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My name is Siang Lu and I have chosen the iPod as a topic for examination in this assessment. Particularly, I will focus on the design aspects of the iPod, its connectivity, and the impact it has made on society and the individual.
Walker, R. (2003, Nov. 30) “The Guts of a New Machine� New York Times, retrieved August 4, 2004, from http://www.nytimes.com/2003/11/30/magazine/30IPOD.html?pagewanted=1
This article discusses at length, the aesthetic values of Apple’s iPod. In particular, what it is about the device that makes it so popular among the public (the author also gives examples of celebrity figures that use the iPod). Walker calls this aesthetic “The Aura�, citing Apple’s patented scroll wheel and fast data transfer capabilities as good examples of design. He recalls the words of Apple CEO, Steve Jobs: “Design is how it works,� Walker remarks that the popularity of the device can be attributed to the simplicity of the design, making the point that from the device itself, to even the headphones, the design and colour scheme is uniform and seamless.
Walker discusses the esoterics of the device, how many interior components come from different companies, and Apple’s stringent non-disclosure policies. Walker suggests that Apple prefers the image of a product that “sprang forth whole from the corporate godhead�, as a complete and total seamless entity. The seamlessness is not limited to physical design: Walker points out that the internet service, iTunes was set up with the intention of creating a totally seamless music experience.
The author concludes that the popularity of the iPod is found beneath all the interconnectivity and smart design, and at the source of that popularity lies innovation.
Kahney, L. (2003, Nov. 21) “Feel Free to Jack Into My iPod� Wired News, retrieved August 4, 2004, from http://www.wired.com/news/mac/0,2125,61242,00.html
This article sheds light on the relatively new phenomenon of music sharing between iPod owners, not through the internet, but through a slightly more old fashioned method: the headphone jack. Not mentioned in this article, but of particular note is the fact that the iPod design incorporates two headphone jacks, allowing for multiple listeners at the one time.
The article is, in the main, told through Steve Crandall, a software executive, who stumbled on this phenomenon when a stranger invited him to “jack� his headphone into her iPod. Crandall suggests that this “craze� is quite popular among colleges and college towns, including Oberlin and Cambridge.
Author, Douglas Rushkoff notes that this may be the legacy of online music sharing, leading into a discussion by other authors and publishers that discuss the future of this phenomenon, including the possibility of future iPods equipped with Bluetooth technology, which enable individual users to broadcast their own personal playlists. There is speculation that Apple may incorporate this new phenomenon into their business model, with both the iPod and its online music distribution business, iTunes.
Kahney, L. (2002, Feb. 28) “Have iPod, Will Secretly Bootleg� Wired News, retrieved August 4, 2004, from http://www.wired.com/news/mac/0,2125,250688,00.html
This article discusses the security risks associated with the iPod, and how the public is finding increasingly novel and unusual ways to utilise the device. The social implications of this are astounding.
The author notes that Apple may have anticipated illegal use of the iPod, indicated by the included sticker on each device which reads, “Don’t Steal Music�. However, Kahney reports that music is not the only illegal thing to be downloaded onto the iPod. One novel use of the device is the illegal downloading of programs, done through the connection of an iPod to a computer.
One of the primary aides to using the iPod for theft is the fact that its firewire capabilities make it possible for large files to be transferred in a matter of seconds. The article goes on to include discussion from experts, giving advice on how to prevent such theft.
Millard, E. (2004, Jun. 24) “Exclusive Interview: Dr. Michael Bull on the iPod-as-Icon�, MacNewsWorld, retrieved August 4, 2004, from http://www.macnewsworld.com/story/34703.html
This article is a transcript of an interview with Dr. Michael Bull, a lecturer in Media and Cultural Studies in the University of Sussex, in the UK. Dr. Bull is the author of Sounding out the City: Personal Stereos and the Management of Everyday Life, described as the “definitive treatment� on the impact of the Sony Walkman and its descendants.
Dr. Bull reveals that he is currently writing a book on the iPod. His research was composed of a 32-page questionnaire that included questions about the pros and cons of the iPod, how individual users used their music, and how that changed interactions between them and other people and the environment. His research shows that users like the design of the device, but tend to dislike the battery life.
Dr. Bull draws a contrast between the Sony Walkman and the iPod, stating that the Walkman tended to isolate people from the environment, whereas the iPod, with its sharing capabilities, actually changes the social dynamic between people and their environment. Dr. Bull states that this change in the dynamic is what makes the iPod so academically appealing.
