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That was quick. Before you can blink, the iPhone will be out on the market, in people’s pockets and Apple will be pushing it like there is no tomorrow. One of my many fascinations with the technology industry is the way in which products are marketed to the consumer. There are all sorts of approaches from the sublime to the ridiculous. Anyone who buys something from PC World off the back of their hideously badly acted adverts needs help, a similar statement could be made about Microsoft’s mind-numbingly dull Vista campaign that never seemed to do anything. Which (sort of) brings us to Apple. Simply put, Apple are one of the best companies at marketing in the current market. The iPod was only the success it is now because Apple pushed it and pushed it hard. They tried every trick in the book and invented a few more to make sure that everyone wanted an iPod, and even if they didn’t, they damn well knew about it. Cue the iPhone. On Sunday night in the USA, Apple went live with a series of three adverts that aired all over the TV networks. Entitled ‘Never Been an iPod’, ‘How To’ and ‘Calamari’ they all aim to demonstrate the unique and simple to use interface that the iPhone possesses. The interesting aspect of these three adverts is the way in which they appeal to a wide range of demographics. Nothing in advertising is done by accident, and these three short bits of marketing are loaded with signs and signals about what Apple is trying to do here. When Steve Jobs demonstrated it back at Macworld in January everything to do with the iPhone seemed so simple. These adverts take this idea of simplicity to a whole new level. One of them hails ‘this is how you turn it on’, ‘this is your music’, ‘this is your email’, ‘this is the web’, etc. All of this is down with a simple touch/swipe or tap on the screen. It is all effortless, smooth and very nicely presented. If the iPod is fun and lively, the iPhone is so-phisticated and calm. The voice is soothing, the layout and speed of the adverts is simple and sedate and everything seems to suggest that the iPhone with streamline and sort out your life. Whether or not you buy into the brand is another matter entirely. Apple then, are marketing the iPhone towards the Mac audience rather than the iPod audience, which certainly makes a lot of sense. The iPod isn’t all that ‘geeky’, but the iPhone is the very epitome of the clever little gadget. And that is where it is being pitched; clever and gadgety. What’s intriguing is the lifestyle factor of the campaign. Apple are trying to piggy-back the iPhone campaign on the back of the iPod brand, showing that it is like the music player...but better. Apple will be hoping that people see the iPhone and think it is the next logical step on the iPod journey and will happily part with their cash to get their hands on the hottest new product. This of course, is all in theory. Apple will be wanting to ensure it becomes reality however, and have geared up a massive promotional campaign all over the US media. If you turn on the TV, open up a magazine or go for a walk through a big city centre Apple want you to be seeing the iPhone. Many are predicting a Wii-style shortage of the device as Apple are expected to struggle to meet huge demand. You can expect people lining up overnight, idiots trying to hijack iPhones from stores and delighted new owners showing them off. The fever is just waiting to spread. Whilst everything in the adverts might look all shiny and simple, there are some major questions that need to be answered. None are bigger than this: coins, keys, pockets and purses. The iPhone might be pretty, but you have to feel some concern for its lovely big screen. As with every Apple release, something is also bound to go wrong. Something will break in a stupidly small number of iPhones and news of the device being ‘flawed’ and ‘poorly made’ will spread like genital warts in a brothel. Apple will need to be on their toes to prevent the bad press. Another question that needs to be asked of the iPhone is its price. Whilst it will inevitably sell well at launch, will people still be shelling out for it a few months down the line? The Nokia N95 is already free with a contract in various parts of the world and it features a whole lot more than the iPhone. Whilst it might not look as lovely, it is a strong competitor with the simplistic Nokia interface and favourable (read: non-existant) price-point. Nokia would do well to offer it free on contract in the USA pretty damn soon. It might just force Apple to bring their prices down, you never know. Whatever the case, the campaign is in full swing and the iPhone is just weeks away now. One of Apple’s most exciting products has a whole lot of hype behind it, but the truth will be in the selling. Only when a product is out on the consumer market can you truly whip out your industry thermometer and take its proverbial temperature. If Apple keep delivering the goods with promotion, then I don’t expect it to be anything other than sizzling. |
09-02-2008
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Senior Member
Join Date: Aug 2008
Location: Alaska
Posts: 223
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good, now we just need more creator people to invent some new games, i don't want to play 9 different sidokou games i want a variety. (Domineos live)
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