Successful New Product Research - iPod

Successful New Product Research - iPod
In today's computer market, although many people know or have heard about Apple Computer or Mac, but only a small portion of the population actually own one. According to Gartner Dataquest and IDC, Apple remained standing at around 2.3 percent of the worldwide market, while NPD Techworld showed that Apple's U.S. consumer market share stayed between 3 and 4 percent. In order to reach a wider market, Apple repeatedly tried entering into different markets, first with the Newton handheld and then with the Pippin game console, which both of them failed in the early 1990s. Recently Apple tried expanding their market again by entering into the digital music industry. In October 2001, Apple introduced its first portable digital music player, the iPod, to the world.
I would certainly consider the iPod as being a successful new product. Ever since it was introduced to the general public, it has saved Apple while Mac sales have remained flat. According to ...