One day recently, my 10-year-old tossed her shorts into the washing machine, and one wash cycle later I discovered her beloved iPod Shuffle at the bottom of the machine’s drum. It was sporting a new fresh scent (!) but was otherwise unresponsive. Caroline was crushed.
We dried it off with a towel and then a blow dryer, then let it sit undisturbed for close to a week. Then, the test: We plugged it in, and after a few long minutes iTunes recognized it. The Shuffle nonetheless seemed to have some issues: No matter how long we charged it, it did not signal a full charge. But when we turned it on–fingers crossed–it started right up with (I kid you not!) “I’ll Stand by You” by The Pretenders.
Curious, I Googled “iPod washing machine.” It turns out that the iPod vs. Washer is a battle that’s been fought many, many times.
The iPod hasn’t always been the victor. But in most scenarios the patient souls who gave the iPod the space and time to rehab in peace seem to have restored its functionality. (It’s the thoughtless souls who immediately started plugging it in and poking around who seemed to have suffered fatal losses.)
My resident 10-year-old was jubilant at the news of the resurrection. And so was her older brother, in part because he has worked so hard to customize its appearance for her. Apparently, the Shuffle has no moving parts, which makes it one tough little cookie in a run-in with a more powerful household appliance. And most of the jewels held up, too.
Our little adventure made me wonder whether Apple could make use of this bit of customer happiness in its marketing.
Certainly Apple wouldn’t want to recommend a periodic rinse cycle or create a cross-promotion with Whirlpool or Maytag. But, like the Shuffle-in-the-Shorts incident at our house, accidents happen.
iPods are so light and portable that the selling feature occasionally becomes an inadvertent liability. And when that happens, isn’t it nice to know that it can take a licking but keep on ticking? Isn’t it great that its design not just looks cool and functions intuitively, but is also smart and at least a little hearty?
So let me ask you, brilliant marketers: What should Apple do? What would YOU do, if you were the CMO of Apple? Ignore it, as Apple seems to have done? Or exploit it? And, if so, how?
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Tags: Ann_Handley, Apple, business, iPod, Marketing, washing_machine
This looks like an ad in the making. I can see it now–washing machine tragedy, loving mom (and/or dad) consoling their child, fast-forward, the iPod works, an Apple a day keeps bad news away.
Are you kidding? There’s a whole new line of household products just waiting for Apple here – the care of personal electronics. The iWash. The iDry. The iBlend…hmmm, let’s re-think about this a bit…
The very LEAST Apple should do is have someone reply here thanking you for the unprompted endorsement of one of their products, on one of the most popular business blogs on the internet.
Let’s see if that happens…
Thanks for the comments, Mack, Lewis and Steve.
Lewis: “An Apple a day…” love it. Bet they’ve already thought of that one, though.
Steve: I would pay money for the iFold.
“Takes a licking and keeps on…” No, wait, Timex used that decades ago.-)
Most certainly deal with caution. And on the other hand, taken things as simply as they are. That’s why people love the iThings, don’t they?
My ad would be:
Sad girl looking at a dirty iPod in the mud and then the slogan:
Just wash it.
That was not serious, but I just loved your post, Ann. As allways.
You’ll never get soaked with an iPod.
iPod: Tough enough to tackle Maytag.
Apple’s iPod will never be washed up.
Ugh! Advertising slogans on the fly. Must be a better way.
Good stuff, but I think it would probably be a bit risky to use in their marketing materials. There would definitely have to be quite a bit of proof of durability before they could “advertise”. However, something user-generated could be effective. Maybe, “iDrops – a chronicle of iPod mishaps.” They would have to be prepared to accept the good with the bad though.
Nic — Good thought. I guess that’s more where I was going with my original question — is there any way to leverage or harness the issue? Could they help get people talking with each other?
“Mishaps” is a nice, unifying theme. A few weeks ago, it would have been helpful for me, for example, to have known of a place to read and seek advice from other iPod owners whose iPods have suffered similar fates.
Ann-
Maybe they could start a blog. Lots of different mishap scenarios that users overcame. But as Nic mentioned, they’d have to be prepared to take the good with the bad.
