Apple's Proprietary Tendencies on Display Again

Apple (AAPL) has unveiled the latest member of the low end of its iPod family, the iPod Shuffle. As with previous models, it’s the cheapest, lowest capacity, fewest features and smallest.

Not content to have something smaller than a matchbox, Apple has now made the Shuffle smaller than a key. It provides great bragging rights “smallest in the world”, but it has some negative implications — because the buttons have been moved from the Shuffle (to save space) to the headphones.

Dan Moren of Macworld points to problem #1: the controls need a manual:

The fact that Apple has to put up this diagram tells you how much more complicated it is: how would you figure out the controls without this chart? …

Look, even buttons have their place: having discrete controls for discrete functions is not necessarily a design failure. Sometimes it's just the best way to get the job done. There's no inherent, intuitive cognitive connection between double-clicking to go forward or triple-clicking to go back; it requires the forging of a new link in our minds. Where does it end? Will future versions require you to quadruple- or quintuple-click? Will there be a system where you can spell out the name of the song, artist, or album you want in Morse code?This is of course contrary to all the principles of human factors and user-centered design that Apple has been espousing for 25 years. Didn’t anyone notice?

The second problem is even more serious — the one everyone’s complaining about. Having the controls on Apple earbuds means no third party headphones.

This is a nonstarter for me, as for many users. I’ve never used the earbuds on any of the iPods I’ve owned. I use clip-on headphones for day-to-day use, and over-the-ear noise reducing headphones for long flights. An iPod that doesn’t work with 3rd party headphones doesn’t work.

I know Apple has been a systems company for 30 years, they design end-to-end solutions, and they take advantage of the control in a way that many of their competitors do not. On the other hand, they also have an inclination (not always indulged) to lock in their customers by locking out a choice of third party solutions. (I made hundreds of thousands of dollars from the entry barriers Apple created for 3rd party printers).

Perhaps Apple will license the technology for a third-party adaptor product, analogous to the SmartTalk adaptor from Griffin which turns ordinary headphones into iPhone mike/headphones. Even so, that raises the price of the iPod Shuffle from $80 to $100.

Or perhaps Apple has sold iPods to everyone who needs a small, cheap portable iPod and now is trying to peddle an impractical fashion statement to impractical fashion-conscious teens.

So for now, I’m glad that my daughter and I have our existing Shuffles (1G and 2G respectively). As a 25-year Apple customer, I’m trying to expose her to better quality products, but if her red Shuffle broke tomorrow, then if I couldn’t buy a closeout 2G model I’d probably get a Sansa.

Comments

[Kontra:]

Of course, you could do a little search and realize that Apple has already been talking to headset manufacturers and promises alternatives and adapters are on their way.

Mar 12 04:22 AM

[Ara:]

hahah my god, this is funny... just like Kontra said above, he is right... amazing how much people complain about apple when they make the BEST product out there that always works.. go try some BB products and then you will be crying that the device doesnt even work half the time.. NEXT...

Mar 12 07:42 AM

[question ur...:]

what? a talking (writing) head) finding fault with a new Apple product....predictable

Mar 12 07:48 AM

[Oh Blah Dee...:]

RE "... Having the controls on Apple earbuds means no third party headphones...."

=====================
This is incorrect.

Headphone adapters are expected to be available soon, and third party headsets are expected to come later.

Apple introduced a revolutionary innovation at the LOW-end of the iPod line. For you, an iPod with a display and click wheel may be more appropriate. Apple has the design skills, technology, and marketing talent to provide a wide spectrum of iPods, from the absolute basic up to those with extensive capabilities and features.

What is amazing with the new iPod is that Apple came up with an innovative talking headset for an iPod WITHOUT a display. And NOBODY knew it was possible!

If you had any brains, you would recognize that this is another example of a creative company that is still innovating during one of the worst recessions in memory.

Mar 12 08:07 AM

[sleepy:]

It's silly to criticize an apple for not being an orange. This is a new innovative spot in the iPod product line. It's ideal for audiobooks, or exercising. Firing off "it won't work" broadsides presumes Apple are stupid enough not to test the design and that you are a better designer than the world's best. Wait and see what the market thinks. I think I'll get one. I think it's a better compromise than the old shuffle. Finally, I won't have to look at all at the iPod at all to know what's playing or adjust the volume. Thanks Apple.

Mar 12 08:36 AM

[pk de cville:]

Joel,

No dinner for you. Do your homework next time and you'll get to eat with the family.

Now, up to bed.

Mar 12 08:39 AM

[jgphoto1:]

"the controls need a manual"

Since when did a simple diagram become a manual? Takes what....20 seconds to absorb how the thing works. Eliminates the need to look at a display while driving or running and gives you more control and an even smaller footprint than previous versions of the shuffle. I don't consider that a problem.

Mar 12 08:41 AM

[winindthedust:]

That's what i was thinking, if you want screen controls, get a Nano or a touch.

The shuffle is perfect for music on the go.

As far as high end ear phones, Apple's new duel driver offering is surprisingly very good.

As far third party stuff... that's already been gone through.

The shuffle is geared to being like the "second" car... many people have a nano, touch, iPhone, AND a shuffle.

Mar 12 09:55 AM

[jimocarroll:]

My cat EATS headphone wires. She finds them wherever I hide them. I won't be buying any little Apple gadget that won't work with five-dollar earbuds.

Mar 12 10:43 AM

[bigmoney:]

note to self: never criticize anything Apple.
note to self: never criticize anything Apple.
note to self: never criticize anything Apple.

Mar 13 01:22 AM

[KenC:]

Demographics. The primary market for the shuffle is not middle-aged white males who want their fancy headphones, nor is it for older people who have difficulty learning new tricks like Dan Moren. It's for kids who pick up how a device works intuitively. And, while I have my own fancy headphones, I am always surprised at the number of people who seem to be fine with the enclosed white earbuds. Clearly, those people are not at all bothered enough to buy a fancy headset. This seems to be the shuffle's primary demographic. If you need fancy headphones and can't be bothered to find a cheap adapter, then the shuffle was never meant for your niche. Either you don't need the fancy headphone, or you do, and you want it enough that you'll find the adapter. The leftover demographic was never serious about buying it in the first place, they just like to whine.

Mar 13 01:52 PM

[brewer:]

One more thing. I keep seeing people literally everywhere using white headphones. They must no be Apple haters though, they seem pretty happy using them

Mar 13 04:20 PM