF ROG JLQH
H
J
IR H
W
S HK QW
H
D
Q
K
L
V
D
O
L
V
U
W
H
H
EO
OO D J P HV LP
R
UH VL E
P RQD
L F -RE URS ,W Z
VH FW OLQ KUR J XU Q¶W
U
V
P X
R
E
RP JR NG I D U H D
UR URG HP QRF ¿ GLG
7
I
R
F
H
V
,
G
IJ
D
R
V
H
\ /
H
HV W S H P H \
XU L3R FK
UIJ PRU
GD LRQ QDE WR
W
R
LQ ¿UV N 5 Q D VWK QNO
K
F
I
G
V
L
Q
L
UW LW R H V OG WR
X V ODF R LW IUD
S J D ZK
EL HG G LW
Q L E KL
G
K WHG HFWH OLP QXWH \VR QHG
J D ZLQ UWV
LQ HG HG E QWH X DQG
W
Q
L DQ XU
L RM DV
U W L O OR K L
D P XF RU RX V
V¶V HOLP LVSU UH Z P \0 UHW
G URG FRO V P QRI RXU
SR G D KHV
E
H
6
W
W
-R 7K H J X LQ %D UHV
HD LQ UHV ZD U X K
UW DQ 7
YH FK PDJ H ¿ RXW QH J X
KL ¶V K JLW
FU RPL ¿J X XUH WRD DQ
H
V
V
¿
W
L
R
ĥ
H
K G
D
6
J
7 UH L Q
N SH LV W RO XS KH
L K 7 R ¿ HG WK
´ ¿J X KROG
DU WHV H+ DLQ GV HG G W
P /HJ JV´ LPLW OHVV
R
Q Z
J
Q
H H
P R
7 \ WWOH QL¿ / LQ
U G WK ZHU
WR H\ Q KXɹ H $ D VKR Q D
G
L
U
W
D
N
H
L
IJ
ZH LQ H
D OO U XD O 0 EDF RX LO UG DN GV RW U HV RZ
L[ EHK J XU
W F )HE IURP %UL[ KH VROG ĥPD U ZD LQJ L3R NH\ Q IR J XU HG G
U
V
L
%
U
W
H
L
¿
H G
V H W
W
¿
Q
W
H
H ³ JQH HJR
DU V ,Q DG ³3R GRQ QLW LE\ \ DI HOLY QGD [SR WKH ]H G
K
Q
W
D H/ V
$ LUW OH P FK QH X RP UWO 2 G GD G ( \ ORI FUD
G
FH D OO P WK QXWH
VK RS HD VLJ O G7 6KR & ( L3R RUO XDU HUD KH
X
G
W
H
P JK L
SH HP DQG ³$ O VDL
SO DQ DFZ HEU VHY UH
WUR D V KRX P
S
´
R
K
J
Q
G
)
V
I
\
L
W UH U VH
H
D
L
DV VW LQ
H$ LQ O 0 ī
EH KRX SRQ
WK XWFK UHD Ī(7 [WG V E
RP LUW K LUWD RXW
N
I
7
H
W
V
O
D
R UH
F H LJK HQ HH
VK VK OG
RI
OLN LGQ 7K RI Z
WKH WKH VR
R K
H
P
UF L¿J N´W RI
SO
D
X
R 0 LQ F Q
D F LFHV ,Q H 0 ³VWX U X
U
H RD
WW
S
XH WRE HGW
R
K H
W
VL O X ɹ O L P L
VK UH
ZH
Îä
Î
ÎÓ
4ONY &ADELL SOLD !PPLE ON THE
IDEAOFAN-0PLAYERLINKEDTO
AN ONLINE MUSIC STORE ACCORD
INGTO"EN+NAUSSWHOWORKED
WITH &ADELL TO BRING THE I0OD TO
LIFE h4HIS IS THE PROJECT THATS
GOING TO REMOLD !PPLE AND
YEARS FROM NOW ITS GOING
TO BE A MUSIC BUSINESS NOT A
COMPUTER BUSINESSv &ADELL
PREDICTED IN EARLY ,/\
$/#3%!2,3
/NEOFTHEWEIRDESTOPENSECRETSIN3ILICON6ALLEYISTHATENGINEER4ONY
&ADELLISTHEUNACKNOWLEDGEDFATHEROFTHEI0OD4HEGENERALIMPRES
SION PROMOTED BY !PPLE IS THAT #%/ 3TEVE *OBS AND !PPLES HEAD
DESIGNER"RITISHBORN*ONATHAN)VESCREATEDTHEI0ODBETWEENTHEM
4HOUGH!PPLEHASNEVERMADETHISCLAIMDIRECTLYITSAMYTHTHECOM
PANYS02DEPARTMENTISHAPPYTOPERPETUATE)NANEARLYPROMOTIONAL
VIDEOFOREXAMPLE)VESTALKEDABOUTTHEPROCESSOFCREATINGTHEI0OD
GIVINGTHEIMPRESSIONHEANDHISTEAMHADDESIGNEDITTHEMSELVES
"UTTHOUGH)VESAND*OBSMADEMASSIVECONTRIBUTIONSTHEI0OD
APPEARS TO BE THE BRAINCHILD OF 4ONY &ADELL A YEAROLD COMPUTER
ENGINEER WITH AN IMPRESSIVE CAREER CREATING CONSUMER ELECTRONIC
DEVICES)SAYhAPPEARSvBECAUSEUNDER*OBSNOONEAT!PPLEEXCEPTA
FEWTOPEXECUTIVESISPERMITTEDTOTALKTOTHEPRESS%VENTHENCONVER
SATIONSARESTRICTLYhONMESSAGEvANDQUESTIONSABOUTWHODESIGNED
WHAT ARE OFF LIMITS &ADELL HIMSELF IS FORBIDDEN FROM TALKING AND HAS
TURNEDDOWNSEVERALREQUESTSFORINTERVIEWS
&ORSEVERALYEARSHOWEVER&ADELLHASBEENTELLINGHISSTORYAT
CONFERENCESANDCAMPUSRECRUITINGFAIRSANDLOTSOFTANTALIZINGTIDBITS
ARE ALSO SPREAD ACROSS THE 7EB 4AKE HIS BIO AT THE 3TRATEGIC .EWS
3ERVICEWHICHWASLIKELYWRITTENBY&ADELLHIMSELF
h4ONY &ADELL ISxRESPONSIBLE FOR CREATING THE lRST TWO GENERA
TIONSOF!PPLESNEWI0ODDIGITALMUSICDEVICEvTHEPROlLESAYSh!FTER
RESEARCHINGANDDESIGNINGTHEI0ODPRODUCTSOLUTIONASACONTRACTORIN
EIGHTWEEKSHEWASHIREDTOCREATETHEIMPLEMENTATIONTEAMv
&ADELL MAY NOT BE TALKING BUT OTHERS ARE INCLUDING "EN
+NAUSSAFORMERSENIORMANAGERAT0ORTAL0LAYERTHECOMPANY&ADELL
APPROACHEDTOHELPDEVELOPTHEI0OD!PRIVATELYHELDSTARTUP0ORTAL
0LAYERHADCOMEUPWITHhREFERENCEDESIGNSvESSENTIALLYSCHEMATICS
FORSEVERALDIGITALMUSICDEVICESINCLUDINGASMALLPORTABLEPLAYER
+NAUSSACTEDASTHEPRIMARYLIAISONBETWEEN!PPLEAND0ORTAL
0LAYER DURING THE DEVICES DEVELOPMENT (E QUIT THE COMPANY IN LATE
JUSTBEFORETHEI0ODCAMETOMARKETˆAMOVETHATEARNEDHIMAN
ONLINEMONIKERTHEI#LOD!CCORDINGTO+NAUSSTHEI0ODORIGINATEDWITH
ABUSINESSIDEADREAMEDUPBY&ADELLh4ONYSIDEAWASTOTAKEAN-0
PLAYERBUILDA.APSTERMUSICSALESERVICETOCOMPLEMENTITANDBUILDA
COMPANYAROUNDITv+NAUSSSAIDh4ONYHADTHEBUSINESSIDEAv
&ADELL GRADUATED FROM THE 5NIVERSITY OF -ICHIGAN IN THE EARLY
SWITHADEGREEINCOMPUTERENGINEERING(EWORKEDAT'ENERAL
-AGIC AN !PPLE SPINOFF AND 0HILIPS %LECTRONICS WHERE HE HELPED
DEVELOPHANDHELD0$!S(EALSOWORKEDBRIEmYAT2EAL.ETWORKSWHEN
ITWASDEVELOPINGITSONLINEMUSICSERVICE2HAPSODYACCORDINGTOTHE
.EW9ORK4IMES)NTHELATES&ADELLQUIT0HILIPSTOLAUNCHHISOWN
COMPANY &USE TO DEVELOP AND SELL A RANGE OF GADGETS INCLUDING A
DIGITALMUSICPLAYER"UT&ADELLFAILEDTOATTRACTFUNDINGACCORDINGTO
THE4IMESANDSOSTARTEDSHOPPINGHISIDEAAROUND3ILICON6ALLEY.O
ONEINCLUDING3ONYWASINTERESTEDˆEXCEPT!PPLE
ÎÎ
Î{
)N&EBRUARY&ADELLSTARTEDWORKINGAT!PPLE
AS AN INDEPENDENT CONTRACTOR DESIGNING THE I0OD AND
PLANNING THE COMPANYS AUDIO STRATEGY ACCORDING TO
&ADELLSRESUMEWHICHISAVAILABLEONLINE(EMUSTHAVE
DONESOMETHINGRIGHT7ITHINTWOMONTHSIN!PRIL
!PPLE NAMED &ADELL THE HEAD OF ITS I0OD AND 3PECIAL
0ROJECTSGROUP)NAFEWSHORTMONTHSHISMEMBER
TEAM OF DESIGNERS PROGRAMMERS AND HARDWARE ENGI
NEERSHADASSEMBLEDTHEI0ODLARGELYFROMOFFTHESHELF
PARTSORTECHNOLOGIESLICENSEDFROMOTHERCOMPANIES
+NAUSS SAID AT ONE OF THE lRST MEETINGS WITH
0ORTAL0LAYER&ADELLDECLAREDh4HISISTHEPROJECTTHATS
GOINGTOREMOLD!PPLEANDYEARSFROMNOWITSGOING
TOBEAMUSICBUSINESSNOTACOMPUTERBUSINESSv
h4ONY HAD AN IDEA FOR A BUSINESS PROCESS AND
!PPLEISTRANSFORMINGITSELFONHISWHIMANDANIDEAHE
HADAFEWYEARSAGOv+NAUSSADDED
+NAUSSALSORECALLEDTHAT&ADELLALWAYSDRESSED
INMATCHINGCLOTHESANDACCESSORIESANDEVERYDAYINA
DIFFERENT COLOR h/NE DAY IT WOULD BE PURPLE THE NEXT
LIME GREENv +NAUSS SAID h(IS SHIRT PANTS SHOES
SOCKS CELL PHONE COVER KEY FOB EVEN THE RIMS OF HIS
GLASSES EVERY SINGLE PART OF HIM WOULD BE THE SAME
COLORWHENHECAMEINFORAMEETINGv/NEMIGHTWON
DERIFITSMERECOINCIDENCETHATTHEI0ODMINICOMESIN
ARAINBOWSWORTHOFCOLORSTOO
!N I0OD PROTOTYPE 4O PREVENT COMPETITORS SEE
INGWHAT!PPLEWASWORKINGONPROTOTYPESWERE
HOUSED IN A SHOEBOXnSIZED ENCLOSURE WITH THE
CONTROLSSCREENANDJACKSONTHEOUTSIDE4OPRE
VENT!PPLESUINGUSWEMADETHISILLUSTRATIONFROM
A SPY PHOTOGRAPH SNEAKED OUT OF !PPLES DESIGN
LAB
,/\Ê"2)!."%(.+%
+NAUSSSAID&ADELLWASFAMILIARWITH0ORTAL0LAYERS
REFERENCE DESIGNS FOR A COUPLE OF -0 PLAYERS INCLUD
ING ONE ABOUT THE SIZE OF A PACK OF CIGARETTES !ND
THOUGHTHEDESIGNWASUNlNISHEDSEVERALPROTOTYPES
HAD BEEN BUILT h)T WAS FAIRLY UGLYv +NAUSS SAID h)T
LOOKEDLIKEAN&-RADIOWITHABUNCHOFBUTTONSv4HE
INTERFACEHESAIDhWASTYPICALOFANINTERFACEDONEBY
HARDWARE GUYSv "UT +NAUSS SAID &ADELL RECOGNIZED
THE DESIGNS POTENTIAL h4ONY lGURED THE PRODUCT WAS
THEREvh;0ORTAL0LAYER=WASATTRACTIVETO!PPLEBECAUSE
WEHADANOPERATINGSYSTEMvSAID+NAUSSh4HATWAS
A REAL SELLING POINT FOR !PPLE 7E HAD THE SOFTWARE
AND THE HARDWARE ALREADY DONE AND !PPLE WAS ON A
TIGHTSCHEDULEv+NAUSSSAIDTHEREFERENCEDESIGNWAS
ABOUT PERCENT COMPLETE WHEN !PPLE CAME CALLING
&OREXAMPLETHEPROTOTYPEWOULDNTSUPPORTPLAYLISTS
LONGER THAN SONGS AT THAT POINT h-OST OF THE TIME
;!PPLESPENT=BUILDINGTHEI0ODWASSPENTlNISHINGOUR
PRODUCTv+NAUSSSAID
!TTHETIME0ORTAL0LAYERHADCUSTOMERSDESIGN
ING-0PLAYERSBASEDONTHECOMPANYSREFERENCEDESIGN
-OSTWERE!SIANHARDWAREMANUFACTURERS+NAUSSSAID
BUTALSOINCLUDEDWERE4EACAND)"-"IG"LUEPLANNED
ASMALLBLACK-0PLAYERBASEDONTHECOMPANYSOWN
MINIHARDDRIVESWHICHFEATUREDAUNIQUECIRCULARSCREEN
AND WIRELESS "LUETOOTH HEADPHONES h4HE DESIGN FOR
)"-WASALOTSEXIERv+NAUSSSAID
Îx
IedoÀi_FeZ
,/\,%!.$%2+!(.%9
?\j^_d]i^WZ]ed[Z_©[h[djbo"Iedoc_]^j^Wl[Z[l[b#
ef[Zj^[_FeZ_dij[WZe\7ffb["Wm[bb#fbWY[ZiekhY[
YbW_ci$?dj^[bWj['//&i"FehjWbFbWo[hmWiWbiemeha#
_d]edWd_FeZ#b_a[cki_YfbWo[h\ehIedo"iW_ZWiekhY[
m^emehai\ehIedo_dJeaoeWdZm^eWia[Zjeh[cW_d
Wdedoceki$½FehjWbFbWo[hmWimeha_d]m_j^7_mW"W
ikXi_Z_Whoe\Iedo"¾j^[iekhY[iW_Z$½7_mWmWiieYbei[
jeÈd_i^_d]j^[fheZkYj"XkjIedoa_bb[Z_j$?iWmj^[
fhejejof[$?jmWied[e\j^[Yeeb[ijcf)fbWo[hi?^Wl[
[l[h i[[d$¾ ½J^[ [n[Ykj_l[i Wj Iedo h[]h[j j^Wj Z[Y_#
i_ed"¾j^[iekhY[iW_Z$
ÎÈ
ºQ/ʈ*"RÊ-Ê/Ê*,"
/Ê//½-Ê" Ê
/"Ê,"Ê**]Ê Ê£äÊ9,-Ê,"Ê
"7]Ê/½-Ê" Ê/"ÊÊÊ1-
Ê1- --]Ê
"/ÊÊ
"*1/,Ê1- --°»
ÎÇ
4HE ORIGINAL I0OD WAS ASSEMBLED FROM A HOST OF
OFFTHESHELFPARTSA4OSHIBAHARDDRIVEABATTERY
FROM3ONYANDKEYCHIPSFROM4EXAS)NSTRUMENTS
AND 3HARP %VEN THE BASIC HARDWARE DESIGN WAS
LICENSED FROM A SMALL 3ILICON 6ALLEY STARTUP COM
PANY0ORTAL0LAYER
,/\Ê3),6!.,)..
În
"UT0ORTAL0LAYERWENTEXCLUSIVELYWITH!PPLEh7HEN!PPLECAMETOTHETABLEWEDROPPEDALL
OUROTHERCUSTOMERSv+NAUSSSAID&ORTHENEXTEIGHTMONTHSTHECOMPANYSEMPLOYEESINTHE
5NITED3TATESANDENGINEERSIN)NDIAWORKEDEXCLUSIVELYONTHEI0OD+NAUSSSAID
!PPLEHADALISTOFFEATURESITWANTEDADDEDTOTHEREFERENCEDESIGN!PPLESPREFERREDMUSIC
FORMAT!!#ASWELLAS!UDIBLESAUDIOBOOKFORMATANDAlVEBANDEQUALIZER!PPLEALSOWANTED
ANEWINTERFACEWHICHITDESIGNEDINHOUSEINABOUTTHREEMONTHS+NAUSSSAID
!ND ALTHOUGH &ADELL MAY HAVE HAD THE BUSINESS PLAN !PPLE #%/ 3TEVE *OBS MOLDED THE
DEVICESDESIGNANDINTERFACEh4HEINTERESTINGTHINGABOUTTHEI0ODISTHATSINCEITSTARTEDITHAD
PERCENTOF3TEVE*OBSSTIMEvSAID+NAUSSh.OTMANYPROJECTSGETTHAT(EWASHEAVILYINVOLVED
INEVERYSINGLEASPECTOFTHEPROJECTv!TTHEBEGINNINGOFTHEPROJECT*OBSHELDMEETINGSABOUTTHE
I0ODEVERYTWOTOTHREEWEEKSBUTWHENTHElRSTI0ODPROTOTYPESWEREBUILT*OBSBECAMEINVOLVED
DAILYh4HEYDHAVEMEETINGSAND3TEVEWOULDBEHORRIBLYOFFENDEDIFHECOULDNTGETTOTHESONGHE
WANTEDINLESSTHANTHREEPUSHESOFABUTTONv+NAUSSSAIDh7EDGETORDERS@3TEVEDOESNTTHINK
ITSLOUDENOUGHTHESHARPSARENTSHARPENOUGHORTHEMENUSNOTCOMINGUPFASTENOUGH%VERY
DAYTHEREWERECOMMENTSFROM3TEVESAYINGWHEREITNEEDEDTOBEv+NAUSSSAID*OBSSINmUENCE
WASSOMETIMESIDIOSYNCRATIC&OREXAMPLETHEI0ODISLOUDERTHANMOST-0PLAYERSBECAUSE*OBS
ISPARTLYDEAFHESAIDh4HEYDROVETHESOUNDUPSOHECOULDHEARITv+NAUSSSAID
+NAUSSNOTEDTHATTHEREWERENODEMANDSTOADD&AIR0LAY!PPLESCOPYPROTECTIONTECHNOL
OGY)TWASAPPENDEDLATERTOTHESECONDGENERATIONI0ODTOCOINCIDEWITHTHEINTRODUCTIONOFTHE
I4UNES-USIC3TOREh4HEREWASNODISCUSSIONOF;DIGITALRIGHTSMANAGEMENT=v+NAUSSSAIDh4HEIR
BELIEFWAS$2-WOULDHURTSALESWHENTHEYROLLEDOUTTHEMUSICSTORE4HEYSPECIlCALLYWANTEDNO
$2-INTHEORIGINALI0ODv
+NAUSS SAID ALL THE I0OD PROTOTYPESˆAND THERE WERE SEVERALˆWERE SEALED TIGHTLY INSIDE A
REINFORCED PLASTIC BOX ABOUT THE SIZE OF A SHOE BOX h4HEY PUT THE BUTTONS AND THE SCREEN IN CRE
ATIVELOCATIONSALLOVERTHEBOXSOPEOPLECOULDNTTELLWHATPRODUCTWASINSIDEITANDHOWSMALLIT
WASv+NAUSSSAIDh4HEYALWAYSPUTTHECONTROLSINDIFFERENTPLACESˆTHESCROLLWHEELONTHESIDE
THESCREENONTHETOPˆTOMAKESUREITWASNTPREDICTABLEWHATTHEENDDESIGNWAS4HEONLYTHING
ACCESSIBLEWASTHEJACKSv
+NAUSSSAIDTHEI0ODPROJECTWASNEARLYKILLEDJUSTASITDREWTOCOMPLETION4ESTSSHOWEDTHE
I0ODDRAINEDITSBATTERIESEVENWHENPOWEREDDOWNh)TWOULDHAVERUNTHREEHOURSBEFOREGOING
DEADANDTHATWASWHENITWASTURNEDOFFv+NAUSSSAIDh4HEPRODUCTIONLINESHADALREADYBEEN
SETUPv+NAUSSSAIDh4HATWASATENSEPARTOFTHEPROJECT&OREIGHTWEEKSTHEYTHOUGHTTHEYHAD
A THREEHOUR -0 PLAYERv +NAUSS SAID THE PROBLEM WAS EVENTUALLY lXED AND SHORTLY AFTERWARD
!PPLEBOUGHTAMAJORITYSTAKEINTHECOMPANY
+NAUSSSTAYEDONUNTILNEARTHEENDOFTHEI0ODSDEVELOPMENTBUTQUITSHORTLYBEFOREITWAS
RELEASEDBECAUSEHEHADNOCONlDENCEITWOULDBEASUCCESSh)TWASPROBABLYAMISTAKEBUTTHENYOU
HAVETOGOWITHWHATYOUTHINKATTHETIMEvHESAID+NAUSSISNOWCONTRACTINGFOR-ICROSOFT
!PPLE)"-AND0ORTAL0LAYERDIDNOTRESPONDTOREQUESTSFORCOMMENTTHOUGH0ORTAL0LAYER
CONlRMED+NAUSSHADBEENEMPLOYEDASASENIORMANAGER
"/\!FTER7IRED.EWSPUBLISHEDTHISSTORYIN*ULY0ORTAL0LAYERTHREATENEDALAWSUITUNLESSTHE
STORYWASTAKENDOWN0ORTAL0LAYERTHREATENED7IRED.EWSWITHMISAPPROPRIATIONOFTRADESECRETS
ANDONTHEADVICEOFOURLAWYERSWEIGNOREDTHEM4HEREWASAmURRYOFFAXESFORACOUPLEOFDAYSAND
THENNOTHING"ECAUSETHESTORYWASNOLONGERONTHEFRONTPAGEPERHAPS0ORTAL0LAYERTHOUGHTITHAD
BEENWITHDRAWN-AYBETHECOMPANYSIMPLYDROPPEDTHEMATTER7ENEVERDIDlNDOUT
/Ê,7,
4ONY&ADELLANDHISDESIGNTEAMSTARTEDWORKONTHEI0OD
IN THE SPRING OF )T WAS ASSEMBLED FROM BITS AND
PIECES OF HARDWARE AND SOFTWARE DEVELOPED BY OTHER
COMPANIESˆSOMETHINGHIGHLYUNUSUALFOR!PPLEˆBUT
THECOMPANYADDEDITSOWNMAGICEXCELLENTINDUSTRIAL
DESIGNANDASIMPLEINTUITIVEINTERFACE!PPLEBROUGHT
THEDEVICETOMARKETINABOUTEIGHTMONTHS
!CCORDINGTOAARTICLEIN%LECTRONICS$ESIGN
#HAIN MOST OF THE INTERNAL ELECTRONICSˆINCLUDING THE
MAINCIRCUITBOARDˆWEREDEVELOPEDBY0ORTAL0LAYER!
HARDWAREDESIGNCOMPANY0ORTAL0LAYERHADDEVELOPED
AREFERENCEDESIGNTHATCOULDBEUSEDTOMAKEAVARIETY
OFDIGITALAUDIOPRODUCTSFROMAPORTABLEDIGITALMUSIC
PLAYERTOAFULLSIZEDSTEREOFORTHELIVINGROOM3EVERAL
OF THE DEVICES COULD BE MADE FROM STANDARD READILY
AVAILABLE PARTS BUT COULD ALSO BE EASILY CUSTOMIZED
!PPLE REPORTEDLY CHOSE 0ORTAL0LAYER BECAUSE OF THE
HIGHAUDIOQUALITYOFITSDESIGN
h#HOOSING A DEVELOPMENT PLATFORM ALLOWED
!PPLE TO FOCUS ON ITS TRUE GENIUS FOR FORM FACTORS AND
USERINTERFACESvWROTEREPORTER%RIC3HERMAN
-OSTOFTHEI0ODSOTHERCOMPONENTSWEREALSO
BOUGHTORLICENSEDONTHEOPENMARKET4HEI0ODSSLIM
RECHARGEABLEBATTERYWASPURCHASEDFROM3ONYITSTINY
INCHHARDDRIVEFROM4OSHIBA4HEDRIVEISLIKELYTHE
MOSTEXPENSIVECOMPONENTACCOUNTINGFORABOUTHALF
THE HARDWARE COSTS /THER KEY BITS AND PIECES WERE
BOUGHTFROM4EXAS)NSTRUMENTS3HARP%LECTRONICSAND
7OLFSON -ICROELECTRONICS A SMALL 3COTTISH COMPANY
THAT SUPPLIED THE DIGITALTOANALOG CONVERTER FOR TURN
ING-0lLESINTOSOUND
)T MAY SOUND LIKE ASSEMBLING ,%'/ BRICKS BUT
A DEVICE OF THE I0ODS COMPLEXITY IS NOT EASILY PUT
TOGETHER4HEHARDWARESUPPLIERSPRAISEDTHEFEATTHE
I0ODWASCOMPACTANDLIGHTANDPRODUCEDPHENOMENAL
SOUNDh4HEVALUEISPUTTINGITALLTOGETHERANDOPTIMIZ
INGTHEDESIGNTOEKEOUTTHEBESTPERFORMANCEGETTHE
BEST POWER UTILIZATION THE BEST AUDIO PERFORMANCEv
*ULIAN (AYES VICE PRESIDENT OF MARKETING AT 7OLFSON
TOLD%LECTRONICS$ESIGN#HAINh4HATISNOTATRIVIALTASK
BY ANY MEANS 3OMETIMES ITS VERY DIFlCULT IN A COST
CONSTRAINED;SITUATION=ANDSMALLFORMFACTORTOGETTHE
PERFORMANCEv
4HE lRSTGENERATION I0OD IS ABOUT THE SIZE OF A
PACKOFCARDSANDJUSTALITTLEHEAVIER)THASAWHITE0ER
SPEXATYPEOF!CRYLICTOPWITHASMALLSQUARESCREEN
ANDACIRCULARhSCROLLWHEELvMOUNTEDONBALLBEARING
BUSHINGS 4HE SCROLL WHEEL HAS A PUSH BUTTON IN THE
MIDDLEANDTOGETHERTHEYFORMTHEENTIREINTERFACE
4HEBACKOFTHElRSTI0ODISSHINYSTAINLESSSTEEL
)T SPORTS AN !PPLE LOGO AND OFTEN A PERSONAL INSCRIP
TION!PPLEOFFEREDLASERENGRAVINGFORINITIALLYAND
LATER FOR FREE 5NLIKE COMPETING PORTABLE PLAYERS THE
I0ODHASNOOPENINGSATALLNOBATTERYCOMPARTMENTS
ORSLOTSFOREXTRAMEMORYOROTHERPERIPHERALADDONS
)TS AS TIGHTLY WRAPPED AS A NUT 4O CRACK THE CASE A
SCREWDRIVERORSIMILARTOOLHASTOBEJIMMIEDBETWEEN
THEBACKMETALPLATEANDTHE0ERSPEXFRONTBEFORECARE
FULLYPRIZINGTHETWOPIECESAPART
)NSIDETHEINTERNALCOMPONENTSARESANDWICHED
TOGETHER COMPACTLYˆTHERES ALMOST NO AIR SPACE /N
TOPISTHEBATTERYAmATSILVERYPACKAGETHATISALMOST
AS LONG AS THE I0OD ITSELF 4HE BATTERY LIES ON TOP OF
THE HARD DRIVE WHICH IS ALSO SLIM 4HE HARD DRIVE IS
ATTACHEDBYTAPETOTHEMAINMOTHERBOARD"ENEATHTHE
MOTHERBOARDLIETHESCROLLWHEELANDTHESMALLSQUARE
MONOCHROMESCREEN
!N 8RAY OF THE I0OD SHOWING
THE INTERNAL COMPONENTS .OTE
THERESNOTALOTOFSPACE
,/\
I,/5.'%
Ι
/Ê-"/7,
{ä
4HE I0ODS INTERFACE WAS INITIALLY BASED ON SOFTWARE DEVISED FOR CELL
PHONESBY0IXOANOTHER3ILICON6ALLEYSTARTUP!LTHOUGH!PPLEDESIGN
ERSCONCEIVEDOFTHEI0ODSELEGANTINTERFACEˆTHEHIERARCHICALSCROLLABLE
MENUSOFARTISTSSONGSANDGENRESˆTHEUNDERLYINGNUTSANDBOLTSWERE
PROVIDEDBY0IXOINCLUDINGLOWLEVELGRAPHICSMEMORYMANAGEMENT
AND DATABASE FUNCTIONS ACCORDING TO THE PROGRAMMING WEBSITE OF
!MIT3INGHAN)"-RESEARCHER)NADDITION0IXOPROVIDEDAPPLICATIONS
SUCHASTHEADDRESSBOOKCALENDARANDTODOLIST!SMALLPRIVATELY
HELDCOMPANY0IXOWASFOUNDEDBYAFORMER!PPLEPRODUCTMANAGER
0AUL-ERCERWHOHADALSOWORKEDON!PPLES0$!THE.EWTON4HE
COMPANYWASSTAFFEDBYSEVERALEX!PPLEENGINEERS
!S !PPLE DEVELOPED THE I0OD IT DISCOVERED THE SOFTWARE WAS
ONE OF THE TRICKIEST PARTS !S THE LAUNCH DATE APPROACHED !PPLES
INITIAL EFFORT AT AN OPERATING SYSTEM WASNT NEARLY READY ACCORDING
TOREPORTS4HANKSTOTHEIR!PPLECONTACTS0IXOSTAFFERSHEARDOFTHE
DILEMMA AND OFFERED TO LICENSE THEIR OPERATING SYSTEM AND APPLICA
TIONSWHICHHADBEENORIGINALLYDEVELOPEDFORCELLPHONES!CCORDING
TOREPORTSTHELEGALNEGOTIATIONSTOOKLONGERTHANTHEACTUALPROGRAM
MINGh7EWEREABLETOGETSOMETHINGRUNNINGANDDEMONSTRATEITINA
COUPLEOFWEEKSv-ERCERTOLDTHE3AN&RANCISCO#HRONICLE
(OWEVERRELATIONSQUICKLYSOURED7ITHINMONTHSOFTHEI0ODS
LAUNCH 0IXO WAS COMPLAINING ABOUT THE MONEY IT GOT FROM !PPLE
WHICH WASNT ENOUGH TO SUSTAIN THE COMPANY 4HERE WERE LAYOFFS AT
0IXOTHOUGHSOMEENGINEERSWHOHADWORKEDONTHEI0ODWERESUB
SEQUENTLYHIREDBY!PPLEWHICHNOWPOSITIONSITSELFASBEINGWHOLLY
RESPONSIBLEFORDEVELOPINGTHEI0ODSSOFTWARE4HERESTOF0IXOWAS
SOLDTO3UN-ICROSYSTEMSIN*UNE
0IXOSCONTRIBUTIONWASNEVERFORMALLYANNOUNCED!PARTFROM
AFEWSCATTEREDREPORTSTHEONLYCLUEWASMENTIONOFTHECOMPANYIN
THEh!BOUTI0ODvSCREENINEARLYVERSIONS
h0fFeZ
J^[_FeZA _b b[
J^[h[Ài X[[d W bej e\ jWba e\ ½_FeZ a_bb#
[hi"¾ Yecf[j_d] fbWo[hi j^Wj m_bb Xbem
j^[_FeZekje\j^[cWha[j$8kjjeZWj["
ded[ ^Wl[ Yec[ Wbed]" [nY[fj f[h^Wfi
\eh j^[ fFeZ \hec W 8h_j_i^ ie\jmWh[
Èhc" IjWh8h_j[$ IjWh8h_j[Ài fFeZ mWi W
l_hjkWb_FeZ\ehFeYa[jF9i"Wie\jmWh[
_FeZ j^Wj hWd ed FeYa[j F9i" C_Yhe#
ie\jÀi FWbc#b_a[ ef[hWj_d] ioij[c \eh
{£
^WdZ^[bZi$
J^[ l_hjkWb _FeZ mWi" m[bb" l_h#
jkWbbo _Z[dj_YWb je W h[Wb _FeZ$ J^[
Wffb_YWj_edÈbb[Zj^[FeYa[jF9Ài[dj_h[
iYh[[d m_j^ W \W_j^\kb \WYi_c_b[ e\ j^[
_FeZ" _dYbkZ_d] j^[ fbWo[hÀi Z_ij_dYj_l[
iYhebb m^[[b WdZ \ekh Xkjjedi \eh fbWo#
_d]" fWki_d]" WdZ ie ed$ B_a[ j^[ _FeZ"
j^[ fFeZ mWi Yedjhebb[Z Xo _ji l_hjkWb
iYhebb m^[[b$ FeYa[j F9i ^Wl[ jekY^#
i[di_j_l[ iYh[[di" m^_Y^ Wbbem ki[hi je
dWl_]Wj[ j^[ fFeZÀi c[dki m_j^ j^[_h
Èd][hi¼`kijb_a[j^[_FeZ$
DWjkhWbbo" j^[ fFeZÀi _dj[h\WY[
mWiWbie`kijb_a[j^[_FeZÀi$Ied]im[h[
$EVELOPED BY THE "RITISH SOFT
WhhWd][Z Xo W i[h_[i e\ d[ij[Z c[dki"
WARE lRM 3TAR"RITE THE P0OD
m^_Y^YekbZX[Xhemi[ZXoWhj_ij"WbXkc"
WAS A SHORTLIVED SOFTWARE
][dh[" WdZ ie ed$ 7bWi \eh IjWh8h_j[" I0OD THAT RAN ON 0OCKET 0#S
7ffb[ gk_Yabo i^kj _j Zemd$ IjWh8h_j[
-ICROSOFTS0ALMLIKEOPERATING
fkbb[Zj^[ie\jmWh[\heciWb["WdZ_j^Wi SYSTEM FOR HANDHELDS ,/\Ê
dejX[[d^[WhZ\heci_dY[$
0(),,)04/22/.%
{Ó
{
{{
7Ê *,"1
/-Ê 6
1/Ê /Ê *1
½-Ê
// /" Ê /Ê -Ê79Ê -Ê /Ê
!PPLE IS RIGHTLY REGARDED AS ONE OF THE BESTMARKETED COMPANIES IN
THEWORLD)TSBRANDISICONICANDITSADVERTISINGISFREQUENTLYAWARDED
IMITATEDANDPARODIED"UTFORTHEI0ODTHEMOSTPOWERFULADVERTIS
INGCAMEFROMUNPRECEDENTEDWORDOFMOUTHTONSOFMEDIAANDTHE
LUCKYACCIDENTOFUSINGWHITEEARBUDS
!PPLEHASSPENTRELATIVELYLITTLEMONEYTOPROMOTETHEI0OD!
