Malcolm Gladwell is a very sharp guy, on a whole lot of topics (heck, he liked my book!). One of the most enjoyable reads of the past month is his point-by-point thrashing of Chris Anderson’s book Free in the New Yorker, which basically established that, all protests to the contrary, charging money is a better business than giving things away for free.
But in the course of this deconstruction, Malcolm made a pretty big arithmetic error that made it sound like Apple was on the verge of making the content it sells for its devices more important than the hardware itself:
“And there’s plenty of other information out there that has chosen to run in the opposite direction from Free. The Times gives away its content on its Web site. But the Wall Street Journal has found that more than a million subscribers are quite happy to pay for the privilege of reading online. Broadcast television—the original practitioner of Free—is struggling. But premium cable, with its stiff monthly charges for specialty content, is doing just fine. Apple may soon make more money selling iPhone downloads (ideas) than it does from the iPhone itself (stuff). The company could one day give away the iPhone to boost downloads; it could give away the downloads to boost iPhone sales; or it could continue to do what it does now, and charge for both.”
Actually, Apple is really, really far away from making more money selling iPhone downloads than from the iPhone itself. Let’s take the most recent data we have.

