Why Apple Decided to Introduce New iPods
NEW YORK ( TheStreet) -- Though the iPod has seen better days, Apple
Apple introduced a 16GB iPod Touch this week that comes in five different colors and features a new front-facing camera. This newest iPod model starts at $199. Apple is also selling a 32GB iPod Touch for $249, and 64GB model for $299. The company cut the prices of its iPod line with the 32GB and 64GB models being reduced by $50 each and the 16GB model being lowered by $30.
As the iPod line has aged and become less relevant in an age of smartphones and tablets, sales have slowed. In Apple's latest fiscal quarter, the company shipped just 2.7 million units. That's down from 6 million units in the fiscal first quarter, generating $973 million in sales, and 5.6 million units in the year ago quarter, in which it generated $962 million in iPod revenue.
By contrast, Apple generated $32.49 billion in revenue from the iPhone, $7.61 billion from the iPad, and $5.52 billion from the Mac in its fiscal second quarter.
Cupertino, Calif.-based Apple has publicly acknowledged that the iPod is a product that no longer generates the interest or revenue that it once did.
"Some people just look at the numbers on a piece of paper, but the way I'd look at the business is our business from a sell through point of view less iPod, because I think all of us have known for some time that iPod is a declining business," said CEO Timothy D. Cook on the Jan. 27, 2014 earnings call.
With the iPod becoming less relevant, why would Apple devote engineering capacity to the product? One theory is that the new product helps to keep Apple's digital ecosystem in tact, especially for younger users.
"It's [iPod] not dead if you are an Apple household, and you have kids who are pre-cellphone age," said Hudson Square Research analyst Dan Ernst via email. The iPod line has become a gaming device, seeing tremendous amounts of traction from younger users to play mobile games.
The iPod Touch is also seen as a device for users to be able to access the Internet, as well as be able to play music, without paying for a data plan. "Perhaps they also want do a big campaign around music, and re-establish their ownership and heritage as the inventors of digital music - the combo of Beats headphones, the "new" iPod, and whatever [Jimmy] Iovine and [Dr.] Dre are cooking up," said one hedge fund analyst who declined to be named.