It’s been interesting to follow and read the many (mostly annoyed) reactions in blogs or online articles since Apple announced its price drop of $200 for the iPhone on September 5th, just 2 months after its launch. And to add insult to injury, Apple also announced it will be dumping its low-end 4-Gbyte counterpart.
I was certinainly tempted. I was almost an iPhone sucker customer. But I thought I would wait and I’m glad I did. And who knows if I’ll ever become an Apple convert now. But that’s a different topic…
Saul Hansell who writes for the Technology section of the New York Times sees Steve Jobs as a good business man, lowering the price because he wants to make lots more money selling shiploads of iPhones this holiday season.
Len Stein from Chief Marketer looks at this whole crisis as Apple turning this debacle upside down and generating $10 million in free publicity for iPhone through the myriad customer complaints.
Both are true, of course. But is this really the way to market and sell your product? Is this PR at its best?
I don’t think so. From a marketing and PR point of view, I think it was a messy job, a badly thought out marketing and sales campaign, which really surprises me, coming from Apple and the guru of all marketing. Apple dived into this new mobile phone market, which is extremely competitive, with a smug attitude. And it bit them in the behind. With such a dramatic price cut so soon, Apple is agreeing with analysts and critics who say the iPhone isn’t worth $599 and the price was too high to gain acceptance beyond Apple fans to mainstream consumers.
And Steve Jobs’ apology (which is now being coined the “iPology” by MarketWatch’s Tom Bemis) with his open letter on the Apple website is pretty lame.
So, from my perspective, it’s been a bad plan all around. Apple has shown a lack of tact, has treated its loyal customers with disdain, has caused its perspective customers to shy away and it has tainted its integrity.
Changing your tune just a few weeks after a major national launch just does not cut it. And what repercussions is this going to have for Apple’s international launches?
Apple, I’m disappointed in your tactics this time. I hope there are no more marketing and PR faux pas like this coming up in the near future.
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