No doubt Apple (AAPL) is on a tear: new iPhone refreshed iMac, refreshed iPods. One sees a similiar story on the software front: refreshed iLife, some new and refreshed iWork. Not only is the quantity pretty impressive, but so is the quality of these new products rolling out. But here is my issue — for such an innovative company with lots of cool and differentiating features their product roll-out process is growing stale. It basically boils down to this:
- News starts to leak out a few months in advance (this is good to get bloggers all worked up)
- Apple calls press conference a ~week in advance
- Steve and team head north (for lesser launches stays on campus) to the Moscone center
- Steve gets on stage and does a dance using terms like “revolutionary” “seven wonders of the world” “isn’t this cool”
- Steve introduces a good friend like Jerry, Eric, or Howard
- Steve introduces a musician like Nora or Tom.
- Steve walks off.
- Musician plays
- Apple site refreshes with all the new cool toys.
Mix it up a bit… here are some ideas:
Venue: I love SF Moscone, but how about Big Sur (breath-taking) or Harlem to show another side of America?
Musician: how about some Outkast or Coldwar Kids.
Friends: how about real people who buy the products Apple is selling?
Pricing: Don’t announce the price at the press release tell people to go to apple.com to checkout the latest pricing so you drive traffic and deeper engagement with the apple site.
Great post!!
I especially like the Harlem idea (or something like that) where you engage different segments of the population