Apple introduced the first iPod in late 2001. There were other mp3 players in the market at that time, nevertheless, iPod have taken the biggest bite out of the market share. Within one year from January 2004 to January 2005, its US market share tremendously increased by 34%, from 31% to 65%. What could have caused this rapid increase?
Apple launched an advertising campaign by the name of ?silhouette campaign' in late 2003. The Apple iPod silhouette commercials are a family of commercials in a similar style that form part of the advertising campaign to promote the iPod. The commercials include television commercials, print ads, posters in public places, and wrap advertising campaigns, and are unified by a distinctive, consistent style (wikipedia ? the free encyclopedia). Every silhouette ad features dark silhouetted characters in dancing poses against bright-colored backgrounds. The earphones, cord and iPod appear in white, so that they stand out in contrast to the background and silhouettes. The white cords have become symbolic ? now iPods come in black as well, but the cords are still white. The dancing silhouettes give out the message that the iPod releases the energy in us and express ourselves. It also says that the iPod sets you apart from the crowd, as the ?i' could stand for ?individual' and ?independence'. After all it is the consumer who chooses the music the iPod contains. The simplicity of the ads gives the message that the iPod itself is not complicated and can be operated by anyone. The characters being portrayed in silhouettes also say that the iPod is not for a particular age, race or class.
The TV ads started shortly after the ads in print were up. These also have the features of the silhouette campaign ? the Apple logo, dancing silhouettes, ...