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March 13, 2009 5:11 AM PDT

What's inside the new Apple Shuffle?

by David Carnoy
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CNET tends to review products from the outside looking in (see Donald Bell's full review of the new Shuffle). But the good folks over at iFixit make it habit to start right from the inside. In the case of the third-generation Shuffle teardown, like with all recent iPods, Apple doesn't make it easy to crack the case. And although only one screw had to be removed, iFixit describes how it had to insert a "metal spudger into a crevice between the rear cover and the rest of the Shuffle" to get the device open. As you might expect, things are pretty simple--and tiny--under the Shuffle's hood.

There are a couple more pictures after the jump, but the full dissection (with lots more photos) is available at iFixit, where one unsatisfied reader writes:

"Have you disassembled the headphones with remote yet? Have you figured out, how the buttons work? Do they work by connecting two lines with a resistor? Is it possible to add such a remote to other headphones?"

As always, feel free to comment.

(Source: iFixit via Gizmodo)

See more pics after the jump.

(Credit: iFixit)

(Credit: iFixit)

Hunkered down in New York City, Executive Editor David Carnoy covers the gamut of gadgets and writes his Fully Equipped column, which carries the tag line "The electronics you lust for." He's also the author of "Knife Music," a novel. E-mail David. Follow David on Twitter.
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by tipoo_ March 13, 2009 6:06 AM PDT
Whats inside it? Well, i'll tell you whats NOT inside it, 100 dollars worth of hardware. they probably have a healthy (but disconcerting) 75% profit margin on these things.
Reply to this comment
by joelikemilk March 13, 2009 7:17 AM PDT
Tipoo_, can you explain why this is "disconcerting" to you?
Apple sells ipods, they make money, they make more products, they hire more people, more people are happier.
If $79 is too much for you, don't buy one. If you can't stand paying that much and getting so little, buy the innards and make one.
If enough people don't buy them, they'll drop the price or drop the item.
Any guesses what the mark-up is on toothpaste? Beer? Don't buy those items? How about perfume?
There are a lot of forces that determine the retail or street price; cost of materials is not one of them.
Am I right?
by tipoo_ March 13, 2009 7:31 AM PDT
All I'm saying is that their profit margins on this thing are probably much much higher than any other MP3 player maker.
by Jonnygthedrummer March 13, 2009 7:48 AM PDT
nothing wrong with that , its there stuff
by Perry_Clease March 13, 2009 7:54 AM PDT
There is more to the cost of an item than the cost of the components. R&D, advertising, support, and other non-hardware costs.
by tacit March 13, 2009 8:46 AM PDT
"Well, i'll tell you whats NOT inside it, 100 dollars worth of hardware."

Oh? How much would you say those components cost, then? Are you speaking as a person with a significant professional background in procurement and logistics, or are you speaking as someone who says "Well, I see a bunch of little tiny black rectangles,a nd they're so small they can't be very expensive"?
by Dalkorian March 13, 2009 11:04 AM PDT
by tacit March 13, 2009 8:46 AM PDT
Are you speaking as a person with a significant professional background in procurement and logistics, or are you speaking as someone who says "Well, I see a bunch of little tiny black rectangles,a nd they're so small they can't be very expensive"?

------------------------------------------------------------------------

LOL, no he's speaking as someone who says "that's only 4 dime sized parts there, I can throw that together for 40 cents, I tell you what!"

NOW do we see why inbreeding is bad?
by tcr071 March 13, 2009 11:26 AM PDT
He is right. There aren't $80 worth of parts in there. There aren't $30 worth of parts in there. Maybe not even $20. What you don't understand is that you have to factor in design costs, shipping costs, research and development costs, the cost of the headphones, advertising, taxes on all of the above, etc. On top of all that Apple might want to go ahead and run a profit on the things they sell because we aren't talking about video game consoles.

There is probably a hefty margin on this and Apple could stand to cut the price some but if people are willing to pay it, as has been shown, why should they? Goal of a BUSINESS is to maximize profit.
by ferretboy88 March 13, 2009 3:55 PM PDT
Its ok for Apple to make a large profit but not a normal person to go to college and find a great job and make a ton of money. Somehow that is evil to democrats. Or saving your money and starting a business, if you make a profit you should be taxed to death to pay for welfare collectors.
by Danbolicious March 13, 2009 7:47 AM PDT
Supply and demand is a great thing. Don't like it, don't buy it. As a manufacturer of electronic goods, everyone always looks into the base cost of these things. No one is taking into account the engineers, additional R&D, keeping the lights on, paying for insurance, etc. etc. etc. These pre-sales costs need to be tied into the product as well not strictly based on hardware base cost.
Reply to this comment
by aMUSICsite March 13, 2009 9:03 AM PDT
Can anyone actually provide examples of these cheaper alternatives that have the same battery life, same build quality and are just as small?

