In recent years, the debate over Apple Music versus Spotify subscriptions has intensified.
Despite Apple Music’s steady revenue growth, it struggles to resonate culturally with Gen Z, only capturing 14% of U.S. music streamers, far behind Spotify’s 35%. In a hyper-competitive streaming market, Apple Music lacks a distinctive cultural edge that emotionally connects with younger audiences. Or have they just been ignoring their strength all along?
Apple Music X iTunes Era
The Solution
To address the cultural disconnect and declining relevance of Apple Music among Gen Z audiences, we propose reviving the iconic iPod nano (5th Generation) as a limited-edition, nostalgia-driven experience that bridges Apple’s legacy with its streaming future.
Originally released in 2009, the nano 5th Gen wasn’t just a music player; it was a portable ecosystem featuring a video camera, FM radio with live pause, Genius Mixes, iTunes tagging, and VoiceOver technology. We tap into a powerful emotional connection, the iTunes era, by reintroducing this beloved device, now pre-loaded with curated Apple Music playlists and offering seamless integration with modern Apple services. This revival celebrates Apple’s design heritage and drives new Apple Music sign-ups by offering users a tangible, iconic object that makes streaming feel fresh, fun, and personal again.
Apple Music is bringing the early 2000s back! not just as an aesthetic, but as an immersive, full-sensory experience. For one day only, Apple will take over major cities across the U.S. with a nationwide music and tech celebration that pays tribute to the era of iTunes, click wheels, and custom mixtapes.
Interactive Nano Vending Machines
Limited-edition iPod nanos will be available exclusively on-site. Each device will come pre-loaded with custom DJ mixtapes unique to that city’s performance. Every nano also includes a QR code offering 3 free months of Apple Music, turning nostalgia into trial-based acquisition!
Participating Cities:
Los Angeles, CA
NASHVILLE, TN
Dallas, TX
New York, NY
Interactive Experiences
Live DJ Sets + Visual Installations
Curated DJ lineups will headline select major cities, with high-energy sets paired with giant prototype iPod nano displays. These installations will loop 2000s-themed music videos, showcasing the nano’s high-res screen and nostalgic design.
Boiler Room Los Angeles, CA
FOMO-Driven Social Streaming
Apple Music accounts will live-stream key moments on Instagram Live and TikTok Live to fuel virality and participation beyond the physical event. Each set, product drop, and crowd reaction will be broadcast in real-time to generate buzz and drive urgency. Viewers at home will get behind-the-scenes looks, exclusive interviews, and a chance to win nanos online, feeding into the fear of missing out and creating nationwide digital momentum.
Times Square New York, NY