BIG NATIONWIDE MARKETING CAMPAIGN CAN COST MILLION A YEAR OR
MOREBUT!PPLESPENTONLYMILLIONTOLAUNCHTHEI0ODINAND
ABOUTMILLIONINACCORDINGTOESTIMATESBYADTRACKINGlRM
4.3-EDIA)NTELLIGENCE-OSTOFTHATMONEYWASSPENTONTHEAWARD
WINNINGSILHOUETTEDANCER46CAMPAIGN4HE46ADSDIDTHEIRPARTBUT
THEI0ODWASLARGELYADVERTISEDBYEXTENSIVEWORDOFMOUTH
h4HE PRODUCT WAS WELL MARKETED BECAUSE !PPLE DID NOT OVER
MARKETITESPECIALLYWHENITBECAMEARUNAWAYSUCCESSvSAID$OUGLAS
!TKINA.EW9ORKADMANANDAUTHOROF4HE#ULTINGOF"RANDS0ORTFO
LIOh4HEYSTEPPEDBACKANDLETTHECONSUMERSANDTHEMEDIA
TAKEOVERˆMUCHMORECREDIBLEMARKETERSv
&EW PRODUCTS HAVE CAUGHT THE PUBLICS ATTENTION IN THE SAME
WAY AS THE I0OD .EW USERS DONT JUST LIKE THEIR I0ODS RATHER THEY
BECOME ENTHUSIASTIC EVANGELISTS TELLING EVERYONE AT EVERY OPPOR
TUNITY THE JOYS OF THE DEVICE 7HATS ON THEIR I0OD IS A FAVORITE TOPIC
AMONGBLOGGERSANDSEVERALPEOPLEHAVEMADETHEIROWNHOMEBREW
I0ODADSINHOMAGETOTHEMACHINE
4HEMEDIAHASALSOBECOMEI0ODOBSESSED4HE.EW9ORK4IMES
FORINSTANCEDOESNTLETAWEEKPASSBYWITHOUTATLEASTACOUPLEOFI0OD
­
Ê *®
$ESPITE GIANT I0OD BILLBOARDS THE
WORLDOVERˆTHESEAREIN!MSTERDAMˆEXPERTSSAY
THE I0OD WASNT OVERMARKETED
,/\ "/9).5+ 309-!# ­"7® 4HEWHITEEARBUDSWEREALUCKY
MARKETINGACCIDENT!PPLEMADETHEEARBUDSWHITE
TO KEEP THEM CONSISTENT WITH THE PLAYER BUT THEY
ALSO SERVED TO ADVERTISE THE PLAYER EVEN WHEN IT
WASHIDDENINABAGORPOCKET
,/\I,/5.'%
{x
Ê ˆ*"
{È
STORIES 4HE I0OD HAS MADE THE COVER OF MOST MAJOR
MAGAZINES AND NEWSPAPERS AND SEVERAL PUBLICATIONS
RUN REGULAR PIECES ON CELEBRITIES I0OD PLAYLISTS )TS
BEEN FEATURED ON /PRAH 7INFREYS 46 SHOW AND HIGH
LIGHTEDINSEVERALMUSICVIDEOSANDMOVIES
!NDTHENTHERESTHELUCKYACCIDENTOFTHEWHITE
EARBUDS /N THE STREET THE DISTINCTIVE EARBUDS SERVE
TO ADVERTISE THE PLAYER HIDDEN IN THE WEARERS POCKET
h4HE WHITE EARPLUGS ARE A SORT OF -ASONIC HANDSHAKE
TOOTHERUSERSTHATTHEYVEGOTTHE@RIGHT-0PLAYERˆA
SUBTLESHAREDCODEvSAID!TKINh)TSIMMEDIATELYOBVI
OUSTHATITSNOTA3ONYORANYOFTHEOTHERPEDESTRIAN
BRANDSv
#OLORINGTHEEARBUDSWHITESEEMSLIKEASTROKEOF
MARKETINGGENIUSBUTITAPPEARSTOHAVESTEMMEDFROM
ADECISIONSIMPLYTOKEEPTHECOLORCONSISTENTWITHTHE
RESTOFTHEDEVICE@@)REMEMBERTHEREWASADISCUSSION
@(EADPHONES CANT BE WHITE HEADPHONES ARE BLACK OR
DARKGRAY!PPLESHEADDESIGNER*ONATHAN)VESTOLD
THE .EW 9ORK 4IMES !CCORDING TO THE 4IMES h5NI
FORM WHITENESS SEEMED TOO IMPORTANT TO THE PRODUCT
TOBREAKTHEPATTERNANDINDEEDTHEWHITEHEADPHONES
HAVEBECOMEAKINDOFSECONDARYUNPLANNEDICON
)NDEEDTHEYAREICONIC4O$OUG(OLTAN/XFORD
5NIVERSITY MARKETING PROFESSOR AND AUTHOR OF (OW
"RANDS"ECOME)CONS(ARVARD"USINESS3CHOOL0RESS
THE I0ODS SUCCESS IS DUE TO FORTUITOUS DESIGN
DECISIONS LIKE THAT h4HIS IS PRIMARILY A DESIGN STORY
INCLUDINGTHEBUDSvHESAID
­"6®Ê !DVERTISING THE I0OD AT
THE'ARE-ONTPARNASSEIN0ARIS
&RANCE
,/\Ê -)+% 3%2)%93
­
Ê *®Ê
4HE MEDIA HAS
BECOMEI0ODOBSESSED4HEI0OD
ISAREGULARlXTUREINMAGAZINES
NEWSPAPERS AND 46 SHOWS
,/\I,/5.'%
{Ç
(IGHSCHOOL TEACHER 'EORGE
-ASTERSS ANIMATED AD FOR
!PPLES I0OD MINI HAS hGONE
VIRALv&REEOFPARODYORPOLITICAL
COMMENTARY THE SPOT IS ONE OF
THElRSTSTRAIGHTUPPRODUCTADS
ONTHE.ET
,/\#/524%39/&
'%/2'%-!34%23
{n
"Ê
"1Ê*9ÊÊÊ*,/Ê
Ê ,/ ]Ê 1-/Ê Ê " Ê
-Ê
- Ê 1*Ê /Ê
7-°
",7ʈ*"Ê)N SCHOOL TEACHER 'EORGE -ASTERS HAD THE MAR
KETING WORLD ABUZZ WITH A HOMEMADE I0OD AD THAT
RAPIDLYWENThVIRALv-ASTERSSSECONDANIMATEDAD
FEATURESmYINGI0ODSPULSINGHEARTSANDSWIRLING@S
PSYCHEDELIA )TS SET TO THE BEAT OF h4INY -ACHINEv BY
@SPOPBANDTHE$ARLING"UDS
-ASTERSQUIETLYPOSTEDTHESPOTTOHISPERSONAL
WEBSITEIN.OVEMBER)TRECEIVEDMODERATETRAFlC
UNTIL IT WAS PICKED UP BY SEVERAL BLOGS )N A MATTER OF
DAYSTHEADHADBEENWATCHEDMORETHANTIMES
AND WAS MAKING THE ROUNDS ON BLOGS AND EMAIL 4HE
AD CAUGHT THE ATTENTION OF MARKETERS WHO PRAISED ITS
PROFESSIONAL PRODUCTION VALUES AND PROCLAIMED IT ONE
OFTHElRSThPUREvADVERTISEMENTSSEENONTHE)NTERNET
4HOUGHHOMEMADEADSARENOTHINGNEWMOSTAREPAR
ODIESPROTESTSORPOLITICALCOMMENTARIES-ASTERSSIS
PURE ADVERTISINGˆITS PURPOSE IS TO PROMOTE THE I0OD
ANDNOTHINGMORE
4OSOMEEXPERTS-ASTERSSADHERALDEDTHEFUTURE
OFADVERTISING(OMEMADEADSCOULDPLAYABIGPARTIN
MARKETING JUST LIKE BLOGGING IS SHAKING UP THE NEWS
'ARY 3TEIN AN ONLINE ADVERTISING ANALYST WITH *UPITER
2ESEARCHSAIDHEWASSTRUCKBYTHEQUALITYOF-ASTERSS
ADANDITSMARKETINGSAVVYh)TSHOWSGREATADVERTISING
PRINCIPLESv3TEINSAIDh(ESCOMPUTERLITERATEBUTHES
ALSOLITERATEINTHELANGUAGEOFADVERTISINGx9OUCOULD
TAKETHISTHINGANDPUTITON-46THISAFTERNOON)TSNOT
ONLYGOODITSGOODADVERTISING0EOPLEGOTOCOLLEGETO
LEARNTHIS(EJUSTGETSITv3TEINSAID-ASTERSSADISTHE
lRST hSTRAIGHTUPv CONSUMERPRODUCED SPOT OF WHICH
HESAWARE3TEINSAIDHESSEENSPECADSFROMAGENCIES
MADETOATTRACTCLIENTSANDVIRALADSCREATEDBYPROSDIS
GUISEDTOLOOKGRASSROOTSBUTHEHADNOTSEENA46SPOT
CREATEDBYAFAN4HOUGH-ASTERSSADLOOKSLIKEITWAS
DONEBYAPROHEISACTUALLYAYEAROLDHIGHSCHOOL
TEACHERFROM/RANGE#OUNTY#ALIFORNIA(ECREATEDTHE
SPOTINHISSPARETIME7ORKINGACOUPLEOFHOURSATA
STRETCHTHEADTOOKlVEMONTHSTOMAKE)TISPARTHOM
AGETO!PPLEANDTHEI0ODANDPARTPORTFOLIOBUILDERBUT
MOSTLY-ASTERSSAIDHEJUSTMADEITFORPRACTICEh)DID
ITFORFUNvHESAIDh)LOVEMOTIONGRAPHICS)LIKECREAT
INGVISUALSv
-ASTERS SAID HE WAS INSPIRED TO MAKE THE AD
WHILE LISTENING TO THE $ARLING "UDS SONG 4HE TITLE
h4INY -ACHINEv REMINDED HIM OF THE I0OD THE ADS
STYLEWASINSPIREDBYPOPVIDEOSFROMTHE@SSHOWN
ONCABLEMUSICCHANNEL6((EPOSTEDTHEADHESAID
FOR COMMENTS AND SUGGESTIONS !ND IF ANYONE WANTS
TO HIRE HIM HELL CONSIDER ALL OFFERS h)M PRETTY MUCH
WORKINGINAVACUUMHEREvHESAIDh9OUTHINK@)STHIS
GOOD4HATSWHY)PUTTHISSTUFFOUTTHERETOGETSOME
FEEDBACKv (ES RECEIVED A LOT OF NICE COMMENTS AND
SOMECRITICISMWHICHHEWELCOMESh4HECRITICALCOM
MENTS ARE THE MOST HELPFULv HE SAID h4HEY HELP THE
REVIEWPROCESSv
-ASTERSSAIDHESQUITEAWARETHEADISNOTHING
LIKE !PPLES CAMPAIGNS FEATURING SILHOUETTE DANCERS
h)TS OFFBRAND BUT THATS THE POINTv HE SAID h4HATS
THEFUNOFBEINGONEGUY9OURENOTLIMITEDBYASTYLE
GUIDE OR A CREATIVE DIRECTOR 9OU CAN BRANCH OUT AND
THINKDIFFERENTv
3TEVE 2UBEL A VICE PRESIDENT AT .EW 9ORK 02
AGENCY#OOPER+ATZANDAUTHOROFTHE-ICRO0ERSUASION
WEBLOG SAID EVANGELISTIC CUSTOMERS SUCH AS -ASTERS
WILL PLAY AN INCREASING ROLE IN MARKETING FOR COMPA
NIES h)TS A SIGN THAT CONSUMERS WANT TO HAVE A ROLE
INPROMOTINGAPRODUCTTHEYLOVEvHESAIDh4HERESA
REAL TREND TOWARD CONSUMERGENERATED MEDIA 0EOPLE
ARECREATINGNEWSTHEYREBLOGGING0EOPLEWILLCREATE
MARKETINGASWELL4HISGUYISAGREATEXAMPLEv
!NOTHER EXAMPLE 2UBEL CITED IS THE ONGOING
3PREAD &IREFOX CAMPAIGN A COLLECTIVE PROMOTION OF
-OZILLAS WEB BROWSER THAT INCLUDED RAISING MONEY TO
BUY A BIG AD SPREAD IN THE .EW 9ORK 4IMES -OZILLA
HOWEVER WAS FOUNDED ON THE MODEL OF OPEN SOURCE
SOFTWARE WHICH ENCOURAGES THE COMPUTER PROGRAM
MING COMMUNITY TO CONTRIBUTE AND COLLABORATE ON
SOFTWARE DEVELOPMENT 3O -OZILLA IS NO STRANGER TO
GROWINGITSELFVIAGRASSROOTSCOMMUNICATION
3TORIESABOUTCUSTOMEREVANGELISMABOUNDAND
WORDOFMOUTHORhBUZZvMARKETINGISSEENASANIMPOR
TANTANDGROWINGPARTOFADVERTISING"UT46SPOTSARE
NEW TERRITORY h)TS CUSTOMER EVANGELISMv 2UBEL SAID
h)TSNOTGOINGTOHAPPENFOREVERYCOMPANYONLYTHOSE
WITH A PASSION 4HE -AC PLATFORM AND THE I0OD HAVE
CREATED A CORE FOLLOWING A CUSTOMER PASSION 0EOPLE
{™
xä
WANTTOSPREADTHELOVEv(EADDEDh)HOPE;-ASTERS=GETSAJOBIN!PPLESMARKETING
DEPARTMENT (E CERTAINLY DESERVES IT "UT )M SURPRISED !PPLE HASNT SHUT IT DOWN
4HEYCANBEVERYPERSNICKETYABOUTTHEIRBRANDANDTRADEMARKSv
-ASTERS IS NOT THE ONLY PERSON TO MAKE FREE MARKETING MATERIALS FOR !PPLE
'LOBAL-ECHANICA#ANADIANMULTIMEDIAPRODUCTIONCOMPANYMADEANI0OD46ADON
SPECANDDESIGNER$ANIEL/EFlNGERCRAFTEDONEFORACLASSATTHE3AVANNAH#OLLEGEOF
!RTAND$ESIGN,IKE-ASTERSSAD/EFlNGERSSPOTFEATUREDSWIRLINGI0ODSANDPULSING
HEARTSh!PPLESBRANDDElNITELYEVOKESTHESEIMAGESAND)THINKITSCOOLTHAT'EORGE
TAPPEDINTOTHEMINACOMPLETELYDIFFERENTWAYvSAID/EFlNGER
$ESIGNER $ANIEL /EFlNGER ALSO
CRAFTED AN I0OD FOR A COLLEGE
CLASS ,IKE -ASTERSS AD /EF
lNGERS SPOT FEATURED SWIRLING
I0ODS AND PULSING HEARTS
h!PPLESBRANDDElNITELYEVOKES
THESE IMAGESv /EFlNGER SAID
,/\$!.)%,/%&&).'%2
3TILLS FROM 'EORGE -ASTERSS
HOMEBREW I0OD AD WHICH FEA
TURESmYINGI0ODSPULSINGHEARTS
AND SWIRLING @S PSYCHEDELIA
,/\'%/2'%-!34%23
x£
xÓ
IWkiW][#IjhWZZb_d]:ec_dWjh_n_FeZIa_di
M^[d j^[ ]_Wdj Yecfkj[h YecfWdo >[mb[jj#
FWYaWhZ ijWhj[Z h[i[bb_d] ^f#XhWdZ[Z _FeZi _d
(&&*" _j jh_[Z je Z_ij_d]k_i^ _ji[b\ \hec 7ffb[
Xoe©[h_d]Ykijec[hiWhWd][e\ij_Ya#edYel[hi
YWbb[Z JWjjeei$ B_a[ Y[bb#f^ed[ \WY[fbWj[i" j^[
ij_Ya[hi Wbbem Ykijec[hi je f[hiedWb_p[ j^[_h
Z[l_Y[$J^[_Z[W_ifefkbWh"WdZi[l[hWbYecfW#
d_[ii[bbi_c_bWhij_Ya#edi$
CWYIa_dp" \eh [nWcfb[" Yecc_ii_ed[Z
m[bb#ademd_bbkijhWjehiWdZYec_YWhj_ijijefhe#
ZkY[_FeZYel[hi$B_c_j[Zjehkdie\'&&kd_ji"j^[
7hj_ijI[h_[iFeZIa_dpm[h[Z[i_]d[ZXoj^[b_a[i
e\ feij[h Whj_ij <hWda Aep_a1 _bbkijhWjeh Yekfb[
IkiWdWdZ7bb[d9hWm\ehZFbWdajed7hj1f_d#kf
Z[i_]d[h 7dZh[m 8Wm_ZWcWdd1 _bbkijhWjeh :Wl[
@e^died1 WdZ =[hcWd Z[i_]d[h%]hW°j_ Whj_ij
D[Ya$Ydi$J^[Z[i_]diWh[[Z]_[hj^WjWdoj^_d]
7ffb[ WdZ ^f ^Wl[ Wjj[cfj[Z0 b_a[ :Wl[ @e^d#
iedÀim[_d[h#h_Z_d]Zec_dWjh_n"\eh[nWcfb[$
½Co ]eWb m_j^ j^[ Whj_ij i[h_[i _i je ][j
gk_j[W\[mWhj_ijiedXeWhZ\hecZ_©[h[djijob[i0
bemXhem"fefWhj"Yec_Yi"Yedj[cfehWho"]hW°j_"
xÎ
[jY[j[hW"¾iW_ZCWYIa_dpemd[h:ek]=h_°j^$½J^_im_bb[dWXb[c[je
fhecej[ FeZIa_dp ekji_Z[ j^[ Yecfkj[h _dZkijho" WdZ _j i^ekbZ ]_l[
[nfeikh[jej^[Whj_iji_dej^[hm_i[kdjWff[ZWh[WiWim[bb$¾J^[½ia_dp¾
Wh[idWf#edfbWij_YYel[hi\ehbWj[#ceZ[b_FeZi$7Xekjj^[j^_Yad[iie\
WYh[Z_jYWhZ"j^[ia_dpYec[_d^Wbl[i"^[bZ_dfbWY[XoWfW_he\ij_Yao
ijh_fi hkdd_d] kf [WY^ i_Z[$ =h_°j^ fhec_i[i ceh[ Z[i_]di$ ½J^[h[
Wh[cWdoWhj_ijiedXeWhZj^WjWh[dejo[jl_i_Xb[edb_d[Xkji^ekbZX[
i^ehjbo"Wi?h[Y[_l[j^[_hWhj"¾^[iW_Z$
>[mb[jj#FWYaWhZ _i [nfbeh_d] i_c_bWh j[hh_jeho m_j^ W i[h_[i e\
JWjjee_FeZij_Ya#ediXodej[Z\Wi^_edZ[i_]d[hi$
­"6®Ê
-AC3KINZ
COMMIS
SIONED DOZENS OF WELLKNOWN
ARTISTSANDILLUSTRATORSTODESIGN
LIMITED EDITION STICKON I0OD
hSKINZv
,/\-!#3+).:­
8/Ê
*®Ê )LLUSTRATOR $AVE *OHNSON
AKA $EVILPIG DESIGNED THIS
I0ODSTICKONhSKINvFEATURINGA
WEINERRIDINGDOMINATRIX
,/\
$!6%*/(.3/.-!#3+).:
x{
xx
º/Ê Ê */",]Ê
Ê /Ê
ˆ*"]Ê
6Ê
,/Ê Ê ",Ê ""7
]Ê
Ê
1-/",Ê*--" °»
ˆ*"Ê -Ê/Ê /"Ê/Ê*
/1,
HIS FRIEND $AVE 3CHROEDER A WEB DEVELOPER WHO
LIVES IN 6IRGINIA h)TS FAR EXCEEDED OUR EXPECTATIONSv
.OTONLYAREI0ODUSERSMAKINGTHEIROWNADSFOR!PPLE
SAID -UOIO h7ERE GETTING SOME AMAZING FEEDBACK
#OMPUTER THEYRE TURNING THEMSELVES INTO ADS FOR
4HERESBEENANABSOLUTELYECSTATICRESPONSEv4HEPAIR
!PPLE !N INDEPENDENT WEBBASED SERVICE I0OD -Y
GOTTHEIDEAAFTERNOTICINGALLTHEI0ODPARODIESONTHE
0HOTO TRANSFORMS ANY DIGITAL PHOTO INTO A SIGNATURE
7EB /NE SUGGESTED THE SILHOUETTE STYLE WOULD MAKE
I0OD SILHOUETTESTYLE AD #USTOMERS UPLOAD A DIGITAL
FORINTERESTINGHOLIDAYCARDSANDABUSINESSIDEAWAS
SNAPCHOOSEABACKGROUNDCOLORANDPAY)NABOUTlVE
BORN!FEWWEEKSLATERTHEYWEREOFFERINGTHESERVICE
DAYSTHEYGETBACKTHEhI0ODIlEDvIMAGEWHICHALMOST
OVERTHE7EBUSINGCONTRACT0HOTOSHOPARTISTSˆMOSTLY
ALWAYSINCLUDESAWHITEI0ODANDEARBUDWIRESADDED
DESIGNSTUDENTSIN#ANADA
WHERE NONE APPEARED BEFORE 4HE SERVICE HAS PROVEN
h4HE DEMAND IS PRETTY OVERWHELMINGv SAID
WILDLYSUCCESSFUL!WEEKAFTERLAUNCHTHESITERECEIVED
$IEGO -ACLEAN I0OD -Y 0HOTOS LEAD DESIGNER h)VE
ORDERSFORABOUTI0ODIlEDIMAGESh)TSMOSTLYPETS
GOTTWOASSOCIATESHEREIN6ANCOUVERTHATAREI0ODIFY
ALOTOFCHILDRENANDTONSOFMARRIEDCOUPLESvSAIDI0OD
INGASWELL7EREPUTTINGINLONGHOURSBUTTHEVARIETY
-Y0HOTOCOFOUNDER+EVIN-UOIOh4HERESLOTSOFNEW
OFPHOTOSWERECEIVExKEEPSITFUNv
BABIES TOO 3TRAIGHT OUT OF THE WOMBˆBANG THEYVE
-UOIOSAIDORDERSARECOMINGFROMALLOVERTHE
GOTANI0ODONTHEMv
WORLD MAINLY THE 5NITED 3TATES THE 5NITED +INGDOM
4HE I0OD -Y 0HOTO SERVICE IS THE BRAINCHILD OF
AND *APAN h7HY ARE PEOPLE DOING THISv HE ASKED
-UOIOAYEAROLDSALESMANFROM2HODE)SLANDAND
h4HE I0OD IS A FRIGGIN PHENOMENON )TS BECOMING AN
0ETS ARE A POPULAR SUBJECT FOR
I0OD -Y 0HOTOS I0ODSTYLE SIL
HOUETTE ADS ,/\Ê #/524%39
/&I0/$-90(/4/#/-
xÈ
ICON)TSLIKE+LEENEXˆEVERY-0PLAYERWILLBECALLEDANI0OD)TSAMAZINGANDEXCIT
ING)TSWHATSHOTRIGHTNOWv#USTOMERSAREUSINGTHEIMAGESFORHOLIDAYCARDSGIFT
TAGS AND LOTS OF 4SHIRTS -UOIO SAID 4HEYVE RECEIVED PLENTY OF WEDDING PHOTOS
SENTBYFRIENDSWANTINGANUNUSUALHOLIDAYGIFTFORTHECOUPLEINTHEPICTURE
h)TSAVERYCREATIVEIDEAFROMTHISLITTLECOMPANYvSAID*ACKIE(UBACOAUTHOR
OF#REATING#USTOMER%VANGELISTS$EARBORN4RADEANDTHE#HURCHOFTHE#US
TOMERWEBSITE(UBASAIDTHETESTIMONIALSONTHESITEINDICATETHATSOMECUSTOMERS
WANTTHEIMAGETOACCOMPANYANI0ODGIFT/THERSUSETHEIMAGETODEMONSTRATE
THEIRLOVEOFTHEPRODUCTORTOMAKEACONNECTIONWITHOTHERI0ODFANSh4HETYPEOF
PEOPLEWHOWOULDUSETHISSERVICEAREMOSTLYI0ODCUSTOMEREVANGELISTSWHOARE
ATTRACTEDTOWAYSTOSHOWCASETHEIRLOVEFORAPRODUCTTHATHASCHANGEDTHEIRLIFEv
SHESAIDh)FPEOPLEAREPASSIONATEABOUTAPRODUCTTHEYCANTGETENOUGHOFTHINGS
THATAREPERIPHERALTOTHATPRODUCTvSHEADDEDh-UCHLIKETEENAGERSWHOLOVEA
MOVIETHEYBUYAPOSTERTHEACTIONlGURESANDSOUNDTRACKANDJOINTHEMOVIES
WEBSITEBULLETINBOARDv
4HE ENTREPRENEURS ARE DELIGHTED WITH THE PUBLICS RESPONSE BUT ARE A LITTLE
WORRIED ABOUT !PPLES REACTION h7E HOPE !PPLE WILL BE COOL AND SEE THIS AS AN
EXTENSIONOFERTHEPOWEROFTHEI0ODANDNOTSOMEONETRYINGTOMAKEABUCKON
THEIR BRANDv -UOIO SAID -UOIO SAID THE ONLY COMPLAINTS HES RECEIVED ARE FROM
DESIGNERSWHOTHINKISTOOMUCHFORANOPERATIONANYONEWITHIMAGEEDITING
SOFTWARECANPERFORMh)FYOUWORKINDESIGNITSREALLYFRIGGINEASYv-UOIOADMIT
TEDh"UTASKSOMEONEWHOISOVERTODOITANDITSNOTEASY)TSNOTEASYUNLESS
YOUVEGOTTHESKILLSv
I0OD-Y0HOTOWILLEVENADDWHITE
I0ODS AND EARBUD WIRES WHERE
NONEWEREBEFORE ,/\ #/52
4%39/&I0/$-90(/4/#/-
#USTOMERS UPLOAD A DIGITAL
SNAP CHOOSE A BACKGROUND
COLORANDPAY&IVEDAYSLATERA
CUSTOMHANDMADEI0ODADISE
MAILED BACK ,/\Ê #/524%39
/&I0/$-90(/4/#/-
xÇ
4HE SERVICE IS POPULAR WITH
FAMILIES LOOKING FOR AN
UNUSUAL HOLIDAY CARD MOTIF
-OMDADANDTWOKIDSMAKE
THE PERFECT I0OD FAMILY
,/\I0/$-90(/4/#/-
xn
,/9ʈ*"-
_FeZ
IdeXiKd_j[
4HE I0OD HAS ALSO RECEIVED A BIG BOOST
FROM CELEBRITIES 3CADS OF STARS HAVE
BEENPICTUREDINTHETABLOIDSWITHTHEIRLIT
TLEWHITEMUSICPLAYERSFROMSOCCERSTAR
$AVID "ECKHAM %UROPES
MOST FAMOUS ATHLETE TO
3HAQUILLE/.EAL!MERICAS
MOSTFAMOUSATHLETE!PPLE
HAS ALSO ISSUED SEVERAL
CELEBRITYENDORSED SPECIAL
EDITIONI0ODS
)N ADDITION TO THE
5 I0OD WHICH IS A SPECIAL
BLACK I0OD WITH THE BAND
MEMBERS SIGNATURES ON
THEBACKTHEI0ODHASCOME
IN LIMITED EDITIONS FROM
SKATEBOARDER 4ONY (AWK AND POP STARS
-ADONNA"ECKAND.O$OUBT
OekM[h[<_hij":edÊj
B[jJ^[c<eh][j?j
?d (&&* j^[ :_[i[b Im[[j_[i m[X Yec_Y
ijWhj[Zi[bb_d]WJ#i^_hjj^Wjh[WZ0½?^WZWd
_FeZX[\eh[oek[l[dad[mm^Wjed[mWi$¾
­"6®Ê /NE OF THE WORLDS MOST FAMOUS ATHLETES
SOCCER STAR $AVID "ECKHAM TRAINS WITH HIS I0OD
MINI 4HIS KIND OF ENDORSEMENT IS WORTH MILLIONS
,/\ $!6)$"%#+(!-0!'%3.%4 ­
Ê *®Ê
!T THE -4 6 6IDEO -USIC !WARDS HIPHOP
SUPERSTAR3EANh0$IDDYv#OMBSWASPRESENTED
WITH A DIAMONDENCRUSTED I0OD BY (EWLETT
0ACKARD#OMBSSI0ODISCOVEREDINMORETHAN
DIAMONDS HE ALSO RECEIVED A MATCHING DIAMOND
COVERED DOCKING CRADLE ,/\ /. 4(% 3#%.%
02/$5#4)/.3
x™
Èä
,Ê,½-ʈ*"Ê
"
/"
4HE I0OD MAKES ITS PRESENCE FELT ELSEWHERE IN
,AGERFELDSCOLLECTIONTOO4HEREAREASILVERI0OD
#ELEBRITIESNOTONLYHAVEENDORSEDTHEI0ODTHEYALSO
CARRYING CASE AND SEVERAL ITEMS FEATURING A CIRCULAR
COLLECTTHEMAVIDLY+INGOFTHEI0ODFANATICSISFASHION
MOTIFAREFERENCEPERHAPSTOTHEI0ODSSCROLLWHEEL
DESIGNER +ARL ,AGERFELD WHOSE I0OD COLLECTION NUM
,AGERFELD ALSO DESIGNED A LARGE SILVER RING CALLED THE
BERED AT LAST COUNT 4HATS RIGHT I0ODSh) HAVE
$ISK A CIRCULAR PURSE IN SEMITRANSLUCENT LEATHER AND
SOMEWHITEONESBUTLOTSOFMETALLICPINKSBLUES)HAD
THE#OMPILATIONAGOLDPURSEWITHACIRCULARCLASP
EVERYSINGLE#$)HAVEDOWNLOADED;ONTOTHEM=)ENJOY
h,AGERFELDSPASSIONFORTHEMUSICALMIXHASOBVI
GADGETSv ,AGERFELD TOLD THE 5+S $AILY 4ELEGRAPH IN
OUSLYINFUSEDTHEENTIRE&ENDISTUDIOv"OWLESWROTEOF
$ECEMBERWHICHTOTALEDTHEMUP
THE COLLECTION ,AGERFELD IS SO TAKEN WITH THE I0OD HE
,AGERFELD HAS CONVERTED
OFTEN STEERS INTERVIEWS TOWARD
HIS COLLECTION OF COMPACT
TALK OF !PPLES TECHNOLOGY AT
DISCS TO A UNIQUE I0OD STORAGE
LEAST THATS THE RUNNING JOKE ON
SYSTEM ACCORDING TO A REPORT IN
&RENCH WEBSITES SUCH AS -AC"I
7OMENS 7EAR $AILY ,AGERFELD
DOUILLE "UT ALTHOUGH ,AGERFELD
KEEPS MOST OF THE I0ODS SCAT
MAY HAVE USE FOR A GIANT GILDED
TERED AROUND HIS VARIOUS HOMES
I0OD SUITCASE IT IS UNCLEAR WHY
WHICH IN TURN ARE SCATTERED
HE FEELS &ENDI CUSTOMERS NEED
AROUNDTHEGLOBEh4HEI0ODCOM
ORWANTAGIANTCARRYINGCASEFOR
PLETELY CHANGED THE WAY PEOPLE
MULTIPLE MUSIC PLAYERS 5NFOR
APPROACH MUSICv ,AGERFELD TOLD
TUNATELY &ENDI IN 2OME DID NOT
77$ 4HE REPORT CONTINUES
RESPONDTOREPEATEDREQUESTSFOR
h4HE TECHNOLOGY ALSO INSPIRED
MOREINFORMATIONORANINTERVIEW
HIMTOCREATEI0ODCARRYINGCASES
WITH,AGERFELD
FOR &ENDI AND HE ALLOWED THAT
&ENDI IS NOT THE ONLY FASH
;THE I0ODS= SHAPE AND MATERIALS
IONHOUSETOINTRODUCEEXPENSIVE
COULD ALSO BE INSPIRING FOR FASH
AND LUXURIOUS I0OD ACCESSORIES
IONINGENERALv
-OST OF THE MAJOR INTERNATIONAL
4HE I0ODS INmUENCE CAN
DESIGN HOUSES SELL I0OD CASES
INDEEDBESEENTHROUGHOUT,AGER
INCLUDING0UCCI$IOR#HANELAND
FELDS COLLECTION FOR &ENDI
#OACH 4HE FAMOUS #OLETTE BOU
WHICHINCLUDESTHEULTIMATEI0OD
&ENDIS *UKE "OX IS A CARRYING CASE FOR TIQUEIN0ARISSELLSSEVERALSTYLES
ACCESSORYACARRYINGCASE
TRANSPORTING UP TO A DOZEN I0ODS $ESIGNER +ARL
TOO 'UCCIS I0OD 3LING IS A FOR TRANSPORTING MULTIPLE I0ODS
,AGERFELDMODELEDITONHISOWNI0ODCASEWHICH
CARRYING CASE WITH LEATHER TRIM
CALLEDTHE*UKE"OX4HECARRYING
HEUSESTOTRANSPORTHISCOLLECTIONOFI0ODS
AND SILVER CLASPS !NYA (IND
CASEUNVEILEDATACATWALKSHOW
MARCHSBESPOKE%BURYHANDBAG
IN -ILAN IS A RECTANGULAR GILDED
AHOTITEMINSOCIETYCIRCLESHASA
PURSE ABOUT THE SIZE OF A BREAD
SPECIALCOMPARTMENTJUSTFORTHEI0ODh4HESAMECON
BIN)TISLINEDWITHMULTICOLOREDCLOTHANDINCORPORATES
SUMERWHOBUYSANI0ODBUYSLUXURYGOODSv&LORIANE
APOCKETFORHOLDINGUPTOADOZENI0ODS4HE*UKE"OX
DE3AINT0IERREA0ARISIANFASHIONINDUSTRYHEADHUNTER
IS MODELED AFTER ,AGERFELDS OWN I0OD CARRYING CASE
TOLDTHE)NTERNATIONAL(ERALD4RIBUNE
ANANTIQUELEATHERCASEhMONOGRAMMEDFORSOME*AZZ
h)TSAHOTGADGETRIGHTNOWANDTHESEDESIGNERS
!GE ARISTOCRATv ACCORDING TO A DESCRIPTION BY (AMISH
DONTWANTTOMISSTHEBOATvSAID*ANET/ZZARDEXECU
"OWLES6OGUES%UROPEANEDITORATLARGE
TIVEEDITOROF3TYLECOMTHEONLINEHOMEOF6OGUEAND
,AGERFELDUSESTHEANTIQUELEATHERCASETOSTOW
7/ZZARDSAIDSHESAWTHESAMETHINGWITHCELLPHONES
HIS MULTIPLE I0ODS 7HEN HE TALKED TO "OWLES ,AGER
