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The strategic spine to Apple’s AirPod

Cover of  by Richard Shotton

As Richard Shotton points out in his book about behavioural economics in advertising, The Choice Factory, at the 2001 launch of the iPod, most other mp3 players shipped with unremarkable headphones, the devices hidden. Apple’s iPod, meanwhile, shipped with striking white headphones – powered by the wildly famous silhouettes campaign – “their distinctiveness made Apple look like the market leader long before it was.”


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