Comments on: Marketing Lessons from Apple’s iPhone http://www.writingwhitepapers.com/blog/2007/06/28/how-apple-marketed-iphone/ Everything about writing and marketing white papers Wed, 08 Sep 2010 04:34:49 +0000 http://wordpress.org/?v=2.3.1 By: Michael Stelzner http://www.writingwhitepapers.com/blog/2007/06/28/how-apple-marketed-iphone/#comment-24402 Michael Stelzner Mon, 02 Jul 2007 04:56:30 +0000 http://www.writingwhitepapers.com/blog/2007/06/28/how-apple-marketed-iphone/#comment-24402 Hey Ed; From what I understand, there were only 4 phones sent to journalists. Pretty small group I must say. I did notice front page stories in my paper on both Friday and Saturday, so that is some pretty major press. Mike Hey Ed;

From what I understand, there were only 4 phones sent to journalists. Pretty small group I must say.

I did notice front page stories in my paper on both Friday and Saturday, so that is some pretty major press.

Mike

]]> By: Ed Kohler http://www.writingwhitepapers.com/blog/2007/06/28/how-apple-marketed-iphone/#comment-24400 Ed Kohler Mon, 02 Jul 2007 04:36:50 +0000 http://www.writingwhitepapers.com/blog/2007/06/28/how-apple-marketed-iphone/#comment-24400 It was interesting to see who got iPhones pre-launch. The NYT & Wall Street Journal did, but had to hold their reviews until a specific date. No bloggers got one. Powerful stuff. Although they did a good job of releasing information on it worth talking about ahead of time. It was interesting to see who got iPhones pre-launch. The NYT & Wall Street Journal did, but had to hold their reviews until a specific date. No bloggers got one. Powerful stuff. Although they did a good job of releasing information on it worth talking about ahead of time.

]]> By: Carrie http://www.writingwhitepapers.com/blog/2007/06/28/how-apple-marketed-iphone/#comment-24207 Carrie Sat, 30 Jun 2007 09:57:41 +0000 http://www.writingwhitepapers.com/blog/2007/06/28/how-apple-marketed-iphone/#comment-24207 Hi Michael, excellent post on Apple's marketing techniques. However, despite all their clever strategies, I knew from the start that I would not buy the iPhone because: a. when I bought my first laptop computer at Apple, they came out with a new model like 2 weeks later, without any press or advertising, so I never knew this was coming unless maybe if I had asked someone. I didn't like that this wasn't advertised and told them so. b. when I bought a second laptop about a year later (OK, I bought another one anyway), again a new model came out ridiculously soon afterwards with no hint. Another frustrating experience, although making do with what I had more then enough fit the bill. c. About.com, which I read religiously, had an article recently on all the problems with it, including expensive subscriber costs with AT&T, a bulky package, comparatively speaking, an overly sensitive keyboard. That pretty much killed the deal for me. d. I have overheard and read about people's advice to avoid "first run" items so the companies and get the glitches out, so to speak. I'm going to wait for the next generation, and also for the cost to come down. Between 400-$500 is not practical for me, and I have a hard time believing the average consumer is going to spend that much. We'll see what happens. Hi Michael, excellent post on Apple’s marketing techniques. However, despite all their clever strategies, I knew from the start that I would not buy the iPhone because:
a. when I bought my first laptop computer at Apple, they came out with a new model like 2 weeks later, without any press or advertising, so I never knew this was coming unless maybe if I had asked someone. I didn’t like that this wasn’t advertised and told them so.
b. when I bought a second laptop about a year later (OK, I bought another one anyway), again a new model came out ridiculously soon afterwards with no hint. Another frustrating experience, although making do with what I had more then enough fit the bill.
c. About.com, which I read religiously, had an article recently on all the problems with it, including expensive subscriber costs with AT&T, a bulky package, comparatively speaking, an overly sensitive keyboard. That pretty much killed the deal for me.
d. I have overheard and read about people’s advice to avoid “first run” items so the companies and get the glitches out, so to speak. I’m going to wait for the next generation, and also for the cost to come down. Between 400-$500 is not practical for me, and I have a hard time believing the average consumer is going to spend that much. We’ll see what happens.

