In the Steve Jobs era, new Apple products enjoyed large press launches that captured consumers' imagination, sending them running to pick up the latest tech innovation.
Post Jobs, Apple appears to be changing its marketing strategy, targeting more households with a family-friendly price strategy.
This was first evident in March last year when the company kept the iPad2 at a lower price point. Last week, in a low-key move, Apple announced a 16GB version of its fifth-generation iPod touch with a UAE price tag of Dh949.
But the lower storage and price (the new iPod is Dh300 lower than the 32GB version) also comes with a lower specification, namely no 5MB rear-facing camera or photographer-friendly hand strap and no custom colours. Instead it's a straight choice of black or silver.
Still included are the front-facing HD camera, retina display and Siri. Due to the withdrawal of the back-facing camera the new touch is also slightly lighter than other fifth-generation models.
Apple is also rumoured to be launching an iPhone mini before the end of this year. It is expected to be a cheaper version of the iPhone in an attempt to garner more sales across a broader market spectrum and wrestle back the initiative from Samsung.
Apple's penetration of the global post-paid smartphone market is reaching saturation point and the company is now looking to address the hundreds of millions of mobile users who cannot afford the current iPhone prices.
So far, reviews suggest the tech industry is unmoved by the new iPod touch and see it as merely an extension of Apple's existing iPod line-up. While its price might attract the younger market, its lack of rear-facing camera is a turn off for social media users who like to frame their pictures before snapping and sharing - something a front-facing camera doesn't allow unless you are taking pictures of yourself.
However, the new model can only add to the brand's sales revenue; Apple says it has sold more than 100 million iPod touch units since its introduction in 2007, up from 82 million last July.
