Competitive Intelligence

BuyMusic Copycats iTunes Ads to Beat Weak Apple Product Strategy to Windows Users

There was a good Slate article today that looked at the ads you've been seeing lately from BuyMusic that look like flat-out copies of Apple's iTunes ads. They're trying to make hay while the sun shines - since iTunes is Mac-only (for the moment), BuyMusic is attempting an undercut and outmanuever strategy to beat Apple to Windows users with cheaper downloads and similar service (though, one cannot burn a mix-CD of songs as with iTunes, I'm told).

iTunes has been a big hit with fans and presents a real challenge to many artists - check out the good story at BusinessWeek on the subject.

Despite my personal dislike for knockoff marketing tactics, it might just work - and, shame on Apple for apparently trying to restrict the iTunes business as mere leverage to sell more Macs - a mistake that panned out with iPod. Apple dropped the ball when it didn't see iTunes as a business independent from the Mac platform, and by ignoring Windows users altogether, they effectively created tremendous opportunity for competitors. In that respect, BuyMusic deserves to win.

Still, the reason Apple's been so successful in the music business the past few months has nothing to do with price or marketing, and everything to do with Apple's new core competence. That is, Apple makes products people find cool enough that they can set trends and drive style among the coolest-of-the-cool hipsters that create pop culture. That unique position is what led the music industry to partner up with Apple on iTunes in the face of profligate MP3 piracy - if Apple can make it cool to honor copyrights, that culture shift bodes well for a music industry that's otherwise on its way to an early grave.

- Arik