U2 iPod: Brand Wrecking Ball

The last time I checked, iPods were flying off shelves. The last time I checked, sales numbers were positive. The last time I checked, the anticipation of the next generation of iPods was as high as ever. So why in the world would Apple introduce the U2 iPod? The reasons may vary but the result will be unmistakable. The powerful brand that Jobs and Co. have built up for the last 3 years is officially crumbling. I expect inconsistent sales numbers from here on in.

A few weeks ago, I called into question the decision to co-brand with U2 to begin with. (See “U2 and Apple: Sellouts or Marketing Geniuses?”) I have felt that Apple has championed the independent artist for many years and their efforts with the iPod and iTunes was certainly no exception. The U2 relationship is a no-brainer from a business perspective not an ideological one. The fact that there is a “Special Edition” U2 iPod is not what troubles me. If you recall, a few years ago, Apple released some other Special Edition models featuring signatures of the artists etched in the back. The U2 iPod does that also. But my concern for the almighty iPod brand is in the look of this new model. With its jet-black body and fire-engine red scroll wheel, the U2 iPod is completely different looking from previous models. This is good for U2. Bad for Apple.

Apple has produced a controlled evolution of their revolutionary product. The new releases featured modified styling. But more importantly they offered additional capacity and enhanced features. The one constant of these releases is it’s bold, simplistic white color. As a result, a 1G iPod and a 5G iPod look similar. Why is this important? Well first of all, the idea of a white handheld is as groundbreaking as it’s technology. For over 2 decades now people have been used to mostly gray and black Walkmans and Discmans. Maybe you were like me and got a bright yellow Sony Sport Discman. But never did you see a white one. Because of its uniqueness, competitors would never dare make their models white. Doing so would draw immediate comparisons to the iPod and would in fact have them acknowledge their motivation to gain market share from Apple. We know that this is their motivation but through press releases, competitors tout their cross-platform compatibility or movie playback features rather than talk specifically to the iPod. This is the power Apple gained from its controlled evolution. It is this position of power that Apple has now loss because of the U2 iPod.

The floodgates have opened in regards to color on the iPod. (The iPod Mini is a different product line in my opinion) And the red and black are so 1985. A quick glance will invoke memories of Marty McFly and his black and red Sony Handycam. And what’s next? Now that Apple has set precedence for different colors, corporate models aren’t too far behind. Like the trend set forth by the VW Beetle in the mid 90’s you will now see promotional models with custom paint jobs and etchings.

Apple has always done a good job of staying ahead of the trends. With the brand awareness and power that the white iPod currently has, I think this time they jumped the gun.