!S THE GADGETS GREW UBIQUITOUS DESIGNERS QUICKLY
FELDS COLLECTION OF I0ODS NUMBERED A MERE DOZEN
TURNEDOUTEXPENSIVEANDLUXURIOUSCARRYINGCASESAND
WHICH CONTAINED ABOUT TRACKS ALL OF WHICH HE
ACCESSORIES )F THESE HIGHEND CONSUMERS NEEDED THE
SEEMED TO KNOW WHERE TO lND "OWLES REPORTED ,EST
ELECTRONICDEVICEWITHTHEMALLTHETIMETHEYWOULDUSE
THISBETAKENASAJOKEITISNOT4HEPURSEISDESIGNED
ITTOMAKEAFASHIONSTATEMENT$ANIKA#LEARY!PPLES
SPECIlCALLY AS AN I0OD CARRYING CASE 4HERES EVEN A
I0OD PRODUCT MANAGER SAID h4HE I0OD HAS BECOME
HOLEONONESIDEFORTHEI0ODSEARPIECECABLEh)TWAS
ICONICANDFASHIONDESIGNERSHAVEPICKEDUPONIT)TSA
DESIGNEDFORTHEI0ODvCONlRMED&ENDISPOKESWOMAN
FASHIONITEMINITSELFv
!YANA,EWISWHOISBASEDIN.EW9ORK
BLSRGBODUJHMSJ
È£
""Ê1 /,-ÊÊ**½-Ê- ÈÓ
4HANKS TO THE I0OD !PPLE IS ONE OF THE HOTTEST COM
PANIES IN YOUTH CULTURE ACCORDING TO SOCALLED COOL
HUNTERS RESEARCHERS WHO TRACK BUYING TRENDS AMONG
YOUNG PEOPLE h!PPLE COMES UP CONSISTENTLY IN OUR
RESEARCHv SAID $EE$EE 'ORDON COPRESIDENT OF ,OOK
,OOK A YOUTH MARKETING AND RESEARCH lRM IN ,OS
!NGELESh!PPLEISONEOFTHETOPlVEBRANDSFORYOUNG
PEOPLEv !CCORDING TO 'ORDON THE ONLY OTHER COM
PANIES MENTIONED AS MUCH BY YOUNG PEOPLE ARE .IKE
4ARGET 67 AND 3ONY h!PPLE COMES UP AS A FAVORITE
BRANDSOMETHINGTHEYRESAVINGUPTOBUYEVENAFASH
IONACCESSORYvSHESAID
'ORDONHERSELFA-ACUSERSAID!PPLEAPPEALS
TO YOUNG PEOPLE BECAUSE CELEBRITIES THEY PERCEIVE AS
COOL INCLUDING MUSICIANS lLMMAKERS AND DESIGNERS
USEITSPRODUCTS3HEALSOSAID!PPLESSLICKADVERTISING
CONTRIBUTESTOTHATIMAGEASDOITSUPSCALERETAILSTORES
h;!PPLE=CAMEOUTWITHTHElRSTCOOLLOOKINGCOMPUTER
THATMATCHED;YOUNGPEOPLES=SENSIBILITIESvSHESAID
h4HE I-AC WAS ;!PPLES= ENTRÏE INTO YOUTH CULTURE )T
TOOKTHEMTOAWHOLEOTHERPLACEINYOUTHCULTURE4HE
I0ODISANOTHERCOOLPRODUCTFROMACOOLCOMPANYv
4O CONDUCT ITS RESEARCH ,OOK,OOK QUERIES A
WORLDWIDE NETWORK OF .ETCONNECTED CORRE
SPONDENTSAGESTOYEARSOLD!SKEDRECENTLYWHAT
COMPANYTHEYWOULDMOSTLIKETOENDORSEIFTHEYWERE
A CELEBRITY THE CORRESPONDENTS NOMINATED !PPLE THE
MOST POPULAR CHOICE FOLLOWED BY #OCA#OLA ,EVIS
AND.IKE,OOK,OOKALSOASKEDITSNETWORKABOUThCOOL
NEW GADGETSv 0ICTURETAKING CELL PHONES TOPPED THE
LIST FOLLOWED BY THE I0OD AND 3ONYS 0LAY3TATION "UT
WHEN IT CAME TO hEXTREMELY WELL DESIGNED PRODUCTSv
!PPLESI-ACANDI0ODWEREVOTED.O
#LAIRE"ROOKSEXECUTIVERESEARCHDIRECTOROFTHE
,AMBESIS2ESEARCH'ROUPWHICHPUBLISHESTHE,3TYLE
2EPORT A QUARTERLY TIP SHEET ALSO SAID !PPLE IS MEN
TIONED CONSISTENTLY IN ITS RESEARCH h!PPLE IS A CORE
TRENDSETTERBRANDvSHESAIDh)TSALIFESTYLETHING!PPLE
JUSTCOMESUPALLTHETIMEv,IKE,OOK,OOK,AMBESIS
MAINTAINS A NETWORK OF INTHElELD RESEARCHERS BUT
CONCENTRATESONYOUNGPEOPLEDEEMEDTRENDSETTERSOR
hURBANPIONEERSv!GESTOTHOUGHMOSTAREINTHEIR
MIDSTHESETRENDSETTERSMAKETHEKEYBRANDCHOICES
THATINmUENCEEVERYONEELSE"ROOKSSAID"ROOKSSAID
!PPLE IS ONE OF THE TOP BRANDS AMONG TRENDSETTERS
ALONG WITH .OKIA 3ONY %RICSSON AND .IKE )N THE LAST
FOUREDITIONSOFTHE,3TYLE2EPORT!PPLEPRODUCTSHAVE
BEENCOVEREDTWICEhWHICHISALOTv"ROOKSSAID
"ARBARA#OULONVICEPRESIDENTOFTRENDSAT9OUTH
)NTELLIGENCEA.EW9ORKTRENDFORECASTINGlRMSAIDTHE
I0OD IS PRIMARILY RESPONSIBLE FOR !PPLES HIGH PROlLE
AMONG YOUNG PEOPLE 9OUTH )NTELLIGENCE ALSO FOCUSES
ON TRENDSETTERS MAINTAINING AN ONLINE PANEL OF ABOUT
TRENDSETTERS WHO ARE CONSTANTLY QUIZZED ABOUT
WHATSHOTANDWHATSNOT
!NOTHER INDEX OF COOL IS SALES !LTHOUGH !PPLE
AND$ELLARETHEONLYTWO0#COMPANIESPOSTINGAPROlT
THESE DAYS !PPLE HASNT SHOWN SIGNS OF EXPLOSIVE
GROWTH DESPITE PREDICTIONS THAT THE I0ODS POPULARITY
WOULDBRINGMORECUSTOMERSTOTHEENTIRE!PPLEPRODUCT
LINE5NFORTUNATELYFOR!PPLETHECOMPANYSCOOLNESS
WILLALWAYSBETIEDTONICHEMARKETSHAREACCORDINGTO
!LEX7IPPERFàRTHPRINCIPALOF3AN&RANCISCOMARKETING
COMPANY0LAN"ANDAUTHOROF"RAND(IJACK0ORTFOLIO
A BOOK ON CULT BRANDS h4HERE WILL ALWAYS BE A
CORRELATION BETWEEN A PRODUCTS COOLNESS AND NICHE
MARKETSHAREv7IPPERFàRTHSAIDh"YDElNITIONBEING
COOLISTHEOPPOSITEOFBEINGMAINSTREAMANDASLONG
ASABRANDHASACOOLCACHETITWILLREMAINSMALLv
ˆ*"Ê1-,-Ê Ê/Ê
"-/
4HE I0ODS TELLTALE WHITE EARBUDS ARE A BLESSING AND A
CURSEFOR!PPLE4HEDISTINCTIVEEARBUDSHELPEDPROPEL
THE I0OD TO PROMINENCE BUT MAY BECOME A MILLSTONE
IFTHEI0ODISDEEMEDPASSÏ!UTHORANDSPEAKER3ETH
'ODINISONHISlFTHI0ODBUTHESNEVERONCEWORNTHE
WHITEEARBUDS7HYNOT"ECAUSE'ODINDOESNTWANT
TO BE RECOGNIZED AS AN I0OD OWNER 'ODIN IS A CLOSET
I0ODUSERONEOFASMALLCADREOFI0ODLOVERSLOATHTOBE
IDENTIlEDASANI0ODLOVER
#LOSETUSERSSUCHAS'ODINCANTSTANDTHEWAY
THE EARBUDS SCREAM h7OO HOO LOOK AT ME )VE GOT
ANI0ODv
h)MNOTLOOKINGFORWARDTOBEINGIDENTIlEDONTHE
STREETv'ODINSAIDh)DONTKNOWWHY)DONTLIKEITv
!STHEI0ODMOVESFASTINTOTHEMAINSTREAMMORE
ANDMOREUSERSAREGOINGINTOTHECLOSETh)STARTEDTO
FEELLIKEAWALKINGI0ODADvSAIDONE.EW9ORKERWHO
PREFERREDTOREMAINANONYMOUSINPRINTANDINPERSON
h) ACTUALLY DUG OUT AN OLD PAIR OF BLACK HEADPHONES TO
USEWITHMINEv
4O SOME CLOSET I0OD OWNERS USING NONWHITE
HEADPHONESISAREACTIONTOTHEGROWINGHORDESOFI0OD
FANSCLOGGINGTHESIDEWALKSANDSUBWAYS/THERSDONT
LIKEWEARINGCORPORATELOGOSATALLEVENEARBUDS
'ODIN WHO LIVES IN .EW 9ORK SAID HE KNOWS
PLENTY OF OTHER .EW 9ORKERS WHO ALSO REFUSE TO WEAR
THEWHITEEARPIECES-OSTRATIONALIZEITHESAIDBYSAY
ING THEY GET BETTER AUDIO FROM DIFFERENT HEADPHONES
"UT IN REALITY THEYRE ASSERTING THEIR INDIVIDUALITY h)T
MAKES ME FEEL INDIVIDUAL TO CUSTOMIZE ITv 'ODIN SAID
h%VEN IF ITS JUST CHANGING THE HEADPHONES 4HATS THE
IRONY OF THE WHOLE THING -OST OF THE PEOPLE WHO ARE
!PPLESBIGGESTCHEERINGSECTIONAREPEOPLEWHOGOOUT
OFTHEIRWAYTOWEARWHATEVERYONEELSEISNOTWEARING
ANDEATWHERENOTEVERYONEELSEISEATING4HEYRETHE
KINDOFPEOPLEWHOLIKETOCUSTOMIZETHEIRLIFEANDFEEL
LIKETHEYREINDEPENDENTv
J^[H[Wb_FeZ:[ce]hWf^_Y
,/\I0/$-90(/4/
B_a[j^[_FeZ_ji[b\"7ffb[ÀijlWZi\ehj^[Z[l_Y[Wh[i_c#
fb[WdZZ_ij_dYj_l[$J^[iWc[W[ij^[j_Y_iWjmeha0WXWi_Y
YebehiY^[c[WdZW]h[WjY^e_Y[e\cki_Y"dejjeefefkbWh
Xkj dej jee eXiYkh[ [_j^[h$ J^[ WZi ki[ i_b^ek[jj[ È]#
kh[i je ^_]^b_]^j j^[ m^_j[ [WhXkZi" Xkj ^Wl[ j^[ WZZ[Z
X[d[Èje\cWa_d]j^[
ZWdY[hi Wdedoceki¼
j^[o Wh[ [l[hocWd
WdZ[l[homecWd$J^[
WZicWa[_ji[[cb_a[
_FeZ ki[hi Wh[ ^_f
oekd]ij[hi$ 8kj j^[
h[Wb Z[ce]hWf^_Y _i
ia[m[Z W bej ebZ[h1
emd[hiWh[ceijb_a[bocWb["W][ZX[jm[[d)&WdZ*&"WdZ
ÈdWdY_WbboYec\ehjWXb["WYYehZ_d]jeW(&&+ikhl[oXoF[m
?dj[hd[j7c[h_YWdB_\[Fhe`[Yj$
7Yheiij^[fedZ"j^[_FeZZ[ce]hWf^_Y_iZ[Èd[ZXom^Wjj^[kacki_Y_dZki#
jhoYWbbi½j^[+&#Gk_Z8bea[$¾J^[+&#Gk_Z8bea[_iWdW]_d]cki_Y\WdWj_Ym^eif[dZi
+&gk_ZWXekj'&&[l[hom[[aedYZiWdZZlZi$?dWdW][e\Z_]_jWbZemdbeWZi"j^[
+&#Gk_Z8bea[_ii[[dWij^[iWl_ehe\j^[cki_Y_dZkijho$Kdb_a[^_ioekd][hYekdj[h#
fWhji"^[_idÀjif[dZ_d]Wbb^_ij_c[ZemdbeWZ_d]Yefoh_]^jcki_Ye©j^[D[j"WdZ^[Ài
ceh[_dYb_d[Zjeif[dZ^_iYWi^edYZij^Wdh_d]jed[i$
<eh j^[ Èhij j_c[ _d j^[ ka" ceh[
j^Wd ^Wb\ j^[ WbXkci iebZ jeZWo Wh[ 4HEAVERAGEI0ODUSERISMORELIKELY
Xek]^j Xo f[efb[ el[h *&" WYYehZ_d] TOBENORTHOFTHANAHIPTEENAGER
dkcX[hifkXb_i^[ZXoJ^[=kWhZ_Wd\hec ,/\,%!.$%2+!(.%9
j^[ 8h_j_i^ F^ede]hWf^_Y ?dZkijho$ ½J^[
][d[hWj_ed ]Wf" edY[ WXekj Yedj[dj" ^Wi i^_\j[Z je ceZ[i e\ Yedikcfj_ed"¾
iWoi J^[ =kWhZ_Wd$ ½<eh j^[ kdZ[h#)&i" cki_Y _i iec[j^_d] je X[ i^Wh[Z
WdZ imWff[Z WdZ ZemdbeWZ[Z" b[]Wbbo eh ej^[hm_i[$ ?j Ze[idÀj d[[Z je
X[ emd[Z X[YWki[ _jÀi [l[hom^[h[$ ?\ j^[o Ze Xko _j" _j cWo X[ _d W \ehc
Wi ib_]^j Wi W ceX_b[ h_d]jed[$ J^_i j[hh_È[i j^[ cki_Y Xki_d[ii" m^_Y^
YWd i[[ _ji[b\ ib_ff_d] X[d[Wj^ j^[ mWl[i$ M_j^ :_Ze WdZ DehW^ @ed[i
hkb_d] j^[ WbXkc Y^Whj" j^[ 8[Wjb[i WdZ B[Z P[ff[b_d i[bb_d] fb[djo
e\ ZlZi" :khWd :khWd WdZ J[Whi \eh <[Whi ikZZ[dbo h[jkhd_d] \hec
eXb_l_edWdZ<hWdp<[hZ_dWdZWY^_[l_d]_dijWdjikYY[ii"_jbeeaiWi_\j^[
+&#Gk_Z8bea[_ia[[f_d]j^[cki_YXki_d[iiWÉeWj$¾
ÈÎ
È{
#LOSETI0ODUSEISPARTICULARLYACUTEAMONGEARLY
*ANET /ZZARD OF 3TYLECOM SAID THE I0OD ISNT
ADOPTERS SAID CONSUMER BEHAVIORIST 4OM /'UINN EVEN CLOSE TO BECOMING UNHIP h-OST PEOPLE ) KNOW
BECAUSE THEY DONT WANT TO BE IDENTIlED WITH THE ARE SO IN LOVE WITH THEIRS THAT THEY SPEND WEEKENDS
*OHNNYCOMELATELIES h4HE PHENOMENON IN QUESTION HANGINGOUTATTHE!PPLESTOREIN3O(OSTOCKINGUPON
IS @DESIRED MARGINALITYh HE SAID /'UINN EXPLAINED ACCESSORIESvSHESAID
THAT FOR SOME -AC USERS FOR EXAMPLE !PPLES MAR
$EE$EE 'ORDON OF ,OOK,OOK SAID HIPSTERS ARE
GINALSTATUSANDLOWMARKETSHAREISAhSOURCEOFPRIDEv FULLYAWARETHATTHEI0ODISNOLONGERCUTTINGEDGEBUT
!NDASTHEI0ODGOESMAINSTREAMSOMEEARLYADOPTERS ITSNOTADETERRENT
AREAFFRONTEDBYITSLACKOFEXCLUSIVITY
"LOGGER *OSH 2UBIN WHO PUBLISHES #OOL (UNT
-ICHAEL "ULL A LECTURER IN MEDIA AND CULTURE AT INGSAIDITShTOTALLYHIPvTOOWNANI0ODh)DONTKNOW
THE 5NIVERSITY OF 3USSEX IN THE 5NITED +INGDOM FOR OF ANYONE WHO IS EMBARRASSEDv HE SAID h4HERES A
MOREINFORMATIONON"ULLSEE#HAPTERCONCURRED
WHOLE WHITECORD SUBCULTURE HERE IN .9# )TS LIKE AN
h!SI0ODSBECOMEMOREPOPULARSOTHEIRCULTURAL UNSPOKEN BROTHERSISTERHOOD ON THE SUBWAYS AND IN
CACHET IS REDUCEDv "ULL SAID h1UITE A FEW 53 USERS THE STREETSv 2UBIN HOWEVER ADMITTED HE PERSONALLY
NOTEWITHALARMTHEINCREASEINNUMBERSOFI0ODSTHEY DOESNTUSETHEWHITEHEADPHONESˆFORREASONSOFBET
SEE IN THE STREETS "EFORE THERE WAS A KIND OF SPECIAL TERAUDIOQUALITYNATURALLYh3O)GUESS)MPROUDvHE
NESSINRECOGNIZINGANOTHEREARLYADOPTERARECOGNITION SAIDhBUTSTEALTHv
OFCULTURALSUPERIORITYv
!UTHOR 'ODIN RELATED A REVEALING STORY ABOUT A
$REW .EISSER PRESIDENT AND #%/ OF 2ENEGADE FRIEND WHO BECAME hVERY UPSETv WITH THE WHITE EAR
-ARKETING 'ROUP A .EW 9ORK ADVERTISING lRM SAID BUDSh(EFELTHEWASBEINGUSEDBY!PPLEv'ODINSAID
!PPLE HAS BEEN WORKING HARD TO KEEP THE I0OD FRESH h%VERYONEWHOGOTONTHESUBWAYHEGOTTHATLOOK3O
AND FASHIONABLE AND MAY EVENTUALLY OFFER DIFFERENT HEGOTAPAIROFBLACKEARBUDSv'ODINCONTINUEDh(E
COLOREDEARBUDSTODISTINGUISHDIFFERENTGROUPSOFUSERS GETSONTHESUBWAYBEINGVERYINDEPENDENTANDAMAV
h!PPLEISATACRITICALFORKINTHEROADWHENITCOMESTO ERICKWHICHISWHAT.EW9ORKERSLIKETODOANDHESEES
THEI0ODvHEWROTEINANEMAILh9OUCANALREADYBEGIN ANOTHERGUYACROSSTHECARWEARINGBLACKHEADPHONES
TOSEETHEINITIALI0ODPIONEERSWHOEMBRACEDTHEVALUE !NDTHISGUYPULLSOUTANI0ODTOADJUSTTHEVOLUME-Y
OF INDIVIDUALITY SHUNNING THE STORM OF HOMOGENEITY FRIENDCATCHESHIMSELFGIVINGTHISGUYTHELOOKTHE)VE
THATSGROWINGWITHEACHNEWPURCHASEv
GOTANI0ODTOO WINKv 'ODIN CONCLUDED h)T PROVES
"UTIFSOMEHIPSTERSANDEARLYADOPTERSARECLAN PEOPLE LIKE IT WHEN THEY lND OTHER PEOPLE LIKE THEM
DESTINEABOUTTHEIRI0ODARDORISTHEI0ODINANYDANGER 0EOPLEWHODONTLIKEBEINGPARTOFTHEMAINTRIBESTILL
OFBECOMINGUNFASHIONABLE3EVERALPROFESSIONALSTYLE LIKEBEINGPARTOFASMALLERTRIBEv
WATCHERSSAYNOTLIKELY4HEI0ODCOULDNTBEMOREFASH
IONABLE %DITOR "ROOKS OF , 3TYLE 2EPORT SAID h)TS NO
LONGERPARTICULARLYHIPTOOWNANI0ODBUTITSDElNITELY
NOT PASSÏ EITHER 4HE I0OD HAS MOVED FROM HIP ACCES
SORY TO LIFESTYLE CLASSIC ALMOST IMMEDIATELY WHICH IS
SOMETHINGVERYFEWBRANDSAREABLETODOANDCERTAINLY
NONEOFTHECOMPETITIVEOFFERINGSx4HEONLYPEOPLE)VE
MET WHO ARE CLOSET USERS ARE MIDDLEAGED EXCOLLEGE
ROCKERSWHOHAVEAGUILTCOMPLEXABOUTREDISCOVERING
THEBADBOYTUNESOFTHEIRYOUTHvSHESAID
x
ÈÈ
ÈÇ
Èn
­/-Ê *Ê EÊ *,6"1-Ê -*,®Ê
"9/I0OD$ANCERSARETHE$*S
AT(OLLANDSI$*I0ODPARTYINTHE
'%- MUSEUM IN 4HE (AGUE IN
.OVEMBER ,/\Ê %""%24
/,)%2//+
*ÎÃ
7/Ê Êˆ*"]Ê7"Ê -ÊÊ/1, /¶
)N CITIES ALL OVER THE WORLD DANCERS ARE BECOMING $*S /NE OF THE lRST CLUBS TO SWAP $*S FOR I0ODS WAS .EW
THANKSTOTHEI0OD)NSTEADOFHIRINGA$*CLUBSANDPUBS 9ORKS !04 PRONOUNCED !04 A TRENDY LOUNGE IN
ARESETTINGUPSIMPLEMIXINGDESKSWITHAPAIROFI0ODS -ANHATTANS-EAT0ACKING$ISTRICT4HECLUBRESEMBLES
LOADEDWITHTHOUSANDSOFTRACKS0ATRONSTHENTAKETURNS AN UPSCALE -ANHATTAN APARTMENTˆBUT MUCH BIGGER
SELECTINGSONGSFOREVERYONEELSETODANCETO9OUARE .EXT TO THE BAR IS THE $* TABLE 4HE SETUP REVOLVES
THE$* I0OD PARTY NIGHTS STARTED IN .EW 9ORK SHORTLY AROUNDASTANDARDMIXERCONNECTEDTOAPAIROFI0ODS
AFTERTHEI0ODWASlRSTRELEASEDANDHAVESINCESPREAD
%VERYONEGETSTOPLAY7OULDBE$*STAKEANUM
TOMOSTMAJORCITIESˆANDTOALOTOFSMALLERONES
BEREDTICKETFROMADELISTYLEDISPENSER0RINTOUTSOFALL
,ONDONS WEEKLY 0LAYLIST PARTY FOR EXAMPLE IS THE SONGS ARE AVAILABLE TO HELP $*S PREPARE A SET LIST
HELD EVERY 3ATURDAY AT THE TRENDY .AMBUCCA CLUB ON h0LAYINGOFANYHEAVYMETALBALLADSWILLRESULTINIMME
(OLLOWAY 2OAD h0LAYLIST CELEBRATES DIGITAL DIVERSITYv DIATEEXPULSIONFROMTHEPREMISESvTHEPRINTOUTWARNS
THECLUBPROCLAIMSONITSWEBSITEh4HEPRINCIPLEISSIM 7ITHTHOUSANDSOFSONGSTOCHOOSEFROMPATRONSPLAY
PLEIFYOUWANTTOSHAREYOURMUSICJUSTTURNUPSIGNIN EVERYTHINGFROM"LACK3ABBATHTO"ASEMENT*AXX3ETS
ANDPLAYOUT)FYOUWANTTOJUDGEOTHERPEOPLESMUSIC LASTSEVENMINUTESTHEREMAININGTIMEISCOUNTEDDOWN
TURNUPSIGNUPANDSPEAKOUT)FYOUSIMPLYWANTTO ONABIGDIGITALCLOCK
PARTYJUSTTURNUPTUNEINDANCEITOUT
­/®Ê #ONNECTAPAIROFI0ODSTOASTANDARDMIXING
CONSOLE AND YOU HAVE AN EASYTOUSE MIX DESK
WITH THOUSANDS OF SONGS AT THE $*S lNGERTIPS
,/\ I,/5.'% ­"6®Ê 4EAM 0OD .EW 9ORKS
TRENDY!04BARALLOWSPATRONSTOBETHE$*4HE
NIGHTCLUBHASSETUPAPAIROFI0ODS0ATRONSTAKE
ATICKETDELISTYLEANDWHENTHEIRNUMBERCOMES
UP THEY GET SEVEN MINUTES OF DANCE mOOR FAME
,/\!04
ș
Çä
4HEI0ODSETUPPROVIDESHOURSOFBOOZYGREGARI
OUS FUN (ALF THE BAR CROWDS AROUND THE MIXING DESK
OFFERING ADVICE OR CRITICISM OR JUST DANCING AWAY h)T
GETSPRETTYCRAZYvSAID3AI"LOUNTTHELOUNGESMUSIC
PROMOTERh7EHAVEPEOPLEYELLING3OMEPEOPLEBOO!
COUPLEOFGIRLSCAMEINHERETHREEORFOURWEEKSINAROW
4HEYGOTREALLYGOOD4HEYWERELIKEPROFESSIONALv
-ATT -ALAND A YEAROLD PARTTIME $* IS A
SEMIREGULAR (ES EVEN lGURED OUT HOW TO MAKE THE
I0ODS SCRATCH "Y PRESSING THE CENTER BUTTON TWICE IN
QUICK SUCCESSION THE MUSIC BACKS UP A FRACTION h)TS
FUNvHESAIDh)TSDIFFERENT)TSACHALLENGE9OUHAVETO
THINKWHATSONGSGOTOGETHERMORETHANVINYLBECAUSE
YOUCANTBEATMATCHv
­"7®Ê $IGITAL $* 4HE I0OD IS
INCREASINGLYBECOMINGATOOLFOR
$*S 7HY LUG AROUND A BIG BOX
OF VINYL RECORDS WHEN AN I0OD
CAN HOLD THOUSANDS OF SONGS
,/\ .)%,3 (!246)' ­
‡
Ê *®Ê
,ISTEN 5P !NDREW
!NDREW ARE A PAIR OF .EW 9ORK
$*S WHO SPIN TUNES WITH !PPLE
I0ODS INSTEAD OF VINYL 4HE PAIR
NOT ONLY HAVE MATCHING I0ODS
THEY DRESS ALIKE EAT ALIKE AND
READ THE SAME BOOKSˆSIMUL
TANEOUSLY 7HEN THEY MET THE
lRST QUESTION !NDREW ASKED
!NDREW WAS h-AC OR )"-v
,/\!.$2%7!.$2%7
,7Ê ,7Ê­/9Ê7Ê]Ê/9ÊÊ®
!NDREW!NDREWAPAIROF.EW9ORK$*SWEREAMONGTHElRSTCLUB$*S
TO SWAP BULKY BOXES OF RECORDS FOR !PPLES COMPACT I0ODS 4HE PAIR
TOTEAPAIROFI0ODSTOGIGSATGALLERIESPARTIESANDCLUBSALLOVERTOWN
4HEYHOSTAREGULAR4UESDAYNIGHTEVENTTHEI0ARTYAT!04
%VEN BY .EW 9ORK STANDARDS !NDREW !NDREW ARE ECCENTRIC
4HEY DRESS IDENTICALLY HAVE THE SAME HAIRCUT AND WEAR THE SAME
GLASSES 4HE PAIR MET AT $ISNEYLAND ABOUT THREE YEARS AGO !NDREW
APPROACHED !NDREW AND ASKED HIM h-AC OR )"-v h)TS THE PIVOTAL
QUESTIONOFOURTIMEv!NDREWSAID
4HEYLOOKLIKETWINSBUTAREINFACTMERELYBUSINESSPARTNERS
4HEIR COMPANY !NDREW !NDREW IS A REGISTERED PARTNERSHIP WITH A
DIVERSE LINE OF PRODUCTS 4HEY $* PLAY IN A BAND CURATE ART SHOWS
HAVEACLOTHINGLINEANDDESIGNHOMEFURNISHINGS7HEREVERTHEYGO
HEADSTURN4HEYATTRACTINTENSECURIOSITY/NCESOMEONEACTUALLYGOT
MADACCUSINGTHEMOFIMPERSONATINGTWINS
&ORATTENTIONSEEKERSTHEYAREQUITERESERVEDALMOSTSHY4HEY
REFUSE TO DIVULGE ANY DISTINGUISHING INFORMATIONˆLAST NAMES BIRTH
DAYSBACKGROUNDS4HEYALWAYSWEARTHESAMEOUTlTS4HEIRHAIRCUTS
ARECROPPEDSHORT4HEYDRINKTHESAMEVODKATONICSANDWHENTHEY
SMOKE !NDREW LIGHTS TWO CIGARETTES ,IKE TWINS THEY lNISH EACH
OTHERSSENTENCES4HEYCARRYIDENTICALI0ODSCELLPHONES0ALMHAND
HELDS AND WALLETS h7HEN YOURE WITH SOMEONE A LOT
YOUSTARTTOTALKALIKEvEXPLAINEDONEOFTHE!NDREWS
!NDREW!NDREWLIVETOGETHERINANAPARTMENTON
3TATEN )SLAND THAT DOUBLES AS THEIR OFlCE 4HEIR WARD
ROBE CONTAINS TWO OF EVERYTHING ARRANGED BY COLOR
4HEYVEDISCARDEDEVERYTHINGTHATDOESNTMATCH4HEIR
TOILETRIESAREPAIRED4HEIRLIBRARYCONTAINSTWOOFEACH
BOOK WHICH THEY READ SIMULTANEOUSLY 4HEY HAVE THE
SAMETATTOOOF-ARIOTHE.INTENDOGAMECHARACTERON
THEIRRIGHTARMS4HEYEATTHESAMEFOODh)NSEVENYEARS
WELLBECHEMICALLYEXACTvTHEOTHER!NDREWSAID
4HE PAIR WORK AS $*S AT ART GALLERIES AND NIGHT
CLUBS4HEYUSEDTODRESSASMADSCIENTISTSINWHITELAB
COATSTOMATCHTHEI0ODSBUTSWITCHEDTOBLACKI0ODS
ANDBLACKLABCOATSWHENTHEBLACK5I0ODCAMEOUT
4HEYPLAYANECLECTICSET4HEYCHOOSEAWORDˆ
SAYSEXWORKORWORLDˆANDPLAYSONGSCONTAININGTHE
WORDINTHEARTISTSNAMESONGTITLEORLYRICS)TMAKES
FORADIVERSEMIXOPERAPOPROCKABILLYTECHNOANDDOZENSOFOTHER
STYLES)TDOESNTALWAYSGOOVERTOOWELLWITHTHEDANCECROWD)NFACT
THISBRANDOF$*INGWORKSBESTATARTGALLERIESWHERETHECROWDSARE
MORE TOLERANT OF ECCENTRICITY !T ONE NIGHTCLUB GIG IN FACT !NDREW
!NDREW WERE ASKED TO LEAVE AFTER JUST MINUTES "UT AS THEYVE
BECOMEBETTERKNOWNPEOPLEHAVESTARTEDTOCATCHON
.ATURALLYTHE!NDREWSI0ODSCONTAINTHESAMESONGS"EFORE
THEI0ODSTHEY$*EDWITHTOPREBURNED#$SANDAHANDWRITTEN
SET LIST 4HE I0ODS HAVE VASTLY SIMPLIlED THE PROCESS h7EVE BEEN
$*INGDIFFERENTLYFROMOTHER$*SFROMTHEGETGOvSAID!NDREWh3O
FORUSTHEI0ODISPERFECT!LOTOFPEOPLEDONTLIKETHESONGSBUTFOR
THE$*ITSPERFECTv
Ç£
ÇÓ
/VERTIME!PPLEHASTRANSFORMEDTHEI0ODFROM
A SIMPLE AUDIO PLAYER INTO A GENERALPURPOSE DIGITAL
ASSISTANT CAPABLE OF STORING CONTACTS AND CALENDARS
GAMESEMAILANDEVENENTIRENOVELSˆASWELLASGIGA
BYTES OF MUSIC )TS POSSIBLE THAT !PPLE HAD PLANNED
FROMTHESTARTTOMAKETHEI0ODINTOANERSATZ0$!BUT
ITSALSOPOSSIBLETHECOMPANYTOOKITSLEADFROMI0OD
HACKERS WHO ALMOST FROM THE MINUTE THE GADGET HIT
STORE SHELVES WERE BUSY lGURING OUT CLEVER WAYS OF
MAKING THE I0OD DO MORE THAN JUST PLAY MUSIC )N THE
lRSTFEWWEEKSAFTERTHEI0ODSDEBUTHACKERSlGURED
OUTHOWTOSTORENOTONLYNAMESANDADDRESSESONTHE
I0ODBUTCALENDARITEMSNEWSSTORIESSONGLYRICSAND
PHRASES IN FOREIGN LANGUAGES /NE ENTERPRISING TEEN
EVENWORKEDOUTAWAYTOSTEALSOFTWAREUSINGHISI0OD
3EE THE SECTION h(AVE I0OD 7ILL 3ECRETLY "OOTLEGv
LATERINTHISCHAPTER
3OMEINVENTIVEI0ODOWNERSEVENGOTTHEIRPLAY
ERSTOWORKWITH7INDOWSBEFORETHERELEASEOF!PPLES
SANCTIONED7INDOWSCOMPATIBLEVERSION*OE-ASTERS
ASTUDENTAT7ILLIAMS#OLLEGEIN-ASSACHUSETTSWROTEA
FREE PROGRAM CALLED %PH0OD TO CONNECT I0ODS TO 7IN
DOWSMACHINES
)T TOOK !PPLE SIX MONTHS TO CATCH UP WITH THE
HACKERS (ALF A YEAR AFTER ITS INITIAL RELEASE !PPLE
UPDATEDTHEI0ODSSOFTWARETOLETITSTORECONTACTS4HE
I0OD SOFTWARE HAS THE ABILITY TO DOWNLOAD THOUSANDS
OF CONTACTS FROM APPLICATIONS SUCH AS -ICROSOFTS
%NTOURAGE THE -ACINTOSH VERSION OF /UTLOOK 0ALMS
DESKTOPANDTHE-AC/38ADDRESSBOOK"UTHACKERS
ALSOlGUREDOUTHOWTOMAKEITWORKWITHOTHERCONTACT
DATABASESINCLUDING9AHOOSONLINEADDRESSBOOK
­
Ê *®
I0ARTY I0ARTY
%VERY WEEK !NDREW !NDREW
HOSTI0ARTYIN.9#
,/\,%!.
