We did some really artsy ads that appealed to a very small segment of the music space, and we didn’t captivate the broad segment of music listeners.” I don’t think people walked away saying, this is what Zune is and this is why it’s different. Robbie Bach, Former Microsoft executive had this to say about the marketing of Zune: “I think our marketing message was very confused. The marking for the Zune seemed to fail at setting the Zune apart from the iPod for consumers in a concrete way. With the iPod’s already wide popularity, there was no real incentive for consumers to choose a Zune over an iPod when it was launched, especially with the insufficient marketing. It didn’t newly address any user needs that the iPod was already taking care of. While it wasn’t a bad device, the Zune just didn’t have features that set it apart enough from the iPod. It was an uphill battle from the beginning.īad timing can sometimes be overlooked if a product has features that make it unique and innovative compared to what’s already out in the market. When Zune debuted, Apple had already taken over almost the entire mp3 market. Even when Zune HD was released, it had come two years after the iPod Touch. The Zune came much too late, as the iPod had already rapidly become the go-to source for portable entertainment. The first Zune launched in 2006, five years after the release of its competitor, Apple’s iPod.

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