Lewis,
How about Apple takes a bite out of Maytag!
I searched around to see if there were any iPod blogs, and couldn’t find anything “official” on the Web. There are a few amateur/independent/lonely little blogs out there, but no sign of real community as they seemed completely void of reader commentary.
Is that called a monoblog, by the way?
I would think they should leave it alone. Unless you can wash it, and 10 minutes later plug it in and go for a jog, I’m not sure if it’s a strong enough selling point. It feels like a story better told by a person like yourself rather than something coming from the Apple company.
Of course, a nice “thank you” probably wouldn’t hurt, either.
Hmmm… I dont think Apple shud use it… Infact Apple shud run a blog, like http://kingfisherblog.wordpress.com/ where Customers like u post their good experiences!
One of the comments seem rather unkind because i know that the incident described is true. The same thing happened to my 17 year old when he could not resist the cool invitation of the beautiful lake we were having picnic by and jumped in with his ipod in the pocket.
At first it didn’t work but after about 2 weeks it started working again.
Sure Apple should use this for launching new models, e.g i.swim, i.pool with new features of listening to music while swimming. And of course some accessories like a swimming costume with a i.swim pouch sewn in can be launched!
Ann,
Your washing machine story would make a great spot for the iPod shuffle. You should get some free products from this post!
Unfortunately, in my experience, other iPod models don’t survive a few drops of water, let alone a wash cycle. Your post even inspired me to write about my misfortunes:
http://delugedineuge.blogspot.com/2007/06/communication-breakdown.html
Thanks for sharing your story this little blogger with some inspiration!
I also washed my iPod shuffle recently, at a commercial washing machine. Our washing machine broke down, so in my rush and doing different things, I forgot to take off my iPod from my pant’s belt loop. I later realized it when I took it out. I let the shuffle dry out for a day and used it the next. Clean and working!
I don’t know what they can do with this unless they’re willing to guarantee functionality after such abuse. Perhaps have a visual gallery for “Pimp my Pod” and show the pictures of the personalizations of the iPODs – leave the rest to the bloggers. I’m impressed the bedazzlers held up as well – perhaps this is an opp for them? Let the iPODer do the blogging.
Hi Ann:
I tossed my iPod in the washer 6 months ago, let it rest and dry out for several weeks, but it remains in a deep coma.
But I know what you’re getting at from a marketing POV, and you are on to something.
One idea – create a virtual world where, sometimes, bad things happen to nice iPods. But where you’ll find friendly creatures who dispense medical and psychiatric advice for those in need …
Steve
First they should determine if purchases/sales are missed due to the cost versus the risk of the iPod breaking. If it’s a valid objection, then they should find ways to incorporate the durability message as a benefit. Otherwise, it’s a fun idea but probably a waste of resources.
Exactly! I wouldn’t expect any sort of guarantee…but a resource area would have been nice to refer to. Something, as Steve suggests, “…when bad things happen to good iPods.”
Lindsey and Steve: I’m surprised, actually, that your iPods didn’t resusitate. Did you wait a period before turning it on?
Sounds like iPODs are heading in the aquatic direction where youll be able to listen to em anywhere, like underwater, or while your swimming your laps. just a thought
Ann,
My boyfriend was inspired to do laundry last night and accidentally left his Jabra in his jeans. I immediately thought of this post and told him to leave it alone – when we checked on it later, it worked beautifully.
As for marketing for reliability, I think they still have a lot of life out of the “cool” thread they are currently at with the shuffle. There’s no need to expand into reliability yet, especially on a product that is inexpensive enough to be replaced easily.
Although, if they ever created a “tough” shuffle, then I can definitely see stories like this being used.
If I were Apple, I’d definitley include this in Customer Testimonials, which I would revolve on the home page of my website.
Ann – Just like you I Googled for help. The prognoses I received were bleak. And that’s how it has turned out.
Maybe an ad with a scuba diver about enter the water but still wearing an iPod. You say, “Nooooo, don’t do it.”
He then, against your advice to the TV, enters the water without missing a beat.
