possible case study - the iPhone

TECHNOLOGY

taken from http://www.apple.com/iphone/ - 23/4/07

"iPhone combines three amazing products — a revolutionary mobile phone, a widescreen iPod with touch controls, and a breakthrough Internet communications device with desktop-class email, web browsing, maps, and searching — into one small and lightweight handheld device. iPhone also introduces an entirely new user interface based on a large multi-touch display and pioneering new software, letting you control everything with just your fingers. So it ushers in an era of software power and sophistication never before seen in a mobile device, completely redefining what you can do on a mobile phone."

further information can be seen at teh following:
http://www.apple.com/iphone/technology/
http://www.apple.com/iphone/phone/
http://www.apple.com/iphone/internet/

INSTITUTION

Apples i-Phone is converging three main media interests: mobile phones, music players and internet into one product. This convergence allows Apple to enter two markets: the mobile phone market and of course continue in the MP3 market. This will further increase there profits and enable the further production and development of new technologies. If the product is a success, it will also allow Apple to continue onwards in this market while also continuing to branch out from the iPod original concept.

AUDIENCE

The success of iTunes in conjunction with the iPod has allowed audiences to access more bands online and purchase legal downloads at a time when they are unable to physically go to a shop and buy the CD themselves.
iPod's and other new technologies of this type are owned by a wide range of people, from young adults and teenagers to those older individuals who have been able to keep up with technology and are therefore not "techno-illiterate".
With the music distributor EMI dropping its copywrite rules, iTunes is now able to put up higher quality songs for audiences to download and with the release of the new iPhone seeing the convergence of different technologies, people are now able to fully organise all their needs into one device.
However, with less copywrite laws in place, piracy of music is bound to increase and peer-to-peer sites like Limewire, which is used to download copywrited material, can only prosper in taking profit awa from deserving companies etc.

ISSUES

The blistering success of the iPod and iTunes immediately put sales in conventional high-street stores down and if the new iPhone is anywhere near as successfull as its predecessor, stores such as HMV and Virgin Megastores could be devastated, leading to raised unemployment etc. Of course, iTunes is not the only site to blame. In fact, it is the illegal siites that are to blame more than anyone, as these profit no one and allow piracy to fester in the industry.

THE FUTURE

With the limitation of copywriting laws now seeming to increase, it is likely that more and more people will continue to download songs, whether it is legal or not is yet to be decided. What is clear is that high-street stores could be set to disappear from our town centres. People like myself who enjoy collecting CDs for their sentimental value as well as their purpose will be forced to buy online in a forth coming digital age. The iPhone could be said to be a herald of this age, as people will be able to access iTunes on the phone and download any track or album they wish, thus removing the need to frequent music stores while out and about. Artists and record labels are also boaund to loose revenue as the unavoidable increase in illegal downloads is liekly to reduce their profits considerably