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The original package of the iPod was a 6″ cube box. The box was supposed to be removed out of the sleeve, after which, it was unfolded as a flower. The first iPod package reflected the image that the company was trying to promote: exuberant style, expressive elements, brisk and intense colors and sounds. After the appearance of the next types of iPods, this image of the product changed into a more mature one, an image which was expressed through the campaigns, the package and the general design of the product.

The main color of the iPod video is plain black, which is rather risky, yet original, considering the fact that the main aspect that the device has is the video, meaning colors, motion and diversion. Still, there are various silver accents on the box, which represent the Apple logo and text. Still, the color of the box fits with the colors of the actual iPods: black and white, just like the iPod nano. By choosing these colors and this style of packaging, Apple wanted to create a more sophisticated and stylish look of the new product; together with this, the ads for the product changed to a more series and mature tone.

The shape of the box differs, as well, from the first flower-like box of the first generation of iPods: this iPod`s video box is rather flat and square, more stylish and more serious looking. Actually, this box works as a sleeve, as well, with one open end, similar to a DVD box set, but it also contains another inner box, which is very well fixed inside. The inner box opens in 2 distinctive parts: one part contains the iPod device and the other contains a monolith.

The package lacks a manual guide (still, it has a small Quick Start Guide); instead, it has a CD which contains all the needed usage instructions of the iPod video. Besides these, the box contains a relevant and think copyright statement and a protective sleeve for the actual iPod. The CD which contains the instructions displays an appropriate PDF file that suits any computer, using the languages English, French, German, Japanese and Chinese. Another inside package contains an USB adapter cable and the ear buds; this type of iPod has even smaller ear buds, which need to be protected while opening the box.

The new product iPod video has, besides various improvements in the technical department (among which, the video feature is the most relevant one), another package, another image and way of presentation. The new package manages to remain practical, yet it becomes safer. Besides these, the new package offers a more sophisticated and elitist image of the product, concentrating on refined touches and neutral colors.

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Due to the fact that the product was not yet in stores and people didn’t expect such a product to appear, there were a number of teasing and controversial ads (regarding their authenticity) which appeared and circled on the Internet. By bringing a new and relevant feature to the device, such as the video feature, the potential customers were surprised by the evolution of the product and so, the ads purpose was established. One of these ads represents the iPod video in an unreal shape (meaning that the authentic iPod has other optical features and another design). The ad was very short, as it lasted only 15 seconds. The video begins with presenting some corners of the new device, which are revealed in a computerized manner.

This one side of the device turns and the other one presents a screen which played the most recent music video belonging to the band Black-Eyed Peas (Pump it). The music and rhythm were dynamic and fast and so were the characters, who were dancing while driving. Suddenly, the slogan Introducing the new hand held movie theatre appeared and shortly after, the phrase new hand held movie theatre was cut out and the new phrase new iPod appeared on the screen, resulting Introducing the new iPod.

The controversy around this ad is focused on the fact that the actual iPod video doesn’t have the same characteristics as the one in the ad: the actual device looks very similar to the 1st to 4th generation of iPods, meaning the screen is over the buttons, but the one revealed in the ad presented a very large screen, which completed one side of the device.

Still, there are many ads of the new iPod video which are, for sure, authentic. The main idea of these is the fact that music can be seen, as well, besides just being heard. This is why the Apple company opted for integrating famous artists in the ads for their product: one of the ads featured U2′s Original of the Species from the Vertigo – Live From Chicago DVD and another two featured Eminem and Wynton Marsalis. The ads featuring these artist were much longer than the usual ones and they basically played famous songs, but not together with their videos; instead, the producers opted for some more authentic images illustrating performances of these artists, which would look natural and more spontaneous. The ads for this new product were focused on the video playing capabilities of the device and the producers wanted, at the same time, to symbolize the new range of possibilities that the new model of iPpod had to offer.

The main idea of the ads was clear, even though these 3 ads had very different targets. Based on the fact that the clients of the new device come from different backgrounds and are of different ages, the producers and the marketers managed to pick some artists that represent generations and symbolize best their tastes and lifestyle: Eminem stands for teens and hip hop music, Wynton Marsalis is representative for adults who like classical and jazz music and U2 is somewhere in between the other 2 opposite styles.

In parallel, the ads with the dancing silhouettes continued with more specified backgrounds, which were representing the video options. The iPod`s video ads show that the product has definitely evolved, has a more mature image and optimized new features.

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Other accessories are the chargers, the earphones, headphones of different models. There is also a speaker especially created for the new iPod video. You may also find different types of skins, sticker decals, carrying cases, pouches, remote control, iPlug 3.5 splitter, backpack w/ speakers and, of course, various connection cables and adapter very useful for the new iPod video.

There are also different available adapters – iPod video cassette adapter for 3.5 mm devices, iPod video 3.5 mm to RCA audio cable adapter, iPod video car charger cigarette lighter adapter for Apple iPod, iPod video USB black car charger cigarette lighter adapter, iPod video USB travel/home charger adapter, iPod video car charger adapter, iPod video wall-car charger 12V-AC adapter. You may also find different transmitters for the iPod video and this is the case of the iPod video tune-free audio FM transmitter and the iPod video WALL-II audio FM transmitter.

Various cables are also of great use and are needed while having the iPod video – iPod video firewire 1394 data dync dable for Apple iPod & iPod mini, iPod video retractable USB 2.0 data sync cable for Apple iPod, iPod video USB 2.0 extension cable, iPod video USB 2.0 data sync cable for Apple iPod. You may also need iPod video USB data transfer key fob, extended battery pack w/ carrying case for the iPod video, walet carrying cases, metal cases of different colors, protector shields of various colors.

