Apple exists in a competitive industry where the latest technology and compact electronics are the defining points of success. They have redefined portable music players with their extensive line of iPods, but what makes consumers choose the iPod over other portable music players, such as Sony mp3 players?
Apple has positioned itself as a company that consumers trust to have the newest technology and are known to have aesthetically pleasing products. In order for a corporation to position its products successfully in a consumer’s mind, it has to be first in the industry, which is exactly what Apple did. They came out with the first portable mp3 player, and they have been a leading innovator ever since. 
Not only has their product positioning contributed to the success of the iPod, but Apple released countless advertisements that reached out to all consumers. By having a generic image of a person dancing in the commercials, the commercial became relatable, opening the advertisement up to a greater target market.
The success of Apple’s iPod is based on their superior marketing strategy. Through product positioning and advertising, they reached out to a massive target market and successfully created a positive perception of their product.
http://www.besttechie.net/2008/03/01/the-ipod-success-thank-the-marketing-department/
http://www.247advisor.com/artman/publish/finding-niche-product-positioning.html
photos: www.apple.com / www.chailife.com