Since 2008, Starbucks and Apple have had a partnership giving Starbucks customers free downloads on iTunes. The two companies will now be offering free iPhone Apps. These are paid apps that Starbucks and Apple have agreed to give you for free as part of their “Pick of the Week” program. According to an article by Joshn Lowensohn, CNET Apple Talk, “The relationship between Apple and Starbucks dates back to 2007 with a deal that had Apple offering a special Starbucks section of its iTunes Music Store, with Starbucks-curated music picks that would appear when iPhone or iPod Touch users were on the store’s Wi-Fi network. Starbucks has since gone on to offer the Pick of the Week program, as well as developed a first-party application that lets users pay for drinks with their iOS device.”
The free iPhone Apps benefit supposedly works like the weekly free iTunes download. Starbucks customers will find cards at the cash register with codes on the back that allow them to access the Apps either through iTunes or on the App Store. Starbucks declined to comment on the addition of the Apps, so it unclear whether the free Apps take the place of the free music downloads, or is in addition to it. Apple hasn’t responded to questions either. Shazam Encore (iTunes) is the first iPhone being offered for free at Starbucks. Shazam Encore is a music-identifying app that sells for $5.99 in the U.S. version of the App Store. According to Josh Lowensohn’s article, “Shazam and Starbucks were recently involved together as part of SRCH, Starbucks’ digital scavenger hunt, which had people using Shazam’s application to identify Lady Gaga’s “Born This Way” track with their phones.”
Is it any wonder that Starbucks is so popular? With more and more benefits for being customers, like free Wi-Fi, rewards cards, and free downloads, Starbucks is a great destination, not to mention the comfortable atmosphere and great drinks. I have an App on my Droid X that locates the nearest Starbucks for me when I am on the road. Of course I can also just use my Google Navigation to point me to the nearest Starbucks as well. Not having an iPhone, the App downloads at Starbucks won’t do me any good, but since the iPhone is still the most popular Smartphone in the US, many people will benefit from the Starbucks/Apple partnership. I think the marketing for this partnership is nothing short of brilliant. I can see the possibility that Starbucks competitors will do something similar, perhaps with the Android Market. And that may just switch me from being a Starbucks customer…
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