I want it. I need it.

September 10, 2010

“One of the members of our board of directors is going to use it as a watch.”

From the mouth of Apple CEO Steve Jobs onto the accessory shelf of your nearest electronics store.

The “it” is the newest iPod nano (above), which Jobs introduced Sept. 1 at what Apple, itself, called “Apple Special Event.” (OK, yeah, the company’s pretentious. So what?) The latest nano wasn’t released with a watch feature or accessory. Jobs was referring to the clock function, which seemed to make for a brilliant watch face.

I’m inclined to agree. So was iLoveHandles, maker of this iPod watchband accessory:

Jobs announced Apple has surpassed 275 million iPods sold, and Apple continues to innovate and create not just want, but need, among its fan base. In that way, it’s hard to believe Jobs’ remark about the director wanting to convert his new nano into a watch was merely off the cuff.

Apple won’t create its own watchband, but that doesn’t mean it won’t cash in. To wear the all-important “Made for iPod” sticker on its casing– a kind of certificate of authenticity or approval– companies will fork over as much as 10 percent for a small item (USB cord, dock, case) or $4 per larger item (external speakers). Due to nondisclosure agreements with the third parties, it’s impossible to know how much Apple’s making here. Enough.

Fewer technology companies are quicker to update their products, and that’s been a huge knock on Apple over the years. However, for Mac addicts like myself, the constant evolution is exciting. Jobs & Co. are reluctant to sit on a new technology or feature for too long. This is why they’ve become known as one of the world’s foremost technological innovators.

It’s also why I’m on my way to buy my seventh iPod.

I have a perfectly healthy iPod nano (third generation), an iPhone 3G and an iPhone 4. More than likely, I’ll fork over $149 for the new nano because although I don’t need it, it’s so damn cool. And I could really use a new watch.