The technology giant Apple has once again generated enormous hype after another successful product launch on Thursday. Also released, was the 107-second “Don’t Blink” video, aiding to the anticipation. This excitement has made us think about how Apple capitalises on the buzz they create.
From the birth of the first generation iPhone, Apple limiting the product flow to customers has positioned the iPhone as an exclusive product. The first iPhone was made available solely in Apple and AT&T stores where keen adopters of the new technology camped outside stores to be amongst the first to get their hands on the product. This scenario is still apparent around the globe prior to new iPhone’s release. However today this process has been taken to more extreme lengths as more and more people have taken a bite of the Apple and are willing to camp in front of stores for five days. This generates massive free media coverage as well as invaluable word-of-mouth promotion.
Through limiting product stock and releasing the new product in batches creates a divide in society between those who have the new iPhone and those who don’t. People express their building excitement and anticipation while waiting for the next batch of iPhones, creating a buzz around the product. When everyone is talking about something around you, online, and on the TV, you don’t want to feel left out. This desire becomes infectious and even invites these people who don’t care or understand the buzz, to find out what it’s all about.
As the anticipation builds, before the product release and during the roll out of the product, so does the conversation, increasing the amount people talk about the product both through word-of-mouth and on social media- again giving free promotion to Apple.
Apple leverages other avenues of free promotion, as the company has been able to make mobile phone providers value the power of the buzz. Selling the newest iPhone becomes a unique marketing tool for these providers as the value of the buzz spills over. They pay and create the advertisements guided by strict brand guidelines and specifications, this is why all Apple messaging looks consistent.
It’s clear Apple has leveraged and capitalised on the buzz they create when launching new products. If you have ever commented positively or negatively toward a new Apple product, you have added to the brands billion dollar free promotion, knowingly or not.