Apple has not become a successful company by accident. Its latest marketing strategy – using the iPod Touch to build product loyalty amongst kids, hoping to graduate them to iPhones – is nothing short of brilliant.
The iPod Touch was an extremely popular gift this Christmas season. Two different models of the popular music player were second and third place on Amazon’s list of bestselling electronics. On Christmas Day, downloads for the iPod Touch soared, passing downloads for the iPhone by 172 percent. Downloads for all generations of the iPod Touch increased by over 1000 percent on Christmas Day, and by over 900 percent for the 3G iPod Touch.
The iPod Touch is popular with kids because it is not just a music player; it also has the App store, which opens up a world of possibilities. Parents like the iPod Touch because it doesn’t require an expensive monthly contract like the iPhone does.
Apple likes the iPod Touch because it gets an entire generation of kids to want more Apple products, particularly the iPhone. When these kids are old enough for cell phones (or better cell phones than they have now), they will be ready for the iPhone, so to speak, because of their familiarity with the interface on the iPod Touch.
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