In an article in Mac Observer, writer John Martellaro holds forth on the upcoming Zune vs iPod celebrity deathmatch that will be played out in the coming months and years. While many analysts have focused on delivered features as defining the likely success or failure of these products, Martellaro instead tries to surmise some of the more Machiavellian aspects of the coming conflict.
The author glimpses a multi-pronged indirect attack by Microsoft to beat up on the Apple iPod – the main components of the stratagem seem to be the following:
1. Dissemble Apple into a sense of over-confidence.
2. Shrink iPod’s brand value by commoditizing the MP3 player.
3. Circumvent the end user via the Windows business model.
4. Encircle Apple by building alliances.
The tone of the article is more than mildly conspiratorial, presumably reflecting the prevailing world view at AAPL, and so, in keeping in-character & on-plot with the piece, we offer a 5th prong of the MSFT assault…
5. Dispirit the iPod fanbase via threat of legal action.
Most memorable quote: the Zune is a “brute-force, low tech T-72 Russian tank designed to steamroll up the beach and create widespread chaos and destruction in the music player community”.
Hidden Dimensions – How the Zune Will (Try To) Defeat the iPod – The Mac Observer, November 13th, 2006
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All of these prongs, obviously, are easier said than done, but you can’t blame Microsoft for trying.
I wonder if Android’s developers ever studied John Martellaro’s strategy for beating Apple.