Five years ago today, Steve Jobs stood in a relatively small room in front of a relatively unimpressive PowerPoint presentation (or whatever the Mac equivalent is) speaking to a group of people who all appeared relatively bored – and announced probably the biggest consumer electronics product of the past twenty years. And along with that little white music pal, came the iTunes music store, and the ability to buy music for 99 cents, sync it with your new iFriend and be on your way.

Its arguable which was more responsible for the iPod’s success – the elegant design of the device itself or the extremely easy way in which Apple lets you buy music for it via the iTunes Store. Let’s just say they were both pretty clever and move on. As the program celebrates a half-decade of existence, competitors struggle to stay afloat (or sink almost immediately, as is the case with Amazon’s absolutely dreadful Unbox service), while other DAP (Digital Audio Players) rely on campaigns such as idont and attempt to take even a small portion of the market away from the iPod.
The popularity of the iPod, iTunes Store, and the ever-increasing market share that Apple products take over is very interesting, not because it means that maybe we’re all more creative or because maybe Steve Jobs is really as brilliant as the Mac zealots believe, but because there is possibly something very sinister lurking underneath the always-connected, always-synced Apple world.
Let me start by stating that I’m not targeting Apple with this particular diatribe. Apple is doing what’s best for the company – a company that ten years ago was pretty much going under for good – but the consequences of these actions could be far reaching for media consumers, and more importantly (of course), media creators.

Through the iTunes Store, and the selection of products that interact with it, Apple has created a vertically integrated method of media distribution. Through the miracle of
DRM, you can only play music from the iTunes Store in iTunes or on an iPod. Apple has now introduced movies and television into their store, with the same kind of restrictions. At the beginning of next year, the company will release iTV (“working title,” Steve let us know a few months ago) which will hook your Television, possibly stereo up to your Macintosh computer, and interact through Front Row, playing music and movies and television shows that you’ve downloaded on your iTunes account.
This is very, very slick, and knowing Apple’s track record over the past couple years, its going to work pretty well right out of the box. And the problem with it working so well is that a lot of people are going to use it. The popularity of iTunes stems from how easy it is to use, and how consistently it works well, not to mention the fairly vast amount of content available. Apple’s dream is to distribute all media through the program, through its servers to its hardware for you to watch. But isn’t there an inherent problem here? It is yet another massive corporation controlling the way that our media is delivered to us. This limits choice to the consumers but moreover creates yet another limiting factor to media creators.
Huge corporations shouldn’t have their fingers in the business of distributing multiple forms of media. Just because we can point to hundreds of other companies that do it, doesn’t mean that Apple joining in is a good, or even acceptable thing. I am having a hard time thinking of any multi-media distribution that works ethically, and I can think of some that are just downright evil (oh hello, SONY). Moreover, at the end of the day, ease of delivery only helps media consumers become even lazier (as if that were possible), and lazy consumers eat what they’re fed for the most part. Now that Apple has such a vested interest in Disney (and its many, many subsidiaries), having content decisions made at the iTunes Store level really doesn’t sound too great. And “evil” multi-media distribution companies? Disney isn’t doing much to warm my heart.

If DRM fails, which it very well might, a lot of these problems would be more or less solved, as then Apple distributed media will be used on a lot more non-Apple units, and just join the swell of music, television, literature and films that we’re swimming in. And there’s still hundreds of ways to get media online (a lot of them legal!), so none of the above problems will effect more educated computer users and media consumers. But not many of them are using iTunes. Moreover, Apple’s already won this round, as they were out of the gate well ahead of their competitors, but also well ahead of their critics. The pieces for vertically integrated media distribution are already in place, and Apple’s already reaping the benefits. Whether we commend them for this is up to us, and whether we decide to spend $14.99 on a low-quality, DRM-ed copy of
Pirates of the Caribbean rather than picking up the DVD is too.
My point here isn’t to uninstall iTunes from your computer or to trade your iPod in for a Sandisk Sansa. Instead, as we embrace new forms of media distribution, we must become ever more vigilant, ever more intelligent, ever more critical consumers.
Here's Steve
introducing the iPod five years ago today. Nowadays he makes these sort of announcements in
somewhat larger rooms.