$%2 +!(.%9 ­,/®Ê 6ERSATILE
4HE I0OD HAS MANY USES AS
!PPLE DISCOVERED BY WATCHING
I0OD HACKERS !LTHOUGH !PPLE
INITIALLY SOLD THE DEVICE AS A
MUSIC PLAYER HACKERS TURNED IT
INTO A GENERALPURPOSE DIGITAL
ASSISTANT !PPLE SOON FOLLOWED
SUITWITHASOFTWAREUPDATETHAT
ADDED CONTACTS AND CALENDARS
,/\I,/5.'%
*EAN/LIVIER,ANCTÙT$AVIDAYEAROLDHACKER
FROM#ANADAlGUREDOUTAWAYTODISPLAYONLINENEWS
HEADLINESONTHEI0OD,ANCTÙT$AVIDWHIPPEDUP0OD
.EWSAPROGRAMTHATFETCHESHEADLINESFROMTHE7EB
IN 8-, FORMAT AND DISPLAYS THEM ON THE I0ODS SMALL
SCREEN )TS QUITE AN ACHIEVEMENT ESPECIALLY FOR A
YOUNGTEEN
!FTER!PPLEADDEDCONTACTSI0ODHACKERSTURNED
TOCALENDARFUNCTIONS!&RENCHHACKERCREATED+,ANDAR
WHICHDISPLAYSCALENDAREVENTSSUCHASALISTOFMEET
INGS AS AN I0OD PLAYLIST %VENTS CAN BE SET BY TIME
CATEGORYCOMMENTSORDESCRIPTION
-ICHAEL :APP AN INSTRUCTOR AT THE 5NIVERSITY
OF -ANITOBA IN #ANADA CREATED A PAIR OF !PPLE3CRIPT
APPLICATIONS TO TAKE DATA FROM -ICROSOFTS %NTOURAGE
AND TRANSFORM IT INTO V#ARD lLE FORMAT WHICH CAN BE
DISPLAYED USING THE I0ODS NEW CONTACTS FEATURE /NE
OF:APPSSCRIPTSEXTRACTSEVENTSALLOWINGTHEI0ODTO
DISPLAYSCHEDULESTHEOTHEREXTRACTSTEXTNOTESWHICH
CAN DISPLAY ANY KIND OF INFORMATION h)VE HAD PEOPLE
SAYTHATTHEYMAYJUSTRETIRETHEIR0ALMSINCETHEYCAN
NOWDOEVERYTHINGTHEYUSEITFORWITHTHEI0ODANDMY
APPSv SAID :APP h) THINK PEOPLE ARE TIRED OF CARRYING
AROUNDLOTSOFGADGETSANDARELOOKINGFORANYTHINGTHAT
CANREDUCETHELOADv4HEONLYPROBLEM:APPSAIDIS
THATINFORMATIONCANTBEENTEREDWHENTHEI0ODISAWAY
FROM A -AC ALL DATA HAS TO BE TYPED INTO A -AC AND
TRANSFERREDMANUALLY
ÇÎ
Ç{
%PH0OD CREATOR *OE -ASTERS SAID THE I0OD HAD
GREAT POTENTIAL AS AN ORGANIZER PARTICULARLY BECAUSE
ITS MUCH EASIER TO PROGRAM THAN 0ALM DEVICES h)TS
GOTSOMUCHSPACEANDITSVERYEASYTOHACKvHESAID
h!PPLESDONEAGREATJOB)TSVERYSIMPLE3YNCHRONIZING
ITISVERYEASY)TSJUSTAHARDDRIVE9OUJUSTCOPYlLES
OVER4HEREARENOWEIRDSYNCHRONIZATIONPROTOCOLSLIKE
THE0ALM!NDYOUDONTHAVETOWORRYABOUTSPACELIKE
ONA0ALM)TSENORMOUS7HOCARESHOWMUCHSPACE
YOUUSEv
I0ODHACKERSALSOlGUREDOUTALLKINDSOFUNDOC
UMENTED TIPS AND TRICKS INCLUDING A DIAGNOSTIC MODE
THATCHECKSTHEI0ODSINTERNALHARDDRIVEAMONGOTHER
THINGS 6ERSION4RACKER A POPULAR SOFTWAREDOWNLOAD
WEBSITE LISTS MORE THAN SEVERAL DOZEN HACKS FOR THE
I0OD4HEHACKSPROVIDECLUESTOTHEFUTUREDIRECTIONOF
THEI0ODh.ODOUBT!PPLEISTAKINGITSCUEFROMSOME
OF THESE HACKSv SAID "LAKE 0ATTERSON WHO RUNS THE
I0OD(ACKSWEBSITEh!PPLEISSEEINGTHATALOTOFUSERS
WANTTHESEKINDSOFORGANIZERFUNCTIONSv!PPLEDIDNT
RESPONDTOREQUESTSFORCOMMENT
o"-/Ê ,"Ê /Ê 1/Ê Q/Ê
ˆ*"RÊ/Ê-/",Ê-6-]ÊQ
,-RÊ
7,Ê1-9Ê1, Ê"1/Ê
6,Ê
79-Ê "Ê Ê /Ê ˆ*"Ê
"Ê",o
­/-Ê*®Ê 0OD0ERSON*EAN/LIV
­
Ê*®Ê I0OD.UT*OE-AS
IER ,ANCTÙT$AVID A YEAROLD
TERS ON THE LEFT IN PHOTO AND
HACKERFROM#ANADAANDASCREEN
HIS COLLEGE BUDDIES ENJOY SOME
SHOT OF HIS 0OD.EWS PROGRAM
DOUGHNUTS -ASTERS WROTE %PH
WHICHFETCHESHEADLINESFROMTHE
0OD WHICH CONNECTS I0ODS TO
7EB IN 8-, FORMAT AND DISPLAYS
7INDOWSMACHINESSCREENSHOT
THEM ON THE I0ODS SMALL SCREEN
TORIGHT
,/\*/%-!34%23
,/\,!.#4½4$!6)$
Çx
I0ODSHUFmESTOA53"HUB
3HUFmE$RIVE#ONNECTFOUR
AND WHAT DO YOU HAVE !
,/\*)-72)'(4
VERYSLOW53"STORAGEDRIVE
_FeZI^k®[iCWa[
ÇÈ
$OUBLE 6ISION !STROPHYSICIST
0AUL"OURKEUPDATEDANANTIQUE
STEREOSCOPEWITHAPAIROFI0OD
PHOTOS
,/\0!5,"/52+%
MehbZÀiIbem[ij_NVQ
MehbZÀi
<_hijWdZ
Edbo_FeZ
Ij[h[eiYef[
@_cMh_]^j^Wi\ekh\h_[dZi"[WY^e\m^ecemdWd_FeZi^k®[$
Mh_]^j f[hikWZ[Z j^[c je feeb j^[_h h[iekhY[i je cWa[ W *]X
h W_Z H[ZkdZWdj 7hhWoi e\ ?d[nf[di_l[ :_iai ijehW][ Z[l_Y[$
Mh_]^jYedd[Yj[Zj^[i^k®[ijeW\ekh#fehjkiX(^kXWdZ\ehcWj#
j[Z_jm_j^Z_iakj_b_joie\jmWh[$J^[i[jkfmeha[Z"Xkj_jÀideif[[Z
Z[ced$?jjeead[Whbo''c_dkj[ijeYefo`kijkdZ[h(]Xe\ZWjW$
7kijhWb_WdWijhef^oi_Y_ijFWkb8ekha[^Wi
YedijhkYj[Zm^WjckijX[j^[edboij[h[e#
iYef[ cWZ[ \hec W fW_h e\ _FeZ f^ejei$
J^[ ij[h[eiYef[ _i Wd ;ZmWhZ_Wd _dl[d#
j_ed j^Wj Yed`kh[i W )Z _cW][ \hec jme
f^eje]hWf^i e\ j^[ iWc[
iY[d[ jWa[d \hec ib_]^jbo
Z_©[h[dj Wd]b[i$ M^[d
[WY^_cW][_ifh[i[dj[Zje
W Z_©[h[dj [o[" j^[ XhW_d
\ki[ij^[c_djeW)ZiY[d[0
_jÀi j^[ fh_dY_fb[ e\ ij[#
h[e l_i_ed$ 8ekha[Ài _FeZ
f^eje ij[h[eiYef[ ki[i
_FeZi _dij[WZ e\ f^eje#
]hWf^i je fh[i[dj _cW][i
je[WY^[o[$DWjkhWbbo"^[
^Wi je jWa[ jme ib_]^jbo ia[m[Z _cW][i
e\ W iY[d[ m_j^ W Z_]_jWb YWc[hW WdZ X[
ikh[ je beWZ j^[ Yehh[Yj _cW][ edje j^[
Yehh[Yj_FeZ$
ÇÇ
>ec[cWZ[
I^k®[
I^WZ[i
,
/
\0
(
),
,)
0
4/
2
2/
.
%
EWab[o"WfefkbWhikd]bWii[iXhWdZ"i[bbi
[o[m[Wh j^Wj ZekXb[i Wi W cki_Y fbWo[h0
j^[ cf) J^kcf$ J_da[h[h [njhWehZ_#
dW_h[ F^_bb_f Jehhed[" Wd [Z_jeh m_j^
CWa[ cW]Wp_d[" Yh[Wj[Z ^_i emd lWh_W#
j_ed ki_d] Wd _FeZ i^k®[$ J^[o beea
X[jj[hWdZWh[Y^[Wf[hjee$
6ʈ*"]Ê7Ê-
,/9Ê""/
Çn
7HEN !PPLE INTRODUCED THE I0OD THE COMPANY WAS
AWARE THAT PEOPLE MIGHT USE IT TO RIP OFF MUSIC %ACH
NEW I0OD IN FACT IS EMBLAZONED WITH A STICKER THAT
WARNSh$ONT3TEAL-USICv"UTITISUNLIKELYTHAT!PPLE
IMAGINEDPEOPLEWOULDWALKINTOCOMPUTERSTORESPLUG
THEIR I0OD INTO DISPLAY COMPUTERS AND USE IT TO COPY
SOFTWAREOFFTHEHARDDRIVES
4HISISEXACTLYTHESCENARIORECENTLYWITNESSEDBY
COMPUTERCONSULTANT+EVIN7EBBATA$ALLAS#OMP53!
STORE7EBBWASBROWSINGWHENHESAWAYOUNGMAN
WALKTOWARDHIMLISTENINGTOANI0OD7EBBRECOGNIZED
THEI0ODSDISTINCTIVEEARBUDS
4HE TEENAGER STOPPED AT A DISPLAY -ACINTOSH
NEARBYPULLEDTHEI0ODFROMHISPOCKETANDPLUGGEDIT
INTOTHEMACHINEWITHA&IRE7IRECABLE)NTRIGUED7EBB
PEEPED OVER THE KIDS SHOULDER TO SEE HIM COPYING
-ICROSOFTS NEW /FlCE FOR /3 8 SUITE WHICH RETAILED
FOR
7HEN THE I0OD IS PLUGGED INTO A -ACINTOSH ITS
ICON AUTOMATICALLY POPS UP ON THE DESKTOP IF ITS SET
UPASANEXTERNALHARDDRIVEWHICHISEASILYDONE4O
COPYSOFTWAREALLTHEKIDHADTODOWASDRAGANDDROP
lLESONTOTHEI0ODSICON/FlCEFOR-AC/38ISABOUT
-" IT COPIES TO THE I0ODS HARD DRIVE IN LESS THAN
A MINUTE h7ATCHING HIM IT DAWNED ON ME THAT THIS
WAS SOMETHING THAT WAS VERY EASY TO DOv 7EBB SAID
h)N THE -AC WORLD ITS PRETTY EASY TO PLUG IN AND COPY
THINGS )TS A LOT EASIER THAN STEALING THE BOXv 7EBB
WATCHED THE TEENAGER COPY A COUPLE OF OTHER APPLICA
TIONSBEFOREGOINGOFFTOlNDA#OMP53!EMPLOYEEh)
WENT OVER AND TOLD A #OMP53! GUY BUT HE LOOKED AT
MELIKE)WASCLUELESSv7EBBSAID5NSUREWHETHERTHE
KID WAS A THIEF OR AN OUTOFUNIFORM EMPLOYEE 7EBB
WATCHEDASHELEFTTHESTOREh)THOUGHTTHERESNOPOINT
INGETTINGANYMOREINVOLVEDINTHISIMBROGLIOv7EBB
SAIDh"ESIDESTHISIS4EXAS9OUNEVERKNOWWHATHE
MIGHTHAVEBEENCARRYINGv
­/-Ê *Ê /®Ê 3AINTS AND 3IN
NERS )F ONLY THE PIOUS HAD
I0ODS !PPLE FORESAW HOW THE
I0OD COULD BE USED TO STEAL
MUSIC BUT THE COMPANY MAY
NOT HAVE EXPECTED USERS TO
STEAL SOFTWARE FROM DEMO
MACHINES AT COMPUTER STORES
,/\ /.%")3(/0
-!##/-
­/-Ê*Ê,/®Ê -ONAI0OD4HE
-ONA,ISAWHILESAWAYTHEHOURS
IN THE ,OUVRE LISTENING TO SOME
KILLER TUNES ,/\ 5.+./7.
­
Ê *®Ê
$RAG AND $ASH
#OPYING SOFTWARE ONTO AN I0OD
IS AS EASY AS DRAG AND DROP
,/\,%!.$%2+!(.%9
4HE I0ODS FAST INTERFACEˆAN IMPORTANT BUT
UNDERSOLD FEATUREˆALLOWS HUGE lLES TO BE COPIED IN
SECONDS4HEI0ODDOESNTEVENHAVETOLEAVETHEUSERS
POCKET!NDALTHOUGHTHEI0ODHASABUILTINANTIPIRACY
MECHANISMTHATPREVENTSMUSIClLESFROMBEINGCOPIED
FROM ONE COMPUTER TO ANOTHER IT HAS NO SUCH PROTEC
TIONS FOR SOFTWARE )RONICALLY -ICROSOFT PIONEERED AN
EASYTOUSEINSTALLATIONSCHEMEONTHE-ACTHATMAKES
ITS -AC SOFTWARE RELATIVELY SIMPLE TO PILFER 7HEN
INSTALLING/FlCEUSERSSIMPLYDRAGANDDROPTHE/FlCE
FOLDERTOTHEIRHARDDRIVE%VERYTHINGISBUILTININCLUD
INGASELFREPAIRMECHANISMTHATREPLACESCRITICALlLESIN
THESYSTEMFOLDER
"Y CONTRAST A LOT OF SOFTWARE FOR THE 7INDOWS
PLATFORMRELIESONABUNCHOFSYSTEMlLESTHATAREONLY
LOADEDDURINGANINSTALLATIONPROCESS3IMPLYCOPYING
AN APPLICATION FROM ONE MACHINE TO ANOTHER WILL NOT
WORK ON 7INDOWS h4HIS IS THE lRST WE HAVE HEARD OF
THISFORMOFPIRACYvSAID%RIK2YANA-ICROSOFTPRODUCT
MANAGERh!NDWHILETHISISAPOSSIBILITYPEOPLESHOULD
BEREMINDEDTHATTHISISCONSIDEREDTHEFTv
!LTHOUGH THE I0OD MAY BE IDEAL FOR A SOFTWARE
STEALINGSPREEANUMBEROFOTHERDEVICESONTHEMARKET
COULD ALSO BE USED BY VIRTUAL SHOPLIFTERS INCLUDING
ANYNUMBEROFEXTERNALHARDDRIVESSUCHASTINY53"
KEYCHAIN DRIVES (OWEVER EXCEPT FOR THOSE WITH NEW
53" PORTS MOST KEYCHAIN DRIVES ARE A LOT SLOWER
THAN &IRE7IRE REQUIRING THE VIRTUAL SHOPLIFTER TO HANG
AROUND WHILE THE ILLGOTTEN LOOT IS TRANSFERRING $EN
NIS ,LOYD PUBLISHER OF I0OD FAN SITE I,OUNGE SAID HE
WAS SHOCKED TO HEAR OF AN I0OD PUT TO SUCH USE h)TS
A SHAME SOMEONE HAS STOOPED THIS LOW TO BRING BAD
PRESSTOTHEINSANELYGREATI0ODvHESAID
Ǚ
nä
7beje\f[efb[Wh[Zh[ii_d]kfWi_FeZiWj>Wbbem[[d$
Ceije\j^[Yeijkc[iWh[\W_hboXWi_Y"XkjD[mOeha[h
F^_b_f O[[Ài Yeijkc[ mWi ceh[ [bWXehWj[ j^Wd ceij$
Ie h[Wb_ij_Y mWi ^_i Yeijkc[" ej^[h h[l[b[hi _d D[m
OehaÀib[][dZWho>Wbbem[[dfWhWZ[j^ek]^j^[mWiWd
7ffb[#ifedieh[ZmWba_d]WZl[hj_i[c[dj$
F[h\[Yj_d[l[hoZ[jW_b"^_iYeijkc[[l[d
^WZ W i[h_Wb dkcX[h WdZ ½7ii[cXb[Z
Xo F$O[[¾ ed j^[ XWYa$ L_i_j_d] 7ffb[Ài
ijeh[ _d Ie>e" ^[ WjjhWYj[Z W X_] YhemZ WdZ mWi ieed
mWiWia[Zjeb[Wl[\ehYWki_d]W½Z_ijkhXWdY[$¾
½?j h[Wbbo jWa[i Wd 7ffb[ \WdWj_Y je ][j Wbb j^[
Z[jW_biYehh[Yj"¾iW_ZO[[$
_I[[
­"7Ê /"*®Ê ,/\ 5.+./7.
­®Ê ,/\ ,!229 +/4%&&
­"//"®Ê
,/\I,/5.'%
n£
I0OD -AN 0HILIP 9EE AT .EW 9ORKS
(ALLOWEENPARADEWHEREHEPARTIED
WITHSOMESILHOUETTEPEOPLE ,/\
0(),)09%%
F[efb[
FhefeiWbXo_FeZ
<eh][j Z_WcedZi$ Feff_d] j^[ gk[i#
j_ed Xo _FeZ _i j^[ mWo je ]e m^[d
fhefei_d] cWhh_W][ j^[i[ ZWoi$ JWa[ W
Dehm[]_Wd]koYWbb[ZOeWa"m^eXek]^j
^_i]_hb\h_[dZWd_FeZWdZ^WZj^_iif[Y_Wb
c[iiW][bWi[h#[jY^[Zedj^[XWYa0
nÓ
!NAMYLOVE
7ILLYOUMARRYME
7\j[h^[fh[i[dj[Z^[hm_j^j^[_FeZ"i^[
iW_Zo[i"e\Yekhi[$
OeWa h[fehj[Z Wd ?dj[hd[j \ehkc0
½I^[ beea[Z l[ho Yed\ki[Z \eh W \[m i[Y#
edZi"X[\eh[i^[iW_Zo[i$?jWbbjeeafbWY[
Zkh_d] j^[ ceij \WdjWij_Y ikdi[j el[h W
idem#Yel[h[Z Eibe$¾ Kd\ehjkdWj[bo" ^[
YekbZdÀjX[h[WY^[Z\eh\khj^[hYecc[dj$
I0OD 0ROPOSAL ! .ORWEGIAN CALLED 9OAK
INSCRIBEDAMARRIAGEPROPOSALONTHEBACKOFAN
I0OD
,/\,%!.$%2+!(.%9
nÎ
_Febe]o
_FeZ\c/+$/
7d \c jhWdic_jj[h _i W fefkbWh _FeZ
WYY[iieho j^Wj Wbbemi Wd _FeZ je fbWo
ied]i j^hek]^ W YWh hWZ_e$ Ceij Wh[
fem[h\kb [dek]^ je fbWo dej `kij _d
j^[emd[hÀiYWh"XkjWbie_dj^[l[^_Yb[i
WhekdZ _j$ I[l[hWb f[efb[ ^Wl[ X[[d
XheWZYWij_d] j^[_h emd c_YhehWZ_e
ijWj_edi \hec j^[_h YWhi¼iec[ [l[d
m_j^ekjadem_d]_j$Ed[e\j^[i["8h_Wd
@e^died" jebZ j^[ 8e_d]8e_d] m[Xi_j[0
½?Àl[ X[[d hkdd_d] WhekdZ \eh j^[ fWij
i[l[hWbcedj^im_j^j^_iXkcf[hij_Ya[h
ed co YWh"´? È]kh[ j^Wj Wdoed[ j^Wj
YWd h[WZ j^[ Xkcf[h ij_Ya[h¼ed j^[
_#+" Wj W ijefb_]^j¼_\ _djh_]k[Z YekbZ
jkd[ _d WdZ b_ij[d je m^Wj[l[h ?Àc b_i#
j[d_d]je$De"?ZedÀjjWa[h[gk[iji$¾
,/\"2)!.*/(.3/.
<ebbem_d]j^[h[[b[Yj_ede\K$I$fh[i_Z[dj=[eh][8ki^
_d (&&*" beji e\ Z_iWffe_dj[Z 7c[h_YWd lej[hi Wfebe#
]_p[Zjej^[mehbZm_j^Wm[Xi_j[YWbb[ZIehho;l[hoXeZo$
J^[ i_j[ \[Wjkh[Z Z_]_jWb f_Yjkh[i e\ lej[hi¼ceijbo
:[ceYhWji"fh[ikcWXbo¼^ebZ_d]kf^WdZ#ZhWmdi_]di
[nfh[ii_d]h[]h[j\ehj^[h[ikbjie\j^[Ybei[boYedj[ij[Z
[b[Yj_ed$ Ceij h[WZ" ½Iehho" ? jh_[Z"¾ eh ½*/ f[hY[dj e\
ki Z_ZdÀj lej[ \eh ^_c$¾ Ed[ [djho je j^[ m[Xi_j[ mWi
j^_iYb[l[h_FeZ#_dif_h[ZWfebe]o"eh_Febe]o$Dej[j^[
jhWYa dkcX[h" ' e\ ++"/*/"*.-" m^_Y^ _i j^[ dkcX[h e\
K$I$ lej[hi" WdZ Y^[Ya ekj j^[ dkcX[h e\ c_dkj[i j^[
ied]^WifbWo[ZWdZj^ei[h[cW_d_d]"m^_Y^jhWdibWj[i
je\ekhZemd"\ekhje]e$
,/\,%!.$%2+!(.%9
W>]Ra
n{
1cab][WhSR
­"6®Ê
4HIS CUSTOMIZED I0OD DISPLAYS
THE (ELLO +ITTY LOGO WHILE THE BATTERY
CHARGES
­,/®Ê
,/\ 0(),,)0 4/22/.%
4HE VARIOUS FONTS USED BY THE
I0OD
,/\!00,%
7d _FeZ ^WYa[h YWbb[Z J^[ M_pWhZ mhej[ W f_[Y[ e\
ie\jmWh[j^WjWbbemiYkijec_cW][ijeX[WZZ[Zjej^[
_FeZ"b_a[j^[>[bbeA_jjobe]eWXel[$J^[M_pWhZÀi[Z_#
jehYWdYkijec_p[j^[_cW][iWdZ\edji_dj^[ÈhcmWh[
YedjW_d[Z_d7ffb[Ài_FeZie\jmWh[kfZWj[i$J^[[Z_jeh
Wbbemi ki[hi je Ykijec_p[ j^[ ]hWf^_Yi WdZ j^[d beWZ
j^[c edje j^[ _FeZ m^[d kfZWj_d] j^[ Z[l_Y[Ài ie\j#
mWh[$J^[[Z_jehYWdWbieX[ki[Zje[njhWYjWbbj^[\edji
WdZ_cW][iki[Zedj^[_FeZ$
nx
nÈ
COLORSCREEN
,/\!00,%
­"7®Ê 'RAPHICSFROMTHEI0ODPHOTOWHICHHASA
­
Ê *®Ê 4HE I0ODS GRAPHICS ,/\ !00,%
nÇ
9hW\j ^eXX_[i ikY^ Wi ad_jj_d] WdZ gk_bj#
_FeZ9ep_[iWdZIeYai _d] Wh[ im[[f_d] j^[ Kd_j[Z IjWj[i" ie _jÀi
de ikhfh_i[ j^Wj d[[Zb[ meha[hi Wh[ Yhe#
Y^[j_d] Yep_[i \eh _FeZi$ J^[ ed[ _d j^[ fh[l_eki _bbkijhWj_ed mWi cWZ[ Xo
iec[ed[ YWbb[Z AZaW"
W (,#o[Wh#ebZ mecWd
\hec F_jjiXkh]^$ >[h
Z[i_]d _dYbkZ[i ef[d#
_d]i\ehj^[iYhebbm^[[b
WdZbYZiYh[[dWdZ[l[d
Wb_jjb[fekY^_dXWYa\eh
ijeh_d][WhXkZi$
7dej^[h d[[Zb[
meha[h" B7M[X9^_Ya"
,/\+$+!
b_d[Z^[hYepom_j^\[bj"
Xkjj^[_Z[Wd[[Zimeha$½?\ekdZekjj^Wj\[bj_dYecX_dWj_edm_j^Wd_FeZ_i
ib_ff[ho"WdZj^[¿FeZib_Z[ih_]^jekj[l[d_\?`kij^Wl[_jedj^[YWhi[WjWdZ
^_jj^[XhWa[i"¾i^[h[fehji$
IefefkbWhWh[_FeZYep_[ij^Wj7ffb[_djheZkY[Z_jiemd$9Wbb_d]j^[c
_FeZ½IeYai"¾7ffb[i[bbiWi_n#fWYa\eh)&$
nn
7]Wd]e\8h_j_i^_Z[dj_joj^_[l[iki[ZWd_FeZjeijeh[Z_]_jWbYef_[i
e\j^[ZeYkc[djij^[od[[Z[ZjeXkobknkhoYWhi\hWkZkb[djbo"j^[XXY
h[fehj[Z_d(&&*$<Wbi[ZeYkc[djiWdZf^edo_Z[dj_j_[im[h[ki[Zje
Xko YWhi kdZ[h Wiikc[Z dWc[i j^Wj m[h[ bWj[h iebZ \eh ½fkh[ fheÈj"¾
j^[XXYiW_Z$7ffWh[djbo"j^[j^_[l[ij^ek]^jj^[feb_Y[mekbZdÀjÈdZ
j^[ ZeYkc[dji _\
_FeZ?Z[dj_joJ^_[l[i<WY[j^[Cki_Y
j^[o m[h[ ijeh[Z
edWd_FeZ$8kjj^[iYWcYWc[kdZed[m^[dWfeb_Y[e°Y[hdej_Y[Z
[nf[di_l[ YWhi fWha[Z Wj W bem#_dYec[ ^eki_d] fhe`[Yj _d BedZed$
M^[d feb_Y[ hW_Z[Z W ÉWj j^[h[ i[l[hWb m[[ai bWj[h" j^[o \ekdZ j^[
_dYh_c_dWj_d][l_Z[dY[edj^[_FeZ$J^[]Wd]mWii[dj[dY[Zje`W_b$7
feb_Y[ifea[icWdiW_Zj^[o½[dZ[Zkf\WY_d]j^[cki_Y$¾
n™
AFTER ) lNISHED SEWING ON ALL
THEIR EYES ) LOVE THE LITTLE GUYS
AND WANTED TO CAPTURE A PHOTO
OFTHEMALLTOGETHERBEFORETHEY
WERERELEASEDINTOTHEWILDAND
!,!).!"2/7.%
,/\
SENT TO THEIR OWNERSv
9[f^Wb#_FeZi <ehigk_Zbel[hi"IWd<hWdY_iYeZ[i_]d
^eki[ Ckb[ :[i_]d cWZ[ W kd_gk[
Y[f^WbefeZ#i^Wf[Z _FeZ YWi[" j^[ 9[f^Wb#_FeZ$ CWZ[ e\
\[bjWdZYeij_d](&"Ckb[:[i_]dÀii_j[iWoi0½Oekh_FeZÀi
]bWh_d] m^_j[d[ii _i h[bWo_d] i_]dWbi XWYa je j^[ ^kcWdi$
Fhej[Yjoekhi[b\\hec^Whc\kbhWoi_dijob[m_j^j^_i^WdZ#
YhW\j[Z^_fYepocWZ[e\feii_Xboeh]Wd_Y\[bj$¾
3AYS !LAINA h) TOOK THE PHOTO
™ä
4HE MARKET FOR I0OD ACCESSORIES
HASQUICKLY BLOOMED INTO A MULTI
MILLION DOLLAR INDUSTRY SUPPLYING
EVERYTHING FROM &- TRANSMITTERS TO
I0ODSOCKS
,/\Ê0(),,)04/22/.%
È
™Ó
4HEI0ODISTHEOBJECTOFAUNIQUETRIBUTETHOUSANDSOFPHOTOSFROMALL
OVERTHEWORLDSHOWINGI0ODSINEXOTICLOCALES4HEI0ODS!ROUNDTHE
7ORLD GALLERY PART OF THE I,OUNGE WEBSITE HAS COLLECTED MORE THAN
PICTURESOFI0ODSFROMALLOVERTHEGLOBEFROMFARmUNGTRAVEL
DESTINATIONSTOTHEIROWNERSBACKYARDS4HEGALLERYFEATURESPICTURES
OF I0ODS IN FRONT OF BOMBEDOUT PALACES IN !FGHANISTAN ON JUNGLE
EXPEDITIONSIN0ERUANDIN-ICK*AGGERSGARDENIN,ONDON
0HOTOSOFI0ODSHAVEBEENCAPTUREDONTOPOFMOUNTAINS
FEETBELOWTHEEARTHSSURFACEANDINSIDEA0ARISIANFRIDGE4HEREARE
SNAPSOFPEOPLEWITHI0ODSRIDINGAROLLERCOASTERIN/RLANDO&LORIDA
SUNBATHINGIN'REECEANDGIVINGBIRTHIN.EW9ORK4HEREAREDOGS
DOGSONMOTORBIKESLOVERSSTATUESANDANEARLYNAKED
COWBOYˆALLPOSINGWITHI0ODS
0ICTURESHAVEBEENSENTFROMNEARLYCOUNTRIES
INCLUDING 6IETNAM 4URKEY 2USSIA AND )CELAND 4HE
GALLERY WAS THE BRAINCHILD OF $ENNIS ,LOYD PUBLISHER
OFI,OUNGEh)MSURPRISEDTHATITSBEENSOSUCCESSFULv
HE SAID h"UT ) HAD A FEELING THE I0OD WOULD TAKE THE
-0WORLDBYSTORMv4HEGALLERYISREMINISCENTOFTHE
KIDNAPPEDGNOMEPHENOMENONˆFEATUREDINTHEMOVIE
!MELIEˆWHEREIN GLOBETROTTERS BORROW A NEIGHBORS
GARDENDECORATIONANDSENDBACKPICTUREPOSTCARDSDOCUMENTINGITS
TRAVELSh)THINKSOMEOFTHEBESTPICTURESHAVEBEENTHOSETHATWERE
FROMVERYREMOTEAREASORAREASTHATHADRECENTLYINBEENINTHENEWSv
,LOYDSAID
/Ê,9
™Î
-ÊÊÊÊÊ
/Ê/,6 ­"6®Ê
!NCIENT 'REECES 0AR
THENON REmECTED IN THE BACK OF
ANI0OD
,/\9!..)2!&4!+)3
­/®Ê
!N I0OD ON EXPEDITION
mOATING THE 2ÓO 0AUYA IN THE
#ORDILLERA!ZULREGIONOFEASTERN
0ERÞ
,/\I,/5.'%
™{
"
™x
* " "
­£®!RMANYTHEDOGGIEENJOYSLISTENINGTOHISI0OD
­™®
IN.OISY,E2OI&RANCE ­Ó®!BRAHAM,INCOLNLOOKS
STAN OUTSIDE A FORMER PALACE SHELLED BY VARIOUS
%NJOYING SOME 9O9O -A IN +ABUL !FGHANI
DOWNATTHEI0ODFROMHISSEATIN#HICAGO)LLINOIS FACTIONSFORTHELASTYEARS­£ä®!ROMANTICI0OD
­Î®!FRIDGEIN0ARIS&RANCE ­{®4HE+UWAIT7ATER
MOMENTATTHE0LANUFER#AFEIN"ERLIN'ERMANY 4OWERS IN +UWAIT ­x® 4HE .AKED #OWBOY POSES
­££® FEET BELOW THE SURFACE AT #ARLSBAD #AV
FOR A PAIR OF I0ODS IN .EW 9ORKS 4IMES 3QUARE ERNS.ATIONAL0ARKIN#ARLSBAD.EW-EXICO ­£Ó®
­È®
:ERO
!NI0ODAIDEDDELIVERYIN.EW9ORK4HEEXPECT
TO IN SECONDS WITH AN I0OD ON THE $ISNEY
INGMOTHERUSESMUSICTOCALMHERANGSTDURINGTHE
-'-2OCK@N2OLLER#OASTERIN/RLANDO&LORIDA
LABORPAINS ­£Î®!NI0ODIN-ICK*AGGERSGARDEN
­n®
,ONDON%NGLAND
,/\I,/5.'%
3UNBATHING IN 3ANTORINI 'REECE ­Ç®
!N ENHANCED I0OD PHOTO FROM THE /AKLAND
0IEDMONT2OSE'ARDENSIN/AKLAND#ALIFORNIA ­£®!ND5PASTOREINTHEBACKSTREETSOF4OKYOSPECIAL
IZESINSELLINGANTIQUERADIOSANDOFALLTHINGSI0ODS­Ó®Ê
!ND5PISLOCATEDONTHESECONDmOOROFANOLDAPART
™È
7khWb>[Wl[d0_FeZWdZ7dWbe]
MENT BUILDING IN AN UPSCALE 4OKYO NEIGHBORHOOD ­Î®Ê
4AKEYUKI)SHIIOWNEROFTHESTORERECOMMENDSPLUG
GING AN I0OD INTO AN &- TRANSMITTER SUCH AS 'RIFlN
4ECHNOLOGYSI4RIPANDLISTENINGTOMUSICTHROUGHTHE
SPEAKER OF AN ANTIQUE RADIO ­{qn® 3TORE OWNER )SHII
lNDSAURALMAGICBYCOMBININGTHEVERYOLDWITHTHE
VERY NEW 0LAYING AN I0OD THROUGH AN ANTIQUE RADIO
ORTUBEDRIVENAMPLIlERGIVESITASPECIALWARMTHAND
ATMOSPHEREHESAYS
,/Ê­Ê*"/"-®\#/524%39
/&./"595+)(!9!3()
?d j^[ XWYa ijh[[ji e\ JeaoeÀi kfiYWb[ 7eoWcW Z_i#
jh_Yj" m^_Y^ _i \Wceki \eh _ji Wdj_gk[ ijeh[i" j^[h[Ài W
b_jjb[i^efgk_j[kdb_a[j^[ej^[hi_dj^[d[_]^Xeh^eeZ$
BeYWj[Zedj^[i[YedZÉeehe\WdebZWfWhjc[djXk_bZ#
_d]" 7dZ Kf if[Y_Wb_p[i _d Wdj_gk[ hWZ_ei WdZ" e\ Wbb
j^_d]i"_FeZi$J^[ijeh[Àiemd[h"+&#o[Wh#ebZJWa[oka_
?i^__"h[Yecc[dZifbk]]_d]Wd_FeZ_djeWd\cjhWdi#
c_jj[hWdZb_ij[d_d]jecki_Yj^hek]^j^[if[Wa[he\Wd
Wdj_gk[hWZ_e$
?i^__X[b_[l[ij^[h[_iWkhWbcW]_Y_dj^[YecX_dW#
j_ede\j^[l[hoebZWdZj^[l[hod[m$FbWo_d]Wd_FeZ
j^hek]^ Wd ebZ hWZ_e eh jkX[#Zh_l[d Wcfb_È[h ]_l[i _j
Wif[Y_WbmWhcj^WdZWjceif^[h["^[iWoi$½M^Wjm[Wh[ik]][ij_d]^[h[_iWdebZ#
WdZ#d[mmWojeb_ij[djecki_Y"¾?i^__iW_Z$½?d[b[Yjhed_Yiijeh[i"oekÈdZj^[bWj[ij
if[Wa[hi m_j^ Yh_if" Yb[Wh" WdZ WYYkhWj[ iekdZi$ 8o YedjhWij" ceij e\ j^[ hWZ_ei m[
^Wl[ Wh[ dej [l[d ij[h[e$ J^[ iekdZi Wh[ ^WhZbo Yb[Wh$ Oek c_]^j [l[d ^[Wh iec[
de_i[i"WdZhWZ_eim_j^jkX[iY^Wd][j^[_hiekdZiWij^[jkX[mWhcikf$¾
?i^___di_ijij^[Wdj_gk[[gk_fc[djYh[Wj[iWdWjceif^[h[j^Wj^WiX[[d\eh]ej#
j[d$J^[ie\j[hjed[ifkjb_ij[d[hiWj[Wi[WdZcWa[j^[c\[[bmWhcWdZh[bWn[Z$?i^__
Wh]k[ij^Wjj^[gkWb_joe\YZiWdZjeZWoÀiif[Wa[hiWh[ie]eeZ"j^[oi_cfboh[l[Wbj^[
b_c_jWj_edie\feehh[YehZ_d]i"[if[Y_WbboebZ[hcki_Y$8oYedjhWij"Wdj_gk[hWZ_ei^_Z[
Z[\[Yjid_Y[bom_j^j^[_hlW]k[XkjmWhciekdZi$
?d CWhY^ (&&+" ^[ ef[d[Z 7dZ Kf" Xkj Xki_d[ii Wj j^[ ijeh[ ^Wi ^WhZbo X[[d
Xeec_d]$Fb[djoe\Ykijec[hiZhefXoWdZbel[j^[iekdZ"Xkj\[mi[[cm_bb_d]jeXko
j^[fh_Y[oWdj_gk[i$½?j_i^WhZboikYY[ii\kbWiWXki_d[ii"¾?i^__i^hk]][Z$
™Ç
™n
-Ê",Ê1/1,ʈ*"&OR A PEEK INTO THE DARK RECESSES OF THE I0OD COMMU
NITYS COLLECTIVE ID THERES A GALLERY OF I0OD CONCEPT
DESIGNS AT THE I,OUNGE WEBSITE 4HE EXTENSIVE COLLEC
TION OF 0HOTOSHOP PROTOTYPES SHOWCASES MORE THAN
SPECULATIVEDESIGNSOFFUTUREI0ODSCREATEDPRIMAR
ILYBYAMATEURSWHOWANTEDTOSHARETHEIRWISHLISTSOF
NEWI0ODFEATURESORCAPABILITIES)NGENERALTHEWORKIS
HIGHQUALITY4HEDESIGNSAREINCREDIBLYDETAILEDBEAU
TIFULLYRENDEREDANDWELLTHOUGHTOUT
!ND WHAT DO THESE I0OD FANTASISTS WANT 7ELL
THEYWANTVIDEOANDTHEYWANTA0$!/HDEAR!PPLE
#OMPUTERS#%/3TEVE*OBSHASNIXEDBOTHˆFORNOW
h7EDONTSEEAMARKETFOR
PEOPLETHATWANTTOWATCH
VIDEO ON THESE PORTABLE
DEVICESv *OBS TOLD THE
7ALL3TREET*OURNAL
)F
ONLY
!PPLE
COULD lND WAYS TO BRING
THE I,OUNGES CONCEPT
DESIGNS TO MARKET EVERY
ONE WOULD BE HAPPY
6IDEO BATTERY LIFE AND
COST ARE NO PROBLEM IN
FANTASYLAND 4AKE FOR EXAMPLE THE I3PEC VIDEO I0OD
DESIGNEDBY*OE+OSINSKYDIRECTOROF.EW9ORKDESIGN
lRM+DLAB
+OSINSKYSI3PECISAFUTURISTICI0ODSHAPEDLIKE
APAIROF"RAD0ITTSSUNGLASSES#ONTROLLEDBYAlNGER
MOUNTEDSPLINTVIDEOISPROJECTEDONTOTHEINTERIOROF
THEGLASSLENSES%ARBUDSAREBUILTIN4HEI3PECFEATURES
AN IMMERSIVE $ INTERFACE REMINISCENT OF !PPLES
EXPERIMENTAL (OT3AUCE 7EB INTERFACE DEVELOPED IN
THE MIDS 4O ILLUSTRATE HIS IDEAS +OSINSKY CREATED
ANIMPRESSIVEVIDEOOFTHEI3PECEXPERIENCEASASPEC
PROJECT HENCE THE NAME FOR HIS PORTFOLIO 4HE VIDEO
CREATED IN $ISCREETS DS -AX SOFTWARE HAS PROVEN A
POPULARDOWNLOADˆHITSINTHElRSTMONTHˆAND
HAS SPARKED PASSIONATE DEBATE ON THE 7EB MUCH TO
+OSINSKYSSURPRISEANDDELIGHTh!LOTOFPEOPLETHINK
ITSREALvHESAIDh4HEYWRITETOMEANDASKWHENITS
GOING TO COME OUTx /THERS GET VERY ANGRY 4HEY
THINK ITS GOING IN THE WRONG DIRECTION 4HEY SAY ITS A
STUPIDIDEA(OWCANYOUWALKANDWATCHVIDEOATTHE
SAMETIME)THINKITSGREATTHERESSUCHEMOTIONSAND
PASSIONABOUTAFANTASYPRODUCTv
)NDEED MANY OF THE OTHER CONCEPT DESIGNS
ELICITLONGSTRINGSOFCOMMENTSDEBATINGTHEIRPROSAND
CONS TOO 4O #HRISTIAN 3CHLUENDER GEN
ERAL MANAGER OF 3ILICON 6ALLEY lRM FROG
DESIGNTHEDESIGNSANDTHEDEBATEAREAN
ELABORATEFORMOFWORSHIPh;4HEI0OD=IS
ABEAUTIFULPRODUCTvHESAIDh4HEWHOLE
EXPERIENCEISEXTREMELYWELLTHOUGHTOUT
AND DESIGNED AND PEOPLE WANT THIS IN
OTHERPARTSOFTHEIRLIVESxINTHEIRPHONES
ANDTHEIR$6$PLAYERSx)TSASOCIALSTATE
MENT)TSPRETTYINTERESTINGSTUFFv
3EVERAL OF THE PRODUCT MOCKUPS
BLENDTHEI0ODWITHAPHONE/NENICELY
RENDERED HYBRID FEATURING A SLIDEOUT
KEYPADMIXESAVIDEOPLAYERWITHACELL
PHONEANDA0$!*UDGINGBYTHECONCEPT
DESIGNS0$!FUNCTIONSAREHIGHONI0OD
WISH LISTS 4HERES NOTHING SOME I0OD
FANSWOULDLIKEMORETHANTOSEEABLEND
OFI0ODAND.EWTONTHE0$!!PPLEDIS
CONTINUED IN 4HE .EWTON IS STILL
WIDELYMOURNED
*APANESE PHOTOGRAPHER )SAMU
3ANADA KNOWN FOR HIS !PPLE PRODUCT
MOCKUPS CONTRIBUTED AN I0ODCUM
.EWTONWRISTWATCH3ANADASHI0ODISA
COMBO-0PLAYERCELLPHONE0$!WITHA
mIPUPSCREENANDWIRELESSEARBUDS4HE
HI0ODISACLEVERRIFFONDESIGNELEMENTS
FROM!PPLEAND.OKIA"YCOMBININGTHE
I0ODSSCROLLWHEELWITH.OKIASCIRCULAR
DIAL PAD FOUND ON PHONES SUCH AS THE
3ANADA HAS DREAMED UP A NIFTY
INTERFACE THAT LOOKS LIKE IT MIGHT ACTUALLY WORK h(ES
GOODvSAIDFROGDESIGNS3CHLUENDERh(ESREALLYCAP
TUREDTHEESSENCEOF!PPLESPRODUCTSv
!NOTHER 3ANADA DESIGN ALSO UTILIZES A SLIDEOUT
0$!KEYPAD4HISISAFULLON/38I0ODˆAPOCKETI-AC
CAPABLEOFRUNNINGI4UNESANDI0ODPHOTO
­
Ê *®Ê
*APANESE PHOTOGRAPHER )SAMU
3ANADA DESIGNED THESE GOODLOOKING I0OD SPEAK
ERS 3ANADAS DESIGN IS CLEARLY INmUENCED BY
!PPLES 0OWER -AC ' AND I3IGHT VIDEO CAMERA
4OO BAD THEYRE NOT REAL ,/\ )3!-5 3!.!$!
