Impact of New/Digital Media Case Study

6. How have the audience responded to the changes? Is there more consumer choice? Is there evidence of a more pluralistic model? What evidence do you have to support this?

In regards to the changes brought by smartphones, the launch of the Apple App Store in 2007 has enabled the everyday consumer to have a choice in what applications they can purchase. The Apple App Store is more accessible to the consumer, as the applications are organised in set categories, therefore the audience may purchase apps from different categories and can access apps for free.

The pluralistic model would be applied to the Apple App Store, as the audience have the power to purchase applications and have the right to choose whatever applications that they desire or may find engaging or worthwhile. In accordance to this, the audience can purchase apps which encourage interactivity and UGC, for example the consumers can create music and videos on certain applications and may purchase apps for entertainment or educational purposes.

The wider choice of applications and accessibility has proved to be a huge success, as Apple confirmed 10 billion downloads were achieved, which proves that Apple is a successful company due to its products and worthwhile service is offers. Whats more, the fact that newer, advanced apps have been produced and released shows how successful the Apple App Store is.