Yesterday’s Apple event didn’t draw gasps of amazement of the good kind. Some great announcements were made (app management in iTunes 9, a cheaper iPod touch, a camera in the iPod nano), but the biggest surprise was the lack of a camera in the iPod touch.
This strikes a lot of people as crazy, but from yesterday’s event it’s pretty clear that Apple is aiming to differentiate each of its devices in a very clear way, rather than in the old days where everything played music and perhaps did a couple of extra things not particularly well.
The iPod shuffle is the truly mobile device, aimed at people who don’t care what they’re listening to, and don’t want any weight to carry around.
The iPod nano has been repositioned as a device to smack Flip with, due to bundling a VGA camcorder, but in a device much thinner than its rival.
The iPod touch, judging by the fact a quarter of yesterday’s announcement was about gaming, is now positioned as a handheld videogames device—Apple’s answer to the DSi and PSP Go. I still feel that the device’s name is a massive hindrance to true mass-market acceptance, but with 21,000+ games on the App Store, it’s clear where developers think the money is.
The iPod classic remains the player for people who must have every tune available at all times, under pain of death.
The iPhone is the device that mashes everything together in a profitable package for Apple.
Despite this desire to differentiate individual devices (presumably to encourage people to buy more of them rather than concentrate on convergence), it still seems odd that iPod touches lack a camera. Jobs argues in an interview with David Pogue that iPod touch is “the lowest-cost way to the App Store, and that’s the big draw”. He says Apple was focused on “just reducing the price to $199 […] to get the price down where everyone can afford it”.
I suspect in the medium term, there will be an about-face on the camera decision, not least when you consider Jobs goes on to say in response to Amazon’s Kindle: “General-purpose devices will win the day [because] people just probably aren’t willing to pay for a dedicated device.” Right now, iPhone is the only truly general-purpose device; iPod touch is close, but really needs that camera to have the widest appeal and scope.
But next year will see flash memory reduce in price to the point that the iPod classic becomes irrelevant next to a 128 GB iPod touch. At that point, it’ll be a no-brainer to add a camera at least to the more expensive models in the iPod touch range, perhaps leaving the low-end without a camera, intended as a cheap gaming device to continue attacking Apple’s newfound handheld-oriented rivals.