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Alex Williams Alex Williams
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Matt May Matt May
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Nicole Simon Nicole Simon
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Roland Tanglao Roland Tanglao
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Matt May is a Web accessibility specialist, and has written on the interaction of people and technology since 1995. He keeps his own weblog at bestkungfu.com, and produces a podcast called Staccato, which features Creative Commons-licensed music.

Alex Williamsblogs, consults and produces unconference style events, where people immerse in DIY media. These are fun occasions, designed for people who want to get together with authors, artists, technologists and leading thinkers to converse, eat, listen to music, write, shoot photos and post podcasts and videoblogs. Alex also works with companies to establish DIY approaches, where writing, photography, voice and video come together to create new conversations and communities. Alex is currently fascinated with digital photography. His girlfriend calls him a Flickrholic. Send Alex a nice message: alexhwilliams at gmail.com.

Nicole Simon loves blogging and podcasting, dashed with an European view. As consultant she helps to facilitate such tools for business purposes or personal publishing empires. She can be found at cruel to be kind and on her private blog Useful Sounds.

Roland Tanglao is a well known podcasting enthusiast and a passionate advocate of blogs, RSS, and social software as a means of online expression for people, organizations and businesses. He is a prominent participant in the blogosphere and online communities and one of the founders of Bryght and as Bryght's Chief Blogging Officer reads hundreds of blogs daily. He graduated from the University of Waterloo, worked at Nortel Networks where he ran its first internal corporate blog, has has been blogging since 1999, and was the first business blogging consultant in Canada.

In the Pipeline: Don't miss Derek Lowe's excellent commentary on drug discovery and the pharma industry in general at In the Pipeline

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October 11, 2005

Apple and the Image of the Individual

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Posted by Alex Williams

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What role did podcasting play in Apple's best ever fourth quarter? What role did it play in helping Apple achieve its best financial results in company history?

I'm convinced that podcasting factored in Apple's record results. But only in that podcasting plays to our desire for individuality and the power we get from making our own media, on our own terms, free from the confines of control and authoritarianism. Free? What does free mean these days? Free podcasts? Is that it for Apple? Instead, it seems that Apple subtly encourages freedom from big media with the iPod as the tool for unshackling us from those bonds. Marketing campaigns celebrate creativity but also subconsciously amplify the whispers that we try to ignore, startling us as we feel society's invisible undertow, pulling at us as we see our own civil liberities and freedoms wash away into a soupy sea of conflicting emotions about war, terror and the monstrous challenges of our daily lives. Apple's success comes from its understanding of how to tap our society's collective need to break free as individuals and express ourselves. They do it with sleak design and music, encouraging us to feel the vibe you can only get with an iPod.

We all find ways to protect our sense of who we are. Apple caters to that desire in their corporate marketing and product strategy. And the results are record earnings. Apple treats the iPod as an aid, a tool, that helps awaken the soul so people may connect with themselves and their world. People may create their own shows. They may listen to whatever they wish, when and where we want.

The recipe seems to work. It appears to be a message that people are desperate to hear.

Comments (4) + TrackBacks (0) | Category: News and Commentary


COMMENTS

1. Marcus on October 12, 2005 2:16 PM writes...

We certainly have Apple to thank for the mass adoption of podcasting, but I think we'll have to all be careful that Apple doesn't try to "own" the medium too forcefully.

It's got every reason to attempt to be everyone's main aggregator (it will eventually be tied more directly into iTunes sales), but if podcasting is the radio of the future, I'd rather see it stay as decentralized as possible.

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2. David on October 13, 2005 10:53 AM writes...

People are also desperate to hear messages about the second coming and money growing on trees. Unfortunately, only Apple receives the tree message.

Do you really believe that a gatekeeper to what amounts to almost 100 percent of a market is "unshackling" its customers from the bonds of "big media". Apple IS big media. Apple's customers are sheep. They think that they're protecting "who they are" and that's true. As long as they're like everyone else. Perhaps that (membership, not individuality) is the real appeal of iPod.

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3. Alex Williams on October 13, 2005 9:47 PM writes...

The point is that Apple knows that people strive for some individuality. Apple is perpetuating this image in their marketing and people eat it up. Yes, Apple is big media but their message has people convinced that Apple gives people freedom from the big players. But I see the point about membership. To get your freedom, you must first subscribe.

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4. David on October 14, 2005 11:26 AM writes...

The point is that subscription is the switch. Individuality and freedom are the bait.

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