Somehow it would have to be made clear this was a bit of an exaggeration to those tempted to “try this at home.”
Neil
What a great story, Ann. It not only comforts me that my daughters aren’t the only ones to leave their iPods in irresponsible places and situations, but if (and when) they leave it in the washing machine – there is hope! Now I’m prepared!
i came of a sponcered walk with school and i was very dirty so i got home and my mum put my jeans in the washing machine, i was stupied enough to forget that my ipod was in my jeans and so i told my mum and we got it out and i dont kno what to do with it now it messed up water in the screen and everything please can you help me x-xmiss.jessica.mariex-x@hotmail.com if you can can you email me with what to do as soon as possible thankyou xxx im 14..
Ann, i will test your story, i just washed my son’s i pod,he is going to be devastated!! i have it sitting in the sun now. i will let all know
Yo, I put shuffle through the wash waited patientlyfor it to dry and it still doesnt work. Soooo, this is a pointless article. thanks for nothing.
My iPod was recently washed as well, and it works..for a short window of time. I think Shuffles should have a plastic insulator to prevent water damage, or something of the like. I remember the commercials for the Shuffle when it first came out, where it omits the person’s head, and shows them clipping the iPod on all manners of clothing. “Put some music on” was the slogan, I believe. Maybe Apple made the shuffles a little too stylish and convenient..
Omg i came back one evening and i was getting ready to go to bed. i accidently left my ipod nano in ma jeans pocket it was only till later that daii i realised my ipod was missing. i looked everywere nd on my mums drying pile was my jeans witht he ipod still inside the pocket. i was soo devistated this point i realised it had been through the washer and the dryer. it still wouldnt boot up or anything soo ive tried leaving it ova night on the radiator. i tried switching it on nothin was happeneing and there still nothin happening. This all happenend yesterday soo i dont no wether i need to leave it alone un- disturbed for a few days or what.. i really dont no what should i do?
Yes, I just learned last night after my son’s iPod went through a complete wash cycle. The online instructions I read said – 1) Do not turn it on (I already had tried but nothing happened, 2) Give it time to dry out. Several others had commented that they lived in the sunny southwest and simply left their iPod in their car to let it cook/dry out by the front windshield or hung it from the rearview mirror. Living in northern Virginia in December this really wasn’t an option, so I improvised and rested it on the top of a lampshade over a 40W bulb (it was actually a 40/60/100 watt bulb, but I kept it at the lowest setting). I suppose a 60 watt bulb would be OK if you checked it occassionally to make sure it wasn’t “cooking” it too bad. I left it for about 4-6 hours. The next day I plugged it back into the USB and within a short period of anxious moments the play list appeared on the computer screen and it appeared to be taking a charge. I kept it plugged in all day and this evening unplugged it and IT WORKED! By the way, the earphones also went through the wash and I treated them the same way hanging just beside the iPod over the 40 watt bulb.
Good luck, SHubbard in Fairfax Virginia
ok yesterday my mom washed my sweatwer without me knowing and it had my shuffle and the charger in it too so i dont know if it is my charger or my shuffle that wont work what should i do
It’s interesting that this post has evolved into the “Dear iPod Lady, what should I do now?” column!
My son and daughter-in-law laundered two of their iPods in June 2007. I googled the topic then, planning to blog about it (http://tinyurl.com/28npdo.
At that time, I could find only one incident involving an iPod in water (a toilet, actually).
I believe if iPod screens were also impact proof AND the devices water proof, then there’d be something to advertise.
Sadly, as my youngest son discovered after his girlfriend dumped him and he threw his sweatshirt (with brand new iPod in it) onto the ground, it was kind of wrecked.
Nice blog, my first visit here.
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Well, I just joined the crew and found my brand-new 4GB Nano at the bottom of my washing machine: my running sweatshirt had been washed unbeknownst to me, complete with iPod in the pocket.
Following the online advice (which was the same as Apple’s), I waited 2 full weeks, kept it in a warm (but not hot) place, blew dry it with coolish air every once in a while, and voila – it seems to be working. It won’t hold a charge for very long as far as I can tell, but it’s all there. Screen looks a little fuzzy and “rainy” – weird lines across it in one part – but I’m glad a $200 piece of equipment that I use daily didn’t go to waste!
