By silicon.com, 30 March 2004 17:40
Apple today announced it has learned from its mistakes of the past and is patenting its technology far more effectively - starting with the graphical user interface of its all-conquering iPod MP3 player.
As a proud owner of a new mini-iPod (yes that was mentioned almost purely for the sake of boasting) this writer can vouch for the simplicity and ordered brilliance of the interface. The hierarchical structure makes navigating your music collection - and don't forget the biggest iPods can store a navigation-necessitating 10,000 tracks - an absolute delight and without this patent in place it would only be a matter of time before it is compromised.
Common sense says it will still more than likely be breached but at least Apple will be better positioned to seek legal recompense.
So on one hand Apple is showing good common sense but in another story today the company has revealed a more stubbornly ignorant side to its character.
"People would rather be robbed than wear something less stylish."
That was reportedly the response from Apple to calls to stop shipping the iPod solely with white headphones - which in many parts of the world positively scream 'mug me I'm carrying an iPod'.
While consumers are more than capable of buying black headphones - and blending in with the non-iPod owning 'plebs' (As Apple clearly regards them) - it is the attitude, not the idea, that really offends here.
It wouldn't be so bad if the individual who dreamed up the comment had said: "The iPod ships with white headphones - that's the way we like it and that's the way it comes. If you have a problem with that buy some other headphones".
In that case it would be easier to accept the artistic temperament (for the record, Apple's are the only devices we've seen that tell you where they were designed as well as manufactured) and consumers would know what there were getting into but the crass 'people would rather get robbed' attitude is one which anybody who has been mugged for their iPod would doubtless object to.
But isn't this Apple through and through?
The first question is never 'how will it work?' but 'how will it look?'. And as long as the answer to that second question is 'sexy' then you can bet it is a design destined for the patent office.
The fact it's patented its user interface suggests a slight shift but you can be sure the decision to do so came about long after far more important issues were resolved, such as what colours the iPod should be available in.
Comments
There are 41 comments. Join the discussion
1. anonymous
What a load of tosh. So you are saying that it's Apple's fault that people get mugged?
(Ed note. Why not read the article properly before responding. Go on - have another look.)
If I am in an area where such things are likely to happen the last thing I'd do is show any sign I have an iPod, wallet, mobile phone, laptop, whatever.
While we are at it, why not ban Toyota cars because they are the best-selling vehicles and motor accidents kill millions of people.
And what about tobacco and alcohol, both known to be dangerous to ones health?
2. John Hamblett
Maybe Apple's earphones do look good, but they are missing the point. It is sound quality that counts (to people passionate enough about music to buy an iPod anyway). All my friends who own iPods have bought quality earphones, not the Apple trash that is shipped with the iPod. Anyone who is still using Apple's earphones should invest in some decent ones for better sound (may I suggest some Sony ones) AND to reduce the risk of getting mugged.
3. Patrick Archibald
I coupled my iPod with a nice set of Sennheiser 'phones. Does that make me more or less likely to get mugged?
There are plenty of people in the world who would rather look good than play safe. Kudos to Apple for having the nerve to say so.
4. Nigel Goodey
Surely calling Apple 'Arrogant' for sticking with the white ear-buds (which were designed to match the white iPod) rather than making them black (or some other common user-conceived colour) is like saying Nokia should vary the shape of a mobile phone because it is too distinctive and encourages theft!!
(Ed note. We weren't criticising Apple for sticking with white ear-buds. We were criticising Apple for saying people would "rather be robbed than wear something less stylish". The two are very different.)
What planet are you from?
Why not also tell Jaguar to develop a cloaking-device so people can't see the shape and thus try to steal it!!
Choice is choice, but name-calling is a bit desperate, eh?
Nigel Goodey
Original iPod (and white ear-bud) owner for two years, and never been mugged!!
5. Paul Charlish
So if the colour white is so important why can you purchase the mini-ipod in 5 different colours. I am sure they will soon be selling colour matching earphones for the mini-ipod. Or have their marketing team missed an opportunity!!
6. Rory
Yawn. Silicon.com has yet another gratuitous pop at Apple. Yawn.
>>It wouldn't be so bad if the individual who dreamed up the comment had said: "The iPod ships with white headphones - that's the way we like it and that's the way it comes.
What's the betting that if Apple's PR flunky had indeed said that, you'd have had a pop at them for that, too.
7. Rod Banner
Silicon.com used to write incisive articles about the IT industry. This isn't one. If Apple wants to ship headphones in white, it's their decision. If consumers choose to buy them, it's their decision. It seems white ear buds are selling pretty well. I can also report that they sound very good, are beautifully designed and seem to last very well considering the rigors of regular use. If your objection is to 'attitude' coming from Apple's press office, I say, bring it on. Let's have more. It's time for companies to feel less handicapped by vanilla-speak and political correctness and start reflecting the brand that supports them. Apple produces extremely cool products that work very well. If you don't like that, or feel intimidated at the prospect of owning one, don't.
