With the launch of PC compatible iPod, the door for unbelievable growth was open. It seemed as everybody wanted a piece of Apples uniqueness. Everybody wanted to be cool to walk around with the white ear buds. Since everyone wanted an iPod, Apple decides to make an iPod for everyone. With this iPod for everyone Steve Jobs wanted to corner the market and secure iPod leadership position in mobile music players market.

We all saw the video of Steve Jobs pointing to his jeans small side pocket and asking: “Ever wondered what this pocket’s for?”, and then pulling out iPod mini. This was the turning point everyone was waiting for. iPod for every person and for every pocket was the Apples new motto. iPod for every stile, taste and preference had to be satisfied. This made it harder for the competitors to break through. Apple was in fact cornering the market with the models they wore presenting. In 2005 alone Apple launches four different iPods, across four different price points. This was Apples checkmate. From now on everybody had to compete with iPod. Every company launching their own mp3 player is going to have to develop their own iPod killer.

In this 2005 they launched; iPod shuffle the smallest of the iPods and the only one with flash memory instead of hard drive coming in 512 MB and 1 GB memory sizes, iPod mini the first iPod that came in colors other than white or black. They came in silver, blue, pink, green and gold colors. Gold was soon after the launch discontinued. In addition to these two models fifth generation of iPod was released and a special U2 edition of iPod.

In October of the same year another brake through came from the Apple. This time a new feature was presented on a whole new iPod. For the first time since 2001, Steve Jobs supposedly had his doubts about this new iPod. A fifth generation of iPod was presented, a fifth generation capable of playing video. This was a surprise to the public. Jobs has on numerous occasions said that video cannot play as integral part in portable devices as audio. In fact this was a wonderful marketing strategy on his part. With this talk against video being played on iPods he was discouraging the competitors from developing just such products. This fifth generation is known as iPod video.

With the launce of iPod video, iTunes has started the sale of movies and later TV shows in addition to the music. Although there were doubts to the quality of video on a portable device the sale of movies has skyrocketed.

In 2005, Apple sells 32,000,000 iPods. That’s iPod sold every second and solidifies its 75% ownership of the U.S. mp3 player market. With these models launched in 2005, Apple gave everyone the chance to own their own iPod. From now on nobody had the excuse for not having one. Even U.S. president George W. Bush admitted having iPod shuffle.