The iPod Touch - The 4th Generation

On 1st September 2010, Apple launched the fourth generation of the iPod Touch. Adapted from the original iPod touch created in 2007, it is now more ‘fun filled, feature packed’ (Apple, 1997) and technologically advanced than ever before. The iTouch has been continuously developed over three years to produce a flawless piece of technology that will satisfy modern day consumers’ needs and wants.

The fourth generation iTouch has an all new design, making it the thinnest and lightest iTouch to be created. Weighing in at just101 grams and with its curved design the iPod Touch is now a mere 7.2 mm thin. ‘Available in black and white as of October 2011’ (Horwitz, 2011) the iTouch never fails to look less than perfect. Its engineered glass front and stainless steel back conveys style and sophistication as well as providing an iconic design that is suitable for both male and female users.

The iTouch is the ‘perfect combination of stunning design and revolutionary technology’ (Google, 2011) simply brilliant from the outside in. Apple has incorporated the Retina display, making it the most impressive screen on any portable media player as well as adding twin set cameras that are ideal for ‘HD video recording and Face Time support’ (Miller, 2010), perfect for capturing special moments. In 2011, Apple decided to incorporate IOS 5 ‘which brings with it iMessage, iCloud, notifications and Game centre enhancements’ (Gideon, 2011) an upgraded software that allows users to text, video call, browse the web efficiently and have even more entertainment with the huge range of apps available to download.

Apple has worked for over nine years transforming the iPod, developing and advancing its design, software and usability. The history of the iPod began in 2001, where Apple first unleashed the iPod classic, swiftly moving through to launch ‘iPod Mini, iPod Nano and the iPod Shuffle, eventually reaching the iPod Touch, the first generation in 2007.’(Wikipedia, 2001) But the question is, why has Apple had to create so many different pieces of technology? The answer, to suit the rapidly changing technological wants and needs of society that has generated the specifications for the iPod touch, unveiling the story of its creation.

‘The iPod has a unique culture of its own; a subculture that is a niche within the mobile lifestyle as well as being a form of social expression’ (Bull, 2007) Technological determinists will argue that the advancements in technology has pressurised society to lead a portable lifestyle with expectations of easy accessibility and usability. They believe that we will carry round an iTouch in our pockets or in our bags because we can, not because we have too. Another argument that is portrayed by technological determinists is the need to have what we want instantaneously. ‘The iPod Touch has always offered lifetime internet with no fees’ (Rockwell, 2010) allowing users to access the app store where music, films and applications are just a tap away. This effortless system of purchasing what we want, when we want has driven society to impulsive buying, bringing to light a new, instantaneous form of human nature.

Free market theory is the idea that technology is driven by the financial market and the corporate organisations that are competing to create the ultimate music device. Apple has continuously brought out newer and better versions of their iPod, topping companies such as Sony who first invented the Walkman. The iPod may not have been the first portable media player to be introduced but it was the first to carve a remarkable niche on consumers with its revolutionary features. ‘While it is an expensive piece of technology, it has remained a piece of technology that many desire to have’. (Ikeda, 2007)

But why the iTouch? The conflict theory of history suggests that social and economic conflicts make us buy into technology. One of these aspects is that to be accepted into society you have to have the best, the newest and the most expensive. One feature of the iTouch is the price, and being expensive this could represent a certain status. ‘Other music players may be similarly priced, but the Apple brand and look represent a class of its own’ (Ikeda, 2007). The iTouch symbolizes a status that sets it apart from others.

Ultimately Apple has created one of the finest consumer cultures that is able to conform to societies needs better than any other. The iTouch is highly innovative let alone successful, being Apples biggest earner to date.




Sources:

• Apple.com (1997) iPod touch. (internet) Available at: http://www.apple.com/uk/ipodtouch/ (Accessed: 27 Feb 2012)

• Bull, M (2007) Sound Moves; iPod Culture and Urban Experience. London, New York: Rutledge. (Accessed: 28 Feb 2012)

• Gideon, T (2011) Apple iPod touch Review & Rating | PCMag.com. (internet) Available at: http://www.pcmag.com/article2/0,2817,2179701,00.asp (Accessed: 27 Feb 2012).

• Google (2010) Apple iPod touch - 4th generation Apple iOS 5. (internet) Available at: http://www.google.co.uk/products/catalog?hl=en&q=ipod+touch+4th+generation+reviews&cid=17781273647439111781#p (Accessed: 27 Feb 2012)

• Horwitz, J (2011) Reviews: Apple iPod touch (internet) Available at: http://www.ilounge.com/index.php/reviews/entry/apple-ipod-touch-fourth-generation/ (Accessed: 27 Feb 2012).

• Ikeda, S (2007) iPod and Culture. (internet) Available at: http://www.personal.psu.edu/sxi11/ipodandculture.htm (Accessed: 28 Feb 2012).

• Miller, M (2012) Review: The Apple iPod touch | ZDNet. (internet) Available at: http://www.zdnet.com/blog/mobile-gadgeteer/review-the-apple-ipod-touch-brings-many-iphone-4-features-without-the-carrier/3846 (Accessed: 27 Feb 2012).

• Rockwell, K (2010) Apple iPod Touch Fourth Generation (Fall 2010-2011). (internet) Available at: http://www.kenrockwell.com/apple/ipod-touch-4g.htm [Accessed: 27 Feb 2012].

• Wikipedia.com (2001) iPod - Wikipedia, the free encyclopaedia. (Internet) Available at: http://en.wikipedia.org/wiki/IPod (Accessed: 27 Feb 2012).