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Which comes first? Mindshare or marketshare?
Recently, I was talking with a friend, and she said "I have to get an iPod." "Which one?", I asked. "Oh I don't know anything about them. You play music on them don't you?" was her reply.
I was stunned. Not by her wanting something without even knowing what it was.
No, what amazed me, was that this hit home to me, how much mindshare Apple has captured with the iPod. Sure they might have 75% or so of the portable music player marketshare, but I'd suggest they have quite a significant percentage of the mindshare of the populous.
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