8. anonymous
This isn't a patently ridiculous stance, its realistic. A lot of people want an ipod because its the fashionable thing to have and therefore they want people to be able to see they have one.
So for a lot of people, they happily wear the white earphones just as others flash their labeled clothes, designer watches and wave around their super-mini mobile phone.
Sure its a status thing. It says "look what i can afford" or "look what i was given as a present" - the best mp3 player out there which is leagues ahead in design and usability than any other out there.
Any sensible person knows that if you flaunt an expensive object about you make yourself an easier target for criminals. Therefore the statement they make is basically correct - many people would rather get robbed than change the headphones.
And i'm sorry for those who have been robbed but at the end of the day if you flaunt it what can you expect. Would you walk around with £100's of cash sellotaped to your head?
Also, thank god Apple are concerned with makin sexy products. Some people don't want a butt ugly PC box in their house. Its not only their products which are sexy - Apple also have a kick ass operating software.
Finally, 99.9% of ipod owners shouldn't worry because this whole ipod crime wave is just media frenzy.
From someone who doesn't own an ipod and doesn't intend to buy one.
9. Jon Scriven
I agree with Silicon's comments and think most people here have not really read the article properly.
I read the comments from Apple in a daily paper and was also taken aback by this attitude. "People would rather be robbed than wear something less stylish". On what grounds do they base this opinion. Have they done a survey of all mugging victims who lost an iPod? As someone who has been mugged on several occasions in the past, I always do my best to disguise anything I have on me of any value. Apple are just making a sweeping generalisation which I'm sure in this day and age can't be true.
There are comments by others here about not flaunting nice bits of kit, but just using the iPod means that it is visible.
You can stretch the analogy but at least things like cars, mobiles and laptops have security built in. I am not aware of the IPod having any security features.
I would say that Apple should either build in some sort of security or at least give the option of purchasing less fashionable ear-wear which might be the difference between a mugging or a safe journey. Let the poseurs have their kudos but give the people who are more interested in actually getting through the day with the device still in their possession some options. I for one would be annoyed at having to fork out even more for another set of headphones having just bought a trendy iPod.
Then, if they do find that everyone buys the coloured 'buds' regardless, then at least they will have a basis for their theory.
Jon
10. anonymous
Typical. Blame the victim. When will you people learn? Unbelievable....
11. anonymous
There is fresh news out today thaty casts serious doubt on whether the original story about people getting mugged because thieves spotted their white headphones was accompanied by any actual research. But go ahead and jump on the bandwagon anyway silicon.com!
12. George
I agree with the second poster...flaunt your goods, get mugged. And I think you're way too sensitive to the Apple comment. You people just have no sense of realty or a sense of humor. Take life a little less seriously.
13. Brian Theipodguy
It's not that the player is sexy, it's just that that criminals want a player that handles AAC and not WMP and works with the iTunes Music Store.
Hey, they are criminals, but they aren't STUPID.
14. anonymous
Go down under sometime and with your US accent ask a few people on the street the following "excuse me are there are any schools that do not have a uniform policy?" You will be most definitely attacked and during the verbal barrage the "bloody yank" school system will be trashed as being a fashion place where rich people get to dress fashionably while Australia being so much better will have the benefit of having all their students wearing the same uniform. Which most likely accounts for their uniformed uninformed lemming approach to society. Ironically enough student shoes are not "uniformed" over there (but apparently their panties are) and are subjected to being stolen by other students.
Of course with the incredible law enforcement around what is it, 2-3 people affected by such muggings?
(Ed note. We've no idea what this comment is about either, but we're sure it has a point and seems to be addressed at our American readers, so hopefully it makes sense to them.)
15. Mort Blort
This is just absurd. Apple should make a less attractive product simply because thieves, too, know a great product when they see it? Sure, the comment was flippant, but how should one react to an asinine question? Just because you're asking questions with a 'media' imprimatur behind you doesn't make the questions your're asking any less vapid.
16. Phil K.
The reason I enjoy Apple's products is that "how it works" comes FIRST. The Apple experience is all about seamless functionality, with an artistic flair, and for the author to claim that "looks come first with Apple" is utter nonsense.
17. anonymous
i DOES matter how it looks. thats why we like tthe ipod. duh.
18. iRob
Buy the Sony in-ear buds. They sound so much better than the stock iPod headphones, and they are black. Some people don't find them comfortable. I find them more comfortable than my large studio style Sony MDR500's, and they sound nearly as good. This is amazing for such a tiny pair of ear buds. They also stay in my ears better than Apple ear phones, and they are not that expensive ($50CND).
