It’s that time of year when Apple fan-boys shift their gear into free marketing mode by overawing everybody with their latest iPhone. For them, the new iPhone 5 is still revolutionary and amazing, having the best camera ever when, in fact, it’s just the same model recycled all over again, twice as fast and having a taller screen. It is truly incredible how Apple’s product marketing never seems to fail, a feature not so hard to achieve given the fact that it’s the world’s most valuable company – even my slightly unimpressed attitude towards Apple’s latest creation will result in a good advertising for the product. The reason why I say this is that after the launch of iPhone 5 sites like 9GAG exploded with memes regarding the new form factor and design of the phone:
With so many memes and mixed feelings running wild, you’d probably think that this iPhone will do worse than its predecessor in sales, but according to TechCrunch the pre-orders actually sold 20 (yes, twenty) times faster than 4 and 4S – another strong proof of Apple’s unrelenting dominance and incredibly high brand loyalty. While it has been over five years since the unveiling of the original iPhone, Apple still manages to create market spikes even though this launch failed to surprise many due to by the numerous leaks which occurred in the previous few months. But, how does all of this relate to basic consumers? Can they really tell the difference between an old model of iPhone and a new one? The popular television host Jimmy Kimmel probably proved it best by giving users the iPhone 4S, telling them it’s the latest model:
I’m sensing a classic big corporation pattern here: We make a product that’s a revolutionary trend-setter and then we keep updating it each year with simple software features we haven’t thought of adding in the first place, yet even the most basic phones have them. This situation reminds me of the megapixel race a few years ago, when the manufacturers suddenly realized that it would be probably better not to stuff so much megapixels on a smaller sensor, but rather make it overall better so it has more low-light performance. So, when it comes to creating something new and marketing it, Apple as a brand can sell absolutely anything even if the average consumer shows lack of interest towards the product – there’s a lot of psychology involved behind the taglines and advertisements to make you buy their products.
I really wouldn’t like to conclude this article with the usual outcry “Apple isn’t the same after Steve Jobs’ death, because they’ve made so many uncharacteristic mistakes, yadda, yadda…” While this might be true, Apple is still a big company which fiercely fights the competition and it won’t stop at anything to get into your wallet.
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