Yet, Another Apple Launch (Process)
Posted by Ariel Seidman | September 6, 2007
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.
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Great post!!
I especially like the Harlem idea (or something like that) where you engage different segments of the population
Comment by Wilford — September 6, 2007 #