Thursday, April 08, 2010

The marketing of the iPad

An innovation is something that changes the way we live. An innovation may be associated with an invention, but may not be.
A post titled An Apple launch that thought differently illustrates some of the techniques Apple employed to render the iPad an innovation.

The story first highlighted the Easter weekend launch date, by noting the impact of iPads brought to an Easter dinner party in San Francisco: It [the highlight of the dinner party] was, instead, a trio of brand-new Apple iPads that three separate guests had brought, eager to show off the glowing slates to the others in attendance.

The lack of invention was obliquely noted: The unveiling of the iPad was, without a doubt, missing much of the novelty that its iPhone sibling brought to the world. and After years of a bridge-burning, "out with the old" attitude in digital media, the iPad is about making the old new again: books, newspapers, board games, and the sort of thing that can be passed around a dining room table.

Hmmm, try the making the old new again line with your favorite patent examiner.

Of news splash: Apple instead chose Time magazine as the platform for its splashy media coverage, with a feature story and interview with Jobs penned not by a member of the tech press but by Stephen Fry, a British actor and comedian who likely has more Twitter followers than most insidery Apple pundits combined.

Then, the pre-launch appearance that drummed up the most excitement wasn't any tech blogger's breathless review, but a guest-star spot on the ABC sitcom "Modern Family." (Apple has denied that it was paid product placement.)

All in all, the piece is a poster child for innovation but not invention.

The background of the CNET author that wrote the piece: Her pre-CNET resume includes interning at an IT security firm and brewing cappuccinos.


Post a Comment

<< Home