Granted Apple's "rather be mugged.." comment was stupid, but their are much better buds available anyway.
19. anonymous
"I would say that Apple should either build in some sort of security or at least give the option of purchasing less fashionable ear-wear which might be the difference between a mugging or a safe journey. Let the poseurs have their kudos but give the people who are more interested in actually getting through the day with the device still in their possession some options. I for one would be annoyed at having to fork out even more for another set of headphones having just bought a trendy iPod."
Hmm, yes, let's get some big unfashionable eighties headphones for the iPod. Then let's forget about wearing good clothes, let's all just wear sack cloth so that muggers think we're broke. To be extra safe let's not carry any money or credit cards.
In fact, let's not go out at all, that way we make ABSOLUTELY sure we don't get mugged. But then what if someone breaks into your home?
Let's be to the point, people have been mugged long before iPods appeared. If it's not an iPod then it's your mobile or your wallet/purse.
20. anonymous
Give me a break. I can't believe that you thought this was news worthy...is it a slow news day? Regardless, most homes have head phones from millions of other toys.
21. anonymous
Silicon has engaged in bad reporting. The original article was in the NY post and this was not a quote from an Apple rep but a paraphrase. Apple never said people would rather be mugged than look bad. This is bad poorly sourced reporting of badly poorly sourced reporting.
22. Zato
"People would rather be robbed.....". Are you saying that an official of Apple Computer said this? I highly doubt it. Maybe a joking commenting on iPod popularity, but not a serious statement.
The author knows this though, facts are not important. Page clicks are important.
23. Azmacs
I read the full article.
In summary:
1) The author boasts about his (or her) new iPod Mini and professes their love for it's brilliant ui.
2) The author gives credit to Apple for having the vision (albeit hindsight) to patent said interface.
3) The author then contrasts those two GOOD decisions with a very BAD one: the unfortunate decision for someone within Apple to publicly state the following:
"People would rather be robbed than wear something less stylish."
I wish that Apple showed as much creativity and passion in dealing with its customers as it does in its product designs.
This is a very well written article with some keen insights.
24. Tom Leahey
The quote from an "iPod representative" in the Sun is: "There are guys who’d rather be robbed than change the colour of the headphones."
Is the iPod Rep an Apple Employee (from HQ) or a Store employee, or what? Clearly that is not an official company policy/position.
Secondly, it is clear from the quote that is 'opinion' is that there are likely iPod owners who would rather not switch out their white earphones, and are thus being robbed when so clearly presenting their iPod while travelling through areas where they can (and obviously are) being robbed. Thus it's an iPod owner choice, not an Apple design issue. People likie to flaunt, even to their own detriment, which is nothing new.
Are you seriously stating it's Apple's fault they're not providing an option for iPod owners to conceal the fact they have an iPod? Given the fact you dis Apple for being too style-over-substance focused (which is a leap of logic from this story), wouldn't their offering different colored earphones be even further 'proof' to you they're focusing on style? And it seems unproven from the 'facts' presented that Apple has any priority of look vs. function in their products (in fact, given some of the early article statements, one could conclude Apple very effectively balances/optimizes style and function in it's products.)
This logic/story is completely manufactured with a bias to state the writers prior-opinion of Apple and is not news. And the title is false in it's entirety - Apple has no 'headphone stance'.
25. Edward Ayres
I am an Apple enthusiast and own nothing but Macs, but Apple is arrogant; it flows downward from Steve Jobs who is arrogant, stubborn, and a genius. You have only to look at how long it took them to respond to consumer complaints about the hocky puck mouse shipped with the iMac. They still won't give us a two-button mouse. Also remember there is an adolescent streak in the company culture, useful when developing "really cool" products but sometimes gets them in trouble. My fear for Apple is the more they improve their market share the greater the chance for the reemergence of hubris. The ear buds shipped with ear buds suck anyway so go out and buy something better–in black, if you must.
26. alan wilson
You are assuming that people getting mugged for their ipods is a problem, but newswires have since pulled back from this story because there is NO evidence to back it up. FUD.
27. Doug Petrosky
Why take a negative stance on one Apple employees comment? It may be that Apple asked it's customers if they would like some other color head phones to make their ownership of an iPod less conspicuous and the answer they got back was "NO" (I'd bet if you put up a web poll that is what you would find as well). If this is the case the Apple rep simply stated a fact (somewhat poorly but he was still stating a fact). I'm sure that if you asked someone who was just mugged most would say they would have preferred to use dark headphones and avoid the mugging. But a survey of existing iPod owners would probably show that most wanted the nicely match headphones even though it might make them a target (but they are also a status symbol).
As for the person who talked about security.....what are you thinking? I don't have security on my cell phone, wallet, watch, radio, TV, or stereo. If you want to lock down your iPod, get a case with a strong strap and attach it to your.
