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Apple's Headphone Highjack?

9/10/2016

18 Comments

 
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by David Hagenbuch, founder of Mindful Marketing & author of Honorable Influence
Has Apple cut the cord too soon?

After Apple holds its much anticipated Special Events, the buzz is usually about new features added to its popular products.   The most recent revelation, however, was most notable for what the world’s most profitable company will remove from its iconic iPhone.

Apple’s newest smartphone, the iPhone 7, will no longer feature the audio output that consumers have come to expect in all manner of technology for more than a century: a headphone jack.  Apple’s rationale for the removal is multifold: eliminating the output will allow the phone to feature a second speaker, improving sound quality; without the jack, the phone can become a little thinner; and most significantly, there are more advanced ways to listen to personal audio.
 
Even for people who pride themselves in embracing the newest tech, saying goodbye to something as time-honored as wired headphones isn’t easy.  Consequently, consumer reactions to Apple’s announcement have been mixed.  While some have supported the change, many others have called it a big mistake, and still others see it as a thinly-veiled ploy for profit.
 
The pro-jack people, over 300,000 of whom have signed a petition to keep the analog output, offer several compelling arguments why the headphone hole should stay, for instance: compatibility with other products, the reliability of a wired connection, and less restrictive digital rights management (DRM).

​Then there’s the suggestion that Apple’s cord-cutting is aimed at selling more expensive wireless headphones.  Apple’s own line of wireless headphones, called “AirPods,” will retail for $159, but there's more to the story.  In 2014, Apple bought Beats, a market leader in headphones.  Beat’s wireless earbuds start at $200, while its wireless headphones start at $300.  Sales of millions of jack-less iPhone 7s, therefore, also potentially mean purchases of millions of pairs of expensive Apple or Beats wireless headsets.

So, two questions remain:  By removing the headphone jack from the iPhone 7, has Apple make a major marketing misstep, or has it found a sly way to compel customers to prematurely go wireless, for the benefit of its own bottom line.  The answer to both of these questions is “No.”
 
Virtually any technology, no matter how good it is or how long it’s been used, will one day be replaced by something that’s more effective and/or efficient.  That’s the nature of innovation.  Apple has helped consumers get out of the old and into the new several times before, e.g., “Apple eliminated CD and DVD drives from computers, cutting unnecessary weight as the world was moving to streaming media.”  Such changes are often hard to swallow at first, but once we make the change and adapt our behavior, we rarely look back.  In fact, we wonder how we ever managed without the improvement.
 
In terms of the headphone jack, its removal is another step in the right direction, away from analog and toward digital technology.  Yes, wireless headphones tend to be high-priced, and sometimes have “spotty quality,” but like any new technology, those deficiencies will disappear over time.  And, if iPhone 7 consumers eschew wireless headphones, they can still have a hardwired, digital headset connection through their phone’s lightning port.
 
Still, isn’t Apple pushing people too far too fast, forcing them to adapt to new technology that they don’t really need?  First of all, no one has to buy an iPhone 7, or any other iPhone for that matter.  People purchase them of their own accord, in favor of many other smartphone alternatives.  What’s more, no one who buys an iPhone 7 and wants to use headphones has to have wireless ones.  The new phone will come with a 3.5 mm headphone jack adapter, which will allow users to plug almost any wired headphone into the phone’s lightning port.
 
Some may decry the waste of wired headphones that people will abandon in favor of new wireless ones.  Unfortunately that kind of product obsolescence happens almost every time there’s a major technological advance, e.g., more streaming of video has meant more unused DVD players and DVDs.  Ultimately, though, the production of fewer headphone cords should represent a net savings of resources.
 
Change is good, but it also can be hard to handle at first.  By eliminating the old analog headphone jack on the iPhone 7, Apple is again encouraging consumers to adapt to new technology that represents the future of audio.  Purchasers are free to opt in or out of the wireless experience with no real fallout.  Either way, Apple’s jack-less approach represents “Mindful Marketing.”
​
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18 Comments
Matt DeKonty
9/14/2016 09:09:46 pm

If this were in an era where Apple was still considered the dominant leader among technology as they were in the iPod or iPad 1 era, I could see something like this working. However, consumers nowadays are fare more mindful of their other choices; namely that of the many android smartphones that have more power, better cameras - and a headphone jack. It seems as though Apple has traded the headphone jack but given no immediately recognizable benefit for the loss, as users already had the choice of Bluetooth headphones on older generation models.

Reply
David Hagenbuch link
9/16/2016 09:17:16 am

Those are good points, Matt. The competitive landscape has changed. Although, Samsung's latest fiasco with the Galaxy 7 will likely boost Apple's market share.