I’m not a big “stuff” buyer, and this was my ONE splurge this year!
Well, I just joined the crew and found my brand-new 4GB Nano at the bottom of my washing machine: my running sweatshirt had been washed unbeknownst to me, complete with iPod in the pocket.
Following the online advice (which was the same as Apple’s), I waited 2 full weeks, kept it in a warm (but not hot) place, blew dry it with coolish air every once in a while, and voila – it seems to be working. It won’t hold a charge for very long as far as I can tell, but it’s all there. Screen looks a little fuzzy and “rainy” – weird lines across it in one part – but I’m glad a $200 piece of equipment that I use daily didn’t go to waste!
I’m not a big “stuff” buyer, and this was my ONE splurge this year!
I have to say THANK YOU for this post! I accidently washed my ipod nano last weekend and turned to the internet to figure out if it was going to survive. I followed your advice and yesterday, it started to work! You are fabulous! Thanks much!
today i have just washed my ipod nano so im going to follow what your advice and i’ll see what happens next
sorry about all the click it seems when i left the room real quick my little brother hit the post button alot sorry.
two days ago my boyfriend decided to do the laundry. i was heading to the workout room and realized i couldn’t find my shuffle anywhere. after searching and searching i remembered that i left my shuffle in the pocket of some sweatpants. well, my boyfriend threw my sweatpants in with the laundry. i was devastated but relieved when he pulled the pants out of the machine after the wash cycle was finished. the relief didn’t last very long because the shuffle found its way out of the pocket and was mixed in with all the clothes. in his effort to calm me down, he turned it on and the thing was working! i’m letting it dry out right now. we’ll see what happens. we checked today to see if it will play and it still does!
I washed my daughters shuffle today….and I imediatley googled this sight as I knew when she found out would be upset…..well I plugged it in and for a brief moment it worked… so now I am going to try the light bulb thing….thanks to all that have posted on this sight …will follow up if things start working again
I washed and (gulp) dried my iPod Shuffle last night. It was left in the cargo shorts I had been wearing to do yardwork this weekend. Obviously I had forgotten it was there. I heard a mysterious clanking in my dryer after it’d been running nearly an hour, and the noise was so annoying that I got out of bed to check – I figured it to be a zipper on my son’s sweatshirt. However, when I emptied the dryer of all contents, I found my iPod lying on the drum, all of 100+ degrees F from the setting on the dryer.
I was disappointed that I made this mistake – I usually take much better care of my electronic devices. I tried the iPod and nothing. I tried the headphones on another, older iPod, and they worked perfectly.
The next morning (this morning, actually) I plugged the iPod into my car charger to see if it would accept a charge. The orange LED blinked three times and then turned off. I removed the iPod and turned it on, and the LED came on green (indicating 70%+ charge of battery) and it played perfectly.
I think I got to the dryer just in time; any longer (and the machine indicated 20 more minutes of drying required for the load) and it likely would have been too damaged to be useful.
The only thing I can figure is that Apple already accounted for the inadvertent washing of the device and implemented some fail-safe device that shuts down the device completely (hence the orange LED blinking three times – a type of “reset” when plugged into a power source).
I do NOT recommend putting your wet iPod into the dryer; mine went in because it was still in the pocket of my shorts when all went into the dryer.
The only physical damage came from the abrading of the anodized case on the dryer’s steel drum. Rather than looking brand-new (only three months old) it looks five years old.
hi, my name’s dan and i recently also washed my ipod nano. i didn’t know what to do when i first took it out of the dryer, so i plugged it in, and itunes popped up so thats a good thing but after reading some things on the internet, i decided to put it under a few blankets and leave it there for a few days. i hope it works. any ideas on what i should do next?
