iPod a 21st Century Icon Lauren Mitchell
Lauren Mitchell N0299038 2012 Design & Visual Culture Visual Product Code DAVC20022
iPod a 21st Century Icon Apple launched the first iPod in 2001 (iPod history, 2011,online) since then it has become an instantly recognisable product selling over 304 million January 2011. (Costello, 2011, online). The iPod is a brilliant example of how a global brand can create a product that goes on to represent a whole market. (The personal music market). It is through Apple’s ability to create desire and fuel consumption that the iPod has become such an influential product. For something to be considered iconic it must be instantly recognisable and with cultural significance to particular a group of people. Apple’s iPod has become an iconic product representing music and the personal music market. Few other brands can boast that their product defines a market whilst being accessible to all. The iPod is one of the most recognisable products of our time. They are easily accessible but still maintain the feeling of exclusivity and luxury due to the minimalistic and clean design. I will be exploring how, through both the design and marketing of the iPod, Apple has created one of the most iconic products of the 21st century that has gone on to have a huge effect on society and our culture.
Design “The iPod branded by Apple is the first cultural consumer icon of the 21st century; it represents a perfect marriage between aesthetics and functionality, of sound and touch – the auditory world in the palm of the hand.” (Bull, 2006.online)
Figure 1: Steve Jobs introducing the iPod Nano, 2005
Figure 2: Holding the iPod Nano, 2005
Design “The design is just flawless. It feels good, to hold it in your hand, to rub your thumb over the navigation wheel and to touch the smooth white surface. It looks nice, I’m proud of owning such a device. I have never cherished anything I bought as much as this little device.” (Bull, 2006.online)
Figure 3: Limited edition iPod men inspired by Lego and iPod created by Artist Tomi, 2005
Earphones “ And then there’s the lucky accident with the earphones. On the street, the distinctive ear buds serve to advertise the player hidden in the wearer’s pocket. It is immediately obvious that it is not a Sony or any other pedestrian brand” (Kahney, 2006. pg 241)
Figure 4: One of the first iconic iPod adverts, 2003
ADs The iPod advertising campaign used a distinct visual style that became instantly recognisable; television commercials, print advertisements and posters featured dark silhouetted figures against bright, colourful backgrounds. The silhouettes are listening to their iPods and usually dancing. Since then, the Apple iPod advertising campaign has been referenced across all areas of popular culture from cartoons and movies to talk shows and magazines. (Ad Madness,2010.online)
Figure 5 : Spoof AD depicting the iPod as a perfume, 2004
Spoofs The widespread parodies and homages to Apple’s various ad campaigns are a testament to their iconic and recognizable nature. Imitations of the ads have shown up everywhere from YouTube to Saturday Night Live, sometimes with surprising results. (Moren, 2007. online)
Figure 6: A Spoof Ad featuring Darth Vader based on the iconic iPod adverts, 2004
Figure 7: The cover of the Newsweek magazine declaring America an iPod nation, 2004
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Everyone has one “Ive got an iPod. My neighbour’s got an iPod. Most of the people work with have iPods. We’re fast becoming an iPod nation. Heck its fast becoming an iPod world. Even the president of the United States has an iPod, as do the Queen of England and Channel designer Karl Lagerfield who has at least 70” (Kahney, 2006. pg 235)
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Sound track of lives “ Rarely does an electronic gadget become so ubiquitous that it defines an entire market category …Our iPods could always be playing--on the bus, on the street, when working out, or while drifting to sleep-focusing our lives through a new musical lens. With the iPod guiding us through life experiences good and bad, each one of us becomes a star in our own private movie.” (Walster, 2011. online)