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Frankie Rosenberger
9/21/2016 09:30:44 pm

My reaction to the fact that Apple took away the headphone jack on the new iPhone was that I was happy to see a major company letting go another thing of the past and taking that daring step into the future of wireless technology. I heard so much controversy of people being very unhappy with this move simply because they're stuck in their ways of this old technology. I think it's about time that someone makes a venturesome move like this because it certainly is the way over the future. In ten years, we're all gonna say, "remember when phones used to have headphone jacks?" and everyone is going to look at Apple and thank them for the move. Of course it seems like there's no hope for bluetooth headphones because every item on the market is either expensive or not available. In time, there will be a market for cheap, easy to use bluetooth headphones and all of Apple's upset customers will forget they even made the move to wireless. I totally agree that this was mindful marketing.

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Lanae Hunsberger
9/21/2016 09:34:42 pm

Apple is being very risky in getting rid of the headphone jack and relying more on wireless headphones. Honestly, I don't think was the correct move, but we all should've seen it coming. First off, it creates Apple customers to spend more money because now many people will be buying the wireless headphones which are expensive. Customers might not be able to afford all the new technology, therefore this could either be a huge hit or a catastrophe. Our world is getting to be so technology focused and soon we will be extremely consumed in our technology world and not in the real world. This small step for Apple could change everything in our technology world in the coming future.

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Makayla Mullikin
9/22/2016 12:21:22 am

I do not think Apple made the right move here however I can see why Apple made this decision, especially if it would make them more money and help with selling Beats wireless headphones. I think its good that they are trying to come up with new technological advancements for their phones, I just do not think that this was the correct one. There are too many people out there that have normal wired ear phones, that might not want to spend all of that money just to buy wireless ones. Even though there is the piece that will allow you to use your old ear phones on the iphone 7, if you lose that piece , you will be out of luck in using ear phones. I think that eventually one day, wireless headphones will be more of a hit, but I think that it is too early for this advancement. This new design is very risky for Apple.

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Ryan Van Bochoven
9/22/2016 10:01:12 am

Personally I believe Apple made the right move by going wireless. Apple in a way has brainwashed so many people to make them believe that any change is good and the proof is in their sales. When you look at society today it craves change whether that is good or bad. For example, there has been a recent uprising of ideas and action about a racial divide. Despite this idea being around for centuries, it's now a drastic change which and has become so much more prevalent through the becginings of Black Lives Matter and other such things. This aside the point is that there is always a drastic change and a large movement going on particularly in America. When Apple started the no wired headphones movement they have gotten people who both support it fully and not support it at all. But regardless of each persons opinion it is bringing more attention to Apple and because of the popularity and success of this company their sales will continue to improve. I believe this is a mindful move by Apple because even though it is a drastic change, they have dominated the market so long that any change they make is a counter cultural success.

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Amber Bingaman
9/22/2016 10:06:16 am

I believe that Apple took a big jump in the technology world. I understand why they decided to make this decisions but I do believe that it was too quick. Apple normally will give headphones and a charging cord/plug with the phone and now they are requiring you to buy the $700 dollar phone plus $200 for the headphones. One day the wireless headphones will be more popular but it is not a big hit right now and it was too early to begin the transition. It is a great step for technology but I believe it was a risky move to advance it so early.

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Matt Kovach
9/22/2016 10:47:20 am

Apple has done this before, and will do it again. They are constantly changing their phones, and changing aspects of all cellular telephone technology. Although there is some rage about no headphone jack, I don't see that really affecting their sales. Consumers seemed furious when the iPhone 5 came out with a new charger shape. People were upset they had to buy all new chargers, while their other old iPhone 4 chargers were put to waste. But that didn't stop them. The iPhone 5 at the time was the most popular phone on the market. And I see the same thing happening with the iPhone 7. People always want the newest and best thing, and the iPhone 7 is that. Apple took a bold move with removing the headphone jack, but people have to remember that they are the leading company in phone technology, so we should probably trust that their decisions are the best ones. Although they are trying to make more money off of this, they still are attempting to make the absolute highest quality products. The reason that companies fail (like nokia) is that they don't adapt to the future quick enough. Apple is not only adapting to what the future has in store, but they are creating it. Not only do I see the iPhone 7 being successful, but I would not be surprised if other phone companies started making the transition to wireless phones soon. Also I think people are overreacting about no headphone jack. They are focusing too much on that aspect, and are forgetting all of the other new benefits that come with the iPhone 7. In the end, this was mindful marketing. I see the newest iPhone being just as, if not more successful than iPhones in the past.

Reply
Hanna Hailu
9/22/2016 10:55:49 am

I think the main reason Apple made the change is because, Apple is known for making new changes in every generation they have released. But for the past two generations( iphone 6 and iphone 6s) we did not see that much of a change. So, by going wireless, they can easily grab people attention and gain the benefits as well.I think apple is taking a huge risk by going wireless.

