Objects in Flux - RMIT Research Repository - RMIT University

Objects in Flux
[Figure 6-4]
RetroPod iPod case by John Young,
2004. Photograph Young.
9/ Excerpt taken from John Young’s
website. http://www.retropod.com/
accessed 7 February 2011.
112
6.5 RetroPod
separate domains. Consumption does not lie
beyond the sphere of production, but rather is
given within the producer’s field of dominance;
it is that which can be encircled and inscribed
by the producer. Control mechanisms define
what is allowable within this field and limit an
individual’s ability to move beyond it. In the following
example we see the difficulty of moving
beyond a position of consumption into one of
production.
In 2003 John Young, a web designer from Westchester, USA, modified
a 1980s Sony Walkman cassette player for use as an iPod protective
case. Young decided to start small-scale commercial production of the
Walkman modification. After conducting a number of experiments,
Young developed an easy manufacturing technique that he could carry
out in his garage with a car jack and a specially designed steel die. In
July of 2004, Young started selling the iPod cases online under the
name RetroPod. Six weeks later Young received a letter from Sony’s
lawyers demanding he stop selling the modified Walkman products.
An excerpt from the letter follows:
‘Sony recently learned that you are selling a case for carrying an iPod
personal stereo that is made from a WALKMAN tape player. The product
is being offered at your website at www.retropod.com.
Your use of casings for such a purpose is a clear infringement of the
SONY and WALKMAN marks because it is deceptive. Consumers
likely will be misled and deceived into believing that Sony is somehow
connected with the iPod personal stereo when in fact it is not. Moreover,
they will be misled into thinking that Sony is backward in its
design of products and is going away from miniaturization, as the size
of the tape player housing is quite large by today’s standards.
Accordingly, we demand on behalf of Sony that you immediately cease
and desist from selling, or offering to sell or distributing your Retropod
product...’ 9
John Young stopped production of the RetroPod. It is debatable
whether Sony’s claims would be upheld in a court of law, however, the