There’s certainly enough material to fill a book on the significance of the iPod in Apple’s journey (and its revenue streams). However, the company bid farewell to the brand in 2022, as it finally phased out the last model of the iPod Touch. Yet, a small but thriving community is dedicated to preserving the legacy of the iPod. Elite Obsolete Electronics is among those businesses that have recognized the rising Reddit communities centered on the iPod and the iPod Classic. I had the chance to speak with the owner, Austin Lucas, about the business and its achievements.
A passion transformed into a business
Lucas established Elite Obsolete Electronics in the autumn of 2018 as a side venture, inspired by his background in tech repairs from high school and his time studying computer engineering at university. Although he initially aimed to create consumer electronics, leaving school left him at a crossroads. His breakthrough came when a customer brought an iPod Classic into the local repair shop where he was employed, and none of his colleagues knew how to fix it. Lucas quickly understood the unexplored market for servicing a device many had left behind but still resonated with a dedicated group.
What began as purchasing defective Apple products on eBay, fixing them, and reselling them for profit evolved into a thriving business. Elite Obsolete Electronics connected with a growing Reddit community and various online forums centered around iPod enthusiasts. Lucas remarked, “There used to be a substantial iPod community, but as people transitioned to iPhones and iPads, the skills needed to repair iPods became scarce.” Nevertheless, Elite Obsolete Electronics emerged as the preferred choice for those seeking something beyond simple battery replacements.
The success of Elite Obsolete Electronics lies in providing ready-made solutions for individuals who don’t wish to modify their own iPod. The business specializes in replacement parts, authentic accessories, and fully upgraded iPods. Unlike other shops, Elite Obsolete Electronics focuses on selling customized, ready-to-use iPods with modern features such as iFlash storage upgrades and enhanced batteries. With no money spent on advertising, the company has cultivated a profitable enterprise solely through word-of-mouth referrals and organic traffic from Reddit, Google, and a popular YouTube channel.
“Most of our customers are from Gen X and the Boomer generation, who already have extensive iTunes libraries,” Lucas shared. These individuals dedicated years to curating their digital music collections and prefer a dedicated MP3 player over streaming services. For them, the iPod represents more than just a device—it’s a link to the time they first embraced portable music. While today’s iPhone may be a superior music player compared to the iPod, there’s an undeniable simplicity in using a dedicated music player. Though it lacks support for Apple Music or Spotify, it remains an excellent device for local audio files, as even the latest macOS versions easily sync content to it via Finder.
Overcoming challenges to preserve the dream
Operating a business centered on discontinued products presents its challenges. Lucas frequently purchases iPods from platforms like eBay, where quality can be uncertain. “It’s always a gamble,” he conceded. However, it’s a risk worth taking given the expanding customer base. About 90% of Elite Obsolete Electronics’s sales consist of classic iPod models, with the rest deriving from a mix of Nanos, Minis, Shuffles, and Touches. Most units are made to order based on the customizations requested by the new iPod owner.
The enduring relevance of the iPod
To younger generations, the iPod might come across as an outdated artifact, but for Lucas and his clientele, it signifies much more than a piece of technological history. It symbolizes a time when digital ownership was the norm. “The iPod represents those who wish to support artists and manage their own music libraries,” Lucas stated.
Despite his youth, Lucas comprehends why many want to cherish this aspect of their past. “I barely recall the iPod,” he admitted, “but I understand the desire to recreate that experience.” The iPod was, without a doubt, the must-have gadget of its time. For those who missed out on one back in the day, Elite Obsolete Electronics offers an opportunity to recapture that nostalgic feeling.
Apple’s choice to terminate the iPod line evoked mixed feelings among fans. Austin conveyed his disappointment regarding how Apple concluded the brand. While many understand it was an inevitable development, he believes the company should have preserved its legacy more prominently. After all, the iPod did more than enhance Apple’s earnings; it laid the groundwork for subsequent innovations. There would not be an iPhone, iPad, Apple Watch, or Apple Vision Pro without the iPod. As I mentioned earlier this year, the iPod offers a way to immerse oneself in music amidst a chaotic world. A dedicated initiative is in progress to safeguard the classic iPod games.
