The document discusses Apple's iPod product line and categories of new product development. It provides details on the different types of new products including new-to-world products like the iPod, new product lines, additions to existing lines, improvements and revisions to existing products, repositioning of products, and efforts toward cost reduction. The document then focuses on the history and evolution of the iPod, from the original 2001 launch through various generations and spin-off products that expanded its market and positioned Apple for success.

1. NEW PRODUCT DEVELOPMENT
APPLE iPod.
SHACHI VERMA
SHIVANI NAMDEO
BITM PUNE

2. CATEGORIES OF NEW PRODUCT
• New to the world product
• New product line
• Addition to existing product line
• Improvement & revision of existing products
• Repositioning
• Cost reduction

3. CATEGORIES OF NEW PRODUCT
• New to the world product
• New product line
• Addition to existing product line
• Improvement & revision of existing products
• Repositioning
• Cost reduction

4. NEW TO THE WORLD PRODUCT
• iPOD
• World’s first Multi-Touch mouse
• iPAD

5. CATEGORIES OF NEW PRODUCT
• New to the world product
• New product line
• Addition to existing product line
• Improvement & revision of existing products
• Repositioning
• Cost reduction

6. NEW PRODUCT LINE
iMAC iPOD iTUNE
iPHONE iPAD APPLE
TV

7. CATEGORIES OF NEW PRODUCT
• New to the world product
• New product line
• Addition to existing product line
• Improvement & revision of existing products
• Repositioning
• Cost reduction

8. ADDITION TO EXISTING PRODUCT LINE
iMAC iPHONE iPAD iTUNE iPOD Apple TV
iMac G3 iPhone iPad Acquired in iPod Classic September
1998 2007 (original) 2000 1G-6G 12, 2006
2010
iMac G4 iPhone 3G iPad 2 iTunes 1.0 iPod Mini First Gen.
2002 2008 2011 2001 January 8, 2007
iMac G5 iPhone 3GS iTune U iPod Nano Second Gen.
2004 2009 2007 September 1, 2010
iMac (Intel iPhone 4 iMix iPod Shuffle
plastic) 2010
2006
iMac iPhone 4S iPod Touch
(Aluminum) 2011
2007
iMac
(Aluminum
Unibody)
2009

9. CATEGORIES OF NEW PRODUCT
• New to the world product
• New product line
• Addition to existing product line
• Improvement & revision of existing products
• Repositioning
• Cost reduction

10. IMPROVEMENT& REVISION OF EXISTING
PRODUCTS
.APPLE IPOD
• Everything about the iPod is changing. Everything
includes the price, the size of the actual iPod to the
number of songs it actually holds, the colors it
becomes available in, the target market, its
competitors and more.
• The iPod became a quick success. Overtime in the
growth stage, Apple has seen quite an S-curve with
the sales of the iPod. The market is still continuing
to expand, however overtime it is at a slower rate.

11. HISTORY OF IPOD
October 2001, Apple unveiled first generation
iPod. 1.8” Hard drive 5 GB
• March 2002, Apple introduced 10 GB model of
first generation iPod.
• Second Generation iPod was introduced on
July 17, 2002.
• Touch sensitive wheel
• 10 GB & 20 GB

12. CATEGORIES OF NEW PRODUCT
• New to the world product
• New product line
• Addition to existing product line
• Improvement & revision of existing products
• Repositioning
• Cost reduction

13. .
REPOSITIONING
• From the original iPod came iPod minis,
REPOSITIONING
iPod shuffles, iPod nanos, and eventually
the iTouch. Accessories such as the
iLounge and the iHome are other products
complimenting the original iPod. Each one
of the extensions is now perceived with the
same quality and image as the original
iPod. They have created more awareness
and assurance for the Apple brand and the
signature “i”.

14. REPOSITIONING
. Apple as a company is striving to
become an economic friendly
company and is implementing
tradition and change in our society
which is their environment-oriented
value.
Apple changed the packing of the
fourth-generation iPod Nano to a
much lighter package that uses less
than half of the volume than previous
packaging. A positive step was also
taken when recycling programs
began in Asia, Europe and Australia.

15. CATEGORIES OF NEW PRODUCT
• New to the world product
• New product line
• Addition to existing product line
• Improvement & revision of existing products
• Repositioning
• Cost reduction

16. COST REDUCTION
• According to analysis conducted by iSuppli Corp
in 2008.
• iPhone 3G sports an evolutionary design that
favours cost reduction instead of cutting-edge
features.
• Supporting Apple Inc.’s goal of expanding its
market share and achieving a worldwide.
• At $174.33 cost of the new iPhone was less than
the $227 that iSuppli estimated for the first-
generation

17. When coming into the market
iPods were on the expensive
side due to the fact that it was a
new technology and product
that was unfamiliar to the
world. It was the first in its
product line. Realizing the
sales opportunities being
missed out on in the middle and
lower classes, the iPod
products and prices changed to
accommodate to meet the
social structure differences.
The middle class makes up
70% of the social structure and
iPod touch includes the working class
which brings in a large amount
of income and purchasing
power

18. Co-Branding
Teaming up with the ever
famous Nike brand, the
Nike+ was created. This
product is a running shoe
which uses the iPod and
iTunes to play appropriate
paced music, as well as
track a runner’s speed and
distance (Nike, 2009). By
doing this, the Apple iPod
has placed their name with
another high end, high
quality brand, giving them
both more credibility and
more exposure to a
different target market.

19. Mac Desktop
1% 6% Mac Portables
5% 17%
10% Ipod
iTunes - Other Music
26% Related products & Services
Iphone & Related products
35% and Serivces
Peripherals & other
hardware
Software, service, and other
net sales
Revenue by product

20. VIDEO!!!

21. THANK YOU!!!