In 2004 the iPod was so new to South Africa that people weren’t even sure how to pronounce it. Not surprising, considering that Apple was but a blip on the radar of the local technology scene. Unimaginable when you think about how popular anything beginning with a lowercase ‘I’ is today.
Pleiades Media was responsible for this huge mindshift. Key journalists were lent iPods so that they could discover how attached one becomes to having their favourite music compactly and conveniently in their hand. They were also reminded of the international ‘cool’ fashion factor of the iPod.
Increasing media coverage saw the iPod factory go into overdrive – the last quarter of 2004 saw over 4 000 iPods sold in South Africa, with demand exceeding supply.