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Apple Demotes the iPod as It Clears Apple Store Counter Space

Here’s another sign for Apple’s shifting priorities: Apple stores won’t display the iPod on counters next to iPads, Macs and Apple Watches anymore, according to a report from 9to5Mac, which spoke to several Apple retail employees briefed on the changes. Instead, iPods are going to be placed together with other accessories, like chargers, watch bands and headphones.

Apple is also going to remove most of its smart displays — iPads that show details about a product — from its stores. Instead, the company is going to display specs, pricing and other details directly on the screens of the products themselves. All these changes are going to go into effect next Wednesday, according to the report.

The demotion of the iPod to an accessory isn’t just a sign for Apple now selling a lot less media players than phones and other devices. It also goes to show that Apple’s approach toward digital media is changing in general: With the introduction of Apple Music, it is moving away from digital downloads and toward a service-based business.

The iPod, on the other hand, has long been optimized for downloads, and the iPod Nano and iPod Shuffle don’t actually support Apple Music.

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