A - T - T - E - N - U - A - T - I - O - N
The launch of a new product can bring fame and fortune to some companies. And infamy and ruin to others.
Today Apple took the first step to try to take its infamy and magically transform it into fortune using its premier marketing tool: the Apple press conference. In addition to raising the public's general knowledge of "attenuation" (Who would have thought that we would all become so intimate with physics and moble device transmissions?), Apple took a multifaceted approach to try to calm the storm... 1. AttenuationJust the introduction of attenuation to the masses means Apple is scared and ready to throw off the scent. When in doubt, scare 'em off with voodoo IT speak. Strike one. Keeping this message on a high level would have been a good framework to start with had Jobs not had taken shots at the competition... 2. Competitive Redirects
"Theirs does it too," does not make for a great long term defense. As Steve was pointing out potential cracks in RIM and HTC and Samsung's armor, their teams and the blogosphere in general most likely had already begun their testing to prove Apple wrong. Strike two for Apple. 3. Giveaways
Finally... something everyone loves, freebies. Life may have had some continued bumps for Apple had they focused on this, along with the facts that 4 actually has a lower return rate than 3Gs. So is it the media that is making a mountain out of a mole hill? Besides, most of us cover our precious phones with some protective apparatus, or be smited with a full price fee to replace our damaged phones.
Even with one out of three, I believe Apple still stands a good chance. Only time, and the consumer voice will let us all know. Do you agree?
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