Apple announced in early May 2022 that it would be stopping production of the iPod after 21 years on the market. The retirement marks the end of an era for the tech company, particularly considering how crucial the iPod was in Apple’s branding during the 2000s and the key role it played in the development of the iPhone. This case reviews the product’s legacy for Apple and asks students to discuss the strategy involved in retiring products as new technologies take over.

This case was prepared for inclusion in SAGE Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.

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