­/-Ê*®Ê $ESIGNEDBY*OE+OSINSKYTHEI3PECIS
A FUTURISTIC I0OD SHAPED LIKE A PAIR OF "RAD 0ITTS
SUNGLASSES
,/\*/%+/3).3+9
™™
£ä ä
3HRINKINGTHEI0ODINSIZEISANOTHERPOPULARIDEATHEMINIBECOMESTHEMICRO/NEI0OD
MICROCONCEPTDESIGNSHRINKSTHEI0ODTOAKEYFOB4HEI0ODHASALSOBEENREIMAGINEDASAPEN
WITHTHESCREENANDSCROLLWHEELWRAPPINGAROUNDTHEBARREL4HEBUTTONATTHETOPOFTHEPENACTS
AS THE hSELECTv CONTROL 3O FAR SO GOOD BUT ITS CREATOR ALSO INCLUDES A BUILTIN LASER POINTER FOR
SOMEREASONh4HISTOOLISBESTFORTRICKINGAROUNDINEXAMSORSIMILARvITSCREATOREXPLAINS
(OWABOUTAHANDYI0ODCUMBEVERAGECOOLER
&OR-0*STHERESTHEI0OD-IXERWHICHFUSESAPAIROFI0ODSINTOAPAIROF$*SDECKS0ITCH
VOLUMEANDCROSSFADEAREALLBUILTINALLOWINGEASYMIXINGSCRATCHINGANDBEATMATCHING
4HEN THERES CYBERNETICS 4HE BORG0OD FEATURES THE I0ODS hSEXY SCROLL WHEEL SURGICALLY
IMPLANTED ON THE BACK OF THE HANDv "UT SHOULD YOU TRY TO PLAY ILLEGALLY DOWNLOADED SONGS ON
THEBORG0ODh9OULLBEGREETEDBY!PPLESNEWI4OUGHLOVESOFTWAREANERVOUSSYSTEMWIDESHOCK
ANDTHEMANTRA@$ONT3TEAL-USICREPEATEDNONSTOPFORSEVENDAYSINAlRMYETPLEASINGVOICEv
£ä£
­£®!LOTOFI0ODMOCKUPSBLENDTHEI0ODAND0$!LIKETHISMINII0ODCUMCELLPHONE ,/\ I,/5.'%
­Ó]ÊÈ]Ên]Ê££]Ê£Ó]Ê£Î]Ê£{]Ê£x®Ê*APANESEPHOTOGRAPHER)SAMU3ANADASVARIOUSI0ODDESIGNSDREWRAVESFROMPROFES
SIONALINDUSTRIALDESIGNERSh(ESGOODvSAID&ROG$ESIGNS#HRISTIAN3CHLUENDERh(ESREALLYCAPTURED
THEESSENCEOF!PPLESPRODUCTSv
,/\Ê)3!-53!.!$! ­Î®4HISI0ODCONCEPTISSHAPEDLIKE!PPLESDIS
TINCTIVELOGO
,/\I,/5.'%­{®Ê3EVERALMOCKUPSSEETHEI0ODSHRUNKTOAWRISTWATCH
,/\I,/5.'%
­x®Ê 4HISCIRCULARI0ODCONCEPTINCORPORATESTHESCROLLWHEELCONTROLSINTOAROUNDTOUCHSENSITIVESCREEN
,/\I,/5.'%­Ç®Ê4HISCONCEPTI0ODPLAYSCOOLTUNESWHILECHILLINGDRINKS
,/\I,/5.'%­™®Ê4HEI0OD
REJIGGEDASAPEN
,/\I,/5.'%­£ä®Ê4HEBORG0ODFEATURESTHEI0ODShSCROLLWHEELSURGICALLYIMPLANTED
ONTHEBACKOF;THE=HANDv"UTSHOULDYOUTRYTOPLAYILLEGALLYDOWNLOADEDSONGSONTHEBORG0ODh9OULLBE
GREETEDBY!PPLESNEWI4OUGHLOVESOFTWAREANERVOUSSYSTEMWIDESHOCKANDTHEMANTRA@$ONT3TEAL
-USICREPEATEDNONSTOPFORSEVENDAYSINAlRMYETPLEASINGVOICEv ,/\I,/5.'% ­£È®4HEI0OD8IS
IMAGINEDASAPORTABLEMUSICMACHINEWITHATTITUDETOSPAREh7ITHAPRESSOFABUTTONx"OSESPEAKERS
WILLCOMEOUTFROMTHESIDESANDBLASTWATTSOFMUSICINTOYOURDRUMSv
,/\I,/5.'%
)N .EW 9ORK SAW A BIG JUMP IN I0OD ROBBERIES ACCORDING TO
NEWSREPORTS"YTHEENDOF-ARCHTHEREWEREROBBERIESINTHE
CITYSTRANSITSYSTEMANDLARCENIESUPSIGNIlCANTLYFROMTHEYEAR
BEFOREACCORDINGTOPOLICE!LTHOUGHTHESEWERENTALLACTSOFI4HEFT
POLICE DO ATTRIBUTE THE GENERAL INCREASE TO THE GROWING NUMBER OF
I0ODSGETTINGSNATCHED
,/\,%!.$%2+!(.%9
£ä Ó
I[Ykh_jo_dEXiYkh_jo
F^eje]hWf^[hIoced9^emki[ij^[d oYjhW_di[l[hoZWoWdZZe[idÀjb_a[jWa_d]^_i
_FeZekje\^_ifeYa[j$Ie^[^WZj^[Yb[l[h_Z[We\Z_i]k_i_d]_jWiWfWYae\Y_]Wh[jj[i$
9^emi_cfbofh_dj[ZekjW9Wc[b#j^[c[Z_FeZia_dWdZijkYa_jed^_ifbWo[h$½?È]#
kh[ZZ[Y[fj_edmekbZX[j^[X[ijmWoje]e"¾^[mhej[edIfocWY$½Deed[_i]eddW
]_l[_jWi[YedZbeea_\WjÈhij]bWdY[j^[oi[[WfWYae\Y_]Wh[jj[i$¾
ˆ*"Ê
$URING HIS REGULAR EVENING WALK SOFTWARE EXECUTIVE
3TEVE#RANDALLOFTENNODSAPOLITEGREETINGTOOTHERI0OD
USERSHEPASSES)TSEASYTOSPOTTHEDISTINCTIVEWHITE
EARBUDS THREADED FROM POCKET TO EARS #RANDALL THE
YEAROLD #4/ OF /MENTI 2ESEARCH LIVES IN "ASKING
2IDGE.EW*ERSEYAhNICEMIDDLECLASSSMALLTOWNv
"UTWHILEQUIETLYENJOYINGSOMECHAMBERMUSIC
ONE EVENING IN !UGUST #RANDALLS POLITE NODDING
PROTOCOL WAS RUDELY SHATTERED #RANDALL WAS BOLDLY
APPROACHED BY ANOTHER I0OD USER A ISH WOMAN BOP
PINGENTHUSIASTICALLYTOSOMEHIGHENERGYTUNEONLYSHE
COULDHEARh3HEWALKEDRIGHTUPTOMEANDGOTWITHINMY
COMFORTlELDv#RANDALLSTAMMEREDh)WASTAKENABACK
3HEPULLEDOUTTHEEARBUDSONHERI0ODANDINDICATEDTHE
JACKWITHHEREYESv7ARILYUNPLUGGINGHISOWNEARBUDS
#RANDALLGINGERLYPLUGGEDTHEMINTOTHEWOMANSI0OD
ANDWASGREETEDBYARUSHOFTECHNO
h7ELISTENEDFORABOUTSECONDSv#RANDALLSAID
h.OWORDSWEREEXCHANGED7ENODDEDANDWALKEDOFFv
4HEFOLLOWINGEVENING#RANDALLSAWTHEWOMAN
AGAIN4HISTIMESHEWASSHARINGHERI0ODWITHANOTHER
I0ODREGULAR#RANDALLHADSPOTTEDONHISWALKS7ITHIN
ACOUPLEOFDAYS#RANDALLHADPERFORMEDTHEI0ODSHAR
INGRITUALWITHALLTHEFOURORlVEOTHERREGULARSHESEES
ON HIS WALKS 3INCE !UGUST THEYVE LISTENED TO EACH
OTHERS MUSIC DOZENS OF TIMES h)TS VERY STRANGEv HE
SAID h)TS ALMOST LIKE YOURE BEING A $* FOR THE OTHER
PERSONx)TSVERYGRATIFYINGIFYOUSEESOMEONEDANC
INGAROUNDTOTHEMUSICYOURELISTENINGTO)TSAGREAT
FEELING TO SEE OTHER PEOPLE ENJOYING YOUR MUSIC AND
MYTASTESAREFAIRLYBIZARREv
#RANDALLISINTOINDIGENOUSMUSICFROMNORTHERN
%UROPE LIKE THE TRIBAL FOLK MUSIC OF THE 3AMI "UT HES
BEENTURNEDONTOTECHNOANDOTHERUNFAMILIARTYPESOF
MUSICHESHEARDONHISACQUAINTANCESI0ODSESPECIALLY
THE ONE OWNED BY THE ISH WOMAN h3HE LISTENS TO
TECHNOANDTRANCEANDTHINGSLIKETHATvHESAIDh4HINGS
)MCOMPLETELYDISCONNECTEDFROM3TUFF)DNEVERLISTEN
TOUNLESSSOMEONEISGUIDINGMEx)TSINTERESTING)VE
PROBABLY BOUGHT HALF A DOZEN #$S BASED ON WHAT )VE
HEARD)TSLIKElNDINGANEWRADIOSTATIONv
)N FACT #RANDALL HAS TAKEN TO CARRYING PEN
AND PAPER TO JOT DOWN TITLES HE LIKES 4HE OTHERS DO
THE SAME 'ENERALLY NO ONE SPEAKS BUT hITS A VERY
FRIENDLYSORTOFTHINGv#RANDALLSAIDh)TSKINDOFNICE
TOKEEPITVERYPRIVATEv
4HIShI0ODJACKINGvAS#RANDALLCALLSITAPPEARS
TOBEAPHENOMENONRESTRICTEDTO#RANDALLANDHISI0OD
FRIENDSTHOUGHOTHERSHAVETRIEDIT!FTERPOSTINGANOTE
ABOUT HIS EXPERIENCES ON HIS BLOG #RANDALL RECEIVED
RESPONSES FROM SEVERAL OTHERS WHO HAVE SHARED THEIR
I0ODSWITHSTRANGERS#RANDALLSAIDHERECEIVEDREPORTS
THATI0ODJACKSHARINGOCCURSAT/BERLIN#OLLEGEANDIS
PRACTICEDIN#AMBRIDGEINTHE5NITED+INGDOMANOTHER
COLLEGETOWN
h)TSNOTWIDESPREADATALLBUTITSTHEKINDOFTHING
THATMIGHTTAKEOFFONACAMPUSORINASMALLCOMMU
NITYv#RANDALLSAID#RANDALLSAIDHETRIEDSHARINGI0ODS
IN .EW 9ORKS 3O(O $ISTRICT WITH ABOUT SIX PEOPLE HE
PASSEDONTHESIDEWALK4HREEGAVEHIMDIRTYLOOKSAND
MOVEDONQUICKLYWHILETHEOTHERTHREERECIPROCATEDh)
DONTTHINKITSANATIVEACTIVITYTHEREvHESAID
$ENNIS ,LOYD PUBLISHER OF THE I,OUNGE SAID HE
WASONLYAWAREOFJACKSHARINGTHROUGHATHREADSTARTED
BY#RANDALLONTHESITESFORUMS"UTHELIKEDTHEIDEA
h7ITHSOMANYPEOPLEPLUGGEDINTHESEDAYSITSNICETO
HEARPEOPLEAREACTUALLYCONNECTINGINTHEREALWORLDv
HESAIDh2EACHOUTANDJACKSOMEONEv
!UTHOR $OUGLAS 2USHKOFF SUGGESTED THAT I0OD
SHARING IS A LEGACY OF ONLINE lLE SHARINGˆESSENTIALLY
THE SAME THING EXCEPT OFmINE h)TS KIND OF A STONERS
ETHICREALLYTHEWAYYOUPASSTHEJOINTATA$EADSHOWv
HESAID
3HARING AN I0OD THROUGH ITS HEADPHONE JACK IS
ALSOACRUDELOWTECHVERSIONOFWHATSOMEPREDICTIS
THE REAL KILLER APPLICATION OF FUTURE I0ODS TRANSFORM
INGTHEMINTOSHORTDISTANCEBROADCASTINGDEVICESBY
ADDING"LUETOOTHORSIMILARRADIOTECHNOLOGYCOUPLED
WITH "ONJOUR AN !PPLEDEVELOPED NETWORKING TECH
NOLOGY THAT ALLOWS DEVICES TO DISCOVER EACH OTHER
AUTOMATICALLY
4HEPROSPECTOFLETTINGI0ODUSERSLISTENTOEACH
OTHERS LIBRARIES WIRELESSLY HAS SPARKED NUMEROUS
EXCITEDFORUMPOSTSONTHEI,OUNGEANDOTHERSITES
4HE 2EGISTERS !NDREW /RLOWSKI FOR EXAMPLE
HASSUGGESTEDSEVERALTIMESTHATTURNINGANI0ODINTOA
PERSONALMICRORADIOSTATIONWOULDBEhREVOLUTIONARYv
h)T WOULD GREATLY ANNOY THE 2)!! ;2ECORDING )NDUSTRY
!SSOCIATIONOF!MERICA=WHICHWOULDARGUETHATITSA
PORTABLE.APSTERvHEWROTEINh"UTxTHISMUSIC
SHARING APPLIANCE COULD HAVE FAIRLY DRAMATIC SOCIAL
EFFECTSx 9OU COULD GET PROMISCUOUS WITH STRANGERS
9OUCOULDPAIRANDEXCHANGEASONGONTHESAMESHORT
BUSRIDE9OUCOULDCREATESHORTADHOCPERSONALBROAD
CASTSTOANYONEELSEWITHA"LUETOOTHI0OD9OUCOULD
HAVEA@7HATAM)LISTENINGTOMENUOPTIONANDSHARE
YOURCHOICEWITHANYONEWITHINDISCOVERABLERANGEv
4AKING /RLOWSKIS hWHAT AM ) LISTENING TOv
OPTIONTOITSLOGICALCONCLUSIONOTHERSHAVESUGGESTED
THAT lLES RECEIVED WIRELESSLY COULD BE LOOKED UP AUTO
MATICALLY ON !PPLES I4UNES -USIC 3TORE WHEN USERS
PLUGTHEIRI0ODSINTOTHEIRMAINCOMPUTER5SERSWOULD
THENBEASKEDIFTHEYWANTEDTOBUYANDDOWNLOADTHE
TUNESTHEYHEARDONTHEROAD
£ä Î
Ê7/Ê
"1/,-
£ä {
)N ,ONDON A NEW TYPE OF DANCE CLUB HAS EMERGED
)NSTEAD OF GOING TO A NOISY CLUB REVELERS ARE GATHER
INGINPUBLICPLACESTODANCETOTHESOUNDOFTHEIROWN
PORTABLE MUSIC PLAYERS h!T PM PRECISELY DOZENS
OFINDIVIDUALSDOTTEDAROUNDTHECONCOURSEAT6ICTORIA
STATION EACH WEARING HEADPHONES BEGIN TO DANCEv
REPORTED THE ,ONDONS )NDEPENDENT h,OST IN THEIR PRI
VATEMUSICALWORLDTHEYALLBOPHAPPILYONTHESPOTTO
THEIRHEARTSCONTENT7ELCOMETOTHEWORLDOFMOBILE
CLUBBING THE LATEST UNDERGROUND AND SOMEWHAT SUR
REAL MOVEMENT TAKING HOLD IN THE CAPITALv h)T WAS
LIKEREVISITINGTHETRAUMAOFASCHOOLDISCOvSAIDONE
REVIEWEROFAMOBILECLUBAT,ONDON"RIDGE3TATION
ˆ*"-Ê/Ê Ê,/Ê"Ê/Ê
/9
3EARCHFORTHEWORD I0ODON.EW9ORKSCRAIGSLISTCLAS
SIlEDADSWEBSITEANDYOUOPENASTRANGEWINDOWINTO
THEPSYCHEOFTHECITY.ATURALLYANEYEOPENINGSEARCH
ISNTCONDUCTEDINTHE&OR3ALESECTIONWHICHSIMPLYDIS
PLAYSAPEDESTRIANLISTOFI0ODSAVAILABLEFORPURCHASE!