There are also some other useful accessories for the new iPod video and you may choose from different types of cases – Kroo G5 belt clip leather cases, Kroo Melrose belt clip carrying cases, iPod video Optimum Armband carrying cases.

You may also buy an iPod video Cellet universal PDA holder and a special holder for the iPod especially designed for the car. Other accessories are also useful and have an interesting design – iPod video Cellet Rhinestones 100, iPod Cellet Rhinestones assorted.

Some other accessories point out the new generation style technology – iPod video creative CB2530 bluetooth digital wireless headphones, iPod video Naztech boom station N20 speaker and docking station, iPod video fold-up amplified portable speakers for MP3 and music players. Other accessories are iPod video desktop dock cradle, iPod video idock desktop dock cradle for Apple iPod w/ USB and FireWire.

All these accessories denote the fact that a simple portable audio device is of a great importance taking into account all different designs for the carrying cases and skins. The iPod video has many accessories, some of them are designed for suiting the lifestyle, the preferences and the tastes of the customers. Others are needed for transferring the information, for adapting or other useful activities in the technologic domain.

Another important aspect to mention is the fact that all the accessories are especially designed for the thinner models of the iPod video with a larger screen and smaller dimensions. The cases, skins and sticker decals have the role of pointing out the beauty, simplicity or vivid colors. On the other hand, they have a protective role and a decorative one, pointing out the personality, the lifestyle of the user. These aspects are extremely important for the younger users of the iPod video – the teenagers.

The other accessories are more or less needed taking into account how much into the fever of the iPods the user is and how much he uses all the other activities related with the iPod video. Anyway, in a world in continuous movement, almost all the accessories and special devices may be of great need for a modern person with a modern lifestyle.

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The target buyers of this new device are, for sure, young people and adults which are trying to buy a great present for their children. In this example, the critics say that in many cases, the adults do not know the features of the new device well and all the things that it can be used for. So, one of the most important worries that parents should have is the fact that some children might use the iPod to directly download (as this new iPod video allows to do so) some materials from sites destined to adults only. More precisely, the target customers of the iPod video are somewhere between the ages of 16 and 30, but there are various categories which don’t fit in this group, too. Among these, there are the people above 30 years which want to remain modern and keep focused on the new releases in the technology department. Even more, there are various customers which own an iPod from the 1st, 2nd, 3rd or 4th generation and simply want to upgrade their item and to be able to watch clips and movies on the device, as well.

On the other hand, the sales so far clearly indicate the fact that the new iPod video is bought more by men then by women. In many cases, the iPod is bought in order to be offered as a gift for various occasions, as it is consistent, original and useful.

Due to the fact that the new iPod video represents quite and investment, there are rare cases in which teens might purchase one of these with their own money. Still, parents seem disposed to pay the necessary amount of money in order to see their children happy. The sales of the iPod video showed the fact that the device sells best before Christmas and before the summer holiday. Due to the fact that the usage of the new iPod video is one of the most pleasant ways to spend the time, (as it offers both video and audio possibilities), the iPod is intensely used while people are on vacation.

The new iPod video has a lot of fans so far and even more people are interested in the new features that the iPod can provide, thinking of purchasing the item themselves. So far, the sales say that the number of the buyers is increasing and the people become more and more receptive to the device and its capacities. At the same time, people adapt fast to the new technology, so they expect even more from the next iPod of the Apple Company. Due to this, the team of engineers already works on the next and more optimized iPod, which will bring, besides many new features and accessories, an innovative new capacity, which will surprise the market.

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The design of the new iPod video is rather unique and different from all the other models of the iPod series, which basically includes 4 generations of this device. Firstly, the design of the new iPod had to be adapted to the optimized features of the product. Secondly, the most important factor when designing this item was the fact that it had to have a large and colored screen, in order to provide the video feature at a high level. Even more, even though it is a technical device, the iPod always had a fashion of its own, which made the item, besides a provider of music (photos and now, videos), a trendy accessory, which young people preferred to wear. Considering this, the design engineers of the Apple team managed to pay an increased attention to all the aesthetical features of the device and took care of all the tiny details which actually made the iPod look great at the end.

The iPods were found on the market in various colors since their appearance. From the intense and bright pink iPod of the first generation to the elegant and popular white, the iPod managed to keep the same style, even through different colors. Even more, the most famous iPod ads were always focused on bright colors, such as orange, green, intense turquoise and lots of shiny pink. The iPod video is found on the market today in two basic colors: white and black and the choice of these colors is owed to the fact that, on one hand, the previous iPod nano had the same colors and it was a big hit product since it was launched and, on the other hand, the fact that with the new iPod video, the marketers and the advertising team wanted to promote a more serious look of this device, with a subtle and more elegant style. Still, the ear buds for this device are kept in the same color, white, as they have been since the first appearance of the iPod on the market in the year 2001.

The reviews that regard the aspect and design of the new iPod video mention the fact that some black ear buds were expected, as well, in other to fit better with the elegant look of the black iPod video. Even more, regarding the colors of the new iPod video, the reviews mention the fact that, while people expected the white iPod video to require more maintenance than the black one, the reality shows the fact that the dirt is much more visible on the black device. At the same time, Apple offers in the large package which includes the iPpod a protecting sleeve for the video device. This sleeve is colored in light grey and manages to protect the iPod and keep it clean, at the same time.

The new package of the iPod video brings many new aesthetic and stylish features: the text and the Apple logo on the box are embossed with silver, which makes the black package look elegant and elitist, which is exactly what the company wanted.

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