December 7, 2007
"The iPod Moment"
The Kindle/iPod comparison keeps coming up, usually in service of the point, “Amazon, don’t flatter yourself.” Which I think is fair. But in reading all this talk about the “iPod moment” for books, I feel as though I have a completely different notion of what that moment meant for music. Sure, on the face of it, Apple’s innovation was a tiny-but-capacious music player that allowed us to carry our music library everywhere we wanted. But wasn’t the deeper surprise/lesson of the iPod that Apple had essentially invented a need where none had formerly existed?
When I remember 2001, I remember Apple launching a device that garnered some admiration for its technical savvy, but whose price and function drew something of a raised eyebrow from critics. “‘Breakthrough digital device’ might be pushing it,” wrote David Pogue, in his review of the first iPod. (“Apple, don’t flatter yourself.”) Meanwhile, the first New York Times mention of the device was hardly breathless. The article quoted three people. The first was a Gartner analyst, who said, “It’s a nice feature for Macintosh users … but to the rest of the Windows world, it doesn’t make any difference.” The second was Steve Jobs, who was paraphrased as “disputing the concern that the market was limited, and said the company might have trouble meeting holiday demand. He predicted that the improvement in technology he said the iPod represented would inspire consumers to buy Macintosh computers so they could use an iPod.” The RIAA declined to comment, and another analyst simply said, ”This raises the bar.” The one actual description of the iPod in the article called it a “hybrid of existing products.” The article included an estimate that the size of the market for all digital music devices would be 18 million units by 2005.
I remember this muted enthusiasm pretty clearly because I was one of the skeptics. What could be so impressive about a portable music player? The Walkman’s been around almost as long as I have. Storage size? Honestly? What need could I possibly ever have to carry my whole music library around with me? How much music can I lsten to at one time?
32 million iPods were sold in 2005. That’s not even counting other digital music devices. This year, the 100-millionth iPod was sold. Clearly there was a market need here for a vast mobile music library that most of us were blind to in 2001.
I now have three iPods.
When folks talk about Kindle doing (or not doing) for books what the iPod did for music, they usually seem to mean creating a tiny-but-capacious e-book reader that allows us to carry our library everywhere we want. But I don’t think Bezos et al. are aiming at that at all. I suspect they’re trying to create something we didn’t know we needed. A leap of imagination so bold, it could only seem obvious in hindsight. Jury’s still out on whether or not they succeeded.* But I’m wonderfully excited by the possibility that I could one day encounter something that just transforms my notion of what a book can be.
* Personally, I felt for the Kindle the murmur of a tug I hadn’t yet felt for any other digital reading devices, although not strong enough to win me over.