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For CMO Professionals

Why Apple Can't Do To Video What It Did To Music

But What It Can Do To Yet Succeed

November 30, 2007

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Why Read This Report

Apple's appetite for a slice of the video pie has proven bigger than its reach. The iTunes video experiment of selling TV shows for $1.99 and movies for upwards of $9.99 — although a great service to the 4% of online adults who regularly buy video on iTunes — is not a mainstream model. Importantly, it won't translate into what Apple really wants: increased demand for sophisticated hardware like the iPod touch and Apple TV. Those devices still have a role, but they won't go beyond early adopters without opening the business model to include video experiences not offered today. Media strategy professionals take note: there's still plenty of opportunity to stake a claim in video territory.

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Table of Contents

  • The iTunes Video Store Has Limited Appeal
  • RECOMMENDATIONS

  • Open Letter To Apple: It's Time To Change The Video Game Plan
  • WHAT IT MEANS

  • The Video Market Is Still Up For Grabs
  • Related Research Documents

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