If you don't like the white head phones, buy some black ones and don't fault Apple for stating the obvious. People like the look of the iPod just as it is and if an option were given to get black headphones most people would not take it.
28. Pedro Vera
I have owned a 5GB iPod for 18 months and I only wear the stupid white ear buds if I break my normal earphones. I wear $10 Sony MDR J10's that work very nicely and nobody knows I have an iPod since it is hidden in a pouch in my messenger bag carrying strap. Week after week I tell people to get rid of these crappy earbuds and go stealth, but most of them refuse because they want people to KNOW that they are listening to an iPod. I have seen morons with iPods on a transparent pouch clipped to a purse. *That* is an invitation to a mugging.
The white earbuds hurt my ears, while the MDR J10 sort of hangs from the ear lobe and floats almost without touching the ear canal. The sound is great without isolating me from the environment.
29. dEDm
Firstly:how about a link to where we can see that 'people would rather be robbed...' comment--I find it hard to believe that was an official Apple statement.
Secondly: I suggest it's just an urban myth that lots of people are getting mugged for their iPods. I've heard of one authentic case.
30. anonymous
Apple never said that anyway. It was a hoax.
http://www.engadget.com/entry/0264939848437927/
31. anonymous
This was uncalled for. Apple users are well used to being criticised but this is an insult. Silicon has itself noted many times that Apple produces better hardware and software than is available from the Wintel platform and most people switch for functional reasons. The fact that there are also good design reasons is a bonus, all Apple designs are honest and without artifice.
It is the process of having to defend your decisions that creates fanatics.
32. Mr Bojangles
I, personally, would indeed rather get robbed than wear something that any w*nker with $25 can get down at Best Buy. Actually, the Apple headphones, both the stock ones and the new in-ear ones, both have better bass response than my Bang and Olufsen headphones which kind of said "mug me" in their own right.
33. John Date
Oh get real. Apple is correct in its statement. The fact is that users can go to any store in the country (including pharmacies!) and buy a non-descript pair of earbuds for under $8 to hide the popular player they are holding. That's less than 5% of the cost of Apple's cheapest iPod.
Why anyone would blame a company for shipping a revolutionary, immensely popular product just because they're afraid of getting mugged for it is ubsurd! Years ago, we didn't request Nike to provide shoe covers to hide the brand of their $150 basketball shoes, and we shouln't be hassling Apple to do ANYTHING now.
34. Mark J
Idiot! Its like saying BMW should make the ouside if its cars ugly and black just in case it gets nicked! If your worried, buy a black pair of headphones as you don't seem to understand design and its merits at all
35. anonymous
if more muggers were locked up (or shot) ppl would be able to rock what they want.
BTW apple stuff works better than most generic pc's i've seen.
36. anonymous
You think the earphone issue is hot? Try connecting with iSight to anything other than another Mac/iSight user ... oh, and you also have to download additional software at £25 before you can use it!
37. anonymous
Apple won't change because the white headphones are an amazing marketing tool, and Apple is all about marketing. Every pair of white headphones on the sidewalk or the subway is a giant billboard for iPod that screams out at every music-savvy pedestrian "your generic 5-year old CD player is hopelessly dated." Walking down the street with white headphones is no different from wearing the latest IN basketball shoes. This is why I wear black headphones -- I hate being a billboard, even though I love my iPod.
38. anonymous
Typical don't take responsibilities for your own actions.
Hello people apple does give an option for other headphones. The iPod uses a standard mini stereo connection. Buy what you want.
Get on with your life.
39. anonymous
gee, I wish someone would pick apart George Bush in the infinite detail you seem to demand from Apple spokesworms. Yeah, dumb thing to say, but not particularly consequential. They ARE trying to establish a style with the all-white look (you've probably seen their commercials, no?). I'm not one who sees much value in jogging with music, but for those who do, and for those who jog in urban landscapes that provoke crime, why not take a precaution? Some people live in the city, some move to the suburbs; some people carry mace, some take karate lessons, some buy multiple iPods. Take your pick.
40. Riccardo
Ha Ha, this is great! I can hardly believe how worked up people are getting over... Ear Buds!
The original (mis)quote may not have come from Apple HQ but they must be delighted with the free publicity.
As somebody who regularly has his chunky old mobile "dissed" by snobbish phone thieves, I'm tempted to send out decoys wearing white headphones attached to broken old Walkmans (Walk-men?) just to see the headline: "Muggers would rather end up with worthless junk than miss the chance of stealing an iPod".
41. anonymous
"at least give the option of purchasing less fashionable ear-wear which might be the difference between a mugging or a safe journey"
They do. There's nothing to stop you plugging in another pair of headphones, it's a standard 3.5mm jack socket. If you don't want to wear the standard phones, don't - same as with any other personal stereo product.