Would you believe that it’s only the iPhone’s 10th anniversary this year? Do you remember a time when there wasn’t an iPhone?
First there was this:
Then there was this:
Then there was this:
Steve Jobs teased the media and avid spectators and launched ‘three’ products at the very first iPhone unveiling back in 2007 and Apple hasn’t stopped feeding the media product news ever since.
Over the past 10 years Apple and the iPhone have changed the world as we know it. iOS led to the creation of Android, the legendary App Store opened the eyes of all retailers, bankers and virtually anyone with something to sell; Apple showed all the business sectors how to communicate, engage and target their audiences effectively. Social media exploded and a generation of Googlers was born.
Few fail to recognise there is something special about Apple’s PR and marketing strategies – clean-cut, precision advertisements, carefully controlled product leaks, advance briefings for favoured writers, invite-only media debuts and a special early review process for a group of pre-screened, known-positive writers; Apple controls and shapes the way their product is discussed worldwide from the outset.
Everything about Apple’s product marketing is meticulously thought through. When Steve Jobs was running the corporation each news release would go via him, and former senior director of worldwide corporate communications Katie Cotton, would go over everything with a fine toothed comb.
He even branded each Apple product with its own hyperbolic adjective: iPad is consistently referred to as “magical,” the App Store is “legendary” and the iPhone is “revolutionary.”
These adjectives were published every time each of these products was mentioned and were quickly adopted by the media.
What Apple has shown us is that a strategic, thought-through, targeted and clever PR and marketing communications plan can help a product, service or event succeed even in a noisy media space.
These days you don’t need a ground-breaking high-tech product to reach your audiences and engage new ones. Jobs recognised the power of well-planned campaigns and, as well as changing the face of how we use technology, Apple clearly changed business behaviours.
Now it is commonplace for many businesses, small and large, to start discussions and develop a well-planned PR and marketing campaign from the start of any activity.
Header image: William Iven