2001 · Technology

Apple

1,000 Songs in Your Pocket

When Steve Jobs unveiled the first iPod in October 2001, the player held a 5GB hard drive - but the ad never says '5GB.' TBWA\Chiat\Day copywriter James Vincent reframed that number as '1,000 songs in your pocket,' translating a storage spec competitors were also quoting into a quantity of music a person could actually picture carrying. It worked because rival MP3 players led with megabytes; Apple led with the only figure a buyer cared about.

Category

Technology

Decade

2000s

Period

Digital music

Origin

iPod launch-era print advertisement crop from the seed board

Format

Vertical print