---
layout: post
title: That noise you heard.
date: 2005-01-11
tags: ["Geek"]
---

Is the sound of the head of every CEO of every flash based mp3 player company  exploding.

Apple has joined the fray and no one else has a chance.  Ever since the introduction of the iPod other manufacturers have been squeezed down towards the low end of the market.  With over 80% of the hard drive based mp3 market cornered, Apple has decided it needs to take over the low end of the market.  I almost pity the competitors, they don't have a chance. [Apple - iPod shuffle](http://www.apple.com/ipodshuffle/)

In addition, Jobs also announced Apple's attempt to stop the complaints that Apple doesn't offer an entry level Mac.  The [Mac Mini](http://www.apple.com/macmini/) seems to me to be squarely targeted at PC users.  It doesn't come with a monitor, mouse, or keyboard.  PC owners can buy this relatively inexpensive ($499) computer, hook it up to their existing peripherals, and they will be all set to experience something they haven't ever before.  Not to mention the fact it is _tiny_! (6.5 x 6.5 x 2 inches. wow.)

So what does this mean for Apple?  I think this is a big move for them.  It is the first time in a very long time they are trying to compete on price.  Since the return of Steve Jobs to Apple, he has positioned Apple as a high-end niche vendor that produces products that are the epitome of _cool_.  Virtually every television show, movie, and teen idol has an iPod and show it off.  Every issue of [Wired](http://www.wired.com/) has a section profiling a famous individual and what's on their iPod.  It has entered the culture.  It appears that they are going to capitalize on that now.  The perception of Apple has been _cool, but I can't afford it_.  But now that a whole new range of people can afford Apple products (and their wonderful simplicity and craftsmanship) interesting things will happen

I think this will be good for Apple.  I look forward to them succeeding.