Having now played with a new for the past few days, I am simply amazed at how Apple has continued its winning streak with this new player - it's quickly become an object of Techno Lust among friends and employees, even those with functionally-comparable iPod Minis whose value must be plunging on eBay this week. And no, I don't own stock in Apple, and in fact, competed fiercely with them for years, so I have no great love for the overall company, but the product simply rocks.
There are numerous positive reviews of the product, including one by Walt Mossberg in the WSJ this week, but it's hard to explain how attractive this package is until you actually hold it in your hand. The combination of the tiny size/weight (between Mini and Shuffle), simply great screen for pictures & album art, and the usual brilliant overall design blows away any other MP3 player I have used. Since a recent study by Solutions Research Group has shown that the average iPod user has 504 songs on it, the 2-4G size is just perfect for the sweet spot of the market. And since it continues to use many of the same accessories as the previous players, there is a huge ecosystem around the new player, in addition to the new accessories created specifically for the new player. Apple deserves huge rewards for taking the chance of replacing their leading SKU (the Mini), instead of just continuing to add feature bloat such as just increasing storage for the new generation, as others would have done.
So what's most interesting about the Nano from a business perspective? It's the fact that my entirely and admittedly back-of-the-envelope calculation of Flash costs would lead me to believe that not only is Apple now the largest consumer of Flash RAM in the world, but that its cost of 4G of Flash is probably almost as low as the equivalent 4G of hard drive costs, meaning that the immense scale of Apple is now making it almost impossible for competitors to match it on a cost basis, which is an astonishing shift from Apple's 3% market share in PC systems.
If the production and sales rumors are true that Apple will sell an astonishing 30M iPods in 2006, then we can reasonably guess that 75% of them will be Flash-based, with probably 50% of the total being Shuffles due to lower price points. If we guess that the average Shuffle is 750K of Flash (50/50 split between 500K and 1G) and that the average Nano is 3G of Flash (50/50 split between 2G and 4G), then Apple will consume 34 Million Gigs of Flash in 2006. There are other large scale flash consumers, but the most often quoted large one is from mobile phones (although digital cameras and basic Flash memory sticks are presumbly also large). 800M mobile phones will be probably be sold in 2006 and the average Flash memory, including all the lower end ones in developing countries, is around 32MB according to recent storie, at least in Western phones. If that large assumption is true, then the entire mobile phone consumption of Flash is around 26M Gigs, which is significantly less than Apple's solo consumption. Another way to look at it is that Apple has contracted for 50% of Samsung's entire Flash production, which was 1/3 of the entire market in Q2 2005 - that would put apple at 17.5% of the worlds Flash market, clearly larger than other players in a very fragmented market.
This is not to simply say that size matters, whether it's Nano form factor, or the size of the global Flash market. What's key here is that Apple has not only out-designed every other firm on earth for the 3rd year in a row, but that it has taken the ROI competition to a new level, where only their purchasing scale can allow them to offer 4G-based MP3 players at costs similar to what others will sell 4G hard drive players for - it's time for competitors to go back to the drawing boards yet again.
Yes, I'm ignoring the ROKR iTunes phone - I've had a Treo with 1G of music on it for almost 6 months ago and have used it once - the form factor, software and battery life simply don't compare to what I can do with a true MP3 player, so I don't yet think we're going to be tossing our iPods for MP3 phones.
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