I firmly believe that Apple is the biggest marketing monster on the planet.
Of course I’m talking about the recent iPad unveiling. They had the media in a frenzy, speculating on the outcome of this event. Everywhere you turned on the internet, someone was talking about this leak, or that probability. It even caught me in it’s crush. Normally I am not overly concerned with these events. Interested, but not to the fevered pitch that the media was driven. Jobs will announce some cool gadget that won’t be available for a while, so I have plenty of time to research before I buy.
This time I watched, and waited. When the day of the event arrived I scoured the web to find that streaming video, even though it was horrible. Watching multiple feeds from anywhere I could find them, Twit.tv, GDGT.com., any and all. And the truly sad part of all this is that I was not let down.
How do they do it? With all of the speculation, the insider info, the mass hysteria, Apple did not disappoint. How, with such high expectations, were they able to announce a product that everyone knew would be announced and still astound everyone watching?
Many will say that it’s the way Steve Jobs presents his material. I agree to a point, but that isn’t all of it. His timing, visual aids, and delivery have been scrutinized and dissected numerous times, but that’s only half of it.
Let’s look at the device. It is an iPod Touch on steroids. It’s bigger, faster, more responsive. It has a great look that we are all familiar with. It has an interface that we are all familiar with. Is it ground breaking, earth shatteringly new? Not really. Everyone had it nailed down in the speculation department. It has new features. Some of which I find very cool. Nothing that blew me away from a new gadget standpoint. And I think that Apple knew that.
The thing that really got me was the price. In watching the presentation over and over, trying to find that moment, it was the price. Most of the time was spent leading up to the falling $499 graphic. Showing what the product can do, how it makes surfing the web easier. The integration of the calendar and address book. The new iWork suite built just for this piece of hardware. It was all cool, but nothing that made me go “Wow!” Well , maybe a little.
It was the price. That was the climax of the event. Apple gave us another great product that we can bring into our homes. This time it wasn’t as momentous as the iPhone, but the price is. It undercut what everyone was thinking, by hundreds of dollars. The entire audience was stunned. They fell into a brief moment of silence before erupting into applause and cheers that were deafening.
And Apple knew it.