THE LIFECYCLE OF AN IPOD

Group #4:Monica EsopiFelix AronovichCraig DatkoStephen Kenas

Research and Development

Very secretive Design chain

PortalPlayer Sony – battery Toshiba – disk drive Wolfson Microelectronics – audio Texas Instruments – firewire Linear Technologies – power management

Apple still put it together and designed user interface Designed from the outside in

Layered components Reference Models NOT all on one custom Silicon chip

Reduces risks One custom chip not lucrative enough to be worthwhile

http://www.designchain.com/coverstory.asp?issue=summer02

Marketing

Focused on higher quality better parts better product people want it

hardware, software, packaging more durable

More compatible with Mac Became a “must have” Always releasing new hardware, software, apps

people like new, flashy things Commercials – nameless, faceless dancers Kept exterior design fairly costant (recognizable) Never discounted but bundled Other brands just can’t catch up

http://www.besttechie.net/2008/03/01/the-ipod-success-thank-the-marketing-department/

MANUFACTURING &PACKING“GOLDEN TRIANGLE”• Manufacturing: “Portal Player” chips (“Brain of the iPod”): company based in Santa Clara, CA. The chip's design is split between the firm in the U.S. and a firm in India.• Chip manufactured in Taiwan by two firms, then shipped to Santa Clara, CA for testing. The finished product is then shipped to a warehouse in Hong Kong, and then to an assembly plant in Shanghai where it is plugged into a circuit board and inserted into an iPod.•Packing: Apple uses 30,000 workers in China. Assembly line workers live in the facility and are able to use a post office, a hospital, supermarkets and a variety of recreational facilities. (no use of child labor or any form of forced labor).Sources: http://www.apple.com/hotnews/ipodreport/ http://dir.salon.com/story/tech/feature/2005/06/03/portalplayer/index.htmlhttp://www.sourcemap.org/object/ipod-productionhttp://www.sourcemap.org/object/ipod-production

SALES, DISTRIBUTION, AND TRANSPORTATION

Sales of iPods grew exponentially due to constant upgrade options and new products.

A distribution strategy designed to sell more iPods was selling them through HP's larger mass-market distribution network.

iPods are transported across the world for convenience and to make it easier for the consumer to buy.

Consumer UseThe iPod was built to last for 4 years. Therefore it

must be replaced at this point. However glitches with batteries and other parts cause many to die before this time. Also new brands of iPods are made constantly, creating a want for “better” iPods causing the discard of “outdated” iPods. Not only is the sales growth growing, but more products are being made every year as shown below.

Final Disposition

With new generations, iPods are thrown away more often now then ever before

Apple has recently become more green friendly iPods now:

Contain arsenic-free glass Does not contain and PVC, mercury or brominated flame

retardants Are made with easily recyclable metal.

Apple has developed a recycling program They offer the option for anyone to recycle any old iPods and

also old cell phones By bringing an old iPod to an Apple store, Apple offers a 10%

discount on the purchase of a new iPod

http://www.apple.com/recycling/ipod-cell-phone/

http://blog.sustainablog.org/apple-reveals-cleaner-ipod-remvoes-toxins-and-reduces-packaging/