Article in Forbes magazine examining the development of the iPod and a Credit Suisse analysis. It is looking at Apple still having a low base of iPod penetration with an ability to “grow its market by 20% a year for the forseeable future”. It apparently took Apple half the time it took Sony to hit the 50 Million mark for Walkmans with a total of 309 Million sold. Credit Suisse feel that Apple can exceed that total number.

And iPod customers tend to replace their devices faster – with the average being 1.5 years.

The big difference between iPod and Walkman is that there is a software aspect to the relationship between consumer and content. Apple's software in this space is really the change maker in the equation.

But as Om Malik notes, there are going to be challenges ahead in Europe as governments try to force Apple to open up its software to enable delivery to all platforms. The EU forced Microsoft into unbundling IE from Office. I don't see the French and other governments failing with Apple. Of course Apple will no doubt find a creative solution to this. Maybe they will charge for the software and then provide a 'cash back' equivalent if you buy an iPod? Steve Jobs is the pre-eminent marketer in the world today. He will figure it out…

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