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Leah Williamson
9/22/2016 02:41:31 pm

This was not the most mindful idea in my opinion. Where are the old, unusable headphones going to go? My best guess is the landfill. Not only does tossing of old headphones create more waste, but it requires more material, like plastic, to build new wireless ear buds.
In addition, I know music is a huge part of my generation; we express ourselves through music. Having to purchase new headphones that are at least $100 is inconvenient, and most college students cannot afford a new phone and headphones. Over 300,000 protested the idea, making me wonder if it upholds societal values. But say someone can afford purchasing the latest Apple product. How does one keep from losing their newly purchased wireless head phones? Instead of wrapping the cord around the phone, the ear buds are free to roam ones’ pockets, which causes them to be more susceptible to being lost. Lost headphones equals $100 down the drain and need for another $100 to buy a new pair.
All in all, I do not think removing the headphone jack was a smart idea, but I guess only time and the stockholder value will tell us if the move was mindful or not.

Reply
femi
9/22/2016 04:42:31 pm

I feel like apple making this decision to remove earphone audio inserts is a very bold move. But also they are evolving with time and apple wasn't even the first company to make this transition. Still due to the fact that they are one of the worlds leading innovators when it comes to technology this became a topic. The truth is that wireless headphones are very costly and people have been used to using their wired earbuds. With this move I honestly feel that there would be a decline in the sale of the new Iphones as there are several other competitors of apple such as samsung that have better cameras and other apeasing feature. So on a scale of 1 to 4 I would rate this as a mindless approach towards the market.

Reply
Jessica Burton
10/22/2016 12:14:03 am

I am still rather torn on this issue of Apple taking the headphone jack away from the new iPhone 7. I have the iPhone 6S and I have some friends that have the iPhone 7. Since looking at my friend's new phone and seeing what it is like to not have a headphone jack, I personally would not want the new phone. Since they took out the headphone jack, I think that Apple will now have to continue with taking away the headphone jack from all of their other devices (macbook, iPad, mac desktop). Most people do not get computers or iPads as fast as they get new phones and so since the other devices still have the headphone jack, it is somewhat of an inconvenience.

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Joshua Singleton
10/24/2016 03:42:41 am

I find this article is extremely informative because it is relevant to a huge topic in media at the moment, as well as one that I had a big negative bias towards. Originally I hated the idea of Apple choosing to remove the headphone jack on the iPhone 7. In fact, even after reading this article I am still annoyed and frustrated with the change. However I can now understand the benefits of the change, and can see the effectiveness of it.

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Austin Prock
10/24/2016 02:20:48 pm

I have heard only backlash from Apple's decision to move away from wired technology. I have many devices that that have the 1/8th inch headphone jack and I would be in a bit of a predicament if I upgraded but I believe, all in all, this is an example of mindful marketing. People accuse Apple of doing things like this to just make more money but I believe it is an act of progress. Again the format of the website confuses me. The intention of this website seems to be to educate an analyze but the text isn't an academically accepted font and the text is huge. I don't understand that.

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Samantha Sloan
10/24/2016 08:46:50 pm

I feel that the decision to remove the headphone jack was a very bold move. I personally don't think it needed to happen yet. But now that apple has introduced it their is no turning back. I assume that more and more phone will start using the wireless headphones.

Reply
Dianna Hernandez
10/24/2016 10:54:48 pm

When I first heard that the new iphone would not have a headphone jack I assumed that they were doing this so that they could make a profit. Apple has great products, and by making their new iphone have wireless headphones people would have to buy them. However, now that I have read this article, I understand that Apple is ahead in technology. They have always been innovators, and by doing this first I think other companies will soon follow. This is an improvement, but I do think it is a little too soon. I know if I were to buy the new iphone I would have some compatibility issues.

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Luke Singleton
10/25/2016 01:06:46 am

I am actually new to the smartphone game, so its true that I always buy technology far behind the average consumer, but I would have to disagree that the wireless headphones is a good marketing decision. I do not really think that wired headphones ever created a problem for people other than the cords getting tangled up. But if I got wireless earbuds I would always be afraid that they would fall out and I would lose them. I also think that Apple should really listen to their loyal customers who are complaining about Apple's decision.

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Kira Fernandez
1/7/2017 11:44:18 am

Though this change to such a well-known music accessory caused only outrage amongst the public, I do agree that Apple has made the right choice. The company is known for being one step ahead in the innovation game, and this is just another push. Apple is attempting to corner the wireless headphone market while it is still in its primary stages, meaning that it is taking full advantage of receiving strong sales in the future once the general public catches on to the wireless movement. I recently traded in my iPhone 6 for a 7, and have experienced the jack change for myself. Apple has been incredibly reasonable with its adopters, as it packages both a lightning-enabled set of headphones and an adapter from 3.5 to lighting. Critics have joked that you need a tangle of wires to use your old headphones, but in reality, the adapter is a few inches long. Though I am afraid of losing the adapter, I am reminded of my first couple phones, when the 2.5 jack ran standard for cellphones. Back then, to use 3.5 headphones with the 2.5 jack, users also needed an adapter that was very similar to Apple’s lightning adapter. Although the general public has grown accustomed to 3.5 jacks, they must realize that listening capabilities on phones are continuously evolving, and changes like this are nothing new.

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