"The Great Transformation" is linked to the collapse of the traditional music industry. Indeed, the illegal downloading of music enabled by digitalization and sharing of the latter appears to be the trigger for a crisis of global magnitude of this sector. Demonized by the record companies, the digitalization of music seems to have spent on Apple and its iPod as the big winners in this transformation.
The success of Apple in Cupertino in a global rout of the music industry is a legitimate review of its strategy for this sector. The firm, was founded in 1976 by Steve Jobs and Steven Wozniacki, is a model for some and as sworn enemy to others. Questioning the strategy of Apple's music industry comes to detail its long-term and short term goals in light of the tradition of innovation that is so special about this company.
After 1990's challenging return of Steve Jobs at the helm of Apple has a recovery net. A new strategy was unveiled by focusing particularly on the production objects "upscale." It is this ability to anticipate and innovation that gives Apple an undeniable originality, indeed, by it own choice, the firm engages all the music industry with it, which makes it appear as an actor in the revolution, rather more than a victim.
Thus, it is therefore necessary to consider the nature of Apple's strategy and especially on the consequences of the latter on the global music industry. To do this firstly, we will look at the importance of innovation from Apple as part of its strategy, and then we will question the sustainability of the model they have created.
Apple believes in the phrase innovate and conquer. The iPod is the foundation of all Apple's music strategy. If Apple is not responsible for the digitization of music, their role is important for the new way of consuming music.
Tags: Apple Company and history, Apple products, Steve Jobs and Steven Wozniacki
[...] iTunes is the largest distributor of digital music online. Since 2003, more than two billion songs were sold. In Europe, several consumer groups have accused Apple of narrowing choices for users by linking iTunes to iPod. • The competitors who keep asking Apple to relax its policy must eventually find other solutions. Various companies such as Realplayer have developed a system called Harmony enabling play the songs from the RealPlayer Music Store on iPod. Some even mimic the entire strategy of Apple, as Sony with the launch of its new Walkman as well as the equivalent of SonyConnect iStore, using a DRM that restricts the order of songs on sale. [...]
[...] This is a new strategic shift for the leader of the nascent digital music: the conquest of cheap computer. • The iPod is linked to the resurgence of Apple but has also pushed its diversification by allowing an incursion into an area other than the design of computers and software. • Following this phenomenal success, Apple will move the storage and playback of music marketing online music. It is becoming a key player in the music industry with the iTunes Music Store, shops selling music online open to U.S., Canada or Europe. [...]
[...] The launch in November 2001 introduced its iPod portable music portability for a new concept of listening. • The return of Steve Jobs at the helm of Apple in 1997 was instrumental in designing and orchestrating the release of the digital music player. This was part of its strategy: the iPod has advanced multimedia features and original, an innovative design and a premium positioning. The main component of the strategy of Apple's innovation was to say that the creation of a market does not yet exist allowing it to emerge as undisputed leader. [...]
[...] • The situation is definitely in transition. However, we must analyze whether it is a genuine movement of the whole area of the music world that is driven by all the actors or whether it is a fact of political advertising that is specially designed to benefit Apple. Conclusion Thus, it appears that the strategy of Apple's music industry is fundamental because it is partly responsible for the current direction of this industry. Drawn to scale a business, on the values of innovation, synergy and somehow locking, this strategy seems subsequently to be participating in a global vision of the music industry. [...]
[...] • Legal downloading paying opposes music piracy. This timing strategy is also adapted to a new mode of consumption: individualization of the song standing out as the album, fast download for immediate satisfaction of demand . the price of songs is offset by a significant range of services. • Apple offers a viable alternative to illegal downloading and poses as actor of the digital revolution in the music industry. ⎝ Thus, from a global perspective, Apple's strategy is to innovate to stay ahead. [...]
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