[Mb-civic] An article for you from an Economist.com reader.
michael at intrafi.com
michael at intrafi.com
Tue Jan 31 01:54:25 PST 2006
- AN ARTICLE FOR YOU, FROM ECONOMIST.COM -
Michael Butler (michael at intrafi.com) wants you to see this article on Economist.com.
(Note: the sender's e-mail address above has not been verified.)
Subscribe to The Economist print edition, get great savings and FREE full access to Economist.com. Click here to subscribe: http://www.economist.com/subscriptions/email.cfm
Alternatively subscribe to online only version by clicking on the link below and save 25%:
Jan 12th 2006
The iPod has turned Apple into a superbrand
IT WAS on millions of wish lists over the holiday season and few other
brands got a look in. In the three months to December 31st, Apple sold
14m digital music players, compared with 4.5m in the same period in
2004. The iPod defines a product category, as Sony's Walkman once did
when music was delivered on cassette instead of over the internet. And
with Apple's iTunes Music Store accounting for 80% of legal music
downloads, the Californian company now has a brand that marketers hold
in awe. But can Apple also use its new brand power to sell more
At Apple's annual Macworld event on January 10th, Steve Jobs, the
company's chief executive, unveiled what many fans had been expecting:
the first Macintosh computers based on chips made by Intel, which also
power the vast majority of personal computers that run Microsoft's
Windows operating system. Apple hopes the high performance of its new
Intel-based Macs will help it take market share from makers of
But the "halo effect" from the iPod remains Apple's most effective
means of boosting sales of its computers. Surveys suggest that some
10-20% of PC users who buy an iPod subsequently go on to buy a Mac. In
2005 the iPod helped the company to increase its share of the
personal-computer market from 3% to 4%. Apple's challenge is that
getting people to buy an iPod, a new type of device, is easier than
getting them to switch loyalties in an existing product category.
The most powerful factor working in Apple's favour is peer pressure:
what friends and relatives have to say about products is now the most
trusted form of consumer advice, and to be seen with something
different can be almost taboo. That is why millions of people said they
wanted an iPod for Christmas, and not a digital-music player from
another manufacturer--even though rival players are often cheaper than
iPods, and generally have more features. During the years it spent in
Microsoft's shadow, Apple benefited from having a distinctive,
counter-cultural brand. But given its dominance in digital music, where
it is anything but the underdog, how long can Apple keep its cool?
See this article with graphics and related items at http://www.economist.com/displaystory.cfm?story_id=5389291&fsrc=nwl
Go to http://www.economist.com for more global news, views and analysis from the Economist Group.
- ABOUT ECONOMIST.COM -
Economist.com is the online version of The Economist newspaper, an independent weekly international news and business publication offering clear reporting, commentary and analysis on world politics, business, finance, science & technology, culture, society and the arts.
Economist.com also offers exclusive content online, including additional articles throughout the week in the Global Agenda section.
- SUBSCRIBE NOW AND SAVE 25% -
Click here: http://www.economist.com/subscriptions/offer.cfm?campaign=168-XLMT
Subscribe now with 25% off and receive full access to:
* all the articles published in The Economist newspaper
* the online archive - allowing you to search and retrieve over 33,000 articles published in The Economist since 1997
* The World in - The Economist's outlook on the year
* Business encyclopedia - allows you to find a definition and explanation for any business term
- ABOUT THIS E-MAIL -
This e-mail was sent to you by the person at the e-mail address listed
above through a link found on Economist.com. We will not send you any
future messages as a result of your being the recipient of this e-mail.
- COPYRIGHT -
This e-mail message and Economist articles linked from it are copyright
(c) 2006 The Economist Newspaper Group Limited. All rights reserved.
More information about the Mb-civic