| Title: | Why Apple Can't Do To Video What It Did To Music |
| Price: | $249.00 |
| Publication Date: | Nov 30, 2007 |
| Source: | Forrester Research |
| Author: | James McQuivey |
| Report Type: | Trends |
| Word Count: | 4516 |
| Length: | 11 Pages |
| Description: | Apple's appetite for a slice of the video pie has proven bigger than its reach. The iTunes video experiment of selling TV shows for $1.99 and movies for upwards of $9.99 — although a great service to the 4% of online adults who regularly buy video on iTunes — is not a mainstream model. Importantly, it won't translate into what Apple really wants: increased demand for sophisticated hardware like the iPod touch and Apple TV. Those devices still have a role, but they won't go beyond early adopters without opening the business model to include video experiences not offered today. Media strategy professionals take note: there's still plenty of opportunity to stake a claim in video territory. |
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