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Steve Jobs' strategy in allocating a large portion of the marketing budget to the iPod was based on his belief that the iPod would associate Apple with innovation and youth, thereby spurring the sales of all products. He moved $75 million of the marketing budget to the iPod, outspending his competitors a hundred times over. This strategy was successful as Apple completely dominated the market, and iPod sales drove Macintosh sales. By January 2007, iPod sales were half of Apple's revenues.
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The iPod was the first device that emerged from the digital hub strategy. Music players in the 2000's were incredibly complicated to use and could hold only a dozen songs. The iPod held a thousand songs and was stunningly easy to use. Jobs had a simple mantra to ensure design simplicity: No song or function can take over three intuitive user-clicks. Jobs moved $75 million of the marketing budget to the iPod, outspending his competitors a hundred times over. He believed that the iPod would associate Apple with innovation and youth, spurring the sales of all products. Apple completely dominated the market, and iPod sales drove Macintosh sales. By January 2007, iPod sales were half of Apple's revenues.
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What principles made Steve Jobs one of the greatest inventors and product visionaries of the 21st century? Biographer Walter Isaacson raises the curt...
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