Apple iPhone HD: are “product leaks” the new black in tech marketing?
It’s hard to believe that for a company as secretive about its operations as Apple, that something as important as a yet-to-be-released iPhone could disappear from the company’s grasp not once, but twice.
This latest story about what is being described as either a “lost” or “stolen” testbed iPhone HD is either an example of incredibly lax security or what could also be described as clever marketing.
Demand for information about Apple product – any Apple product – is so strong in the blogosphere that rumours alone can feed it for weeks on end. But the sort of hype that has been generated through what is essentially a “product leak” is the sort of thing that a marketing team would almost die for.
The worst thing in marketing is for your campaign or product to be ignored. But with this latest iPhone leak, Google News shows that there are already well over 700 stories it has tracked so there’s absolutely no fear that the iPhone 4G or HD or whatever Apple decides to call it will suffer that fate. And the hype and buzz that this latest saga has generated is worth millions saved in advertising and marketing that Apple doesn’t need to spend to get the world aware of its product. (Although you could also argue that Apple fan websites have been doing this for years.)
However, this type of marketing is really only going to work if you’re an iconic brand, where you already have a critical mass of followers demanding. You would need to be a brand the size of Apple, Microsoft, Adobe etc for there to be sufficient interest to make sort of thing work.
Either way, whether this was truly an accidental loss or a well-orchestrated marketing plan, you can be sure that marketeers will be looking at what happens with interest. And if you have a product that achieves such celebrity status as the iPhone, it’s amazing the hype you can generate by having just one sample go missing in a bar…
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