The second case study about Apple iPod felt completely different than the first one. I personally can't find the point that makes the iPod so creative. In our portfolio workshop we were chatting about this and an idea about product not being creative but the ways the customers use it are. Well, I still can't think that this is the case with iPod. I more think iPod as an attractive looking product that has a certain image. The image has not been created by only Apple and its marketing department, but more by the customers who have bought iPod, or in fact any other Apple product.
Apple has large challenges ahead as the mobile devices are converging and the markets for plain digital music players are slowly fading away. I still feel that the only way to Apple keep its current pace is to broaden its product portfolio and in order to make this, it needs technology partners. Apple can't afford to do bad or mediocre products, because losing its image as a reliable high tech company with stylish and easy-to-use products would be a serious blow for Apple.
I also mentioned that I don't believe that Apple is yet able to develope a mobile phone. Soon after that there rumours about iPhone got stronger and it seems that Apple is going to introduce the new iPhone in next January. These will be interesting times for Apple. I'm looking forward to see what kind of mobile device Apple is able to deliver and have they done it all by themselves.
As I said in the beginning, this case was a bit harder than the first one. This was because I couldn't locate the creative parts as easily as in the first one and as the case itself wasn't very high quality. Well anyways, in my opinion, the strong image of Apple has been created by cretivity from customers and the marketing.