When Apple first launched their legendary music player, the iPod, they could have talked about the five-gigabyte storage capacity or other technical features like all the other manufacturers of music players of the day did. But instead, how did they promote it? “1000 songs in your pocket” Genius! Five gigabytes doesn’t mean a thing to most consumers. Neither does a bunch of technical jargon, but “1000 songs in your pocket”—anyone can instantly understand that and the benefits it will offer. The iPod was by no means the first portable music player on the market or even the best, but they were
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