In the year 2007 Apple issued a press conference in September, where they would introduce a revolutionary product. The media started speculating and it soon became clear that Apple would bring a telephone iPhone to the market. The features on that phone were not clear. It resulted in a lot of speculation (one of Apple's strategies) about the phone. At the presentation the crowd was shocked by seeing this phone because it exceeded the expectations, causing screaming people (of enthousiasm) in the presentation room and a huge amount of consumers buying the iPhone.
A few years later, Apple introduced the iPad, also presented as a 'revolutionary' product in the same way as they introduced the iPhone. Saying to the consumers: “we have a revolutionary product and it will change the world”. The product expectations were very high, only this time it did not meet the expectations of the consumers. It did not influence the sales of this product, yet it did cause little damage to the brand 'Apple'.
It is time for Apple to rethink their strategy of giving consumers little information about a new products before the actual presentation to prevent these kind of disappointments and possible future damage to the brand 'Apple'.
A few years later, Apple introduced the iPad, also presented as a 'revolutionary' product in the same way as they introduced the iPhone. Saying to the consumers: “we have a revolutionary product and it will change the world”. The product expectations were very high, only this time it did not meet the expectations of the consumers. It did not influence the sales of this product, yet it did cause little damage to the brand 'Apple'.
It is time for Apple to rethink their strategy of giving consumers little information about a new products before the actual presentation to prevent these kind of disappointments and possible future damage to the brand 'Apple'.
Rick de Lange
Interesting link:
ReplyDeletehttp://ezinearticles.com/?Did-Apple-Create-the-Best-Marketing-Campaign-Ever-for-iPhone&id=671485