]]> By: Michael Stelzner http://www.writingwhitepapers.com/blog/2007/06/28/how-apple-marketed-iphone/#comment-24129 Michael Stelzner Fri, 29 Jun 2007 14:03:43 +0000 http://www.writingwhitepapers.com/blog/2007/06/28/how-apple-marketed-iphone/#comment-24129 And here's another while I am at it (FUNNY!) http://www.technorati.com/videos/youtube.com%2Fwatch%3Fv%3D1xXNoB3t8vM And here’s another while I am at it (FUNNY!)

http://www.technorati.com/videos/youtube.com%2Fwatch%3Fv%3D1xXNoB3t8vM

]]> By: Michael Stelzner http://www.writingwhitepapers.com/blog/2007/06/28/how-apple-marketed-iphone/#comment-24128 Michael Stelzner Fri, 29 Jun 2007 14:02:38 +0000 http://www.writingwhitepapers.com/blog/2007/06/28/how-apple-marketed-iphone/#comment-24128 Hey Janice; Thanks for the link, See a REALLY funny review of the iPhone, see http://blogs.orlandosentinel.com/features_popculture_blog/2007/06/stephen-colbert.html Mike Hey Janice;

Thanks for the link,

See a REALLY funny review of the iPhone, see http://blogs.orlandosentinel.com/features_popculture_blog/2007/06/stephen-colbert.html

Mike

]]> By: Jeff Ogden http://www.writingwhitepapers.com/blog/2007/06/28/how-apple-marketed-iphone/#comment-24123 Jeff Ogden Fri, 29 Jun 2007 12:44:42 +0000 http://www.writingwhitepapers.com/blog/2007/06/28/how-apple-marketed-iphone/#comment-24123 The WSJ and Walt Mossberg had one for two weeks. There is a great editorial in today's WSJ too. The authors premise -- this took off because people are frustrated with the state of cell phones today. Clunky browsers, complex messaging, crappy software, etc. The WSJ and Walt Mossberg had one for two weeks. There is a great editorial in today’s WSJ too. The authors premise — this took off because people are frustrated with the state of cell phones today. Clunky browsers, complex messaging, crappy software, etc.

]]> By: Janice King http://www.writingwhitepapers.com/blog/2007/06/28/how-apple-marketed-iphone/#comment-24088 Janice King Thu, 28 Jun 2007 22:26:53 +0000 http://www.writingwhitepapers.com/blog/2007/06/28/how-apple-marketed-iphone/#comment-24088 One correction to your post -- at least one journalist was given an advanced phone for review: Walt Mossberg of The Wall Street Journal. Of course, he is the leading technology journalist so even Apple can't ignore him. His review was posted in yesterday's online edition (you may need to be a subscriber to access): http://online.wsj.com/article/SB118289311361649057.html?mod=technology_main_promo_left Janice King Copywriter and Author Copywriting That Sells High Tech www.writinghightech.com One correction to your post — at least one journalist was given an advanced phone for review: Walt Mossberg of The Wall Street Journal. Of course, he is the leading technology journalist so even Apple can’t ignore him.

His review was posted in yesterday’s online edition (you may need to be a subscriber to access):

http://online.wsj.com/article/SB118289311361649057.html?mod=technology_main_promo_left

Janice King
Copywriter and Author
Copywriting That Sells High Tech
www.writinghightech.com

]]> By: Michael Stelzner http://www.writingwhitepapers.com/blog/2007/06/28/how-apple-marketed-iphone/#comment-24082 Michael Stelzner Thu, 28 Jun 2007 21:19:43 +0000 http://www.writingwhitepapers.com/blog/2007/06/28/how-apple-marketed-iphone/#comment-24082 Daniel - Great comments! - Mike Daniel - Great comments! - Mike

]]> By: daniel http://www.writingwhitepapers.com/blog/2007/06/28/how-apple-marketed-iphone/#comment-24080 daniel Thu, 28 Jun 2007 21:01:14 +0000 http://www.writingwhitepapers.com/blog/2007/06/28/how-apple-marketed-iphone/#comment-24080 great post, Michael! I actually think #1 is *the* important point: Apple. The Market: Apple has the reputation of being able to take an existing product, tweak it, & totally reshape a market. Everybody: Apple's focus on usability in big, clunky markets means their products *appeal* to *everybody*. Most people want a PC, but they want a PC that's usable, that takes care of itself, that looks good. Most people want music on the move, but they want it to be simple to use, hassle-free, solid, usable. Then we come to phones: Everybody has a phone - they want it to be simpler to use, offer more functionality, feel better. There's always a new phone on the horizon, but how often is there one that threatens to own the market? That's great for the press: an easy story that appeals to their entire readership. A successful brand that's threatening to reshape one of the widest-reaching (in terms of number of consumers) 'luxury' markets around. daniel great post, Michael!

I actually think #1 is *the* important point: Apple.

The Market: Apple has the reputation of being able to take an existing product, tweak it, & totally reshape a market.

Everybody: Apple’s focus on usability in big, clunky markets means their products *appeal* to *everybody*. Most people want a PC, but they want a PC that’s usable, that takes care of itself, that looks good. Most people want music on the move, but they want it to be simple to use, hassle-free, solid, usable. Then we come to phones: Everybody has a phone - they want it to be simpler to use, offer more functionality, feel better. There’s always a new phone on the horizon, but how often is there one that threatens to own the market? That’s great for the press: an easy story that appeals to their entire readership. A successful brand that’s threatening to reshape one of the widest-reaching (in terms of number of consumers) ‘luxury’ markets around.

daniel

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