




Yet, despite the enthusiasm surrounding it, Pono is an anachronistic and ill-considered solution to all-but-non-existent problem.

The service is modeled on how people used to listen to music 5 or 10 years ago, not how they listen today.


By and large, consumers are replacing stand-alone digital music players like the iPod with smartphones. And instead of plugging those players into their computers to sync their music, they're getting music on their smartphones wirelessly — either by syncing their songs over Wi-Fi or, increasingly, streaming them from services such as Spotify, Pandora or iTunes Match.

Pono would have consumers step back in time. They would have to carry around separate phones and music players again. And they would pay $400 for that music device — which, in an increasingly connected world, is resolutely disconnected. The only way to get music on it is by transferring it from a computer over a USB cable.


Because the PonoPlayer isn't connected, it can't access to your entire music collection or the universe of available music. Instead, it can only play what's stored on it, which, if the songs are all in the high-resolution format it's promoting, is only about 800 songs.

For now, consumers will only be able to buy the PonoPlayer through the company's Kickstarter site. You won't be able to test it out in Best Buy, much less Wal-Mart. That's going to make it hard for the company to market its player to the masses — much less convince them that it really sounds better.




When MP3s first came out, they were so compressed that the average listener could tell the difference between them and CDs. But the files consumers buy from Amazon and iTunes these days are much higher resolution than before — so much so that many experts have a hard time telling the difference between them and CDs. And as far as telling the difference between CDs and something higher resolution such as what Young's pitching? Forget about it — human ears generally can't detect it.

Young is surely right that what we hear when we listen to songs played through earbuds connected to our smartphones is a poor imitation of what the artists intended. But the problem is not the files themselves but the equipment — you're generally not going to get high quality sound from an earbud, and smartphones aren't designed to be high-end audio devices.

Even if Young can convince consumers that the files themselves really are part of the problem, that doesn't mean consumers will turn to Pono. If the company ever threatened to take a significant portion of the music market, you better believe that Apple, Amazon, Google and others would quickly start selling higher resolution songs and albums themselves, a move that would almost certainly doom Pono.

Ironically, that may be Pono's best bet for some kind of long-term success — that it could influence the major players in digital music to offer higher resolution files and better audio components in their smartphones. Here's hoping that Young would be satisfied with a moral victory.