TRULYILLUMINATINGSEARCHMUSTINCLUDETHEPERSONALADS
WHICH OFFER SOME INSIGHT INTO THE CULTURE OF I0ODS BUT
REVEALEVENMOREABOUTTHECITYSPERSONALITY
)N-ARCHFOREXAMPLEABOYFROM"ROOKLYN
WANTEDADVICEABOUTHISGIRLFRIENDWHOHADDISMISSED
HISGIFTOFANEXPENSIVEHANDBAG3HEWANTEDANI0OD
MINI INSTEAD !CCORDING TO THE BOYS REPORT THE GIRL
FRIENDCOMPLAINEDTHEBAGWASGOODONLYFORASINGLE
SEASON AND BESIDES IF THEY BROKE UP SHED HAVE THE
I0OD TO REMEMBER HIM BY h,IKE SHOULD ) DUMP HER
BECAUSETHISISJUSTONEMOREREASONWHY)FEELWECANT
BETOGETHERvHEWROTEINTHECRAIGSLISTPOSTASKINGFOR
ADVICE!LASTHEADVICEHERECEIVEDWASNTMUCHHELP
3OMEONE RECOMMENDED DUMPING THE GIRL AND SELLING
THEBAGONE"AY
!ND THEN THERE WAS THE GUY WHO NEEDED AN
IMAGINARY GIRLFRIEND FOR AN EVENING WHILE HIS PARENTS
VISITEDFROMOUTOFTOWN(EDLIEDTOTHEMABOUTHAV
ING A GIRLFRIEND AND HE NEEDED A PRETEND MATE FOR A
DINNER DATE )N RETURN FOR FEIGNED LOVE HED BUY HER
AN I0OD (OWEVER THE AD INSISTED THE LUCKY GIRL HAVE
AGREATBUTTANDLEGSWHICHRAISEDSUSPICIONSTHATTHE
POSTERS INTENTIONS MIGHT NOT HAVE BEEN AS HONORABLE
ASHEPROCLAIMED4HEADWASQUICKLYPULLEDOFFTHESITE
.ONETHELESSTHEPOSTERRECEIVEDOREMAILSFROM
WILLINGIMAGINARYGIRLFRIENDSHESAIDINRESPONSETOAN
EMAIL INQUIRY h) GOT AN AMAZING RESPONSEv HE SAID
h%VERYONEISOVERJOYEDWITHMYCONCEPTALTHOUGHSEV
ERALOFTHESEGIRLSASKEDIF)COULDGIVETHEMNEWSHOES
INSTEAD OF AN I0ODv (E DIDNT RESPOND TO SUBSEQUENT
EMAILSASKINGHOWTHECHARADEPLAYEDOUT
! MOBILE CLUB OUTSIDE ,ONDONS
%USTON TRAIN STATION 2EVELERS
GATHER TO DANCE WITHOUT SPEAK
ERS OR MUSIC 4HE SOUNDTRACK
IS SUPPLIED BY EACH PERSONS
PERSONAL MUSIC PLAYER
0%4%2"52.%44
,/\
£äx
ÈÊÊÈÊÊÊÊxÊÊÊÊÊÊÊn
n
Ê
Ê
Ê
Ê
Ê
È
x
n
È\x
n
Ê
Ê
Ê
Ê
x
£ä È
)N A SIMILAR VEIN THERE ARE SEVERAL ADS OFFERING
CERTAINhSERVICESvINEXCHANGEFORANI0OD7ITHADMI
RABLEECONOMYAYOUNGGAYMANSAYSSIMPLYTHATHELL
PERFORMORALSEXFORANI0OD!CUTEYEAROLDSAYSh)
NEEDTOBUYANI0ODAND)MHORNY3IMPLEASTHATv
#OLLEGE GIRL #HLOE MAKES A SIMILAR OFFER BECAUSE SHE
HASBILLSTOPAYh)BOUGHTLOTSOFCLOTHESANI0ODAND
OTHERTHINGSANDCHARGEDITTOMYCREDITCARDvSHESAYS
h)DONTWANTMYDADTOKNOWv
-ANY OF THE PERSONAL ADS ARE hMISSED CON
NECTIONSvˆLONELY HEARTS TRYING TO CONNECT WITH THE
ATTRACTIVESTRANGERTHEYSAWONTHESUBWAYORACOFFEE
SHOPh7HEREAREYOUMYI0ODMANvASKSTHETALL!SIAN
GIRLWITHGLASSESSEEKINGAFOOTTALL(ISPANICMALEh)
ASKEDYOUABOUTYOURI0ODWITHTHEBLUECOVERANDYOU
JUSTWENTONRANTINGABOUTHOWI0ODISTHEINVENTIONOF
THECENTURYvSHEWRITESh9OUDIDNOTNOTICE)WASLOOK
INGINTOYOURHAZELEYESv
"EINGPERSONALADSSEVERALPEOPLEUSETHEI0OD
ASAWAYTOADVERTISETHEIRTASTESORLIFESTYLE!NOLDER
FASHIONISTA SEEKING YOUNG HIPSTER BOY SAYS HER IDEAL
TOYBOYWEARSABLAZERWHITE4SHIRTANDhPREREQUISITEv
I0OD (ES GOT TO HAVE MONEY SHE SAYS AND PRESUM
ABLYADICTIONARY/NTHEOTHERHANDATALLLEANHIPSTER
LOOKING FOR A CASUAL ENCOUNTER BOASTS HED NEVER BE
SEENWITHANI0ODhSTUCKTOMYHEADv
&OR SOME REASON THE PERSONALS ALSO FEATURE AN
ONGOINGDISCUSSIONOFTHEMEANINGOFTHEI0ODON.EW
9ORKSSTREETSESPECIALLYTHESIGNATUREWHITEEARPHONE
WIRES WHICH SOME FEEL ARE hSHOWYv h) HAVE NO PROB
LEMWITHANYONEUSINGTHEI0OD7HATDOESBOTHERME
IS PEOPLE WHO CONTINUE TO WEAR THE WHITE EARBUDSv
COMPLAINS ONE h4HEY SUCK BUT THEY WEAR THEM SO
OTHERPEOPLEWOULDKNOWTHEYHAVEANI0OD7ESHOULD
SELLTHEEARBUDSWITHOUTI0ODSSOPEOPLECANMAKEOTH
ERSTHINKTHEYHAVEANI0ODWHENINREALITYITSATTACHED
TOSAYNOTHING"UTHEYTHEYWILLLOOKCOOLv
/THERSSAYTHESIGHTOFWHITEWIRESMAKESTHEM
CURIOUS ABOUT THE WEARER h-AKES ME QUESTION THEIR
INCOMEHOUSINGTHEIRCAREERCHOICEEDUCATIONALBACK
GROUNDPOLITICALANDSOCIALAFlLIATIONSANDALLKINDSOF
CRAPvSAYSONEPOSTER
)TSHOULDBENOTEDTHATSIMILARSEARCHESONCRAIG
SLISTIN3AN&RANCISCO,OS!NGELESAND,ONDONFAILTO
RETURNANYWHERENEARTHEVOLUMEOFPOSTSORANYTHING
LIKE THE SAME RESULTS 4HE ONLY POSTS OF NOTE OCCUR IN
#ALIFORNIAWHEREHITCHHIKERSLOOKINGFORRIDESPROMISE
TOBRINGANI0ODANDhTAKECAREOFTHETUNESv
Ç
£ä n
/NEOFTHEUNIQUETHINGSABOUTTHEI0ODISHOWMUCH
OWNERSSPENDONACCESSORIES4HEELECTRONICSINDUSTRY
HAS A RULE OF THUMB THAT GADGET OWNERS SPEND ABOUT
PERCENT OF A DEVICES COST ON EXTRAS TO TRICK IT OUT
ACCORDINGTO#.%4.EWSCOM"UTWITHTHEI0ODOWN
ERS ARE SPENDING A LOT MORE IN MANY CASES AS MUCH
AGAINASTHEI0ODITSELFSOMETIMESMORE!NDACCORD
INGTO!PPLESI0ODPRODUCTMANAGER$ANIKA#LEARYTHE
COMPANYS RESEARCH SHOWS THAT EVERY SINGLE PERSON
WHOBUYSANI0ODALSOBUYSATLEASTONEACCESSORY
$AVID 'LICKMAN A 3AN &RANCISCO MANAGEMENT
CONSULTANTBOUGHTANI0ODINANDTHENSPLASHED
OUT ON hNOISECANCELING HEADPHONES MINISPEAKERS
FROM3ONYAN&-RADIOTRANSMITTERADAPTERSFORCHARG
INGINCARSACABLETOCONNECTTHEPLAYERTOHISSTEREO
AND AN ADAPTER SO HE AND A FAMILY MEMBER CAN LISTEN
SIMULTANEOUSLYACCORDINGTO"USINESSWEEK
!S THE I0OD TAKES OFF THE MARKET FOR ACCES
SORIES IS BECOMING VERY VERY BIG )N THE EARLY YEARS
ONLY A HANDFUL OF TINY lRMS EKED A LIVING FROM RUBBER
CASES AND AUTO CHARGERS h4HERES AN INCREDIBLE I0OD
ECONOMYOUTTHEREvSAID!PPLE#%/3TEVE*OBSATTHE
-ACWORLD%XPOIN*ANUARYh4HEREARENOWOVER
ACCESSORYPRODUCTSYOUCANGETFORYOURI0OD4HIS
ISUNMATCHEDINTHEINDUSTRYBYAMILEv
!CCESSORIES FOR THE I0OD RANGE FROM SILICON
RUBBERCASESTOTUBEAMPS4HEREAREALSOCHAR
GERSSPEAKERSCABLES&-TRANSMITTERSROBOTSHAPED
DOCKSANDEVENTHEI"OOMWHICHTURNSTHEI0OD
INTOABOOMBOX&ORONEOFTHELATESTI0ODMODELSTHE
SHUFmE!PPLEINTRODUCEDAHALFDOZENADDONSINCLUD
ING A HARD CASE A BATTERY PACK AND AN ARMBAND FOR
WEARINGTHEDEVICEWHILEWORKINGOUT
/NE OF THE HOTTEST DEVELOPMENT AREAS IS PROD
UCTSTHATCONNECTTHEI0ODTOTHECARˆTHEENVIRONMENT
INWHICHATHIRDOFMUSICLISTENINGTAKESPLACE3EVERAL
CARMAKERSAREADDINGI0ODCONNECTORSTOTHEIRVEHICLES
AS FACTORY OPTIONS INCLUDING SUCH HIGHEND NAMES
SUCH AS !LFA 2OMEO "-7 &ERRARI -ERCEDES"ENZ
.ISSANAND6OLVOh.OWYOUCANGETANYTHINGFROMA
RED PLASTIC CASE FOR A FEW DOLLARS TO A RED &ERRARI FOR
A FEW HUNDRED THOUSANDv !PPLES HEAD OF MARKETING
0HIL3CHILLERJOKEDTO"USINESSWEEK
!PPLE INTRODUCED A -ADE FOR I0OD PROGRAM
WHICH AWARDS A WARRANTY SEAL TO TECHNICAL PRODUCTS
AUTHORIZED BY THE COMPANY 4HE PROGRAM EXTRACTS A
LICENSINGFEEˆASMALLONEACCORDINGTO!PPLE!SWELL
AS ACCESSORIES THE I0OD HAS ALSO INSPIRED A RANGE OF
NEW MUSICRELATED SERVICES SUCH AS COMPANIES THAT
WILL LOAD A CUSTOMERS I0OD WITH MUSIC FOR THEM AND
ANOTHERTHATDEVELOPSPLAYLISTSINTENDEDFORDOCTORSTO
LISTENTOWHILEPERFORMINGSURGERY
-Ê/Ê ˆ*"Ê/-Ê"]Ê/Ê
,/Ê",Ê
--",-Ê-
" Ê6,9]Ê6,9Ê
4IM (ICKMAN RODE THE DOTCOM ROLLER COASTER AND
EMERGED WITH A NEW COMPANY 3PECK 0RODUCTS
WHICHMAKESAPOPULARCASEFORTHEI0OD4HE&LIP
3TANDISAHARDCASEWITHAmIPDOWNSCROLLWHEEL
PROTECTORTHATTURNSTHECASEINTOADESKTOPSTAND
)TWASABIGHITAT-ACWORLD(ICKMANSOLDOUTHIS
ENTIRE STOCK h4HEY WERE mOWN INTO THE COUNTRY
ON-ONDAYWEANNOUNCEDTHEMON4UESDAYAND
THEYWERESOLDOUTON4HURSDAYvHESAIDPROUDLY
h7EVEGOTMOREBEINGDRIVENUPFROM0ALO!LTO
4HEYSHOULDBEHEREANYSECOND7EREOFFTOTHE
RACESv
,/\,%!.$%2+!(.%9
0AUL 'RIFlN #%/ OF 'RIFlN 4ECHNOLOGY WWW
GRIFlNTECHNOLOGYCOM IS RIGHTLY PROUD OF HIS
COMPANYS I4RIP AN &- TRANSMITTER FOR THE I0OD
4HE LITTLE GIZMO HAS HELPED MAKE 'RIFlN 4ECHNOL
OGYONEOFTHEHOTTESTI0ODACCESSORYMAKERSON
THEMARKET4HEI4RIPSITSATOPTHEI0ODANDALLOWS
SONGS TO BE TRANSMITTED TO ANY NEARBY &- TUNER
SUCHASACARSTEREO'RIFlNSAIDITDRAWSNOMORE
POWERTHANAPAIROFHEADPHONESANDCANBETUNED
TO ANY FREQUENCY h)TS THE COOLEST ACCESSORY FOR
THE I0OD RIGHT NOWv HE BEAMED h5NTIL SOMEONE
COMESUPWITHSOMETHINGBETTERTHATISvHEADDED
LAUGHING
,/\,%!.$%2+!(.%9
£ä ™
-,6
Ê/1, -Ê
ÃÊ /"Ê*ÎÃ
££ä
.OVA 3PIVACK A WELLHEELED .EW 9ORKER AND TECHNO
PHILE HAD BEEN DYING TO GET AN I0OD FOR A LONG TIME
4HE PROBLEM WASNT MONEY IT WAS 3PIVACKS GIANT
#$ COLLECTION (E COULDNT FACE THE CHORE OF CONVERT
ING PLUS #$S TO DIGITAL FORMAT 4HEN 3PIVACK
THE #%/ OF 2ADAR .ETWORKS DISCOVERED 2IP$IGITAL A
lRMTHATOFFERSASIMPLEBUTLABORSAVINGSERVICE&OR
ABOUTADOLLARADISCTHECOMPANYCONVERTSENTIRE#$
COLLECTIONSTO-0lLESALLNICELYORGANIZEDBYARTIST
ANDALBUM
3PIVACKBOXEDUPHIS#$SANDSHIPPEDTHEMTO
2IP$IGITAL&OURDAYSLATERHEGOTTHEMBACKALONGWITH
AN EXTERNAL HARD DRIVE CONTAINING -0S OF HIS ENTIRE
#$COLLECTIONh)TSREALLYCHANGEDMYLISTENINGEXPERI
ENCEv3PIVACKSAIDh4HENICETHINGABOUTDIGITALISIT
REMINDS YOU WHAT YOU HAVE INSTEAD OF IT SITTING IN A
CASEONYOURWALL)MADEABUNCHOFPLAYLISTSAND)M
LISTENINGTOMUSICALLTHETIMEAGAINv
)T MAY SEEM ODD THAT A COMPANY COULD TURN A
PROlT BY PERFORMING A TASK THAT ANYONE CAN DO HIM
SELF "UT 2IP$IGITALˆAND A HALFDOZEN COMPANIES LIKE
ITˆKNOWTHATFORSOMEPEOPLETIMEISMOREVALUABLE
THAN MONEY h) GOT MY WHOLE COLLECTION ON MY 0# IN
ABOUT HALF AN HOUR INSTEAD OF A MONTHv 3PIVACK SAID
3PIVACK ISNT LOOKING BACK (AVING DIGITIZED HIS COLLEC
TION3PIVACKTOSSEDALLTHEEXTRANEOUS#$CASESINTHE
TRASH(ESKEEPINGTHEORIGINALDISCSASBACKUPONLY
$ICK !DAMS ONE OF 2IP$IGITALS THREE COFOUND
ERS SAID THE SERVICE HAS BEEN GROWING IN POPULARITY
SINCEITSLAUNCHIN$ECEMBERh7EVEBEENOVER
WHELMED WITH ORDERS AND SCRAMBLING TO KEEP UPv HE
SAID h)TS BEEN FABULOUSv !DAMS SAID THE COMPANY
INITIALLY TARGETED $*S RADIO STATIONS AND INSTITUTIONS
SUCHASHOTELSANDLIBRARIES!DAMSSAIDTHEYHOPEDTO
ENTICESERIOUSAUDIOPHILESANDCOLLECTORSBUTWERESUR
PRISEDBYTHEREACTIONFROMREGULARCONSUMERSh4HERE
ARE A LOT OF PEOPLE OUT THERE WHO HAVE MORE MONEY
THAN TIMEv SAID !DAMS h-OST PEOPLE DONT ROLL THEIR
OWNCIGARETTESANDALOTOFPEOPLEDONTWANTTODOTHIS
THEMSELVESv
!FTER RECEIVING AN ORDER 2IP$IGITAL SENDS CUS
TOMERS A BOX WITH SPINDLES FOR THEIR #$S THE JEWEL
CASESARENTSHIPPEDANDASHIPPINGLABEL#USTOMERS
LOADTHESPINDLESWITHTHEIR#$SANDSHIPTHEPACKAGETO
2IP$IGITALABOUTAWEEKLATERTHEYGETTHEIRDISCSBACK
ALONGWITH$6$SCONTAININGTHEIRSONGSINHIGHlDELITY
-0FORMAT)FTHEYPREFERSONGSCANBELOADEDONTOAN
EXTERNALHARDDRIVE
h4HE QUALITY IS GOODv SAID .EAL (OWARD A PRO
FESSIONAL$*FROM!TLANTAWHOISUSINGTHECOMPANYTO
STEADILYDIGITIZEHISCOLLECTIONOFSEVERALHUNDRED#$S
4HOUGH 2IP$IGITAL USES -0 FORMAT BY DEFAULT
THE COMPANY WILL RIP SONGS USING ANY CODEC THE CUS
TOMER WANTSˆ-ICROSOFTS 7-! OR !PPLES !!# FOR
EXAMPLE !DAMS SAID SO FAR THE 7-!!!# SPLIT HAS
BEEN ABOUT 4HE RIPPING PROCESS IS HIGHLY AUTO
MATED ALTHOUGH !DAMS DECLINED TO GO INTO DETAIL FOR
hCOMPETITIVE REASONSv (E SAID EACH #$ IS RIPPED INDI
VIDUALLYANDTHElLESERASEDAFTERTHEYAREDISPATCHED
TOTHECUSTOMER4HECOMPANYDOESNOTKEEPALIBRARY
OFlLESITHASRIPPED!DAMSSAID2IP$IGITALMARKSEACH
SONGWITHADIGITALWATERMARKWHICHCANIDENTIFYEACH
CLIENT !DAMS SAID THE WATERMARK ACTS AS INSURANCE
SHOULDCUSTOMERSSTARTLOADINGSONGSONTOlLESHARING
NETWORKS4HECOMPANYDOESNOTUSETHEINFORMATION
ANDHASNOPLANSTODOSO!DAMSSAID
*OE7ILCOXASENIORANALYSTAT*UPITER2ESEARCH
SAID HE WAS SURPRISED THAT PEOPLE WOULD PAY FOR A SER
VICELIKETHIS(ESAIDHERIPPEDHIS#$COLLECTIONHIMSELF
h)TSNOTTHATPAINFULvHESAID7ILCOXALSODOUBTEDTHAT
#$S ARE DOOMED *UPITERS STUDIES PREDICT THAT FOR THE
NEXTSEVERALYEARSTHEPERCENTAGEOFPEOPLEDOWNLOAD
ING MUSIC WILL REMAIN IN SINGLE DIGITS COMPARED WITH
THENUMBEROF#$BUYERS7ILCOXSAIDh/URDATASHOWS
THAT#$SAREGOINGTOBEAROUNDFORALONGTIMEvHESAID
h-0SANDOTHERDIGITALFORMATSARESTILLINTHEIRINFANCYv
"UTFOR3PIVACKTHE#$ISATHINGOFTHEPASTh)VE
BECOMEATOTALI0ODFANATICvHESAIDh)NTHEWEEKSINCE
)VEGOTTHIS)VESPENTABOUTATTHE!PPLE-USIC
3TORE -Y PRODUCTIVITY IS GOING DOWN .OW ALL ) DO IS
PLAYWITHDIGITALMUSICv
ˆ*"Ê1<Ê- ½/Ê-Ê"Ê-" Ê
-USIC ENTREPRENEURS ARE USING !PPLES I0OD TO PUT A
NEW SPIN ON OLDFASHIONED -UZAK )NSTEAD OF PIPING
BLANDBACKGROUNDMUSICOVERTINNYSPEAKERSENTERPRIS
INGMUSICPROMOTERSARELOADINGHUNDREDSOFHOURSOF
HIP TUNES ONTO I0ODS AND RENTING THEM TO RESTAURANTS
NIGHTSPOTSCLOTHINGBOUTIQUESANDHAIRSALONS
h)TS HARD FOR SMALLER INDEPENDENT LABELS TO
GET EXPOSURE AND ITS HARD FOR STORES TO GET THE RIGHT
MUSICvSAID,ARA7IESENTHALTHEBRAINSBEHINDANI0OD
MUSICSERVICECALLED!CTIVAIREh)REALLYGETTHEPERFECT
MUSICINTOTHESTORESANDITALLOWSMETODISSEMINATE
THELABELSMUSICTOADIFFERENTAUDIENCEv7IESENTHALA
YEAROLDARCHITECTRUNS!CTIVAIREPARTTIMEWITHHER
HUSBAND !DESH $EOSARAN AND A COUPLE OF PARTNERS
"ASEDIN.EW9ORK7IESENTHALCALLS!CTIVAIREAhMUSIC
STYLISTv 4HE SERVICE PROVIDES MUSIC TO A HALFDOZEN
BOUTIQUESANDJEWELERSIN.EW9ORK0ARISAND#ALIFOR
NIA&ORAMONTH7IESENTHALSCLIENTSRENTANI0OD
WITH ABOUT HOURS OF MUSIC HANDPICKED TO SUIT THEIR
BUSINESSENVIRONMENT
£££
­,/®Ê .OVA
3PIVACK CAN NOW
TOSS OUT HIS PLUS JEWEL
CASESAND#$SAFTERCONVERTING
THEM ALL TO -0S USING 2IP$IGI
TALS SERVICE ,/\ #/524%39
/&
./6!
30)6!#+ &%!452%
0(/4/ 3%26)#% ­"//"®Ê
4HE
!CTIVAIRECREWRECORDSLAPTOPS
ANDI0ODS
,/\!#4)6!)2%
££Ó
!CTIVAIREISALSOWORKINGWITHSEVERALHOTELSTO
/N 6ALENTINES $AY !CTIVAIRE OFFERED AN I(EART
DESIGN THEIR MUSIC EXPERIENCE INCLUDING (OTEL 6IC I0ODPRELOADEDWITHhAMUSICALLOVEPOTIONBREWEDBY
TOR IN -IAMIS TRENDY 3OUTH "EACH AND +3, RESORTS THECOMPANYSMUSICSTYLISTSv
'UESTS RENT OR BUY THE I0ODS WHICH CAN BE PLUGGED
7IESENTHAL DOESNT YET MAKE A LIVING FROM
INTO "OSE 3OUND $OCKS IN THEIR ROOMS OR SCATTERED !CTIVAIREBUTSHEWOULDDEARLYLOVETO3HEEXUDESMIS
AROUND THE RESORT h(OTELS ARE ALL ABOUT ENVIRONMENT SIONARYZEALh)LOVEDOINGTHISvSHESAIDh-YGOALIS
ANDTHEUSEREXPERIENCESOITSAWONDERFULCONTRACTv TOEXPOSETHEMAINSTREAMTOELECTRONICMUSIC)MVERY
SAID7IESENTHAL
POSITIVE ABOUT IT BECAUSE THERES SO MUCH GREAT STUFF
!CTIVAIRE OFFERS PERSONALIZED MUSIC COLLECTIONS AVAILABLE ) THINK ITLL TAKE OFF 7EVE GOT SOME REALLY
TOINDIVIDUALCONSUMERSASWELL%ACHWEEK!CTIVAIRE EXCITINGTHINGSCOMINGUPv
PICKSTHETOPALBUMSINITSROTATION3UBSCRIBERSTO
)N 0HILADELPHIA !DAM 0ORTER A YEAROLD $*
0ERSONAL!CTIVAIREGETTHESEALBUMSLOADEDONTOTHEIR AND OWNER OF #UE 2ECORDS AN INDEPENDENT RECORD
I0ODSANDCANVISITACUSTOMIZEDPRIVATEONLINEACCOUNT STORE HIT ON AN IDEA SIMILAR TO 7IESENTHALS ,IKE 7IE
TOVIEWARTWORKFROMTHEALBUMSANDINFORMATIONABOUT SENTHAL0ORTERSENDSOUTI0ODSLOADEDWITHMUSICFROM
THEARTISTS)TSLIKEHAVINGAFRIENDWHOMAKESYOUMIX HISSTORESEXTENSIVECATALOG(EHASCLIENTSATABOUTA
TAPESEXCEPTYOUPAYTHEM
HALFDOZENRESTAURANTSLOUNGESANDHAIRSALONSAROUND
7IESENTHAL HAS LICENSED HUNDREDS OF SONGS 0HILADELPHIA h)M TRYING TO EXPOSE INDEPENDENT ART
FROM NEARLYINDEPENDENTLABELSMOSTSPECIALIZINGIN ISTSANDACTSANDGENERATEMOREREVENUEFORMYMUSIC
CUTTINGEDGEELECTRONICA&ROMHERLIBRARYOFHUNDREDS STOREvHESAIDh4HISISAGREATWAYTODOTHAT4HEYGET
OF GIGABYTES OF SONGS 7IESENTHAL CAN TAILOR ABOUT THEmEXIBILITYOFA$*WITHOUTTHE$*EGOANDATTITUDEv
HOURSOFMUSICFOREACHCLIENTh4HEPOINTISTOPROVIDE
5NLIKE 7IESENTHAL 0ORTER HASNT STARTED CHARG
THE STORES WITH MORE MUSIC THAN THEY WERE USED TO ING FOR HIS SERVICES (ES UNSURE ABOUT THE LEGALITY OF
AND TO MAKE IT AUTOMATIC HANDSOFFv SHE SAID h4HE RENTINGCOPYRIGHTMUSIC(EHOPESHESCOVEREDBYTHE
I0OD MAKES IT REALLY EASY 4HEY CAN EVEN HIT DIFFERENT !3#!0!MERICAN3OCIETYOF#OMPOSERS!UTHORSAND
PLAYLISTSFORDIFFERENTMOODSˆONEFORTHEMORNINGTHE 0UBLISHERS LICENSING FEES HIS CLIENTS ALREADY PAY FOR
AFTERNOONOREVENINGv
MUSICPLAYEDATTHEIRESTABLISHMENTSBUTHESHESITANT
%VERYTHREEMONTHS7IESENTHALSHIPSANEWI0OD TO START CHARGING UNTIL HES CONSULTED A LAWYER 3TILL
TOHERCLIENTSWITHANEWSELECTIONOFMUSIC4HECLIENTS 0ORTER SAID THE SERVICE ISNT ABOUT MONEY h)M TRYING
RETURNTHEOLDI0ODVIAAPACKAGEDELIVERYSERVICE
TOEXPOSEPEOPLETOGOODMUSICvHESAIDh)MTRYINGTO
h)TSLIKE-UZAK)GUESSBUT)DONTCONSIDERTHEM lNDAWAYTOMARKETGOODMUSICWHENTHERESAVOIDOF
COMPETITIONv 7IESENTHAL SAID -UZAK THE BIGGEST GOODRADIOHEREIN0HILADELPHIAv
OF SEVERAL MUSIC PROVIDERS IN THE 5NITED 3TATES HAS
/NE OF 0ORTERS NONPAYING CLIENTS 2OGER -AIN
BECOME VIRTUALLY SYNONYMOUS WITH THE BACKGROUND GENERAL MANAGER OF THE !DRIATICA RESTAURANTLOUNGE
MUSIC PLAYED IN SUPERMARKETS MALLS AND ELEVATORS SAID HES DELIGHTED WITH THE SERVICE h)M A TECHNO
THE WORLD OVER )N -UZAK REPORTED lRST QUARTER PHOBE ) DIDNT KNOW HOW IT WAS GOING TO TAKE CARE OF
REVENUESOFMILLION"UTITSTARGETINGAVERYDIFFER USv-AINSAIDh"UTITDOESAGREATJOB4HEBARTENDER
ENTAUDIENCEh%LECTRONICAISNOTTHEKINDOFMUSICTHEY CHOOSES THE PLAYLIST )TS BETTER THAN A JUKEBOX 4HE
USEv EXPLAINED 7IESENTHAL h! COMPANY LIKE -UZAK ESTABLISHMENTCONTROLSTHEMOODNOTTHECUSTOMERSv
WOULDNEVERLICENSEFROMTHELABELS)LICENSEFROMv
0ORTERSAIDHESBEENTRYINGTOlNDAWAYTOMAR
!NOTHER POPULAR SERVICE "ABY !CTIVAIRE IS A KETINDEPENDENTMUSICFORYEARS(EEXPERIMENTEDWITH
PACKAGE FOR NEW PARENTS THAT INCLUDES A PINK OR BLUE MIXTAPESANDCUSTOM#$SBUTWASNEVERABLETOPRO
I0ODMINIA"OSE3OUND$OCKANDADOZENMIXESWITH VIDETHEVARIETYANDCONVENIENCETHATCOMESWITHUSING
NAMESSUCHASh#HILLvh,OUNGEY,ULLABIESvANDh%NER ANI0ODh7HENTHEI0ODCAMEALONGITWASSOEASYIT
GIZED0LAY4UNESv
WASBEAUTIFULvHESAIDh9OUEDITOUTALLTHEBADSTUFF
4HERESALSO3URGICAL!CTIVAIREˆANI0ODDESIGNED ALLTHElLLERSONGSANDYOUGIVEPEOPLEBEAUTIFULMUSIC
TOHELPSURGEONSPERFORMOPERATIONSh-ANYSURGEONS 4HERESANENDLESSSUPPLYANDITSALWAYSCUTTINGEDGE
ARE CARRYING AND USING I0ODS NOWv SAID 7IESENTHAL ANDHIPANDCOOLv
h4HESURGICALPLAYLISTISBEINGDEVELOPEDINCONJUNCTION
WITH $R 3OTIRIS 3TAMOU A 7ASHINGTON $# HEART SPE
CIALISTSPECIlCALLYFORACORONARYBYPASS%ACHSURGERY
IS UNIQUE AND THE I0ODS PLAYLIST FEATURE ALLOWS US TO
STYLEMUSICFORTHEVARIOUSASPECTSOFSURGERYv
­/® !CTIVAIRE LOADS I0ODS FOR
DOCTORS JUST FOR SURGERY h%ACH
SURGERYISUNIQUEANDTHEI0ODS
PLAYLISTFEATUREALLOWSUSTOSTYLE
MUSICFORTHEVARIOUSASPECTSOF
SURGERYvSAYS#%/7IESENTHAL
,/\ I,/5.'% ­®
!CTI
VAIRE LOADS I0ODS FOR NEWBORNS
"ABY !CTIVAIRE INCLUDES BABY
FRIENDLY MUSIC SUCH AS h#HILLv
ANDh,OUNGEY,ULLABIESv
,/\
I,/5.'% ­,/®Ê I0OD$*!DAM
0ORTER HOLDS UP HIS I0OD WHICH
ISLOADEDWITH#UE3OUND$ESIGN
SETLISTS
,/\!$!-0/24%2
££Î
££{
7hh[ij_d]_FeZ<Wi^_ed
:Wl[ CYDWbbo" Wd [Z_jeh \eh W c_b_jWho fkXb_YWj_ed
_d Iekj^ Aeh[W" ^Wi \ekdZ j^[ f[h\[Yj _FeZ i^_hj0 j^[
+$'' JWYj_YWb I^_hj" W \Wleh[Z ]Whc[dj e\ j^[ feb_Y[$
J^[ i^_hj \[Wjkh[i W fW_h e\ ^_ZZ[d feYa[ji Wj j^[
\hedj¼f[h\[Yj \eh ijWi^_d] Wd _FeZ$ CYDWbbo mh_j[i0
½?emdj^h[[e\j^[i[i^_hji\ehmehaWdZmWdjjeehZ[h
ceh[$>[h[Àij^[=ee]b[i[WhY^\eh+$''$J^[h[Wh[fb[djo
e\iekhY[i"m_j^fh_Y[iWhekdZ*+$Com_\[i[m[ZW^eb[
\ehco[Whf^ed[i"iej^[m_h[iWh[YedY[Wb[Zjee$J^_i
YecfWdoi^ekbZcWha[jjej^[_FeZZ[hcWha[jWim[bb
WibWm[d\ehY[c[dj1j^[oÀZcWa[Wa_bb_d]¾
4HE4ACTICAL3HIRT
,/\$!6%-#.!,,9
££x
/*-/Ê ÊÊ-*
/9ʈ*"Ê
-
7ITHALLTHEAFFECTIONLAVISHEDONI0ODSITSSADDENING
TODISCOVERHOWTHELOVABLEDEVICEDESTROYEDAFRIEND
SHIP 4WO ENTREPRENEURS ON SEPARATE CONTINENTS ARE
LOCKED IN MORTAL COMBAT FOR A LUCRATIVE PIECE OF TURFˆ
THEMARKETFORRUBBERYI0ODACCESSORIES
3INCE !NDREW !CKLOO OF I3KIN AND ,AJO
#YMBALSKI OF 8SKN HAVE BEEN FEUDING OVER THE SALE
AND DISTRIBUTION OF SILICON RUBBER I0OD CASES 4HE
FORMERFRIENDSANDBUSINESSPARTNERSNOWHEADSEPA
RATE COMPANIES MAKING SIMILAR PRODUCTS WITH SIMILAR
NAMES 4HE TWO HAVE TRADED THREATS AND INSULTS IN
LETTERSTOBUSINESSPARTNERSANDINPUBLICFORUMSAND
HAVE PRESSURED DISTRIBUTORS TO DROP THE OTHERS PROD
UCTSh)NTHEBEGINNINGITWASBRUTALvSAIDAFRIENDOF
ONE OF THE PARTNERS WHO ASKED NOT TO BE IDENTIlED
h4HEONLYREASONTHEYGOTUPINTHEMORNINGWASTOPUT
EACHOTHEROUTOFBUSINESSv
4HEPAIRWENTINTOBUSINESSTOGETHERINPRO
DUCINGSILICONRUBBERCASESFOR!PPLESI0ODCALLEDE8O
SKIN WHICH WERE SOLD UNDER THE I3KIN BRAND !CKLOO
SAID HE AND #YMBALSKI HAD A VERBAL AGREEMENT !CK
LOODESIGNEDANDMARKETEDTHECASESWHILE#YMBALSKI
WHOLIVESIN#HINATOOKCAREOFTHEMANUFACTURING"UT
INLATEAS!CKLOOPREPAREDTOLAUNCHANEWI3KIN
PRODUCTCALLEDTHEE8O#YMBALSKIBEGANSELLINGHIS
OWN E8O CASE UNDER HIS OWN ,AJO BRAND h7E WERE
FRIENDSvSAID!CKLOOBUThGREEDGOTTHEBETTEROFHIMv
$ESPITE SEVERAL ATTEMPTS #YMBALSKI COULDNT
BE REACHED FOR COMMENT (OWEVER #YMBALSKI CLAIMS
HE DESIGNED ALL THE CASES AND THAT I3KIN ACTED MERELY
ASARESELLERACCORDINGTOASTATEMENTONTHEI,OUNGE
FORUMS PURPORTEDLY TAKEN FROM AN EMAIL WRITTEN BY
#YMBALSKI
/NE DISTRIBUTOR OF I0OD ACCESSORIES WHO SELLS
BOTH COMPANIES PRODUCTS SAID THE DISPUTE WAS RAN
COROUS 4HE SOURCE SAID I3KIN THREATENED TO PULL ITS
PRODUCTSIFHECONTINUEDTOSELL#YMBALSKIS8SKNCASES
h4HEY DIDNT LIKE US SELLING HIS STUFFv THE SOURCE SAID
h4HEI3KINGUYSAREREALLYTRYINGTOPUTHIMOUTv
4HETWOCOMPANIESCONTINUETOSELLSIMILARPROD
UCTSWITHSIMILARNAMES#YMBALSKIS8SKNSELLSALINEOF
E8OCASESWHILEI3KINMARKETSE6OCASES7HATEVERTHE
NOMENCLATUREBUSINESSAPPEARSTOBEGOODI3KINHELD
A PRODUCT LAUNCH PARTY AT *USTINS 0 $IDDYS UPSCALE
.EW9ORKRESTAURANTh)MNOTGOINGTOSAY,AJOISABAD
GUYv!CKLOOSAIDh"USINESSISBUSINESSx)TSUNFORTU
NATEBUTTHATSWHATHAPPENEDv
­"6®Ê I3KINS CASE PROVIDES A
PROTECTIVESKINFOR!PPLESI0OD
,/\#/524%39/&I3+).
