How dare anybody question Apple's latest incarnation of the iPhone?
For so many reasons the release of the iPhone 4 has become a big deal and it's very interesting from a marketing standpoint.
What's in a name? - iPhone, iPhone 3G - for 3G, iPhone 3GS - for speed, iPhone 4 - for next in sequence...hardly state of the art product naming!
Product - I always use Dieter Rams' 10 principles of good design (http://www.vitsoe.com/en/gb/about/dieterrams/gooddesign) when I take a look at a new product, the iPhone 4 ticks most of those boxes.
Beauty - I like things that are well engineered and look nice. Sit the iPhone 4 down next to a Leica camera and you'll see what I mean, it's pleasing to hold and look at.
Does it work? - Well now there's a question! Like most smartphones the iPhone 4 is not just a phone, it's an iPod, a connected device(wifi or phone network), a portable computer and some. Apart from the antenna problem...not a problem for me so far, i.e. I can't say I noticed, I can say that this is the best iPhone yet and by a long way. I'll be keeping mine. Anyone who is disappointed can get a free case or a refund, it will be interesting to see the return rates.
Does it sell - Yup! - 3m in 22 days so far.
So what does all this tell me about the iPhone from a marketing standpoint.
• Not brilliantly named
• Usual Apple pre-launch event to dangle the carrot worked
• Object of desire that obviously presses the right consumer buttons
• Reasonably swift response to 'Attenagate'
Will Apple get over this? Oh I think so, but I reckon next year's model will have a new form factor.
Apple sets its sights high but it will always be criticised by those who just don't get the reasons behind its tight control of hardware and software. There are many who do but like open platforms better, fair enough there's plenty more fish in the sea. In fact there has never been more choice. As a long time Apple convert there's one thing I'd like Mr Jobs to work on and that is Apple's environmental record, good, but could try harder: http://bit.ly/dlsD5Y
Monday, 19 July 2010
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