I had a interesting conversation with someone about my podcast. Mind you, this is a very smart person with an interest in computers and internet marketing. I mentioned to him that he should subscribe to my podcast in iTunes.
I was surprised at his response:
No iTunes account here… Pardon my stupidity but isn't iTunes a “for pay” system?
You might be surprised that this conversation took place on a premium content forum — so this guy has exposure to computers and is a user of Skype. In the recent past, he has offered constructive criticism of my websites. He is thoughtful.
Like I said, this is a smart man. He is just out of the loop on iTunes.
This makes me think that Apple has a marketing problem.
So, what did I do — well, I explained iTunes to him. Then I called my mom. My mom is 60-ish, has a digital camera, cable TV and a Razor cell phone. I got a very similar answer. Here was my conversation:
Me: Hey mom — got a quick second?
Mom: Sure.
Me: Do you know what iTunes is?
Mom: Yes…, basically…, not exactly. Well, I know that I buy iTunes gift cards for the girls. I know that you buy music there.
Me: Thanks. Love you bunches.
So my mom (who is awesome) and this smart man above (also cool) both think that iTunes is a music vending machine where you have to pay money to get in. They would never consider downloading it because they don't want to buy anything.
Apple's Big Mistake
From my perspective, this is a real branding problem for Apple. They should teach people that iTunes is a great free music player for your PC and Mac that you can use to organize your music and optionally talk to your Apple devices.
The store should be secondary.
After all, the entire premise of the store is the micro-purchase. The sale amount of most iTunes store items is so small that people don't think twice about making a purchase. That is the key to the iTunes store success in my opinion.
Once they download the free music player, people will find the store, spend $0.99 and be hooked. In my opinion, Apple has brought the wrong message to market regarding iTunes.
So, what is iTunes?
Here is my response to the really smart guy:
iTunes is first and foremost a software music player for your Mac or PC. As it happens, it can sync with the iPhone, iPod AppleTV and iTouch too — so if you have one of those you use iTunes to manage the content.
You keep your personal music/podcast library inside of iTunes (like a juke box). You can add music from your own personal CDs or other sources at no cost. You can also download free music from various (legal) places.
iTunes also has a “store” — in the store you can buy music and other content. You can buy entire albums or single songs.
There are podcasts there too — that is where most podcasts are delivered from. Most podcasts are free (like mine) — but some are “premium” — you pay for those like music. You can also buy games and other software for Apple devices like the iPhone.
Other applications like audible.com also can interface with iTunes — so you can buy audio books and transfer them into the iTunes player.
Does that help?
You can check out iTunes for free at http://apple.com/itunes if you are ever in the mood to explore more.
Not a perfect description of iTunes — but that should get him started.
Best regards,
Mark
Hi Mark,
I saw that conversation and your post it awesome! I have itunes but still have trouble with the techy parts (getting music synced to my iphone and ipod) LOL
You explained it so well.
This is my first time to your website and I look forward to adding you to my reader. Thanks for always being so helpful.
You make a very good point with this post, Mark! I used to think pretty much the same thing of iTunes. And I thought it was Apple exlusive, as well. Then my dad bought me this laptop and iTunes was already on it. Then I started hearing about podcasts that you can get on it – then I realized that I could buy music on it – I still thought I could only do podcasts and I couldn’t do music – because, I didn’t have an iPod or whatever music-doohickey-player like my kids have ….on which to put the music. Heh. In fact, I bought my first song on it the other day – I bought ‘You Light Up My Life’ (mine and my mom’s ‘song’) for her birthday for an Animoto video. I was thrilled! So yes, you do make some very good points!
Oh, another thing, I wanted to rate your show and couldn’t because I wasn’t logged in – but, I don’t actually have an account. Hmm… Confusion returns…..
Well, count me in with the others that know little to nothing about the many features of iTunes–other than a vehicle for purchasing/downloading music.
In fairness to me (heh!), I haven’t explored Itunes much because I haven’t been one much to listen to music other than what’s on the radio…and that’s not saying much.
But now that I’ve been informed, I can really go to town.
I really do agree, though, that Apple has been remiss in explaining their features.
So thank you for that.
@above
I agree that that Apple has been remiss in explaining their features.
this is a great post. Apple needs to get something done.
Hi Mark,
I have a Mac and iTunes and the shop is really secondary to me as I can’t by stuff in the store from my location. Great article.
Michel
I had iTunes for a year before I ever clicked on pod-casts… now they are all I listen too… they should make the button say “FREE Podcasts”
Great explanation of a ginormus application.
From time to time I get the same question, “How do I convert MP4 (AAC) songs to MP3?” I guess they received a less expensive portable music player than an iPod.
People don’t know that besides being a great music jukebox, iTunes can convert the songs from one format to another.
Did I mention play videos? Sheesh … that too!
All you say is true, but you forgot one of the most important, IMHO, functions of the app: Burning music CDs. Yes, people still use those things! 😉 Many vehicles even come equipped with them! 8-| We use them at church as archives of services and give them to homebound members, also. I can probably count on three and a half hands (if some would let be borrow a couple!) the actual music purchases I’ve made in the total time the Store has been around. Must have burned two hundred CDs, however! 🙂 Thanks for an informative article!