The document proposes developing an "iPod Senior" targeted towards seniors. It summarizes interviews with seniors to understand their needs and interests. Key features of the proposed iPod Senior include health applications, 911 alerts, reminders for appointments and medications, and a 24-hour helpline. The strategic fit for Apple is outlined, noting their focus on innovation and how this product could extend their current lines. Competitive advantages include Apple's technological leadership and lack of direct competitors in this senior market. Pricing is proposed between $90-135 with senior discounts.

1. iPod Senior Julie A. Estel

2. New Target Market: Senior iPod Senior

3. Target Market—Seniors

4. Interviews Are you familiar with iPods and mp3 players? How often do you check your email? If this product offered an extended warranty, would you be more willing to purchase? How much would you be willing to pay? If there was a helpline available to assist with questions regarding the product, would you be inclined to purchase? How often do you use current technology? Would you feel safe with a 911 alert button at your fingertips? How important is product design to you? What applications would interest you on an iPod? Would you benefit from having a product that would simplify your daily life?

5. Needs To Be Met Health 911 alert Blood Pressure Measurement Heart Rate Monitor Glucose Test Reminders Appointments Pills Events Internet E-mail GPS iNurse Weather Helpline 24 hour customer service line

6. Product Definition Core Benefit To make life more simple and assist with daily tasks. Functions 1000’s of applications that appeal to seniors (health and reminders). Design Slightly larger than iTouch, to enable larger buttons and photos. Price Seniors over 60, receive 10% off total cost: $90-$135. Warranty Apple currently offers a 1 year limited warranty, with an option to extend to 2 years or longer. Brand Image Apple has little competition to the specialized iPod lines. Service Help is always offered in store or through the 24 hour helpline.

7. Statement to CEO—Strategic Fits The iPod Senior fits in the target market environment. Apple Inc. strives to innovate new products and new product lines: Think Different. Our product does fit with corporate strategies. iPod Senior has similar and existing applications with the addition of new ones. The new product is an extension of the current product lines. Current technology focuses on current population trends (age demographic). In the future, all ages will become more technologically dependent.

8. Competitive Advantage Apple iPod leads the industry with technological innovation. There are no competitors that come close to iPod. The closest technological product that appeals to seniors is the Nintendo Wii Currently very popular in nursing homes This product is unique and targets an untapped market

9. Product New Features Added applications and size that appeal to seniors Differentiation Focuses on untapped target market Positioning Apple, Inc. is leader of portable music device sales Solid brand image that outperforms the competition Product Life Cycle As younger generations grow older, this product will become more popular.

10. Pricing Based on survey results, customers are willing to pay $99-$149. This falls within the current iPod price range. With a senior discount, customers will save $10-$15.

11. References www.apple.com/warranty www.wikipedia.org www.nintendo.com www.zune.net www.sandisk.com www.sony.com