Wilcox, J. (2004, Jun. 10) “Analysis: The iPod-iTunes Phenomenon� MacNewsWorld, retrieved August 4, 2004, from http://www.macnewsworld.com/story/34352.html
The author of this article states that the popularity of iPod and the iTunes Music Store “offers interesting cultural lessons for Apple and its competitors�, describing the phenomenon to something similar to the boom of MTV in the 1980’s. In particular, Wilcox states the importance of multiple avenues of discovering music, one feature which has been implemented into iTunes.
The author stresses the importance too, of a sense of community, citing “New Music Tuesdays� (where several new songs are available for download free every week), and other such promotions as good examples of community-building. He also discusses how Apple’s willingness to include songs with explicit lyrics give them “an edge� which may heighten the music store’s allure.
The author discusses the differences in taste in international music and suggests that Apple cater to local tastes, if it wishes to truly be a cultural phenomenon.
Menzies, D. (2004, Jul. 19) “Duke to Give Apple iPods to First-Year Students for Educational Use� Duke News, retrieved August 4, 2004, from http://www.dukenews.duke.edu/news/ipods_0704.html
This article discusses the current educational experiment being undertaken by Duke University, whereby first year students in one particular class will be given iPods. The author states that this move as part of an initiative to “encourage creative uses of technology in education and campus life.�
The iPods will be preloaded with an academic calendar and information for freshman orientation. The university also has a website modelled on the Apple iTunes site, which allows students to download course content, lectures and language lessons. The total cost is expected to be up to $500 000 US, but Tracey Futhey, vice president of IT believes it to be worth it on the basis that media used in conjunction with the iPod is more flexible than other media, including CD-ROMs and DVDs.
Other suggested ideas for this ongoing research experiment include being able to listen to the on-campus radio station, note taking, and increased downloadable resources in the language department.
Duke is limiting the evaluation to a single class of students, starting August 19, 2004 and is working in conjunction with Apple on this project.
Warrene, B. (2004, Jun. 04) “Apple’s and Microsoft’s Digital Music Ploys� MacNewsWorld, retrieved August 4, 2004, from http://www.macnewsworld.com/story/34235.html
This article deals with Apple’s handling of the iTunes music service with regards to digital rights management (DRM). In addition, it also discusses the competition that Apple faces from Microsoft in this respect. Yankee Group senior analyst, Mike Goodman says that Microsoft’s new beta of its Media Player is focussing on synchronisation, much like the iTunes service.
The author points out the need for Apple to appeal to more of the Windows based community if it intends to grow, and applauds Apple’s efforts thus far.
The article then discusses the implementation of digital rights management and emphasises the fact that, although Apple’s model does contain DRM, that it is practically invisible, and thus is much more appealing to consumers.
Lister, M. (ed.) (2002) New Media: A Critical Introduction, London: Routledge. ISBN: 0-415-22377-6
In Chapter 3, p.209, the author discusses the societal aspects of Napster, a critical forerunner for all music sharing programs, including iTunes.
The article discusses the attempts by the Recording Industry of America (RIAA) to shut down this music service. The implications this court case had with future music sharing applications was that, “just because something is technically possible does not mean it can be freely implemented.�
The author points out that once the internet made it easy to distribute digital media freely, the law had to adapt to new circumstances: in particular in deciding who can buy, own and distribute material ie. Digital rights management.
The author concludes by showing how this kind of distribution could be altered to further corporate interests, given Napster’s transformation into a pay service, like iTunes.
Heid, J. (2002) The Macintosh Digital Hub: An Interactive Guide to iTunes, iPhoto, iMovie, and iDVD, Berkely: Peachpit Press. ISBN: 0-321-12529-0
On page 50, the author of this book points out the accessibility features of the iPod. In particular, Heid indicates that the iPod, in addition to playing music, is also capable of acting as a digital address book and note taking device.
He likens the iPod in this respect, to other multimedia devices, such as Palm and Pocket PCs and also makes a comparison to mobile phones.
On page 14 of the book, the author also discusses iTunes at length, emphasizing that the popularity of the iPod and iTunes comes from the freedom to arrange songs (adding the disclaimer, “not the freedom to steal songs�).
Page 20 discusses the mp3 format, how it is used in conjunction with iTunes, and the versatility of this file format
Siang Lu 15:06, 12 Aug 2004 (EST)
