Value Analysis of the Apple IpodValue is perceived in different ways, by customers and organizations in relation to the product or service provided. The definition of value is how much something is worth and desirability. Also, what is gained from the monetary aspect and whether the product or service actually fulfills its purpose. Value has several aspects which include company values; which refers to new innovations, employment growth, cost reduction, as well as long-term production and so on. The value must meet the needs of the customers who benefit from the product or service. In relation to the iPod, the product has been innovated many times and has targeted different markets. The product has been improved and modified to provide better functionality to the customer. The value in VIPI can be related to the Apple iPod in three different aspects: one from the customer's point of view, the other being the competitive advantage and the third relating to the design element. The customer's point of view in relation to value would be that in the iPod range there is a variety of product choices available in terms of capacity, iPod size and color availability. The Apple Nano is available in several colors not so much of a variety of colors as it is only available in black or white. It also has different memory capacities. Then there's the Apple shuffle, which is designed a little differently in that it's more like a USB stick so consumers can simply plug it into their computer. Quality and design play a role in the value aspect of the product. product and everything integrates with the standard finish. In relation to the VIPI framework, Value is usually at the top of the hierarchy. (shows the pyramid and highlights the value at the top) With Apple's continuous innovation, they have improved battery life, increased memory capacity or better color options. With each change they have considered the value and what it will mean for the customer and how this will meet their needs. Apple is considering new features to add to the iPod, due to new technology being introduced such as voice-activated systems that will allow customers to control the iPod without pressing the keyboard. They may also have a personal digital assistant equipped with software to help customers with other tasks.