Figure 8: Communters both listening to iPods, typical of modern day rush hour, 2011
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Figure 9: iPod plan to create your own 3D paper model, 2002
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Paper models “ Many Mac modelers want to remember machines they loved. “ These paper models serve as tangible reminders of cherished devices� ( Kahney, 2006. Pg 186)
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Figure 10: Michael Kors iPod case / purse for Apple, 2012
Figure 11: Chanel perspex briefcas with a Chanel iPod, 2009
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Fashion Designers “Ever since the invention of Apple’s advanced tech gadgets, such as the Macbook laptop, iPod, iPhone and iPad, there have been designers right behind them creating chic carrying cases for them all.” (Gahagan, 2011. online)
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Figure 12: Sony Walkman a once groundbraking product, 1979
Define music era “The iPod is a genuine cultural phenomenon…It is fast becoming the signature music technology of its era like the jukebox in the 50’s and the walkman in the 80’s. The word ‘iPod’ is already a brand eponym, it has come to signify all MP3 players.” (Kahney, 2006, pg 241)
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Figure 13: The now iconic iPod, the representation of personal music players, 2009
Conclusion “The iPod is the first cultural icon of the twenty first century. There is nothing else like it in terms of the mix of style, functionality and consumer desire. The technology is appealing because it can be programmed very quickly and easily. This is a market leader and, like the Walkman before, it will change the way people manage their experience of music in urban space. It allows users to listen to whatever they want non-stop, providing a soundtrack to their world.” (Bull, 2006. online) Figure 14: The current iPod Touch, a perfect example of ‘the desirable’ product, 2012
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References (ipod history, 2011,online) (Costello, 2011, online) (Bull, 2006.online) (Bull, 2006.online) (Kahney, 2006. pg 241) (Ad Madness,2010.online) (Moren, 2007. online) (Kahney, 2006. pg 235) (Walster, 2011. online) ( Kahney, 2006. Pg 186) (Gahagan, 2011. online) (Kahney, 2006, pg 241) (Bull, 2006. online)
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Bibliography Books •Bull, Michael (2006). The Apple iPod in the sense and society (Vol1 , March 2006) p 105 – 108 •Kahney,Leander (2004). The Cult Of Mac. San Francisco : William Pollock. 235269 •Kahney,Leander (2005). The Cult of iPod. San Francisco : William Pollock. 7 -61
Websites •Ad Madness. (2010). The Distinctive iPod Advertising Campaign. Available: http://www.admadness.co/2010/11/ipod-advertising-campaign/. Last accessed 25/01/2012. •Apple. (2012). iPod + iTunes Timeline. Available: http://www.apple.com/pr/ products/ipodhistory/. Last accessed 25/01/2012 •Costello, Sam. (2011). Total Number of iPods Sold All-Time. Available: http:// ipod.about.com/od/glossary/qt/number-of-ipods-sold.htm . Last accessed 25/01/2012 •Edwards, Benji. (2011). The iPod as an iconic cultural force. Available: http:// news.idg.no/cw/art.cfm?id=ED6790E0-1A64-67EA-E47C49984375C957. Last accessed 23/01/2012. •Edwards, Benji. (2011). Opinion: The iPod as an iconic cultural force. Available: http://www.macworld.co.uk/ipad-iphone/news/?newsid=3312858. Last accessed 23/01/2012. •Gahagan, Molly. (2011). Daily Addiction Michael Kors Chic Clutch For iPhone. Available: http://www.newyorkgirlstyle.com/blog/2011/10/28/daily-addictionmichael-kors-chic-clutch-for-iphone/. Last accessed 24/01/2012. •Gibson Brad. (2005). iPod Lifestyle Part of New Book. Available: http://www. macobserver.com/tmo/article/iPod_Lifestyle_Part_of_New_Book/. Last accessed 25/01/2012 •Hartman, Roxie. (unknown). The Trend iPod Built - The iPod Silhouette. Available: http://ezinearticles.com/?The-Trend-iPod-Built---The-iPodSilhouette&id=1560614. Last accessed 23/01/2012.
