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SanDisk: \"iDon\'t\" Apple\'s iPod

updated 10:35 pm EDT, Mon May 22, 2006

SanDisk \"iDon\'t\" campaign

Apple's iPod rival SanDisk taking Apple head-on with the launch of a new anti-iPod campaign this past weekend. The No. 2 maker of digital music players in the U.S has launched a new guerilla marketing "iDon't" campaign that promotes SanDisk's own Sansa e200 music player by calling iPod users "unoriginal" and declaring them to be followers--without actually mentioning the iPod, but alluding to the industry-leading music player by its signature white earbud earphones. The website offers links ("propoganda") to other anti-iPod sites, which it calls "fellow media player freedom fighters" as well as the ability to purchase various "iDon't" t-shirts and free posters and desktop pictures, such as iSheep, iChimp, iFollow, iHerd, iShackle, iDroid, iPuppet, and more. The site touts SanDisk's Sansa e200 as "the alternative," urging users to "think for themselves."

"Calling all free thinkers, contrarians, and malcontents. The time has come to rise up against the iTatorship," the website manifesto reads. "To resist the monotony of white earbuds and reject the oppressive forces of cultural conformity. Now is the time to break-free from restrictive formats and a single source for music. It's time for choice, for freedom, for self-expression--and for all spirits to stand up and say 'iDon't' You don't need to follow. There is now an alternative."

The one--and only--news post ofers some background on the site and calls for others to rebel against Apple's dominance. "This site and the iDon't campaign are the creation of several of us renegades behind the new Sansa player, from SanDisk. And this is our playful way of saying 'Enough!' Yeah, we're just fed up with the ever-expanding flock of iSheep swarming through our cities. You've seen them. They're everywhere. Every bus, train and city sidewalk is a mass of white headphones. Blindly they've bought into the hype without ever realizing there are other mp3 players out there."

by MacNN Staff



  1. jedi2187

    Joined: Dec 1969



    Putting the letter 'i' in front of a word? That is sooo 1998.

  1. ClickSpace

    Joined: Dec 1969


    iDon't do Windows either

    So if they feel this way about the iPod, do they also feel this way about Windows? Should we have a "free thinkers" campaign against the Windows monopoly? How many Windows PCs does SanDisk use to run their business? There is choice in computers. You don't have to run a business on Windows, despite what the other sheep are using...

  1. GodsiPod



    Guess you don't need my

    business, because you just lost it. I say all iPod users simply boycott ALL SanDisk products. We'll see who has the last laugh.

  1. koolkid1976

    Joined: Dec 1969


    This campaign will work..

    Just like Apple's Lemmings commercial did. Insult people and they will run to buy your product.

  1. zl9600

    Joined: Dec 1969



    funny how they just couldn't invent their own alternative to the click wheel.

    iWon't be buying this one.

  1. Cf

    Joined: Dec 1969



    Hey, a good product is a good product. They bought an iPod because it's actually good, not because they *had to* unlike the grip MS has on the OS market. I'm perfectly fine keeping the iPod all to ourselves. Take away the Windows functionality in the iPod and let them have these other players. Oh, one more thing. SanDisk plays MP3, WMA, and WMA DRM. WMA? Can you say moo? Or maybe baaahhh?

  1. hayesk

    Joined: Dec 1969


    Lexar looking good

    I guess I'll be buying Lexar memory for my camera from now on.

  1. jarod

    Joined: Dec 1969


    Let's place a bet

    That in a few months time, this failure of a company files for bankruptcy. Clearly a successful company can't possibly run such an idiotic marketing campaign. Wonder who they have for marketing. Could it be the 'innovative' Steve Ballmer of Microsoft, or the even more innovative, Bill Gates?

  1. aristotles

    Joined: Dec 1969


    Maybe the hired Glasser

    He seems to know how to insult potential customers by calling iPod owners thieves.

  1. patioman

    Joined: Dec 1969



    I don't use the products I buy to express my INDIVIDUALITY. I use the ones that, IMO, work the best. Buying a SanDisk product makes you a rebel!!!

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