Does Apple Believe Too Much of Its Own Hype?
November 16, 2010 ‐ 1 comment
In two and a half hours, Apple promises to make an important new announcement. If the Wall Street Journal is right, Apple may be overplaying its hand. This is the home page that Apple has up until 3pm Greenwich Mean Time: According to The Journal, Apple's life-changing announcement is that you'll now be able to buy Beatles songs from iTunes. Ho-hum. We're big fans of both Apple products and the Beatles, but forgive us for doubting that we will one day think back to what we were doing at the moment this news dropped. It is, in our opinion, a rare marketing misstep for Apple. For some small segment of hardcore Apple/music lovers this may indeed be a pivotal day, but mightn't they have been better targeted via direct marketing or a guerilla PR campaign? Surely the audience that really cares about this has opted in to iTunes news, or at least uses blogs to stay current on industry scuttlebutt? For most people, buying Rubber Soul on iTunes is nice, but not revolutionary. Certainly an announcement of the deal and availability of the new catalog is in order, but dedicating the home page to a teaser that makes this sound like the best thing since sliced bread is something we'd file under 'unkept promises' and 'wasted marketing real estate' - even if it is just for the next 150 minutes. Update The Wall Street Journal was right, the Beatles are on iTunes, and quite frankly we've already forgotten today.
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