Friday, January 13, 2006 | Podtastic Podtastic : "The most powerful factor working in Apple's favour is peer pressure: what friends and relatives have to say about products is now the most trusted form of consumer advice, and to be seen with something different can be almost taboo. That is why millions of people said they wanted an iPod for Christmas, and not a digital-music player from another manufacturer -- even though rival players are often cheaper than iPods, and generally have more features. During the years it spent in Microsoft's shadow, Apple benefited from having a distinctive, counter-cultural brand. But given its dominance in digital music, where it is anything but the underdog, how long can Apple keep its cool?"

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