Remember Dire Straits’ hit song in 1985, “Money for Nothing?” The iconic line by echoed in the opening strains by Sting, “I want my MTV.” You could sing, “I want my iPhone 6,” now and it would be more appropriate.
As predicted, Apple introduced a new iPhone and people can’t wait to get their hands on it now… before the price drops. It is amazing how we clamor for the latest gadget at the highest price, then claim we don’t have money to spend on essentials.
In a Business Insider article, September 17, 2014, tech author and blogger Jay Yarow, quotes Lorraine Luk of the Wall Street Journal, “We have been churning out 140,000 iPhone 6 Plus and 400,000 iPhone 6 every day, the highest daily output ever, but the volume is still not enough to meet the preorders,’ a source familiar with the situation told Luk.”
Never mind that critics claim the technology is as up-to-date as a 2013 Nokia smartphone. It’s Apple and that seems to attract people rushing to purchase it immediately.
Why? Because people see value in having the latest iPhone or other iProduct. The new Apple Watch, the next IPad, the next IWhatever. Don’t get me wrong, I don’t dislike Apple. In fact, I admire them for not only their creative environment, but their marketing is unbelievably successful. After the failures of products like the Newton and the IMac, they learned how to capture the public’s curiosity and excitement.
Look at the local news any week Apple introduces a new product or operating system. We will wait in line, cut others out and even back order a produce if we see the benefits of owning it.
Microsoft would beg, borrow and steal to have that excitement around the next Windows release. But they can’t seem to wrap their creative hands around catching a public wave of excitement.
But you can observe the suspense and anticipation and adopt it for yourself…
Wait for Black Friday (the traditional shopping day following Thanksgiving in the US). People will line up in inclimate weather for hours… even days to get a bargain on something Walmart, Best Buy, Macy’s or some other store is offering… that they wouldn’t walk across the street for on any other day.
What can you learn from how Apple taps into the desire to have the latest and greatest above all else value…. regardless of the price?