Strategic Planning: Apple Inc. Event

What you will find interesting about this post is that I am not writing about what Apple has released today. That, I am not certain of. But when large companies release major news after a major lead-up - it's a great opportunity to analyze it from the PR prospective.

Each year, consumers anticipate Apple's announcement of brand new products. What once started out as an all-new PC, Apple now carries all sorts of products from laptops to iPhones to tablets. Thanks to the internet, there are a plethora of rumors regarding what new product will be announced. Will it be a bigger iPhone? The iPhone 6? Two different versions of the iPhone 6? Or the iWatch?

(Source: Exact Target / 2013 Apple Event promo)

Consider the announcement from the internal side. It's possible that all of the information about the products was leaked on purpose. It's also possible that it wasn't. Either way, strategic decisions needed to be made in order for Apple to sustain a sense of mystery until today, the day of the unveiling event. It's ironic that as PR professionals we want to hear people talking about what we're working on, while at the same time it can be a double-edged sword and lead to possible customer disappointment. After hearing so much about these products, consumers may be easily let down if what they were excited about was not released or below their expectations.

Rumor has it that the iWatch may be announced, but not put on shelves for sale until months from now. Why? The strategic plan behind this could be that Apple really does want to surprise us. A new iPhone and iPad will only be innovations on a current category, but the iWatch is the first product in a new category. Additionally, the iWatch is not considered a necessity to most. With more time, Apple (and its consumers) can figure out why the iWatch is something that we need. Showing us what we desire without even knowing we desired it is something Apple does oh-so-well.

(Source: Telegraph)

Chances are you've found out what the new Apple product if not before, but by the end of this article. What do you think about the hype and results of one of America's favorite brands?

Brand Frenzy

Over the weekend Apple released their two new products, the iPhone 5C and 5S, in stores. Once again, there was a huge frenzy around the release. People lined up in droves just to be one of the first to own the coveted devices. While technology editors and reviewers don't seem to be as dazzled, that didn't stop the crowds from pouring in and giving Apple a record-breaking product launch.


If the product hasn't evolved at the rate that tech editors had hoped, what keeps the lines spilling out the doors? My guess is brand frenzy.

I say brand frenzy as opposed to brand loyalty because that is what it has turned into. The products may not have evolved as much, but consumer loyalty to them has. Customers are glued to their computers to catch the newest innovations announced at the keynote address in one window and to sell their now outdated device in another. Others are already camped outside their local Apple store to snag the freshest product.

Apple has done an incredible job over the years marketing themselves as the cool, popular kid of Silicone Valley. For a long time now, people have stopped buying Apple because they are so revolutionary. Rather, they buy Apple because they are so cool.

In terms of smartphones, many companies have caught up with Apple technology wise. There may no longer be a race to see which brand can compete with them, but Apple is still in heavy competition with itself. Most of the excitement swirling around the Apple keynote address is simply to see whether or not they have outdone themselves like in years past. While the tech editors may not be as swept away as they used to, Apple still seems to have the consumers in the palm of their hand.

Is there a brand that you have become loyal to? Tell us about it in the comments below!

Dunkin' Runs On #Twitter?

For the first time, Dunkin’ Donuts is using Twitter as the initial vehicle for a product launch.

Earlier this week, Dunkin’ ran a“Mocha MaDDness Twitter Sweepstakes” to pre-promote its new Mocha K-Cup packs, which will be available for purchase for a limited time starting in June, at Dunkin’ restaurant locations.

The sweeps is Dunkin’s way of rewarding loyal fans by alerting them to the new product in advance of its availability in Dunkin’ locations, as well as giving them a chance to win free samples. As of early May 25, Dunkin’ had about 145,936 Twitter followers.

The power of Twitter is not new to the national donut shop. Popular campaigns likes the Iced Tea TuesDDays Sweepstakes as well as the #DDSMARTY Contest have been very successful.

After a national product launch like this one, do you think Twitter will become the new vehicle for all types of launches? Let us know!