Regarding the Future of the iPod Touch
“Originally, we weren’t exactly sure how to market the Touch. Was it an iPhone without the phone? Was it a pocket computer? What happened was, what customers told us was, they started to see it as a game machine, (we) started to market it that way, and it just took off. And now what we really see is it’s the lowest-cost way to the App Store, and that’s the big draw. So what we were focused on is just reducing the price to $199. We don’t need to add new stuff. We need to get the price down where everyone can afford it.”
Even Apple’s top-level executives weren’t sure what the iPod Touch was good for. The amazing thing is that by simply changing its’ marketing direction they gave a redundant device new life.
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