I am not an apple user, but having to buy an accessory like a bluetooth device just to listen to music is crazy. I know many people who like to run and listen to music and use the cheap $4 headset to do so. No need to buy a $30 bluetooth headset just so you can listen to music from your phone. Bluetooth also requires batteries whereas a plug does not. I can also plug my phone into my stereo and computer speakers and listen to music. I think they will lose out on alot, unless they are trying to bring back the iPOD or something....