Why didn't Orlowski ask Apple for comment on the data? Because he knew the numbers he extracted to create this new myth didn’t really paint the picture he implied they did; in fact, his article even pointed out that Forrester's Josh Bernoff "warned against extrapolating too much from the figures."
Despite the warning, Orlowski ran with the data and drew a set of misleading conclusions from it. The point was not just to create a sensationalist article, but to use it as proof for later articles that followed a preset agenda: iTunes can't succeed, because Orlowski has other ideas in mind about how to distribute the world's music.
It's the Register, OK
One of the founders of the Register left to start the Inquirer, which uses an identical layout and style to print tech industry gossip and rumors. It serves up a heavy dose of sensationalist headlines as well, under the tagline “... facts and friction.” To be fair, the Inquirer is actually slightly more shrill.
While nobody cites the Inquirer, the Register has somehow retained enough credibility to used as a frequent source for Wikipedia articles. The Register generally presents Wikipedia as being unreliable and full of errors. That makes the two the butt of each other’s jokes, without either really intending it to be funny.
No Stranger to Myth
The Blanket License Manifesto
Orlowski needed a myth to create panic in iTunes sales because his personal view of the future of digital music is a socialist paradise where everyone is taxed, the proceeds all go to the RIAA, and users are allowed to return to the 90s method of digging through Napster-like sites looking for music ripped and tagged by the proletariat.
All this fervor for socialist music distribution has Orlowski in a fit frantic rage at the success of the capitalistic Apple and the bourgeois who shop online and pay for things they like in free markets.
The day after issuing his proof that iTunes had collapsed, Orlowski unsurprisingly printed a followup article bringing up his blanket license manifesto. In his great leap forward for music, the RIAA is established as a Supreme Soviet and all songs are redistributed to the people, who now supposedly own entertainment collectively.
That means no pesky DRM nor any "RIAA stormtroopers," because there will be nothing to police, apparently. Instead, you will "be able to walk past a cafe or store and 'collect' the music on your phone."
And you'll like it, or else...
Seeing Red in the Socialist Paradise
There's few problems with this socialist fantasy. First, the very person who feeds Orlowski his ideas of Blanket License Economics also "suggested that CDs will go up in price as a consequence of a P2P flat fee." Then of course, there's the flat fee itself. Yikes Chairman Orlowski, the revolution is looking like an expensive mistake.
Myth, Interrupted
Beyond simple logic, the most crushing blow to the Register's Collapsing iTunes Store Myth was a reality check from Apple. Recall that Orlowski cited no comment from Apple in his first article. Oops.
Real facts would have been problematic in establishing a need for a Supreme RIAA with taxation powers, allowing us to trade around our songs "freely," while forcing everyone to pay for the privilege via convenient paycheck deductions, whether they use music online or not.
Apple doesn't report individual sales on demand, but anyone paying attention to Apple's recent press releases could simply chart them and see that sales are not collapsing at all, but rather have been experiencing a sustained increase.
Finding Forrester
It's not hard to see why Orlowski was happy to discover a set of numbers suggesting the collapse of free market music sales, and why he subsequently ignored all other information in order to have an opportunity to write about his affinity for socialized music. But how did Forrester come up with figures that could be used to support such an idea?
Simple answer: by only looking at one narrow angle of a small subset of the iPod population.
Forrester's data came from 7000 participating users, less than half of whom even used the iTunes Store. Further, the figures looked only at those users' credit card transactions.
The problem is that a significant chunk of iTunes Store sales comes from gift cards, PayPal, and "iTunes Allowance" and other gift certificates. Most kids don't have credit cards. Further, the popularity of iTunes prepaid cards as gifts means that a lot of people are buying from iTunes without Visa and Mastercard ever knowing it.
If Forrester's data is correct, it may mean that iTunes users are indeed using direct credit cards purchases less in the iTunes Store, but jumping to the conclusion that iTunes is dying is an idea that the facts clearly don't support.
The iTunes Vendor Lock In Myth
Proponents of this myth worry that Apple's FairPlay is unfairly locking Microsoft, Real, and Sony out of the market for digital music by blocking their efforts to push their own DRM systems on iPod users.
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