Proof of Apple’s Marketing-Hype Machinery
When Apple announced the iPhone, Steve claims they will take on at least 1% of the mobile phone market. The massive hype and marketing campaign Apple created has showed how it can sell whatever product it develops.
During the official launch of the Apple iPhone in the US last June, people were scrambling to get their own unit. Poeple trooped to Apple & AT&T stores nationwide and long lines filled the side streets. Times eventually named the iPhone as the “Invention of the Year“.
So, it looks like the buzz around the device ain’t just a hype but a real revolution in the mobile space. That remains to be seen once Apple releases the iPhone in Canada, Germany, France and UK. If and when the same raves and long lines appear in that part of the western hemisphere, then we can truly see the awesome attraction over the iPhone.
However, reports of the launch of iPhone in UK under O2 was even barely optimistic. Just look at these shops just before the doors were opened.
Photo credits to dialaphone.co.uk
Look, ma! No lines!
The less than lukewarm reception could be attributed to one of several factors:
- People in UK are used to their widespread 3G networks. Why would they downgrade their connections to Edge?
- The iPhone hype fizzled in the last 4 months its been out in the public.
- Englishmen don’t have the habit of switching service providers just because of a phone, unlike the Americans. *jk*
- It’s more expensive in the UK. With the weakening dollar, they must have already ordered their units from Apple US.
Add to that the fact that some many other competing phones have been released since then — the Nokia N95 8GB, the LG Prada, the BlackJack, the new Blackberry Curve, etc. I guess they’d rather keep their existing phones and just get an iPod Touch.
IMO, all that marketing budget was well spent for Apple. Too bad it did not last very long and now the hype may have fizzled.
What do you think? Has the iPhone hype truly fizzled? How about when it officially reaches the Philippines? Will Filipinos pay the full amount of the phone and pay a 2-year lock-in contract (Normally, phones here are subsidized on postpaid accounts. Not with the iPhone.) just to get their piece of the Apple pie?