Enderle revels in ‘collapsing’ iTunes Store sales that are actually surging

“Forrester has to be having a fun week hearing from the Apple fans after it announced that iTunes music sales had ‘collapsed,’ dropping 65 percent. Apple makes little or no money on iTunes music, but this music forms a switching cost barrier that prevents other MP3 products from cannibalizing existing Apple customers,” Rob Enderle writes for TechNewsWorld.

Enderle writes, “In short, if you want to switch, you have to kiss off all your purchased tunes and then buy them again from someone else.”

“If fewer and fewer people buy music this way, this barrier gets weaker over time. That could be problematic for Apple, which is facing ever more-focused competitors,” Enderle writes. “Personally, I think this simply means that folks are realizing what a rip-off DRM (digital rights management)-protected downloaded music is, and they are going back to CDs so they can do what they want with the music they purchase.”

Full article here.
Rob Enderle is a moron. It’s not “Apple fans” that are chastising Forrester, it’s everyone from Main Street to Wall Street with at least half a brain. Of course, that excludes you, Rob. That cheesily-mustachioed empty vessel atop your shoulders is totally useless. Still, try to keep up, Rob: iTunes Store music sales are surging, not “collapsing.” comScore shows surging Apple iTunes sales, with revenue growing 84% during first 3 quarters of 2006. Even Forrester ate their crow and has since proclaimed, “iTunes sales are NOT plummeting!”

Burn your iTunes Store-purchased songs to a CD and take them anywhere, Rob. How many times do we have to tell you before it sinks in, stupid? Oh, right, empty vessel. Sorry. And, if you don’t like DRM, blame the music labels, not Apple.

In short: Rob Enderle thinks iTunes Store sales are collapsing when they are actually surging and then makes up a typically meaningless and unfounded explanation for why something is happening when it isn’t. Great work as usual, you moron.

Related articles:
comScore: Apple iTunes sales are surging; revenue grew 84% during first 3 quarters of 2006 – December 14, 2006
Apple Computer shares rise on target price increase, positive iTunes sales forecast – December 13, 2006
Forrester’s Bernoff: ‘iTunes sales are NOT plummeting! Press credibility, on the other hand…’ – December 13, 2006
Jim Cramer on Apple iTunes Store and ‘that stupid Forrester survey’ – December 13, 2006
Piper Jaffray: Apple iTunes Store sales show strong year-over-year growth – December 13, 2006
Morgan Stanley ups Apple Computer price target to $110 – December 13, 2006
Apple on Forrester report: ‘the conclusion that iTunes sales are slowing is simply incorrect’ – December 12, 2006
Blackfriars’ does the math: Apple iTunes sales are not ‘collapsing’ – December 12, 2006
iTunes interest climbs as one analyst claims falling sales – December 12, 2006
Akamai Net Usage Index for Digital Music measures real-time global consumption of online music – December 11, 2006
WSJ mistake: ‘digital-music sales have stalled for the first time since Apple launched iTunes Store’ – December 06, 2006
Digital downloads drive world music sales in first half of 2006 – October 13, 2006
Study reports the obvious: most music on iPods not from iTunes Store – September 17, 2006
Apple iTunes Gift Cards help boost growth of digital music in U.S. – April 21, 2006

Enderle: Microsoft’s Zune could be very successful – November 07, 2006
Enderle FUD Alert: Apple MacBook firmware steps down processor to stop random shutdowns – October 27, 2006
Enderle: ‘4th quarter will be Apple’s hardest since the first iPod Christmas’ – September 18, 2006
Enderle spouts some incredible nonsense about Apple iPod+iTunes – July 07, 2006
Enderle: If Apple can’t double market share it will abandon Macs – May 02, 2006
Big surprise: Enderle was wrong about Apple’s holiday quarter Mac sales – January 19, 2006
Tech pundit Enderle: ‘Microsoft wrote the first Mac OS’ – September 28, 2005
Tech Pundit Enderle: ‘fourth quarter should be ugly for Apple’ – August 09, 2005
Enderle: ‘Surveys indicate demand for Apple’s products is dropping like a rock’ due to Intel switch – August 01, 2005
Tech Pundit Enderle: ‘This year will be more difficult for Apple Computer’ and iMacs in earthquakes – January 24, 2005


  1. It’s only a matter of time before people ditch the failure that is the iPod and adopt the wave of the future: The Zune.

    Once that happens, iTunes music sales will finally halt for good.

    Welcome to the social.

  2. Poor Rob hasn’t been the same ever since an iMac fell on his head during an earthquake. I’m afraid to even ask if his “ever more-focused competitors” comment is a reference to Zune.

    Discussion question: Is Rob’s impressive acumen by any chance the product of the Chicago public school system?

  3. Remember this. He makes a good living promoting MS and belittling Apple. He’s very good at it.

    He writes with clarity and conviction. People appreciate reading his pronouncements. Who cares about facts?

    As our president would say…

    Don’t ‘misunderestimate’ Ron Enderle. He is the gold std of MS consultants.

  4. I prefer higher quality DRM-less music, and since my genre of choice isn’t well represented on ITS anyway – techno, I purchase either CDs or from beatport.com – full resolution WAV files.

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