Apple – Masters of Marketing


Apple event
...cue raucous laughter, applause and lots of whooping

It goes without saying that, as something of an Apple nut, I look forward to their ‘events’. These are essentially conferences held at key times during their financial calendar at which new products are announced, impressive figures are embelished upon and much back slapping is dealt.

On 27th January, Apple will be holding their latest event in San Francisco, unveiling their ‘latest creation’.

The rumour mill has been spinning for longer than usual on this one with many people citing the long-awaited tablet as the main focus of the conference, with further suggestions that iPhone OS 4.0 will be unveiled, along with the next version of  iLife. Apple Insider’s take on the latest rumours can be read here.

So, what’s Apple’s secret? How do they market these events so well and generate such a furore of interest? Its pretty easy, as far as I can tell. They do one thing, and that’s… nothing.

Granted, few companies are at the level of social revere as Apple, but their mastery of suspicion, rumour and the sheer weight of expectation is a sight to behold.

We’re told that they purposefully release incorrect information or ambiguous titbits for us all to apply our own theories to, but the truth is they really do very little. They don’t need to – we do the marketing for them.

None of us know what next Wednesday holds and you can guarantee 99% of the reported content will be wholely incorrect. That is irrelevent, though; interest is drummed up at such a rate of knots that by the time the event comes around, everyone is eagerly tuned to social media waiting for the spotlight to fall on Steve Jobs (or whichever minion he has summoned to do the job for him).

I don’t mind admitting I’m excited about this one. I’ll report back with my thoughts after the event…

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