I'm willing to bet you don't use the cheapest perfume/deodorant, drive the cheapest car and live in the cheapest house you can find. Also I would guess that their markup is only slightly above the industry standard.
Reply to this comment
by hermantf March 13, 2009 10:07 AM PDT
The only reason I think that this iPod is NOT worth the price is the lack of buttons on the unit. I want to use my own earbuds, and I don't want to use a "dongle" to do so.

Lame Apple. Really lame.
Reply to this comment
by felgercarbnaysay March 13, 2009 10:35 AM PDT
OK, I get it. you actually enjoy having to fish around in you pocket to pull the device out and possibly drop it.
I suppose that's even better when you're skiiing and can lose it in a snowdrift.

Lame? Hardly.
by hermantf March 13, 2009 11:53 AM PDT
I see your point but I think you missed mine.

Yes. iPods are about convenience. But they are also about other things like sound quality. The standard earbuds that Apple includes with their iPods are probably acceptable to some people. But they do not compare to sound isolating earphones (Anyone reading this should seriously give some a try. I use Shure SCL5. You'll never go back, unless of course, you have the new iPod shuffle and don't want to use a dongle....).

I'm sure that there are many activities where this feature will be useful (like skiing), but why not give us the option of having controls on the earbuds AND on the iPod???

The answer to that is of course, profit margins. Buttons elevate the cost of the unit, hence, Apple left them out and tries to sell it as some kind of "awesome new feature." And it's not.

It's just lame, Apple. Really lame.
by JoeF2 March 13, 2009 12:58 PM PDT
I haven't used the crappy Apple earphones in ages, and I won't start now.
The headsets I am using are so much better than Apple's earphones. And I can change from my earphones on the street to using a noise-canceling headset when flying.
by tcr071 March 13, 2009 1:20 PM PDT
Nah what is lame is going for a jog with your new shuffle and your headphones keep bouncing in front of your face because one of them has a small weight on it. I guess I could plug in the stock head phones, set the volume I want, go plug in my jogging headphones, and hope I don't ever want to skip a song or change the volume...

Fun..
by softwarepro March 13, 2009 10:31 AM PDT
I know people who buy expensive stuff will always try to justify their purchase just to make them feel better. Now it is fashion or style statement not the technical things where I can have 8GB of music player built into cell phone for extra $10-$20 (microSD cost is very low now.. in fact $16GB cost $50 at frys.com). If you are in technology for long enough you feel people are paying too much where alternative is available for cheap. In fact it is applicable to many thing you can purchase in America,
Reply to this comment
by JoeF2 March 13, 2009 12:56 PM PDT
Now why would I want my cellphone to play music?
Real techies rather subscribe to the Unix style of things: have specialized tools that do one thing, and do one thing good.
The 2nd gen shuffle was a good player. The 3rd gen would also be, except for the lack of button in the device.
by mayo-on-a-bun March 13, 2009 2:58 PM PDT
You want your cellphone (at least I do) to play music for the simple pleasure of convenience and portability. Now why would you want to carry two devices around in each pocket, a cellphone and an ipod?
by agj333 March 14, 2009 5:03 AM PDT
XP SP3 REQIRED! Not Going there w/o a track record. CD DOS REPAIR CONSOL? WIN XP SP2?

No alternate Headphone option. Couldn't they make a control 1/8" adaptor?

Looks cool, but I already have Shuffle 1&2.

They're fine, for now.

$79 isn't too much for this kind of inovation though, IMHO. Go Apple!
Reply to this comment
by agj333 March 14, 2009 5:06 AM PDT
XP SP3 REQUIRED! Not Going there w/o a track record. CD DOS REPAIR CONSOL? WIN XP SP2?

No alternate Headphone option. Couldn't they make a control 1/8" adaptor?

Looks cool, but I already have Shuffle 1&2.

They're fine, for now.

$79 isn't too much for this kind of inovation though, IMHO. Go Apple!
Reply to this comment
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