Apple must realize that the consumer truly is the King when many consumers converge at the same place on the Internet. Instead of engaging in “brand wars”, Apple should involve their consumers in their daily business. Consumers buying the new iPod are complaining on the battery and on the quality of the iPod. What Apple needs to do is to involve their customers/fans in order to improve their product quality. Then they can avoid quality problems before the product is released. Quality is not only about creating good products but also about making good relationships.