Apple pull the 3G iPhone out of their hat

Before I get on with posts about last week's Brand Fuel Express, I have to squeeze in a quick one on the unveiling of the new 3G iPhone. This was announced yesterday by CEO Steve Jobs at the Mac Developer Conference. What I think is so impressive is not only the amazing product. Its also the launch marketing, that Apple have turned into an artform.

1. Renovation Waves
Apple are repeating on the iPhone what they did with the iPod. They launch, and then follow up with wave after wave of new news. On iPhone it was:
Wave 1 - May 2007: launch
Wave 2 - Jan 2008: 2.0 software with new features
Wave 3 - April 2008: 16GB version launchd
Wave 4 - July 2009: 3G iPhone

 

2. Big-bang launch, kept under wraps
Apple do an amazing job of creating a firework display of a launch, but keep the whole thing secret. When I checked the Apple site at 6pm UK time, there was not a thing about the new iPhone. And I couldn't find anything on the internet, apart from one lousy, blurred photo of an outer case on a gossip site.

A couple of hours later, after Steve Jobs announcement, and "BANG!". It was all there. 3D photos, the new TV ad, features.

And it was the same orchestration on O2, the UK mobile network partner. 6pm. Rien du tout. 8pm and there teasing you, and asking you to come back the next day.

Which I did of course. And was pleased to see that I can upgrade to the new phone for free.

 

3. Better and better sausage
Don't let anyone tell you Apple and iPhone is about lifestyle and image. Its all about the product design, or sausage. This new phone fixes the main gripes with the first version of the iPhone:
- Adding faster 3G capability
- Cutting the price: now free on some of the O2 tarrifs
- Improving compatability with corporate "push" email, so Crackberry users can now fight back when the IT guys says "iPhone? iDontThinkSo"

And check out some of the facts about how much people like the current iPhone:
- 90% customer satisfaction
- 98% of iPhone users are browsing the internet - this is a revolution, the first true mobile internet phone
- 80% percent are using 10 or more features (how many do you use on your normal phone.. text, call...then?)

I think the combination of an already amazing product, plus these new feautures will give iPhone sales the kick up the arse they need to hit or get close to the target of 10 million phones sold by end 2008 (currently at 6 million).

4. The product slogan
Apple have perfected the product slogan. A short and snappy summary of the product features. Like an ad slogan, but for the product. So, the first iPod was "1000 songs in your pocket". The MacBook Air was "Thinnovation". And the new 3G iphone is "Twice as fast. Half the price".

This is more than an ad slogan, as I think they start with the product proposition/vision from Jobs and Ive (head of design). Then they work on how to make it happen.

I'll post again in a month, when I get my hands on my new Apple toy...!

Comments

[Vale]

Omar .. Its not that hard to order it online i bveelie!!also put in mind that US store is going to release it without contract in November .. i think its going to be unlocked []omarker Reply:November 1st, 2011 at 3:26 pmWell i Got mine ,, but good advice for people Who wanna have it ,, thanks =D[]

[Fergus]

When it comes to Apple it's an interesting question of where you draw the line between sizzle and sausage... For an Apple fan, is style a more important bit of the sausage than, say, technical specification...

Apple's launch strategy works for them but I wonder how many other brands could get away with it without it appearing to be more cynical marketing than artform...
rgds
Fergus

[David Taylor (brandgym)]

Fergus, Thanks for joining the conversation. But, as Mr McEnroe would have been saying at this time of year, "You cannot be serious!?"

iPhone mk1 all sizzle? No way. Its already a life-changing device, as some of the stats quoted show. You have 80%+ of iPhone users browsing regularly, vs. <10% on average for O2... the ease of use was already a step-change.

I think time will show the iPhone has been a masterstroke of marketing launching... start by pricing high to get revenue and profit, from the real fans (like me)...use them to spread the word.. then, start to broaden... then drop the price and bring in the next wave.
David

[Fergus]

As an alternative POV.. perhaps the phone they've just announced should have been the phone they launched in the first place. With phones, maybe more so than with MP3 player, it's less easy to cover over technical shortfalls with style/design. Arguably, the initial phone was close to being more about sizzle than sausage.

[David Taylor (brandgym)]

Good point Simon. If you go for the hype, you better be able to deliver.

The great thing about Apple is that the hype is not really generated by them, but by fans and Apple-watchers. And they tend to write/talk about stuff features and design elements that are "baked in" to the product, so more likely to be delivered.

But you're right. If you want to follow the Jobs/Apple approach, you better be damn sure the sausage is perfect!
David

[Simon]

Though the danger with having such a good project launch is that expectations can overwhelm. What is still a very good "sausage" may be looked at with disappointment due to what it could have been through the pre-launch hype.

It seems like a difficult balancing act, but Apple have largely managed it thus far.