On April 2, 2007 the Apple iPod made headlines when “Apple sold its 100 millionth iPod, far
outpacing its closest competitors, which have failed to make even a dent in the portable music player's
popularity (InformationWeek, 2007, para.1). Apple’s success does not stop with the iPod. In fact, “in
February  the iTunes Music Store sold its billionth song; that milestone is all the more impressive
when you remember that Apple has numerous competitors in the digital music world” (Leonard, 2006, p.
54). In this paper the Apple iPod’s product life cycle will be analyzed by incorporating information
concerning the product’s objectives and marketing strategies, the introduction phase, growth stage, and
the maturity stage impacts.
Apple’s product objectives, concerning the iPod, are based on product quality. From quality of
sound, ease to use, reliability, product safety, to any other benefit the consumers yearn for, Apple
Apple's strategy: Focus on making the best product, and rewards will follow. Apple makes little pretense
of building a level playing field; rather than aim for the most partners, Apple focuses on attracting the
best ones. As a result, the Mac and iPod feel more like a gated, community, with Apple keeping close
watch over who gets in. "The stereotype is that they're this loosey-goosey company, nothing could
be further from the truth," says Gary Johnson, the former CEO of chipmaker PortalPlayer Inc.,
which roared to prosperity by providing the electronic brains of the first generations of iPods. Johnson