7d
££È
7hceh[Z
\eh
@WfWd[i[
ckj[h _FeZ9Wi[
JhW_di
7\j[h ^_i _FeZ f^eje mWi igk[[p[Z
je Z[Wj^ ed W fWYa[Z Yecckj[h
jhW_d" Wd kddWc[Z @WfWd[i[ j_d#
a[h[h Yh[Wj[Z ^_i emd Whceh[Z
_FeZ YWhho_d] YWi[$ 7YYehZ_d] je W
=ee]b[ jhWdibWj_ed e\ ^_i m[Xi_j["
j^[Yhki^e\Yecckj[hiYhWYa[Zj^[
_FeZÀi iYh[[d WdZ fkj W X_] Z[dj _d
j^[h[Wh$
½Fh[iikh[e\j^Wj^ehh_Xb[Yec#
ckj[hjhW_d^WiX[[d[nf[h_[dY[Z"¾^[
mhej[$7ffWh[djbo"j^[YWhÀi^WdZhW_b
mWi fei_j_ed[Z Wj j^[ [nWYj ^[_]^j
m^[h[^[YWhh_[Z^_i_FeZ"WdZj^[h[
_j mWi de Yedj[ij m^[d j^[ jme
Yebb_Z[Z$Jefh[l[djj^_i\hec^Wf#
f[d_d] W]W_d" j^[ Yecckj[h cWZ[
Wd Whceh[Z YWi[ \hec ^[\jo fbWj[i
e\ cWY^_d[Z Wbkc_dkc WdZ iec[
Xebji$Ieijhed]_ij^[YWi["_jicWa[h
h[Yaed[Z_jYekbZijefWXkbb[j\hec
W^WdZ]kd$
9ec
" ‡-/"*Ê
Ê
-"*
",
ˆ*"ʇ"
-
ˆ"1 Ê,1 Ê7/Ê-1
-)NTHEWORLDOFI0ODSITSNOTJUSTTHEMAKERSOFRUBBERYPROPHYLACTICCASESWHOAREBLOSSOMING4HE
BURGEONINGMARKETFORI0ODNEWSANDREVIEWSHASPROPELLEDASCRAPPYONEMANWEBSITEINTOTHE
BIGDOGOFONLINEI0ODPUBLISHERS)NRECENTMONTHSI,OUNGEHASGROWNFROMANICHEWEBSITEINTO
APROFESSIONALPUBLISHINGOPERATIONWITHBIGPLANS2IDINGTHEWAVEOFI0ODPOPULARITYTHESITEISA
DAILYREADFORANEVERGROWINGARMYOFFANS5NIQUEVISITORSDOUBLEDTOMILLIONAMONTHINEARLY
ANDABOUTNEWMEMBERSAREJOININGITSONLINEFORUMSEVERYMONTH 4OCOPEWITHTHE
LOADTHEWEBSITEDOUBLEDITSSERVERCAPACITYANDTREBLEDITSSTAFFˆTOATOTALOFTHREE
+NOWNFORITSNEARCOMPREHENSIVELIBRARYOFREVIEWSˆALMOSTEVERYI0ODCASEANDACCESSORY
UNDERGOES EXHAUSTIVE EVALUATIONˆTHE SITE IS A ONESTOP SHOP FOR I0OD ADDONS !ND ITS RECENTLY
EXPANDED NEWS OPERATION IS HELPING I,OUNGE BECOME A SOURCE OF AUTHORITATIVE COMMENT ON ALL
THINGSI0ODWITHQUOTESINTHE.EW9ORK4IMESANDTHE7ALL3TREET*OURNAL
$ENNIS ,LOYD A WEB DESIGNER FROM )RVINE #ALIFORNIA LAUNCHED THE SITE IN LATE JUST A
COUPLEOFWEEKSAFTER!PPLEINTRODUCEDTHEI0OD3HORTLYAFTERSTARTINGTHESITE,LOYDBECAMEUNEM
PLOYEDh)TURNEDITINTOAFULLTIMEJOBBECAUSE)GOTLAIDOFFvSAID,LOYDh)WASJUSTSITTINGATHOME
COLLECTINGUNEMPLOYMENT)HADTHISSITESO)STARTEDWORKINGONITEVERYDAYv7HILEDOINGCONTRACT
WORK,LOYDATTRACTEDHISlRSTADVERTISERINSPRING"YMIDHEHADENOUGHADSTOSUPPORT
HIMSELFANDINADSWEREBRINGINGINENOUGHREVENUETOEXPANDTHESITEANDHIRETWOFULLTIME
EMPLOYEES
*EREMY(ORWITZTHEEDITORINCHIEFWHOWRITESMOSTOFTHEREVIEWSWASWORKINGASANINTEL
LECTUALPROPERTYLAWYERBEFOREHEWASHIRED,ARRY!NGELLTHENEWSEDITORWASLUREDAWAYFROM
-AC-INUTEONEOFTHEBEST-ACNEWSSITESONTHE7EB
h4HEYAREINTHEENVIABLEPOSITIONOFBEINGINTHERIGHTPLACEATTHERIGHTTIMEvSAID!NDREW
'REENVICEPRESIDENTOFMARKETINGAT$IGITAL,IFESTYLE/UTlTTERSONEOFI,OUNGESlRSTADVERTISERS
h4HEYRETHEGOTOGUYSv'REENSAIDINTERMSOFI0ODRELATEDTRAFlCTHESITEISBESTEDONLYBY!PPLE
COM)NADDITIONI,OUNGEISNTHAMPEREDBYTIESTOTHEMOREESTABLISHED-ACPUBLISHINGINDUSTRY
)NOTHERWORDSITSANADVERTISERSDREAMh%IGHTYPERCENTOFI0ODUSERSAREON7INDOWSv'REEN
SAIDh0LAYINGTOTHE-ACAUDIENCESUCHAS-ACWORLDMAGAZINEREADERSMISSESPERCENTOFTHE
POTENTIALMARKETv
££Ç
££n
Ckij#>Wl[i\ehj^[Kff[hM[ijI_Z[
?dj^[(&&*\Wbb\Wi^_ed_iik["D[mOehaÀijh[dZo9_jocW]Wp_d[fh_dj[Z
WhekdZkfe\Z[i_]d[h_FeZYWi[i$J^[ifh[WZ\[Wjkh[ZYh[Wj_edi\hec
Bek_iLk_jjed":_eh"=kYY_"FWkbIc_j^"WdZ:kd^_bb$½J^[_FeZ^Wi
X[Yec[WikX_gk_jeki_d(&&*Wij^[XeecXenmWiZkh_d]j^[À.&i"¾
j^[cW]Wp_d[iW_Z$½Ie^emjeZ_ij_d]k_i^oekhi[b\\hecj^[h[ije\j^[
fWYa59^eei[WYel[hj^Wjh[É[Yjioekhi_d]kbWhijob[$¾
,/\ #)49 -!'!:).% *"‡
/",*, +!.' +)- 7,/,
!-9 !,,)3/. -/9-/ 7!9.%
'2/33
££™
=ebZij[h 7kZ_eÀi 9edY[hj_de jkX[ Wcf
WdZif[Wa[hioij[cckijX[j^[fh_Y_[ij
_FeZWYY[iiehoedj^[cWha[j$7j*")&&"
_jÀij^h[[j_c[iceh[[nf[di_l[j^WdAWhb
BW][h\[bZÀi @ka[Xen XW]$ Ij_bb" j^[h[Ài
dej^_d] b_a[ j^[ h_Y^ jed[ e\ jkX[i je
mWhcj^[iekdZe\XWZbo[dYeZ[Zcf)i$
7ij^[YecfWdofheYbW_ci"½´dej^#
_d]YecfWh[ijej^[kd_gk[WdZY^Whc_d]
if[Yjhkc e\ jed[ Yebekhi e\ jkX[#XWi[Z
WkZ_e[gk_fc[dj$EdY[oek][jki[Zjej^[
h_Y^d[ii e\ jed[ e\ W jkX[ Wcfb_È[h" oek
m_bbZ_iZW_dj^[iodj^[j_Y"YeebiekdZe\W
jhWdi_ijeh\ehj^[h[ije\oekhb_\[$¾
_FeZJkX[7cfFkcfiKfj^[Fh_Y[
£Óä
,/\'/,$34%2!5$)/
£Ó£
£Ó Ó
<hWc[Z_FeZIf[Wa[hi
J^[fW_dj_d]edj^[mWbb_iWYjkWbboWdWhjo_FeZif[Wa[h\hecJ[nWiZ[i_]d[h
>$ C_Y^W[b AWhi^_i$ ½QJ^[ Whjmeha _iS ed[ _d W i[h_[i e\ co Z_]_jWb YebbW][
f_[Y[iYedi_ij_d]e\iec[e\co_bbkijhWj_ed"f^eje]hWf^o"WdZ\ekdZWhj"¾^[
iW_Z$½J^[h[_iWbieWÈl[#_dY^if[Wa[h_cX[ZZ[ZX[^_dZj^[d_d[Y^hec[^eb[i
ieoekYWd^eeakfWdZb_ij[djeoekh_FeZ$¾
,/\(-)#(!%,+!23()3
£Ó Î
­"7®
+EVIN AND *OHN OF &REEI0ODSAND&LAT
3CREENSCOM CELEBRATE GETTING THEIR I0ODS h4HIS
SITEISINNOWAYAFlLIATEDWITHTHE'RATISNETWORK
!PPLEORANYELECTRONICSCOMPANIESvTHEYCLAIM
h7EJUSTHELPPEOPLEGETFREESTUFFv ,/\ #/52
4%39/&&2%%I0/$3!.$&,!43#2%%.3#/-
£Ó{
Ê,ʈ*"-Ê*9Ê"
5NLESS YOURE EXTREMELY GULLIBLE THE PROMISE OF GET
TING A FREE I0OD FROM &REEI0ODSCOM LOOKS EXTREMELY
DUBIOUS"UTSURPRISINGLYTHESITEISLEGITIMATE,OTSOF
HAPPYCUSTOMERSAREPOPPINGUPALLOVERTHE)NTERNET
BRANDISHINGNEWI0ODS
4HEPROGRAMISNTADODGYPYRAMIDSCHEMEITSA
NEWFORMOFONLINEMARKETINGSUPPORTEDBYCOMPANIES
SUCHASE"AY!/,AND#OLUMBIA(OUSE(ERESHOWIT
WORKS &REEI0ODSCOM PROMISES AN I0OD OR A GIFT
CERTIlCATE TO ANYONE WHO SIGNS UP FOR VARIOUS ONLINE
PROMOTIONS AND PER
SUADES lVE OTHER PEOPLE
TO PARTICIPATE 3UBSCRIB
ERS ARE GIVEN A CHOICE OF
OFFERS INCLUDING TRIALS
FROM BIG COMPANIES SUCH
AS !/, OR 2EAL.ETWORKS
4YPICALLY THE OFFERS ARE
FREE AND EASILY CANCELED
ALTHOUGH SOME REQUIRE A
CREDIT CARD NUMBER /NCE THE TRIALS ARE OVERˆFOR BOTH
THE MAIN SUBSCRIBER AND ALL THE PEOPLE THEY REFERˆTHE
FREEI0ODISDISPATCHED
h/F COURSE ) WAS SKEPTICAL BUT ) DIDNT SEE ANY
HARMINTRYINGvSAID#OLLIN'RADYFROM3ALEM/RE
GONWHORECEIVEDHISFREEI0ODEARLIERTHISMONTHAND
WROTE ABOUT IT ON HIS BLOG h!LL IN ALL A VERY PAINLESS
PROCESSv
)NDEED SOME CUSTOMERS ARE SO DELIGHTED THAT
THEYVESETUPAFlLIATEWEBSITESCALLEDhCONGALINESvTO
PERSUADEOTHERSTHEPROGRAMISNTASWINDLEh3OMANY
PEOPLEONTHE7EBTHINK&REEI0ODSCOMISASCAM)JUST
WANTEDTOPROVETHEMWRONGvSAID*OHN3AUERAYEAR
OLDSTUDENTAT"OSTONS"ERKLEE#OLLEGEOF-USICWHORUNS
ADIFFERENTWEBSITECALLED&REEI0ODSAND&LAT3CREENSCOM
&REEI0ODSISONEOFSEVERALWEBSITESRUNBY'RA
TIS)NTERNETA7ASHINGTON$#hCUSTOMERACQUISITIONv
COMPANYOWNEDBY0ETER-ARTINAND2OB*EWELL
h)CANDElNITELYUNDERSTANDTHESKEPTICISMvSAID
-ARTIN h! LOT OF PEOPLE BELIEVE THERES NO FREE LUNCH
BUTITSDElNITELYNOTASCAM)TSPERCENTLEGITIMATE
7ERESHIPPINGI0ODSEVERYDAYv)NAJOINTINTERVIEW
-ARTIN AND *EWELL DENIED THAT THE SITE IS A PYRAMID
SCHEME LIKE THE MYRIAD MATRIX SCHEMES ADVERTISED
ONE"AYWHICHALSOPROMISEFREEI0ODS)NSTEADTHEY
EXPLAINED 'RATIS )NTERNET RECEIVES A BOUNTY FOR SEND
INGPOTENTIALCUSTOMERSTOSITESSUCHAS!/,E"AYOR
2EAL.ETWORKS
h7ERE A MARKETING lRMv SAID *EWELL h7ERE
SENDING THESE PEOPLE TO OUR ADVERTISERS 7E CRINGE
WHEN WE HEAR @PYRAMID OR @SCHEME 7ERE MORE
CLOSELY ASSOCIATED WITH VIRAL MARKETING WITH THE SUB
SERVIENTCHICKENTHAN!MWAYv
4HEY DECLINED TO SPECIFY THE BOUNTY AND SAID
THATTHElRMDOESNTDEALDIRECTLYWITHTHECOMPANIES
INVOLVED 2ATHER 'RATIS )NTERNET IS COMMISSIONED BY
THIRDPARTY MARKETING AGENCIES SUCH AS 3AN &RANCIS
COS!DTERACTIVE
$IEGO #ANOSO !DTERACTIVES VICE PRESIDENT OF
SALES SAID &REEI0ODSCOM IS A LAWFUL AND WELLRUN CUS
TOMERACQUISITION PROGRAM h7EVE BEEN WORKING WITH
THESE GUYS FOR MORE THAN THREE YEARSv SAID #ANOSO
h4HEYAREVERYGOODATWHATTHEYDOv
#ANOSOALSODECLINEDTOSPECIFYTHEADVERTISERS
BOUNTIESBUTSAIDTHEYCANRANGEBETWEENAND
PERREFERRALDEPENDINGONTHEPROGRAMANDTHEKINDOF
CUSTOMER IT ATTRACTS h4HE MONEY WE GIVE THESE GUYS
'RATIS)NTERNETISENOUGHTOFULlLLTHEPROMISETHATTHE
CUSTOMERS COME IN FORv #ANOSO SAID !LTHOUGH SEEMSLIKEALOT#ANOSOSAIDITSPEANUTSCOMPAREDWITH
THEMILLIONSSPENTON46ANDMAGAZINEADSWHICHDONT
GUARANTEENEWCUSTOMERSh#OMPANIESSUCHAS#OLUM
BIA (OUSE AND CREDIT CARD COMPANIES THEYRE HAPPY
TOPAYFORCUSTOMERSv#ANOSOSAIDh4HEYREHAPPYTO
SEND OUT I0ODS BECAUSE THEYRE GETTING CUSTOMERS IN
RETURN #APTURE IS EXPENSIVE AND THEYRE PAYING AFTER
THEYVEACQUIREDTHECUSTOMERv
!NDALTHOUGHALOTOFCUSTOMERSCANCELAFTERTHE
FREE TRIAL ENOUGH STICK AROUND TO MAKE IT WORTHWHILE
#ANOSO SAID #ANOSO ALSO SAID THAT &REEI0ODSCOM IS
ATTHEFOREFRONTOFPERFORMANCEBASEDMARKETINGh4HE
MODELISBEAUTIFULvHESAIDh;4HECOMPANIES=AREPAY
INGFORASPECIlCCUSTOMERAFTERACQUIRINGTHECUSTOMER
)TSNOTBRANDING)TSNOTNONRESPONSIVEADVERTISINGx)TS
LOWRISKMARKETING)TSAVERYEFlCIENTSYSTEMv
&OR THE LAST FOUR YEARS 'RATIS )NTERNET HAS OPER
ATED CUSTOMERACQUISITION PROGRAMS THROUGH &REE#$S
COM &REE$6$SCOM &REE6IDEO'AMESCOM AND
&REE#ONDOMSCOM 4HE COMPANY HAS SENT OUT MIL
LIONSOFDOLLARSWORTHOFFREEMERCHANDISE-ARTINSAID
INCLUDING MILLION TO MILLION CONDOMS "UT NOTHING
HASTAKENOFFLIKETHEI0ODOFFER"ETWEENTHELAUNCHOF
&REEI0ODSCOMIN*UNEAND-ARCHTHECOM
PANYCLAIMSTOHAVEDISPATCHEDMORETHANI0ODS
WORTHMORETHANMILLION
ˆ*"Ê-*Ê Ê-
4HEPOPULARITYOFTHEI0ODHASSPAWNED
ANOTHER KIND OF I0ODTREPRENEUR THE
CROOKED KIND 4HE WORD I0OD FOR
EXAMPLE HAS BECOME THE MOST POPU
LAR TERM IN SPAM EMAIL ACCORDING TO A
REPORT IN !USTRALIAS 0# !UTHORITY
MAGAZINE h0USHING ASIDE USUAL SPAM
CATEGORIES THE I0OD SPAM TRIMMED
WEIGHTLOSSSPAMTOASVELTEPERCENT
OFALLSPAMSENTIN$ECEMBERvTHEMAG
AZINE SAID h,IBIDO ENHANCEMENT SPAM
WAS ROCK SOLID AT PERCENT WHILE SEX
UAL ORGAN ENHANCEMENT SPAM LIMPED
IN AT AN UNIMPRESSIVE PERCENT OF ALL
SPAMSENTv
-EANWHILE A SEARCH FOR I0OD ON
E"AY YIELDS A COUPLE THOUSAND LISTINGS
FORTHEDIGITALMUSICPLAYERANDACCESSO
RIESBUTBEWAREHUNDREDSOFTHELISTINGS
ARE INDUCEMENTS TO JOIN PYRAMIDSTYLE
SCAMS E"AY IS SWAMPED WITH NEW
hMATRIXv SCHEMES WHICH APPEAR TO BE
LEGITIMATE BUYERS CLUBS BUT ARE IN FACT
VARIATIONS ON CLASSIC PYRAMID SCAMS
WHICHAREOUTLAWEDAROUNDTHEWORLD)N
MOST CASES E"AY SHOPPERS ARE OFFERED
HOT PRODUCTS SUCH AS AN I0OD A GAME
CONSOLEORACELLPHONEATANINCREDIBLE
DISCOUNTSAYFOROR4HEEAGER
BARGAINHUNTERISTOLDNOTTOBIDONTHE
ITEM BUT IS DIRECTED INSTEAD TO SITES
SUCH AS -Y-OBILE 4HE 0HONE -ATRIX
OR'ORAKSCOMWHICHOFFERI0ODSORCELL
PHONESASFREEGIFTSWHENPRODUCTSSUCH
AS#$SORE"OOKSAREPURCHASED
4HE CATCH IS THAT BUYERS ONLY
GET THEIR FREE I0ODS AFTER MORE PEOPLE
SIGN UP 7HEN MAKING A PURCHASE THE
BUYERSNAMEISADDEDTOALIST!SNEW
MEMBERSJOINNAMESARESHUFmEDUPTHE
LIST 7HEN THEY REACH THE TOP THE I0OD
IS DISPATCHED 4O SPEED UP THE PROCESS
BUYERS ARE OFTEN ENCOURAGED TO RECRUIT
NEW MEMBERS TO JOIN THE SCHEME !ND
THATS WHERE ALL THE E"AY POSTS COME
FROM 6ICTIMS ARE USING E"AY TO RECRUIT
NEWMEMBERS
E"AY SPOKESPERSON (ANI $URZY
SAID HE WAS UNAWARE OF THE SCAMS h7E
HAVE MILLION ITEMS ON THE SITE AT ANY
ONE TIME )N THE GRAND SCHEME OF THINGS
IT IS INSIGNIlCANTv $URZY SAID REFERRING
TOTHELARGENUMBEROFMATRIXLISTINGSON
E"AY
)N FACT MATRIX SCHEMES ARE SO
COMMON ON E"AY SOME BUYERS THINK
THEIR UBIQUITY IS A SIGN OF LEGITIMACY
h4HERE ARE SO MANY YOU THINK THERE
MUST BE SOMETHING TO ITv SAID $ANNY
9I A YEAROLD GRAPHIC DESIGNER FROM
.EW9ORKWHOSIGNEDUPAT-Y-OBILE
FOR A FREE I0OD WITH A #$ PURCHASE
2ECRUITED BY AN E"AY LISTING 9I SAID
HE BOUGHT A #$ AT -Y-OBILE ONE
WEEK BEFORE POSTING HIS OWN I0OD ADS
ONE"AY9IHASYETTORECEIVEHIS#$OR
HISI0OD9IWASSURPRISEDWHENTOLDHE
WASINVOLVEDINASCAMh)TSEEMEDLIKE
SOMETHING WAS NOT RIGHTv HE SAID h)
WAS PRETTY SKEPTICAL )M STILL SKEPTICAL
"UTITSJUSTSO)THOUGHTWHYNOT)F
YOUGETITGREATBUTIFNOTSOWHAT9OU
LEARNYOURLESSONv
*AMES +OHM AN ATTORNEY WITH
THE &EDERAL 4RADE #OMMISSION WHICH
POLICESCONSUMERSCAMSSAIDHEHADNT
HEARD OF MATRIX SCHEMES BUT IF THEY
WORKEDASDESCRIBEDTHEYAREOUTLAWED
h)FTHATSWHATSGOINGONvHESAIDhITS
DElNITELY ILLEGAL 9OU ARE ALWAYS GOING
TOHAVEMOREPEOPLEWHOARENOTGETTING
ANYTHING THAN THOSE WHO ARE %VERY
BODYS RECRUITING BUT NOT EVERYONES
GOINGTOGETANI0ODv
,/\Ê,%!.$%2+!(.%9
£Óx
£ÓÈ
­/-Ê *®Ê
'RAPHIC DESIGNER $ANNY 9IS ADVER
TISEMENTONE"AYFORAI0OD9ISE"AYPOSTIS
NOT AN AUCTION BUT AN ATTEMPT TO RECRUIT BUYERS
FOR -Y-OBILE WHICH PROMISES A FREE I0OD WITH
PURCHASES4ROUBLEISTHEI0ODISDISPATCHEDONLY
AFTERSEVERALMOREPEOPLESPENDMONEYATTHESITE
HENCE 9IS AD FOR NEW RECRUITS 4HE &4# SAYS ITS
ACLASSICPYRAMIDSCHEME­
Ê*®Ê (ERESTHE
LIST OF HOPEFUL BARGAIN HUNTERS AT -Y-OBILE WHO
HAVESIGNEDUPFORAFREEI0OD!SNEWMEMBERSJOIN
THESCHEMETHEPERSONATTHETOPOFTHELISTGETSA
FREEI0ODTHESITECLAIMS4HE&4#SAYSITSUNLIKELY
£ÓÇ
£Ó n
n
£Î ä
!GOODWAYTOJUDGEAPERSONSCHARACTERISBYTAKINGA
PEEKATTHEIRMUSICCOLLECTION!SNOVELIST.ICK(ORNBY
PUTITIN(IGH&IDELITYh)TSNOGOODPRETENDINGTHATANY
RELATIONSHIPHASAFUTUREIFYOURRECORDCOLLECTIONSDIS
AGREE VIOLENTLY OR IF YOUR FAVORITE lLMS WOULDNT EVEN
SPEAKTOEACHOTHERIFTHEYMETATAPARTYv
.OW THANKS TO THE I0OD AND I4UNES THERE ARE
NEW WAYS FOR PEOPLE TO LOOK AT ONE ANOTHERS MUSIC
COLLECTIONS)TSEASYTOBROWSESOMEONESI0ODTOSEE
WHAT THEY LIKEˆIF THEYLL SHOW YOU OF COURSE !ND
THANKS TO I4UNES ABILITY TO SHARE MUSIC COLLECTIONS
OVER LOCAL NETWORKS ITS POSSIBLE TO JUDGE SOMEONES
TASTE IN MUSICˆOR LACK THEREOFˆIN A WAY THAT PREVI
OUSLYREQUIREDACERTAINLEVELOFINTIMACY4HEABILITYTO
EXAMINETHEMUSICCOLLECTIONSOFCOWORKERSNEIGHBORS
ORFELLOWSTUDENTSISAKINTOPEERINGINTOTHEIRTRUEHID
DENSOULS3OMEONEWHOAPPEARSCOOLANDWITHITFROM
THEOUTSIDECOULDBEREVEALEDASACULTURALNINCOMPOOP
THROUGHTHEPOORSAPSATROCIOUSTASTEINMUSIC
!ND NOW THAT I4UNES IS BECOMING WIDELY USED
ONTHE0#PLATFORMASWELLASTHE-ACITISEMERGING
THATTHEREARESOCIALIMPLICATIONSFORSHARINGMUSIC/N
COLLEGECAMPUSESFOREXAMPLEANEWFORMOFBIGOTRY
CALLEDhPLAYLISTISMvISTAKINGROOT)NVENTEDBYSTUDENTS
AT 7ESLEYAN 5NIVERSITY PLAYLISTISM WAS lRST REPORTED
BY 3TEPHEN !UBREY A YEAROLD STUDENT AND COL
UMNIST FOR THE 7ESLEYAN !RGUS 0LAYLISTISM !UBREY
EXPLAINEDISDISCRIMINATIONBASEDNOTONRACESEXOR
RELIGION BUT ON SOMEONES TERRIBLE TASTE IN MUSIC AS
REVEALEDBYTHEIRI4UNESMUSICLIBRARY
!UBREY SAID AN I4UNES MUSIC LIBRARY TELLS A LOT
MOREABOUTAPERSONTHANTHECLOTHESTHEYWEARORTHE
BOOKS THEY CARRY h)TS THE 4SHIRT PLUS THE BOOK PLUS
THE HAIRCUTv !UBREY SAID h)TS EVERYTHINGv !UBREY
SAID 7ESLEYAN STUDENTS ARE ENJOYING A NEW PARLOR
GAMEˆGOING THROUGH MUSIC LIBRARIES TRYING TO GUESS
WHATTHEIROWNERSARELIKE!TANYONETIMEDOZENSOF
I4UNES LIBRARIES ARE AVAILABLE ON THE CAMPUS NETWORK
WHICHISSHAREDBYABOUTSTUDENTS
h4HIS ONE PLAYLIST HAD A LOT OF 'ERMAN TECHNOv
!UBREY SAID h7E PREDICTED THIS WAS A KID WEARING A
MESHSHIRTWHOWANTEDTOBEA.AZIv!TAPARTYSHORTLY
AFTERWARD !UBREY RECOGNIZED THE PLAYLIST AND ASKED
WHOSEMUSICITWASh4HEYPOINTEDTOTHISKIDINAMESH
SHIRTWITHASWASTIKAONHISARMv!UBREYSAID3TUDENTS
ARE STARTING TO REALIZE THEY MUST MANAGE THEIR MUSIC
COLLECTIONSORATLEASTPRUNETHEMORRISKPERMANENTLY
DAMAGING THEIR IMAGE !UBREY SAID (E CONFESSED TO
DELETINGALOTOFSTUFFHIMSELFh)HADALOTOFSHOWTUNES
)HADTOGETRIDOFvHESAIDh!NDALOTOFPUNKPOPFROM
MYEARLIERDAYSLIKE'REEN$AYAND"LINKv
4HERESAmIPSIDEOFCOURSE)FSOMEONESMUSIC
COLLECTION IS NOT AWFUL BUT ACTUALLY PRETTY GOOD THEIR
SOCIAL STAR CAN RISE !PPARENTLY 4ONY h&ATHER OF THE
I0ODv &ADELL WHO HEADS UP !PPLES I0OD GROUP GETS
A LOT OF EMAIL FROM COLLEGE KIDS THANKING HIM FOR THEIR
IMPROVED SEX LIVES -ITCH 2ATCLIFFE A 3ILICON 6ALLEY
CONSULTANT REPORTED ON HIS BLOG !CCORDING TO 2AT
CLIFFE &ADELL TOLD HIM OVER LUNCH THAT STUDENTS WITH
COOL I4UNES PLAYLISTS CAN EXPECT LATENIGHT VISITS FROM
PROSPECTIVELOVERSh7HENTHEYPUBLISHTHEIRPLAYLISTS
TO2ENDEZVOUSNETWORKSINTHEIRDORMSOTHERSTUDENTS
SURFTHOSEPLAYLISTSTOGETANIDEAWHATPEOPLEARELIKEv
2ATCLIFFE WROTE h3O LATE AT NIGHT A GUY SITTING IN HIS
DORMMAYHEARAKNOCKONTHEDOORANDOPENINGITlND
AGIRLWHOLOVESTHEIRPLAYLIST4ONYGETSMAILFROMGUYS
THANKINGHIMFORTHISv
3HARING PLAYLISTS CAN REVEAL QUITE A LOT ABOUT
SOMEONESPERSONALLIFETOOASWEBDEVELOPER3TEFAN
'EENSDISCOVERED'EENSLIVESINA3TOCKHOLMAPARTMENT
BLOCKWITHABOUTRESIDENTSWHOSHARETHEBUILDINGS
COMPUTERNETWORK4HANKSTOTHEOPENNETWORK'EENS
HASACCESSTOHISNEIGHBORSI4UNESLIBRARIES4HElRST
THING HE DOES WHEN A NEW PLAYLIST POPS UP IS 'OOGLE
THE OWNERS NAME h)
HAVE DElNITELY LEARNED
THINGSv'EENSSAIDh)VE
GOTAlLMPRODUCERINMY
APARTMENT AS WELL AS A
MANAGER OF A REASONABLY
WELL KNOWN 3TOCKHOLM
BANDv 4HE PLAYLISTS CAN
BE EVEN MORE REVEAL
ING THAN WHAT A 'OOGLE
SEARCH TURNS UP 'EENS SAID /NE NEIGHBOR HAS PLAYL
ISTSOF3WEDISHHIPHOPLABELEDh-USICFOR#$FOR888v
ANDh888SSEXSONGSvh)ASSUMEHEDOESNTCARE;THAT
EVERYONEELSEHASACCESS=v'EENSSAID,IKEHISNEIGH
BORS'EENSSHARESHISMUSICUNCENSOREDh)AMQUITE
HAPPY TO ADVERTISE MY MUSIC TASTESv HE SAID h-USIC
ISNTPORNAFTERALLv
-USICMAYNOTBEPORNBUTITSOMETIMESCOMES
CLOSE5NIVERSITYOF-ARYLANDSTUDENT!LEXANDER0AYNE
SAID THAT WHILE THERES NOTHING IN HIS COLLECTION CON
SIDERED SHOCKING BY HIS CLASSMATES AT HOME ITS A
DIFFERENTMATTER7ITHFAMILYTHEREMAYBERISKSINLET
TING IT ALL HANG OUT h-Y 0OWER"OOK 'TOTING MOTHER
WAS MARVELING AT THE 2ENDEZVOUS FEATURE WHEN SHE
SAW @%AT 3HIT 9OU &UCKING 2EDNECK BY 0IGFACE @&UCK
THE0AIN!WAYBY0EACHESANDSOFORTHANDARCHEDA
QUESTIONING EYEBROW AT ME BEFORE MOVING ON TO MY
$JANGO 2EINHARDT COLLECTIONv 0AYNE SAID h!LL ) COULD
DOWASGRINSHEEPISHLYv
Ê*Ê
£Î£
9-/ - @e^dP[hWjiao"WijkZ[djWjj^[Kd_l[hi_joe\M_iYed#
i_d"eXi[hl[Zej^[hijkZ[djiki_d]i^Wh[ZfbWob_iji
je i[dZ c[iiW][i je ed[ Wdej^[h$ ½_Jkd[i i^Wh_d]
^Wi X[Yec[ iec[j^_d] e\ W Yheii X[jm[[d W Xkbb[#
j_dXeWhZ"ie\jmWh[kfZWj[dej_Y["WdZÈb[#i^Wh_d]
i[hl_Y["¾P[hWjiaomhej[ed^_iXbe]$½7bj^ek]^_j_i
edboedWicWbbiYWb["f[efb[Wh[È]kh_d]ekjj^Wjj^[o
YWd Yecckd_YWj[ WdZ Yedd[Yj j^hek]^ _Jkd[i$
? mekbZdÀj X[ ikhfh_i[Z _\ f[efb[ ijWhj i[b\#
_Z[dj_\o_d]j^[ci[bl[i"b_a[¿_\oekmWdjjejWba"_cc[À
eh[l[d¿?Àc_dj^[Yehd[h"m[Wh_d]ehWd][$À¾
FbWob_ij_ic;lebl[i
£Î Ó
Êo-Ê-
, /" Ê-Ê "/ÊÊÊ
ÊÊÊÊÊÊÊÊÊÊÊÊÊÊÊÊÊ1/Ê" Ê-"" ½-Ê /,Ê
I4UNES USERS RISK HUMILIATION AND hPLAYLISTISMv
WHENTHEYREVEALTHEIRMUSICALPREFERENCESACROSS
OPENNETWORKS"UTIFTHEMUSICSGOODITCANLEAD
TOAHOOKUP
,/\!00,%#/-054%2
£Î Î
ÊÊ" Ê ,
]Ê-8 ]Ê",Ê," ]
Ê,Ê/-/ Ê Ê1-
oÊ
Ê9"1,ʈ*"]Ê,Ê
"-Ê
£Î {
-ICROSOFTSLEAFYCORPORATECAMPUSIN2EDMOND7ASH
INGTONISBEGINNINGTOLOOKLIKETHESTREETSOF.EW9ORK
,ONDONANDJUSTABOUTEVERYWHEREELSE7HEREVERYOU
GOWHITEHEADPHONESDANGLEFROMPEOPLESEARS4OTHE
GROWINGFRUSTRATIONANDANNOYANCEOF-ICROSOFTSMAN
AGEMENTTHEI0ODISWILDLYPOPULARAMONG-ICROSOFTS
WORKERS h!BOUT PERCENT OF -ICROSOFT EMPLOYEES
WHO HAVE A PORTABLE MUSIC PLAYER HAVE AN I0ODv SAID
ONESOURCEAHIGHLEVELMANAGERWHOASKEDTOREMAIN
ANONYMOUSh)TSPRETTYSTAGGERINGv
4HE SOURCE ESTIMATED THAT MAYBE PERCENT OF
-ICROSOFT EMPLOYEES HAVE A MUSIC PLAYERˆ PERCENT
OFPERCENTTRANSLATESTOI0ODUSERSAMONGTHE
WHOWORKATORNEAR-ICROSOFTSCORPORATECAM
PUSh4HISIRKSTHEMANAGEMENTTEAMNOENDvSAIDTHE
SOURCE 4HE MANAGER ADMITTED HIS ESTIMATE MIGHT BE
HIGHBUTSAIDITWASBASEDONTHENUMBEROFSHAREDPLAY
LISTSTHATSHOWUPONTHECAMPUSNETWORKTHECHATTERON
INTERNALMAILINGLISTSANDTHENUMBEROFWHITEEARBUDS
HESSEEN
-ARY*O&OLEYEDITOROF-ICROSOFT7ATCHSAIDSHE
(OWEVER OWNING AN I0OD AT -ICROSOFT IS BEGIN HADNOKNOWLEDGEOFTHEI0ODSPOPULARITYON-ICROSOFTS
NINGTOBECOMEIMPOLITICSOEMPLOYEESAREHIDINGTHEIR CAMPUS BUT HAS NOTICED A LOT OF I0OD CHATTER AMONG
I0ODS BY SWAPPING THE TELLTALE WHITE HEADPHONES FOR A -ICROSOFTSLEGIONSOFBLOGGERSh)HAVESEENLOTSOF3OFT
LESSCONSPICUOUSPAIRh3OMEPEOPLEAREABITCONCERNED IESBLOGABOUTITTHOUGHvSHEWROTEINANEMAIL
ABOUT BEING TRAITORS NOT SUPPORTING THE COMPANYv HE
-ICROSOFTIE #HRIS !NDERSON FOR EXAMPLE JUST
SAIDh4HEYREABITSTEALTHABOUTITv
BLOGGEDABOUTBUYINGHIMSELFANI0ODTHREEDAYSAFTER
(OWSTEALTHYTHEYMUSTGETVARIESFROMDIVISION BUYINGONEFORHISWIFEh)COULDNTRESISTANYMOREvHE
TODIVISION!TTHECOMPANYS-ACINTOSH"USINESS5NIT WROTE h4HE INDUSTRIAL DESIGN ON THE I0OD IS ABSOLUTELY
WHICHPUBLISHESAWIDERANGEOFSOFTWAREFORTHE-AC AMAZING4HEUSABILITYOFTHEDEVICEISLIGHTYEARSBEYOND
OWNINGANI0ODISALMOSTDERIGUEUR"UTATTHE7INDOWS ANYTHINGELSE)VESEENv
$IGITAL -EDIA 'ROUP WHICH IS CHARGED WITH MAKING
2OBERT 3COBLE WHO CALLS HIMSELF THE h-ICRO
SOFTWAREFORRIVALPORTABLEPLAYERSUSINGANI0ODISNOT SOFT 'EEK "LOGGERv AND IS ONE OF THE COMPANYS MOST
AGOODCAREERMOVEh)NTHEMEDIAGROUPTHEYALLSMOKE WIDELYREADANDVOCALMOUTHPIECESSAIDHEKNOWSLOTS
THECOMPANYDOPEONTHATONEvTHEMANAGERSAID
OF-ICROSOFTEMPLOYEESWITHI0ODSh)KNOWMANY-ICRO
/FCOURSE-ICROSOFTSSOFTWAREISUSEDBYDOZENS SOFTEMPLOYEESWHOOWNI0ODSvHEWROTEONHISBLOGIN
OFCOMPETINGMUSICPLAYERSFROMMANUFACTURERSSUCHAS /CTOBER
#REATIVE4ECHNOLOGY2IOAND3ONY)TS7INDOWS-EDIA
4HEUNNAMED-ICROSOFTMANAGERSAIDHESHEARD
!UDIO OR 7-! FORMAT IS SUPPORTED BY SEVERAL ONLINE FROMSEVERALEXECUTIVESWHODUTIFULLYBOUGHT-ICROSOFT
MUSIC STORES INCLUDING .APSTER -USICMATCH AND 7AL POWEREDPLAYERSTRIEDTHEMFAILEDTOGETTHEMWORKING
-ART -ICROSOFTS 0LAYS&OR3URE PROGRAM MARKETS THIS ANDRETURNEDTHEMINFAVOROFANI0OD(EWENTTHROUGH
CHOICE AS A BOON FOR CONSUMERS .ONETHELESS IN THESAMEEXPERIENCEHESAID
THEI0ODCOMMANDEDPERCENTOFTHEPORTABLEPLAYER
(E HAD NO IDEA IF "ILL 'ATES OR 3TEVE "ALLMER
MARKET AND !PPLES ONLINE I4UNES -USIC 3TORE PER -ICROSOFTS#%/OWNI0ODSˆHESNEVERSEENWHATGAD
CENTOFONLINEMUSICSALESACCORDINGTO!PPLE
GETSTHEYUSEh)VENEVERSEENEITHEROFTHEMWITHANY
h4HESE GUYS ARE REALLY QUITE SCAREDv THE ANONY DEVICEBUT)ONLYSEETHEMINMEETINGSvHESAID
MOUSSOURCESAIDOF-ICROSOFTSMANAGEMENTh)TSHOWS
3O POPULAR IS THE I0OD -ICROSOFT EXECUTIVES ARE
HOWTHEIRBACKSAREAGAINSTTHEWALLx%VENTHOUGHITS INCREASINGLY SENDING OUT MEMOS FROWNING ON ITS USE
-ICROSOFTNOONEISINTERESTEDINWHATWEHAVETOOFFER h4HEREAREFREQUENTCOMMUNICATIONSWITHINTHECOMPANY
EVENOUROWNEMPLOYEESv
ABOUTWHYITSABADCHOICEvTHEANONYMOUSMANAGER
SAIDh3OMANYPEOPLEHAVECHOSENTHEI0ODEXECUTIVES
FEELTHEYSHOULDSENDOUTMEMOSABOUTITv&OREXAMPLE
ANINTERNALEMAILSENTTOSEVERALSENIORMANAGERSINMID
$ECEMBERTALKEDABOUTI0ODSHIPMENTSTO!PPLES
NEARBYSTOREIN"ELLEVUE4HEEMAILSAIDh&7)7THEGAL
AT THE "ELLEVUE 3QUARE !PPLE 3TORE SAID THAT THEY ARE
GETTINGINTWOSHIPMENTSOFI0ODSEVERYDAYTOKEEP
UPWITHTHISWEEKSDEMANDANDARENEARLYCONSTANTLY
SELLINGOUTv
4HENOTEPROMPTEDACURTREPLYFROM$AVE&ESTER
GENERALMANAGEROFTHE7INDOWS$IGITAL-EDIADIVISION
WHOWROTETHEGROUPh)SUREHOPE-ICROSOFTEMPLOYEES
ARENOTBUYINGI0ODS7EHAVEGREATALTERNATIVESv
&IFTEEN MINUTES LATER THE PERSON WHO WROTE THE
INITIALEMAILRESPONDEDh)DONTKNOWWHAT)WASTHINK
ING )M SURE THAT -ICROSOFT EMPLOYEES ARE NOT BUYING
I0ODSOR-ACSOR0LAY3TATIONSv
)N &ESTER STIRRED UP CONSIDERABLE CONTRO
VERSYBYCRITICIZING!PPLEFORLOCKINGINCONSUMERSWITH
PROPRIETARYlLEFORMATSDESPITE-ICROSOFTSLONGHISTORY
OFUSINGTHESAMETACTIC
!S FOR HIDING HIS OWN I0OD USE THE ANONYMOUS
MANAGER SAID HE mAUNTS HIS I0OD DESPITE THE CONSTANT
COMMENTSˆAND OCCASIONAL ARGUMENTSˆIT PROMPTS h)
DONTREALLYCAREIFITPISSESTHEMOFFvHESAIDh)LLARGUE
WHYTHEYREDOINGITWRONG)FYOUWANTMETOSTOPUSING
ITGIVEMEAPRODUCTTHATWORKSANDISASEASYTOUSEv
.EITHER !PPLE NOR -ICROSOFT RESPONDED TO
REQUESTSFORCOMMENT
_FeZ;j_gk[jj[
,!'%"929!.2!&&%249
_FeZ [j_gk[jj[ YWd X[ W jh_Yao cWjj[h$ M^[d jWba_d] je W ijhWd][h" i^ekbZ oek
h[cel[Xej^[WhXkZieh`kijed[5M^Wj_\_jÀioekhXeii57YYehZ_d]je7ffb[Ài]k_Z[
je_FeZ[j_gk[jj["oeki^ekbZh[cel[Xej^[WhXkZi_\oekÀh[WjW`eX_dj[hl_[m"Xkj
edboed[m^[dXko_d]]heY[h_[i$?jÀiEAjea[[fXej^_dm^[dl_i_j_d]_d#bWmi$
>emWXekjYefo_d]cki_Ye©iec[ed[[bi[Ài_FeZ5?jÀij[Y^d_YWbbojh_Yao"
Xkj ZeWXb[$ J^[ D[m Oeha C[jheÀi >[bf :[ia WZl_Y[ Yebkcd ]ej W b[jj[h \hec
iec[ed[ iWo_d] ^[ mWi kdYec\ehjWXb[ i^Wh_d] ^_i cki_Y m_j^ W Yemeha[h$ J^[
C[jhe WZl_i[Z0 ½´WZc_j j^Wj j^[ _Z[W e\ ¿b[dZ_d]À ekj oekh ^WhZ#med Yebb[Yj_ed
cWa[ioekh[WbbokdYec\ehjWXb[$J^[dbWk]^d[hlekibo$FbWY[oekh[Whfbk]i_doekh
[Whi$7dZYhWda¿<RX&DQ¶W$OZD\V*HW:KDW<RX:DQW$À¾
"ILL 'ATES AND HIS I0OD ,/\ 0(/4/3(/0 #/,
£Îx
1Ó\Ê**½-Ê-6 Ê1-
Ê",Ê/Ê1/1,
£Î È
)TSOBVIOUSTHAT5ARECANNYMARKETERSANDNOSTRANGERSTOTHEDEMANDSOFCOM
MERCEBUTTHEBANDSENDORSEMENTOFTHEI0ODISNTJUSTASIMPLECOBRANDINGDEAL
5WITHLEADSINGER"ONOASITSCHARISMATICSPOKESPERSONAREENDORSINGTHEWHOLE
IDEA OF DIGITAL MUSIC 4HE BAND SINCERELY BELIEVES THE FUTURE OF MUSIC LIES ON THE
)NTERNETANDBEYONDJUSTPROMOTINGI0ODSTHEYRECHAMPIONINGTHENOTIONTHATTHE
MUSICINDUSTRYSHOULDEMBRACETHE.ET
!TTHELAUNCHOFTHE5I0ODIN3AN*OSEIN/CTOBER"ONOANDGUITARIST
4HE%DGEJOINED3TEVE*OBSONSTAGE*OBSINTRODUCEDTHEBLACKSPECIALEDITION5
I0ODWHICHHOLDSTHEENTIRE5CANONOFALBUMSANDMORETHANSONGSASTHE
WORLDSlRSThDIGITALBOXEDSETv!FTERPLAYINGATUNEFORTHEAUDIENCEOFJOURNALISTS
ANDMUSICEXECUTIVES4HE%DGESAIDHEWASBOTHhEXCITEDANDAPPALLEDvBY.APSTER
BUTONLINEDISTRIBUTIONCLEARLYREPRESENTEDTHEFUTUREOFMUSICh!SLONGASWElND
AWAYTOGETPAIDTHISULTIMATELYWOULDBEAGOODTHINGvHESAIDh)SEETHISASTHE
BEGINNINGOFANEWERAINTHEDISTRIBUTIONOFMUSIC)TSAGOODTHINGx4HATSWHY
WEREHERETODAYTOBEALITTLEPARTOFMUSICHISTORYv
"ONOCHIMEDINTHATMUSICLABELSWERESTUCKINTHEPAST(EMOCKEDEXECU
TIVESWHOSTILLCALLEDITTHEhRECORDINDUSTRYvh7EHAVENTMADERECORDSFORYEARSv
"ONOSAID
)NA)RISH4IMESINTERVIEWTHEBANDSAIDTHEYVENEVERALLOWEDTHEIRMUSIC
TO BE IN 46 COMMERCIALS BUT THEY DID ALLOW !PPLE TO USE THE HIT SONG h6ERTIGOv TO
ADVERTISETHEI0OD(YPOCRITICAL.OTACCORDINGTO5WHOSEE THEMSELVESASSUP
PORTING A CAUSE AS MUCH AS A COMPANY h;!PPLE HAS= SINGLEHANDEDLY SAVED THE
MUSICINDUSTRYvSAIDDRUMMER,ARRY-ULLENh4HEYHAVEDEVELOPEDTHETECHNOLOGY
TODOWNLOADTHEMUSICANDFORITTOBEPAIDFOR2ECORDCOMPANIESCOULDNTDOTHAT
4HEYWEREFAFlNGAROUNDSUINGPEOPLEx!PPLEAND3TEVE*OBSARESAVINGMUSICFOR
THEFUTURE)TWONTBE5NIVERSAL%-)OR3ONYRUNNINGRECORDCOMPANIESINYEARS
TIMEˆITWILLBE!PPLEANDTELEPHONECOMPANIES7EDONTDOADVERTISEMENTSWEDID
DOTHE!PPLECAMPAIGNv
"ONOSAIDNOMONEYCHANGEDHANDS
*UPITERANALYST*OE7ILCOXNOTEDONHISBLOGh4HEMUSICINDUSTRYISABOUTART
ISTSANDFANSPASSIONFORBANDSLIKE5)THINKTHEPARTICIPATIONSENDSAMESSAGETHAT
BANDSLIKE5BACKI4UNESANDI0ODWHICHCANEXTENDTHEIRAPPEALv
­
Ê *®Ê 4HE 5 I0OD
2EPUBLICAN 2EP *OHN $OOLITTLE
FEATURES THE BAND MEMBERS
,/\*/(.$//,)44,%
SIGNATURES LASERENGRAVED ON
THE BACK ,/\ +!4)% $%!.