My son’s friend put their uniforms in to wash after a baseball game with my son’s ipod in the pocket. When he realized what happened it was too late the wash was finished. He plugged it in (not a smart thing to do) and it kept flashing on and off. Unplugged and put it in a canister of rice for about a week and a half. Took it out of the canister and placed it on top of the cable box (nice warm flowing air) for another week. Just plugged it in into the computer it flashed a bit – didn’t do anything then all of a sudden we got the message the computer could see it and low and behold turned it on and it is as good as new. Thanks for previous posts… this works — the key is patience!!!! Let it dry out — Let it dry out and you will be good to go. oh and DON’T TURN IT ON!:) I am sold – I was never so happy to see an apple with a bite out of it
Previous posting… did i mention it was an IPOD TOUCH and all the features are working swimmingly… no pun intended
My Nano accidentally went through my fiancée’s washing machine in her coat pocket. She didn’t realise until the cycle had completed, and rang me up to tell me when she found out. I told her to put it in the airing cupboard for a few days, and then move it out and leave it on the windowsill – I also made it very clear NOT to try and turn it on, to just leave it be.
It’s been two weeks since then, and I’ve just plugged it in for the first time now. It was in recovery mode for about 30 seconds, but then iTunes recognised it as my iPod, all the music was still there, and the only thing (so far) that doesn’t work is the backlight. Admittedly I’ve only played the music through iTunes so far (the wash drained the battery completely, so it needs charging first).
I was a little worried at first, as I could hear a very faint almost squeaky-like sound coming from the iPod when I plugged it in, but it did pass after a short while. Hopefully it was nothing serious, but I won’t be surprised if the thing stops working completely after a few days/weeks.
Right now I’m happy that it works at all!
There are a few things you can do if your iPod does go for a swim somewhere:
- If it was salt water, submerge the iPod in clean water a few times to dissolve and remove the salt. The sooner you do this the better your chances.
- DO NOT turn it on. Just don’t. Resist the urge, if you turn it on too soon you risk damaging the iPod irreversibly. It’s better to wait longer than you need before you try it. I left mine 2 weeks before I tried.
- Leave your iPod somewhere warm and with a good airflow to dry out. Ideally, you want fairly dry air, so if you live somewhere where it’s pretty humid most of the time, you will need to leave it longer.
- If you’re one of those people that keeps the little packets of dessicant you get in shoe boxes and stuff, place one next to your iPod, preferably nearest to the places where water is likely to get in (i.e. by the connector port and the touchpad).
- Don’t be disheartened if when you do try and turn it on, it doesn’t work. Chances are it simply needs a charge. So when you’re SURE it’s dried out, plug it in to your computer and be patient.
- IF it turns on at this point, it will likely be in recovery mode. Just leave it be, and don’t unplug it.
- Possibly most importantly, don’t get your hopes up. It’s likely that your iPod will not quite work the same way as it used to. Maybe the backlight doesn’t work, or you have odd lines on the screen, or any number of issues. If it works perfectly, consider yourself very lucky.
If all else fails try e-mailing Apple, they MAY send you a new one, but don’t count on it.
If they don’t, and your iPod doesn’t work at all, then you have nothing to lose by opening it up and having a look inside. You may find that there’s a tiny bit of salt in there, or something else, so give it a very good clean (again, with water that has no salt or other minerals dissolved in it), and leave it to dry again. Then put it back together and try again.
If it works, hooray, if not it probably never will and unfortunately, it’s time to get a new one.
Well, it’s been a few hours since I first plugged my iPod in now, and unfortunately, it has given up the ghost.
It works, but only when it’s drawing power from it’s USB connector, because it looks like soapy water got into the taped-up connector to the iPod’s battery, and has corroded most of the metal in there. There’s a small amount of residue on the rest of the iPod, but nothing a quick clean couldn’t fix. Battery’s screwed though.
Luckily, I was able to take all of the music and settings files off the iPod before I cracked it open, so I should be able to paste them back onto a new iPod and not lose anything.
While it’s disappointing that my iPod is essentially broken, it IS just a piece of technology, and really just an inconvenience (albiet an expensive one) that it’s died. At the end of the day, technology is replaceable.
My ipod nano 4th generation went in the wash five days ago. We’ll see how it goes in a week and a bit. Seems to me that there’s better luck to be had with a shuffle, so I won’t keep my hopes up.