The Making of Apple's iPod

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:


Case Code : OPER064 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges


Product Development, Industrial Design

Case Length : 19 Pages
Period : 2001-07
Organization : Apple Inc.
Pub Date : 2007
Teaching Note : Not Available
Countries : US
Industry : Digital Music Player


The case discusses in detail about the development process and launch of iPod, a digital music player, by the US based Apple Inc. in October 2001. Although iPod was priced high when it was launched, the demand for iPod kept on increasing as it was seen as a fashion statement especially amongst the youth.

iPod emerged as a highly successful product generating about 40% of Apple's total revenues in 2006. The case also describes few complaints against iPod including poor battery life, low durability, the vulnerability of iPod screen to scratches and some patent infringements etc.


Understand the product development process of iPod

Evaluate the product features of iPod

Study the deal of Apple with music companies

Examine the reasons for the success of iPod

Critically examine the criticisms against iPod

Analyze the status and future prospects of digital entertainment industry


  Page No.
Introduction 1
Background Note 2
Development of iPod 4
The Criticism 7
Exhibits 9


iPod, Apple Inc., Cool Product, Product Development, Product Innovation, Idea Generation, Napster, Test Marketing, Product Launch, Industrial Design, iTunes, Design Process, Generations of iPod, Supplier Code of Conduct, Criticism against iPod

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