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•Hondrogiannis, Steven. (2011). iPod Classic: Thanks for the memories?. Available: http://www.gizmag.com/ipod-classic-discontinued/17993/. Last accessed 23/01/2012. •iPod history . (2011). 2001 to Present. Available: http://www.ipodhistory.com/. Last accessed 25/01/2012. •Moren, Dan. (2007). Analysis: The many of faces of Apple advertising. Available: http://www.macworld.com/article/131075/2007/12/appleads.html. Last accessed 25/01/2012. •Michael , Bull. (2006). Iconic Designs: The Apple iPod. Available: http:// www.sics.se/fal/events/mobilemusic/talks/Mbull_mmt06.pdf. Last accessed 25/01/2012. •unknown. (2011). The Power of Cool. Available: http://tapity.com/iphone-appdesign/the-power-of-cool/. Last accessed 23/01/2012. •WALSTER , Carl. (2011). Has marketing and market saturation killed iconic design?. Available: http://productdesignhub.com/2011/11/has-marketing-andmarket-saturation-killed-iconic-design/. Last accessed 23/01/2012. •Weisbein, Jeff. (2008). The iPod Success: Thank The Marketing Department. Available: http://www.besttechie.net/2008/03/01/the-ipod-success-thank-themarketing-department/. Last accessed 23/01/2012.
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Images •Figure 1: Steve Jobs introducing the iPod Nano, 2005, Last viewed 25/01/2012 <http://img.ibtimes.com/www/data/images/ full/2011/10/05/169475-file-photo-of-apple-ceo-steve-jobs-introducingnew-ipod-nanos-in-san-f.jpg> •Figure 2: Holding the iPod Nano, 2005, Last viewed 25/01/2012, <http:// farm1.staticflickr.com/108/299761666_45f2419804_z.jpg> •Figure 3: Limited edition iPod men by artist Tomi, 2005, Last viewed 25/01/2012, <Kahney, Leander (2004). The Cult of Mac. San Francisco: William Pollock, pg 239> •Figure 4:One of the most iconic iPod Adverts, 2003, Last viewed 25/01/2012, <http://0.static.wix.com/media/b701241f3c5256146fb1c128b fa17226.wix_mp> •Figure 5: Spoof Ad depicting the iPod as a perfume, 2004, Last viewed 25/01/2012 <http://www.adrants.com/images/ismell.jpg> •Figure 6: A spoof Ad featuring Darth Vader based on iconic iPod ads, 2004, Last viewed 25/01/2012, <http://fc00.deviantart.net/fs7/ i/2006/002/4/8/Darth_Vader_iPod_ad_by_hitokirivader.jpg> •Figure 7: The cover of Newsweek magazine declaring America an iPod nation, 2004, Last viewed 25/01/2012 <http://27.media.tumblr.com/tumblr_lsmhwgWg7I1qidkdso1_500.jpg> •Figure 8: Commuters listening to iPods, 2012, Last viewed 25/01/2012 <http://2.bp.blogspot.com/-JHxpNOCq3x4/TqqG0ivC7HI/AAAAAAAADSg/7_ xk4KMrdqI/s1600/ispace.jpg> •Figure 9: iPod plan to create your own 3D model, 2002, Last viewed 25/01/2012 <http://www.theapplecollection.com/Collection/PaperMac/images/upload_75678.jpg>
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•Figure 10: Michael Kors iPod case/ purse, 2012, Last viewed 25/01/2012 <http://store.apple.com/uk/product/H2875ZM/A/Michael_Kors_Wallet_Clutch_for_iPhone_4> •Figure 11: Chanel Perspex briefcase, 2009, Last viewed 25/01/2012 <http://imageshack.us/photo/my-images/139/ 493b25bcdbd55c92chanelr.jpg/> •Figure 12: Sony Walkman, 1979, Last viewed 25/01/2012 <http:// www.ghacks.net/wp-content/uploads/2009/08/sony-walkman.jpg> •Figure 13: The now iconic iPod, 2009, Last viewed 25/01/2012 < http://aeviapress.org/ocart/image/cache/data/ipod_classic_1500x500.jpg > •Figure 14: The current iPod Touch, 2012, last viewed 25/01/2012 <http://bindapple.com/wp-content/uploads/2009/09/ipod_touch1. jpg>
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