Marketing lessons from “Let’s talk iPhone.”

There is no doubt that the netizens of the world felt a little cheated by the recent Apple event. Announcing an iPhone 4S, when the world expected an iPhone 5 announcement, left a pretty bitter taste in a lot of fans mouths. The question is, did Apple do the wrong thing? Or do we blame the raging blaze that is the internet for over-promising something that they had no right to promise?

The rumor mill these days has never been stronger, those with an imagination can now drum up not just whispers but all sorts of lengthy stories, images, even videos, and now with the internet, it has one of the most effective distribution channels ever known. The real challenge is that there tends to be a lot less diligence in the separation of fact and fiction, so much so it becomes like a game of  “Chinese Whispers”, one person starts rumor, another person retweets it, another links to it, someone blogs about it, and somewhere along the line, the fiction transforms to fact as it gets in to the mainstream media channels. At that point it creates unrealistic expectations on companies to deliver.

End of the day, every company wants to be loved by their consumer audience, but the consumer can be a fair weather friend. We have already seen people sharing their own consumer reactions, reality or parody, it does demonstrate a particular undercurrent…

image

Is this fair, well its consumers choice I guess…

End of the day there were also a lot of cool technologies that were showcased at the Apple event.

  • The announcement of iOS5 with features like

I must also say the announcement of the different watch faces for the iPod Nano were very cool as well.

Apple had a lot to talk about at this event, but with the build up in anticipation for an iPhone 5 announcement, should they have just focused on the business updates and iPhone 4S announcement only? It would seem the lack of an iPhone 5 overshadowed a lot of the other exciting technologies that Apple would have liked to announce. On the flipside would it have been a good idea to announce these other technologies if there really was an iPhone 5 being announced, because that too would have overshadowed the others.

I guess it comes down to a no win scenario whichever way you look at it. We know that we want to keep the media and consumer excited about all the cool stuff we have, but I think its important to at least do some work on trying to predict how your biggest announcement will be received, and evaluate if it’s a good idea to announce more, or announce less, and evaluate other ways to create a viable platform to talk about your other technologies, at least then it will get its own stage.

Thanks to Mr.Brown for being an example & Engadget for the links