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Apple Continues to “Get It”

Wired has an article today on how to create your own iPhone ringtones for free, which starts with this quote:

“Apple started selling iPhone ringtones for $2 apiece through its iTunes store last week, but if you aren’t afraid of a little tinkering, you can get that “Hey Ya” or “Sexy Back” ringtone without shelling out the extra bucks.” [from Wired]

What has made Apple a powerhouse is that 95% of the population is afraid of tinkering, or doesn’t have the time/knowledge [edit: or energy…] to do so. Its a question of “marginal benefit” vs. “marginal cost.” The marginal benefit from spending $1 on a ringtone is proportionate; the marginal benefit from spending however long it takes to figure out Wired’s instructions is not.

One might argue that Apple has created this circumstance artificially by wrapping a controlling software environment around the iPhone when an open one was possible. That’s your prerogative; but again, Apple is selling to the mass market who cares little for openness/accessibility, and everything for simple operation. Apple has built a money producing ecosystem around simplicity, and priced it to consumer’s expectations.

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