[peter_vukovic]

This is advertising 101.

Any good advertisement appeals to both rational and emotional aspects of your life:

- This car moves you from place A to place B fast (rational)

- This car makes you look cool sexy (emotional)

With this in mind, "1000 songs in your pocket" appeals to the practical, rational side.

It does not make you feel like a better person, it just makes you think "Wow, I can put here everything I ever want to listen." So this part is the mistake in the analysis.

The product design and creative approach - specifically the iPod ads, which positioned the product as a part of a cool & hip look - are what made people feel they'll be way cooler if they owned that device.

[Danihan]

idk, having 1k songs in my pocket makes me feel pretty badass...

[peter_vukovic]

Sure, but what I'm saying is that you probably wouldn't feel badass unless you also looked badass with those nice white headphones and a playlist dial. Or at least not to the same degree.