The Triangle

Issue date: 7/23/04 Section: Sci-Tech

The bank accounts of audiophiles and gadget geeks around the country are beginning to bottom out now that Apple has released the latest incarnation of its prized iPod digital audio players. As competitive electronics from Dell and Sony are prepped for market introduction, Apple has made some good moves with this latest device to combat the onslaught of alternative players.

The iPod currently claims a 50 percent market share in digital music players and aims to retain as much of that market dominance through innovation and a dedication to product quality. The forth generation iPod (4G), introduced July 19, tackles some of the larger criticisms of the device voiced over the last year.

Apple has taken the most heat over the issue of battery life, or lack thereof. iPod owners have complained that eight hours is an optimistic figure, which can rarely be achieved through normal use, that limits extended listening. However, competitors have been jumping on this weakness; Dell's DJ claims 20 hours of battery life.

Other complaints stemmed from battery failure. Because the iPod features a non-removable rechargeable battery, it is difficult for a customer to replace his iPod's battery once it has lost the ability to hold a charge. Previously, Apple had told customers inquiring about the battery problems to consider purchasing a new iPod. A few months ago, a reasonably priced battery replacement service was offered.

Apple claims that the 4G iPods will provide around 12 hours of playback and will fully charge using FireWire, USB2.0 or a standard wall socket in just about 2 hours. The extended battery life is not achieved through the use of a higher capacity battery, but rather through the re-tuning of iPod functionality to maximize battery efficiency.

iPods have always been considered the top of the line solution to the digital music age, and as with your top-shelf vodka or whiskey selection, you're going to pay a premium. Apple has done a smashing job of making sure that there are very few deals available through rigorous distribution control. However, Drexel students can get a $30 discount through Apple Higher Education purchasing.

To close the gap in terms of its competitors, the price of the latest iPod has been lowered. Previously, the iPod was arranged by three price levels, depending on the model and memory capacity. They increased $100 with each increase in storage space, starting at $299 for the low-end and ending at $499 for the high-end.

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