­"7®Ê
!PPLES I0OD PRODUCT
MANAGER $ANIKA #LEARY SHOWS
OFF THE NEW 5 I0OD h)TS AN
INCREDIBLECOLLECTIBLEvSHESAID
h!NDTHERESALOTOFPEOPLEWHO
£ÎÇ
REALLYWANTABLACKI0ODv
,/\
+!4)%$%!.
J^[ ^kcXb[ _FeZ cWZ[ H[fkXb_YWd H[f$
@e^d:eeb_jjb[i[[j^[b_]^jedYefoh_]^j
\W_hki[$:eeb_jjb[XhWdZ_i^[ZWd_FeZ_d
9ed]h[ii m^_b[ Wh]k_d] \eh W h[bWnWj_ed
e\Yefoh_]^jh[ijh_Yj_edi_d'//.Ài:_]_jWb
C_bb[dd_kc 9efoh_]^j 7Yj$ KdZ[h j^[
WYj" Yefo_d] cki_Y \hec ed[ Z[l_Y[ je
Wdej^[h¼b_a[Wd_FeZ¼cWoX[_bb[]Wb$
½? fW_Z \eh j^_i"¾ :eeb_jjb[ iW_Z"
mWl_d]j^[_FeZX[\eh[j^[fWYa[Z^[Wh#
_d] heec" WYYehZ_d] je j^[ IWYhWc[dje
8[[$ ½? Xek]^j j^[ cWj[h_Wb ? mWdj je
h[YehZed_j$8kj?cWoX[fh[l[dj[Z\hec
jWa_d]WZlWdjW][e\j^_i^WdZoZ[l_Y[$¾½?
Z_ZdÀj]hWifj^[_iik[iX[\eh[ki_d'//."¾
^[ Yedj_dk[Z$ ½M[ m[dj mWo el[hXeWhZ$
J^_id[[ZijeX[Yehh[Yj[Z$¾
7bie d[[Z_d] Yehh[Yj_ed _i :ee#
b_jjb[Ài jWij[ _d cki_Y0 7dZh[m BbeoZ
M[XX[h" WXXW" ]ebZ[d ebZ_[i" WdZ \eej#
ijecf_d]Yekdjho$
o/
Ê ˆ*
"Ê
7
- ½/Ê
°Ê/½- -*
/ -/\Ê 9Ê Ê Ê
/Ê /
Ê ,
º
9 , - 6"1/ /, Ê 1*
",
"
",
/ 9
Ê
-Ê ,9Ê
Ê
-»
7Ê
-/
6
o
Ê
,Ê / "Ê
£Î n
9ʈ*"]Ê9Ê-Ê
-ARKUS'IESLERHASSOMECOLORFULIDEASABOUTTHEI0OD
(EARGUESITTRANSFORMSLISTENERSINTOhCYBORGCONSUM
ERSvANDTHATITPLUGSTHEMINTOAhHYBRIDENTERTAINMENT
MATRIXv WHERE THEY CAN ACHIEVE hTECHNOTRANSCEN
DENCEv'IESLERISAYEAROLDASSISTANTPROFESSOROF
MARKETINGAT9ORK5NIVERSITYIN4ORONTOANDHEISFAST
BECOMINGABRIGHTLIGHTINHIGHTECHCONSUMERRESEARCH
!FORMERRECORDPRODUCERANDLABELOWNER'IESLERHAS
RESEARCHED AND WRITTEN EXTENSIVELY ON TECHNOLOGY
CONSUMPTIONANDMARKETING(EHASPUBLISHEDPAPERS
ON TOPICS AS VARIED AS THE GIFT ECONOMY OF .APSTER
RISKTAKINGINONLINElLESHARINGANDhPOSTHUMANCON
SUMERCULTUREv)N'IESLERSTARTEDSTUDYINGI0OD
USERS AND THEIR MUSICLISTENING HABITS (E SET UP THE
I0OD 3TORIES WEBSITE TO SOLICIT TALES OF I0OD CONSUMP
TIONWHICHHEPLANSTOCRAFTINTOANETHNOGRAPHICSTUDY
CALLEDhI0OD4HEREFOREI!Mv
2USS"ELKACONSUMERBEHAVIORISTATTHE5NIVERSITY
OF5TAHSAID'IESLERISONEOFTHEBESTRECOGNIZEDEXPERTS
STUDYINGHIGHTECHCONSUMERBEHAVIORh0ERHAPSITWAS
HISEARLIERSUCCESSASAMUSICIANSYNTHESIZINGJINGLESFOR
ADVERTISINGBUT-ARKUSHASAWAYOFSEEINGHARMONIES
AND DISHARMONIES BETWEEN PEOPLE AND TECHNOLOGIESv
SAID"ELK
!CCORDINGTO'IESLERSPRELIMINARYRESEARCHTHE
I0ODISNTSIMPLYANUPDATED7ALKMAN)TSANENTIRELY
NEW BEAST A REVOLUTIONARY DEVICE THAT TRANSFORMS
LISTENERS INTO hCYBORGSv THROUGH A PROCESS HE CALLS
hTECHNOTRANSCENDENCEv 5NLIKE THE 7ALKMAN THE I0OD
TAPS INTO A hHYBRID ENTERTAINMENT MATRIXv IN WHICH
FUNCTIONS LIKE RANDOM SHUFmE ARE A KEY CONSTRUCT NOT
JUSTACONVENIENTMARKETINGHOOK
hI0OD AND USER FORM A CYBERNETIC UNITv SAID
'IESLER h7ERE ALWAYS TALKING ABOUT CYBORGS IN THE
CONTEXTOFCULTURALTHEORYANDSCIlLITERATUREBUTTHIS
IS AN EXCELLENT EXAMPLE THAT THEYRE OUT THERE IN THE
MARKETPLACEx ) HAVE SEEN THE FUTURE AND IT IS CALLED
THE CYBORG CONSUMERv 4HE CYBORG CONSUMER 'IESLER
SAID IS ONE WHO USES SEVERAL TECHNOLOGIESˆFROM CELL
PHONESTO6IAGRAˆANDISHIGHLYCONNECTEDBOTHTECH
NICALLYANDSOCIALLY4HEI0ODFOREXAMPLEISNTJUSTAN
-0PLAYER)TSANEXTENSIONOFTHEMEMORYSTORINGTHE
SOUNDTRACK OF A LIFETIME AS WELL AS NAMES ADDRESSES
CALENDARSANDNOTES
#ONSUMERRESEARCHER-ARKUS'IESLERARGUESTHAT
THE I0OD IS LEADING THE CHARGE TOWARD hCYBORG
CONSUMERISMv IN WHICH TECHNOLOGY IS MARRIED TO
THEBODYANDWEPLUGINTOAVASThHYBRIDENTERTAIN
MENT MATRIXv ,/\ #/524%39 /& *!.0(),)00
"52'!2$
'IESLER NOTES THAT USERS GIVE THEIR I0ODS NAMES
ANDCARRYTHEMCLOSETOTHEIRBODIESˆTHEVIBRATIONSOF
THE HARD DRIVE MAKES THE DEVICE FEEL ALIVE h#ONSUM
ERSOFTENSAYTHEI0ODHASBECOMEPARTOFTHEMSELVESv
'IESLERSAIDh4HEI0ODISNOLONGERJUSTANINSTRUMENT
ORATOOLBUTAPARTOFMYSELF)TSABODYEXTENSION)TS
PARTOFMYMEMORYANDIF)LOSETHISSTUFF)LOSEPARTOF
MYIDENTITYv
'IESLERARGUESTHATTECHNOLOGICALPRODUCTSSUCH
AS THE I0OD ALLOW CONSUMERS TO BECOME hTECHNOTRAN
SCENDENTv #ONSUMERS TRANSCEND THE HERE AND NOW
THROUGH THE USE OF TECHNOLOGY LIKE KIDS PLAYING VIDEO
GAMES h4HEYRE NOT SITTING IN FRONT OF THE 46 THEYRE
INSIDETHEGAMEvSAID'IESLERh4HEYHAVETRANSCENDED
THEIR EXISTENCE IN FRONT OF THE 46 THROUGH THE TECHNOL
OGYOFTHEGAMEv
'IESLER SAID THAT THE I0OD PLUGS INTO A hHYBRID
ENTERTAINMENT MATRIXvˆA COMPLEX NETWORK MADE IN
PARTOFTHEI0ODACOMPUTERTHE)NTERNETONLINEMUSIC
STORESlLESHARINGNETWORKSANDSOON
h4HE CONSUMER IS PLUGGED INTO ALL KINDS OF TECH
NOLOGIESANDNETWORKSTHATAFFECTCONSUMERBEHAVIORv
HE SAID h!S A RESULT CONSUMPTION PATTERNS CHANGE
FROM MATERIALITY TO INFORMATIONˆTHE )NTERNET FROM
OWNERSHIPTOACCESSˆlLESHARINGANDFROMPATTERNTO
RANDOMNESSˆTHEI0ODv
!PPLE EXEMPLIlES THIS NEW PARADIGM WITH ITS
TROIKAOFTHEI0ODTHEI4UNESSOFTWARETHATMANAGESIT
ANDTHEONLINESTOREFORBUYINGNEWMUSICh!PPLExIS
SELLINGAHYBRIDENTERTAINMENTMATRIXˆI0ODCOMPUTER
ANDMUSICSTOREv'IESLERSAIDh4HEI0ODISIMPORTANT
BUT ITS ONLY REALLY USEFUL WHEN ITS INTERCONNECTED )T
BECOMESGREATWHENITISINTERCONNECTEDv
'IESLERNOTESTHATJACKINGINTOTHEENTERTAINMENT
MATRIXCHANGESCONSUMPTIONPATTERNS2ANDOMSHUFmE
FOR EXAMPLE ISNT JUST A NOVEL WAY TO LISTEN TO MUSIC
ITS ONE OF THE KEY CONSTRUCTS OF DIGITAL ENTERTAINMENT
'IESLER SAID THAT INSTEAD OF TRADING INDIVIDUAL SONGS
USERS ARE STARTING TO TRADE ENTIRE HARD DRIVES GIANT
LIBRARIES OF MUSIC OR MOVIES 7HEN INTERVIEWEES ARE
ASKED HOW THEY DIP INTO THESE LIBRARIES PICKING ITEMS
ATRANDOMISTHEMOSTCOMMONANSWERh3HUFmEMODE
USEDTOBEAGIMMICK.OWITISTHEMOSTVIABLESTRATEGY
TOACCESSINFORMATIONTHATWOULDOTHERWISEBELOSTvHE
SAIDh)TREDUCESTHECOMPLEXITYOFCONSUMPTION)TSA
CYBORGCONSUMPTIONSTRATEGYv
£Î™
£{ ä
­,/Ê EÊ ""7 Ê *-®Ê
7AR
IN I2AQ !NTIWAR PROTESTORS
USEDTHEMEMORABLEIMAGERYOF
!PPLES I0OD CAMPAIGN TO PRO
TESTCONmICTIN)RAQ4HEPOSTERS
WERE INITIALLY PUBLISHED ON A
,OS !NGELES WEBSITE BUT WERE
PRINTED AND POSTED IN CITIES
ACROSS %UROPE AND THE 5NITED
3TATES
,/\
&/2+3#2%7
'2!0()#3
ˆ,+
0ROMINENTADCAMPAIGNSHAVELONGBEENADAPTEDORCOOPTEDFORPOLIT
ICAL PROTEST !S WAR RAGED IN )RAQ THE DISTINCTIVE IMAGERY OF !PPLES
I0ODCAMPAIGNBECAMETHETHEMEFORASERIESOFHIGHPROlLEANTIWAR
POSTERS ! SERIES OF FOUR POSTERS DEPICTING IMAGES FROM THE WAR AS
STARKSILHOUETTESSEEMEDTOAPPEAROVERNIGHTIN53AND%UROPEANCIT
IESINTHEFALLOF/NEOFTHEPOSTERSSHOWEDTHENOTORIOUSIMAGE
OFAN)RAQIINMATEATTHEINFAMOUS!BU'HRAIBPRISONWHEREDETAINEES
WERETORTUREDANDMISTREATED4HEELECTRODESATTACHEDTOTHEHOODED
PRISONERSHANDSHADBEENCOLOREDWHITETORESEMBLETHEI0ODSWHITE
EARBUDS4HEPOSTERREADShI2AQvAND!PPLESLOGOHASBEENREPLACED
WITHTHEIMAGEOFAHANDGRENADE
4HEPOSTERSWERECREATEDANONYMOUSLYBYAPAIROF,OS!NGELESn
BASED ARTISTS WHO UPLOADED THEM TO THE &ORKSCREW 'RAPHICS WEBSITE
4HE ARTISTS ENCOURAGED FRIENDS AND ACTIVISTS TO DOWNLOAD THE HIGH
RESOLUTION IMAGES PRINT THEM AND POST THEM 3INCE THEY CLOSELY
RESEMBLEDAUTHENTICADVERTISINGPOSTERSTHEYBLENDEDINSEAMLESSLY
ONCITYWALLSANDCONSTRUCTIONBARRIERSh4HEI2AQPOSTERPROJECTWAS
CREATEDTOREMINDTHEPUBLICTHATWEAREATWARvSAIDONEOFTHEART
ISTSWHOASKEDTOREMAINANONYMOUSh7ESIMPLYUSEDTHELANGUAGE
ANDICONOGRAPHYOFANINCREDIBLYVISIBLECAMPAIGNTOHELPSTIMULATE
DIALOGUE SURROUNDING WHAT WE FEEL IS AN INCREDIBLY IMPORTANT AND
COMPLICATEDISSUEv
£{£
£{ Ó
ˆ*")NNEWSPAPERSANDMAGAZINESTHERESNOSHORTAGEOFPUNDITSWRINGING
THEIR HANDS OVER HOW THE I0OD ISOLATES LISTENERS FROM THEIR ENVIRON
MENT4HEI0ODISANTISOCIALTHEYCRY
)NTHE4IMES"RITISHCOLUMNIST!NDREW3ULLIVANWROTEh4ECH
NOLOGY HAS GIVEN US A UNIVERSE ENTIRELY FOR OURSELVESˆWHERE THE
SERENDIPITY OF MEETING A NEW STRANGER HEARING A PIECE OF MUSIC WE
WOULDNEVERCHOOSEFOROURSELVESORANOPINIONTHATMIGHTFORCEUSTO
CHANGEOURMINDABOUTSOMETHINGAREALLEFFECTIVELYBANISHEDv
4HE .EW 9ORK 4IMES COMPLAINED THE I0OD HAS TRANSFORMED
-ANHATTANINTOANISLANDOFhZOMBIELIKEROBOTSxTHEONLYSIGNTHEY
ARENOTQUITEHUMANTWOWHITEWIRESTHATRUNFROMTHEIREARSINTOTHEIR
CLOTHESJUSTBELOWTHENECKLINEASDISTINCTIVEASTHEBOLTSINTHE&RAN
KENSTEINMONSTERSNECKv
)NTHE,ONDON/BSERVERJOURNALIST*OHN.AUGHTONCOMPLAINED
ABOUTTHELACKOFCOMMUNICATIONBETWEENPEOPLEON"RITAINSSTREETS
h)MAGINE THE FUTURE A CROWDED URBAN STREET lLLED NOT WITH PEOPLE
INTERACTINGWITHONEANOTHERBUTWITHATOMISEDINDIVIDUALSCOCOONED
INTHEIRPERSONALISEDSOUNDBUBBLESMOVINGFROMONERETAILOPPORTU
NITYTOANOTHERvHEWROTE
"UT ITS NOT THE TECHNOLOGY THAT MAKES PEOPLE ANTISOCIAL ITS
CULTURE *ASON +OTTKE A BLOGGER WHO LIVES IN .EW 9ORK ARGUES THAT
THE CAR THE SUBURB AND THE TELEVISION ARE MORE ANTISOCIAL THAN THE
7ALKMANORI0ODh,IVINGINTHESUBURBSANDHEAVYAUTOMOBILEUSAGE
HAVE MADE !MERICANS UNACCUSTOMED TO CASUAL CONVERSATION WITH
STRANGERSxWEREOUTOFPRACTICEvHEWROTEh,IFEMOVESALOTFASTER
THANITUSEDTOASWELL7EDONTHAVETIMEFORCASUALCONVERSATIONS
WITH STRANGERS ANYMORE OUR TIME IS RESERVED FOR WORKING SLEEPING
INTERACTINGWITHPEOPLEWEALREADYKNOWFAMILYCOWORKERSFRIENDS
THEGANGATTHEBARANDGETTINGTOANDFROMPLACESWHEREWEDOTHOSE
THINGSASQUICKLYASPOSSIBLE4HEMOBILEPHONE3ONY7ALKMANAND
I0ODlTCOMFORTABLYINTOTHATTYPEOFCULTUREBUT)DONTTHINKTHEYRE
DRIVINGITv
£{ Î
£{ {
8
"ELK2USS
#OMBS3EANh0$IDDYv
"ETTERIDGE)AN
COMMUTERTRAINDANGERS
!!#FORMAT
BEVERAGECOOLERSn
COMPONENTSI0ODn
!BU'HRAIBPRISONn
BIGOTRYPLAYLISTISMn
CONCEPTDESIGNSn
ACCESSORIES
BILLBOARDSn
#ONCERTINOTUBEAMPSn
CARRYINGCASESnn
"LOUNT3AI
CONTACTSSTORING
FASHION
"LUETOOTHTECHNOLOGY
COOLHUNTERS
-0SFROM#$SSERVICESn
"ONJOURTECHNOLOGY
COPYPROTECTION
-UZAKSTYLESERVICESn
"ONO
COPYINGSOFTWAREn
!CKLOO!NDREW
BOOTLEGGINGn
COSTUMESn
!CTIVAIRESERVICEn
"OURKE0AUL
#OULON"ARBARA
!DAMS$ICK
"OWBRICK3TEVE
COVERSn
ADDONSn
"OWLES(AMISH
COZIES
ADVERTISINGn
"RIXWEAR4SHIRTS
#RANDALL3TEVE
BYCELEBRITIESn
BROADCASTING
#RAWFORD3USANAND!LLEN
CLASSIlEDADS
"ROOKS#LAIRE
CREATIONOFI0ODn
BYFANSn
"ULL-ICHAELnn
#UBE
HOMEMADEn
BULLETPROOFCASES
CULTURALIMPACT
SKINSn
"USH'EORGE7
CYBORGCONSUMERISMn
HIDINGI0ODSn
ISOLATION
PLAYLISTSHARINGn
POLITICALEXPRESSIONn
5I0ODn
ADVICESERVICES
AESTHETICS
AMPLIlERSTUBEn
!NDERSON#HRIS
CALENDARFUNCTIONS
#ANOSO$IEGO
!NDREW!NDREWn
CAPACITYCHANGES
ANTIQUERADIOSn
ANTIWARPROTESTSn
APOLOGIES
!04LOUNGE
!RCHOS*UKEBOX
#ARROLL*ON
CARS
ACCESSORIESFOR
RADIOSIN
CASES
ARMOREDCASES
!TKIN$OUGLAS
!TRAClLES
!UBREY3TEPHEN
AUDIOBOOKFORMAT
!UDIO'ALAXY
"ABY!CTIVAIRESERVICEn
CUSTOMIZEDI0ODS
#YBER#LUB
CYBERNETICSn
CYBORGCONSUMERISMn
#YMBALSKI,AJO
ARMORED
DESIGNERn
&LIP3TAND
DANCECLUBS
SPECIALTY
DEMOGRAPHICS
CASSETTE
$EOSARAN!DESH
#$S-0SFROMn
DESIREDMARGINALITY
CELEBRITIESn
DIGITALASSISTANTS
#ELESTIAL*UKEBOX
$IGITAL-ILLENNIUM#OPYRIGHT!CT
#EPHALI0ODS
DISGUISES
BATTERIES
#HAFlN"RYAN
$*Sn
POSITIONOF
CHIPS
DOMINATRIXSKINSn
INPROTOTYPES
#HOW3YMON
$OOLITTLE*OHN
"AWIDAMANN!NDREW
CIGARETTEPACKDISGUISES
DOWNLOADINGI4UNES
"ECK
CLASSIlEDADS
$URZY(ANI
"ECKHAM$AVIDn
#LEARY$ANIKA
"EEJ
CLOSETUSERS
£{Ç
£{ n
INPROTOTYPEDEVELOPMENT
5I0ODINTRODUCTIONBY
EARBUDSPHENOMENONnn
(ALLOWEENCOSTUMESn
*OHNSON$AVEn
EASEOFUSE
HARDDRIVES
*UKE"OX
ELECTIONAPOLOGIES
HARDWARE
%NDERLE2OB
(ARWELL3TEVE
ENDORSEMENTS
(AUSER,UKAS
%NTOURAGEAPPLICATION
(AWK4ONY
%PH0ODPROGRAMn
(AYES*ULIAN
ETIQUETTE
(ICKMAN4IM
EVENTTRACKING
HIDINGI0ODSn
E8OSKIN
(OLT$OUG
+,ANDARPROGRAM
+ARSHIS(-ICHAEL
+DKA
+ELLARIS*AMES
KEYCHAINDRIVES
HOMEMADEADVERTISINGn
&ADELL4ONYnn
&AIR0LAYSYSTEM
ADSBYn
CELEBRITIESn
CLOSETUSERS
COOLHUNTERS
DEMOGRAPHICS
(ORWITZ*EREMY
+OHM*AMES
(OWARD.EAL
+OSINSKY*OEn
+OTTKE*ASON
(USSON-ARK
HYBRIDENTERTAINMENTMATRICES
,AGERFELD+ARL
I"ODSERVICE
,AIN2ODNEY/
IDENTITYTHIEVES
&ESTER$AVE
I,OUNGE
lLESHARINGNETWORKS
IMAGESn
4ACTICAL3HIRT
IMAGINARYGIRLFRIENDS
1UID"LOKES
INTERFACE
&INCH+EITH
I0ARTY
&LIP3TANDCASES
I0ODJACKING
&-TRANSMITTERS
I0ODMINI
&OLEY-ARY*O
I0OD-IXER
FONTSn
I0OD-Y0HOTOSERVICEn
FRAMEDSPEAKERSn
I0ODPEOPLETINYn
&REEI0ODSCOM
I0OD3HUFmE
GALLERYn
'EENS3TEFAN
'IESLER-ARKUSn
GIRLFRIENDSIMAGINARY
'ODIN3ETH
+OZIK&RANK
FASHION
'LICKMAN$AVID
KILLERSI0OD
+NAUSS"ENn
(UBA*ACKIE
FANS
(ORNBY.ICK
KEYPADSSLIDEOUT
,ANCTOT$AVID*EAN/LIVIERn
,!7EB#HICK
,%'/S
,EIF0HIL
,EWIS!YANA
LISTENINGHABITSn
,LOYD$ENNIS
,ONDONDANCECLUBS
,OOK,OOKQUERIES
I0OLOGIES
-ACLEAN$IEGO
)RAQ7ARn
-AC3KINZn
)SHII4AKEYUKIn
-ADEFORI0ODPROGRAM
I3PECVIDEOn
-ADONNA
I4OUGHLOVESOFTWAREn
MAGAZINES
I4RIPTRANSMITTERS
-AIN2OGER
I4UNES
-ALAND-ATT
)VES*ONATHAN
MARKETING3EEADVERTISING
MARRIAGEPROPOSALS
'ORDON$EE$EE
'RADY#OLLIN
GRAPHICSn
*AGGER-ICK
'RATIS)NTERNET
*EWELL2OB
'REECE
*OBS3TEVE
'REEN!NDREW
ONACCESSORIES
'RIFlN0AUL
ONHARDWARE
'RIFlTH$OUG
INI0ODUNVEILINGn
ONI4UNES
,%'/VERSIONOF
ONMUSIC
-ARTIN0ETER
-ASTERS'EORGEn
-ASTERS*OE
MATRIXSCHEMES
-C.ALLY$AVE
MEDIAOBSESSIONn
-ERCER0AUL
MICROCONCEPT
-ICROSOFTI0ODHIDINGATn
MINII0OD,%'/PEOPLEn
-INIlGSn
MIXERSn
PLAYLISTISMn
3COBLE2OBERT
-OBYAND3EAL
PLAYLISTS
SCRATCHING
-OZILLABROWSER
FORCONTROL
SECURITYINOBSCURITY
-0FORMAT
SHARINGn
FROM#$Sn
0OD"RIX-INIlGS
-0SFROM#$Sn
AND3ONYPLAYERS
0OD.EWSPROGRAMn
-UZAKSTYLEn
0OD3KINZn
SHARINGPLAYLISTSn
-0*Sn
POLITICALEXPRESSION
3HERMAN%RIC
-UDD$ENNIS
ANTIWARPOSTERSn
SHOPLIFTERSn
-ULLEN,ARRY
ELECTIONAPOLOGIES
SHUFmESHADES
-04HUMP
SERVICES
£{ ™
-UOIO+EVINn
PORNOGRAPHY
-URPHY0ETE
MUSIC
SILHOUETTESTYLEADSFROMPHOTOSn
MUSICANDMUSICCOLLECTIONSn
STORING
3INGH!MIT
CULTURALIMPACTn
0ORTAL0LAYERnn
SIZE
INDUSTRYCHANGES
0ORTER!DAMn
SKINSn
0OST)TNOTES
SLIDEOUT0$!KEYPADS
POSTERSANTIWARn
SOCIALIMPACT
P0OD
SOCKS
-UZAKSTYLESERVICESn
.APSTER
.AUGHTON*OHN
.ECK#.3
.EISSER$REW
NETWORKS
SHUFmINGn
PRIVATEWORLDSn
SOFTWARE
PROPOSALSMARRIAGE
CONTROLOVER
PROTOTYPES
INI0ODDEVELOPMENT
CONCEPTDESIGNSn
PIRATINGn
I0ODCREATIONn
3ONYI0ODPROTOTYPEBY
PYRAMIDSTYLESCAMS
NEWSPAPERS
3ORRY%VERYBODYWEBSITE
3OUND-OVESIPOD#ULTUREAND5RBAN%XPERIENCE
NIGHTCLUBS
,
.O$OUBT
.OMAD*UKEBOX
RADIOS
NONRECIPROCALLOOKING
ANTIQUEn
&-TRANSMITTERS
"
OBSCURITYSECURITYIN
/EFlNGER$ANIEL
-ANAGEMENTOF%VERYDAY,IFE"ULL
2!)$2EDUNDANT!RRAYSOF)NEXPENSIVE$ISKS
RANDOMSHUFmINGn
3TAR"RITECOMPANY
3TEIN'ARY
2IO0AUYA
ORGANIZERSn
2IP$IGITALSERVICEn
/RLOWSKI!NDREW
ROBBERIESn
/ZZARD*ANET
SUNGLASSESn
2UBIN*OSH
2USHKOFF$OUGLAS
0AYNE!LEX
2YAN%RIK
STICKERSn
3ULLIVAN!NDREW
2UBEL3TEVE
0ATTERSON"LAKE
STEREOSCOPES
3TROSS2ANDALL
2OSS!LEX
*
SPEAKERSnn
3PIVACK.OVAn
3TAMOU3OTIRIS
2HAPSODYSERVICE
/.EAL3HAQUILLE
SPAMn
3PREAD&IREFOXCAMPAIGN
2ATCLIFFE-ITCH
RECORDS
/'UINN4OM
"ULL
3OUNDING/UTTHE#ITY0ERSONAL3TEREOSANDTHE
3URGICAL!CTIVAIRESERVICEn
SYNCHRONIZATIONPROTOCOLS
0$!KEYPADS
PERSONALADS
0ERSONAL*UKEBOX0*"
PETS
PHOTOS
GALLERYn
SILHOUETTESTYLEADSFROMn
PIRATINGSOFTWAREn
0IXOCOMPANY
0*"0ERSONAL*UKEBOX
0LAYLISTPARTIES
/
-
0ERSONAL!CTIVAIRESERVICE
3AINT0IERRE&LORIANEDE
SALESn
3ANADA)SAMUn
SAUSAGESTRADDLINGDOMINATRIXSKINSn
SCAMSn
SCHEDULING
3CHILLER0HIL
3CHLUENDER#HRISTIANn
3CHROEDER$AVE
TASTESADVERTISING
4ATOOSn
4HE%DGE
4HE7IZARD
4OKYO
4OMIn
4ORRONE0HILLIP
TRAINDANGERS
TRANSMITTERS
FORANTIQUERADIOSn
&-
I4RIP
TRENDS
TUBEAMPSn
4UREK$AN
1
£x ä
5I0ODn
UNVEILINGI0ODn
I4UNESINTRODUCTION
REACTIONTOn
SALESANDCHANGESn
53"
ADDEDTOI0OD
KEYCHAINDRIVES
STORAGEON
6
V#ARDlLEFORMAT
VERSATILITY
VIDEOn
VINYL,0S
VIRTUALI0OD
VIRTUALSHOPLIFTERS
VOTERAPOLOGIES
7
7ALKMANSALES
WARIN)RAQn
WEAPONSI0ODSAS
7EBB+EVIN
WHITEEARBUDSPHENOMENONnn
7IESENTHAL,ARA
7ILCOX*OE
7INDOWSCOMPATIBLEVERSIONS
7IPPERFURTH!LEX
7IZARD
7RIGHT*IM
9
9EE0HILIP
9I$ANNY
9OAK
<
:APP-ICHAEL
:ERATSKY*OHN
£x£
"1/Ê/Ê1/",
,EANDER +AHNEY IS AN EDITOR AT 7IRED
.EWS WHERE HIS #ULT OF -AC BLOG IS A
READERFAVORITE0REVIOUSLY,EANDERCOV
ERED !PPLE AND THE -AC COMMUNITY FOR
7IRED.EWS(ETREATSHISSUBJECTSWITH
INSIGHT AND HUMOR AND HIS EXPERIENCES
INTERACTINGWITH-ACFANATICSANDATTEND
ING -AC EVENTS AROUND THE WORLD ARE
HIGHLYENTERTAINING+AHNEYSWORKINTRO
DUCESANELEMENTOFWARMTHNOTUSUALLY
ASSOCIATEDWITHTECHNOLOGYREPORTING
,%!.$%2+!(.%9
,/\Ê0!4*/(.3/.