A week ago, Apple announced a press conference to presumably introduce the world to the new iPhone, and iOS7. The announcement included the photo below; featuring the iconic Apple logo surrounded by a paint splatter of color and the tagline “This should brighten your day.” The vivid colors of the announcement were attention grabbing and in stark contrast to Apple’s sleek, traditional monochromatic advertising of late. The tagline was simple and adept at building excitement for the event.
The effective message created the right amount of intrigue and sent media into a frenzy with both conventional outlets like The New York Times and tech blogs speculating over what Apple tech surprises would reveal. Websites like Macworld and AppleInsider are dedicated to covering the prospect of new Apple products, which demonstrates how much of a thought leader Apple is in the tech community.
Interestingly, Apple is one of the few remaining tech companies that does not have an official Facebook or Twitter page, so they relied on word-of-mouth from media members to promote the event. In contrast, many of Apple’s tech rivals had Twitter ads set for the launch day in order to draw attention away from Apple. Instead of spreading information in anticipation of the event, Apple issued no advance press releases, instead posting them only to the PR section of their website after the conference.
On Tuesday, Sept 10, Apple hosted the press conference and, as the media predicted, introduced a more colorful, cheaper iPhone. Many correctly forecasted that the iPhone would offer new colorful cases, a more streamlined design, and come in new basic colors like silver and gold. Despite all the hype generated around the event, Apple did not reveal anything stunning or jaw-dropping as in past Apple events. In fact, many seemed underwhelmed by the new smart phones with one Buzzfeed blogger comparing them to Crocs. Apple’s stock plunged by five percent on Sept 11, the day after the announcement, a sign that the new product disappoints shareholders.
Do you think Apple implemented effective PR strategies to promote the launch of the iPhone 5C? Is Apple’s lack of a social media strategy a hindrance or did they generate enough positive word-of-mouth? And are there any PR strategies Apple should employ to combat the negative reaction towards the new iPhone?