Apple

Apple: “Whoops, Was That Our Fault?”

Despite your opinions on Apple’s technology innovation (or lack thereof), there’s no denying that they’re taking the world by storm. (Apple Storm = Potential smoothie name? No? OK.)

However, when the technology giant lost their prized possession (in this case, iPhone 4 prototype), Apple went from unstoppable to unforgivable.

Apple’s Whoopsie

In 2010, Gray Powell (a young Apple Software Engineer) misplaced the iPhone 4 prototype when he celebrated his birthday at an Irish pub. Apple got hold of this information and chose to keep the issue private. Their efforts to locate the phone were unsuccessful when someone called into Apple customer care looking to return the lost phone. However, the representative knew nothing about the lost prototype and thought it was a hoax or knockoff—so they ended the call.

The person who found the phone later went to Gizmodo and sold the phone for $5,000. Gizmodo tore it apart to reveal its specs and later confirmed it was authentic. A week later, Gizmodo released an exclusive iPhone 4 leak article unleashing pandemonium in the tech world. Apple lost major free media from this debacle from what it would have gained at their iPhone 4 launch.

Apple formally requested to recover the prototype from Gizmodo if they confirm that it was the lost iPhone 4. Apple grudgingly confirmed and was finally reunited with their beloved prototype. However, Apple did not stop there. With a warrant, police raided Gizmodo editor’s home, seizing his computer. Lets just say, media had a lot to cover.

What They Should Have Done

Apple failed on many accounts: succumbing to secrecy, lack of informing key people, and just plain not playing fair.

Hopefully Apple learned from their mistakes but if they didn’t, then I have a few suggestions *smirk*. Of course, it’s too late to change the past; however, there’s always an opportunity to improve the future.

In this case, Apple should have been more open to receive help. A small group of people looking for a small, handheld device in a big city (or country) seems hopeful but unlikely. They should have admitted they made a mistake and had some fun with it. They’re all about innovation and change, right? Inform your employees, create a challenge/campaign, be creative. That way, maybe when the lost iPhone was called into Apple’s customer service centre, the problem could have been solved there.

Another suggestion is to not be so protective. Now that information is more accessible than ever before, people crave for authenticity. No one likes a snotty two-shoes. Business should be more meaningful and “human”. Create genuine relationships. Be supportive. Don’t raid other people’s houses when the fault is yours!!

Who knows. Maybe this was a PR stunt between Apple and Gizmodo. Maybe Gray Powell never had the phone in the first place. Whatever the truth is, Apple made big waves in the media. Unfortunately, mostly negative.

Here’s a great Gizmodo article dissecting the issue with very relevant insights: http://gizmodo.com/5520746/apple-didnt-leak-the-iphoneand-why-that-matters?skyline=true&s=i

What other tips would you give Apple after this charade?

 

The Big Reveal: iPhone 5S and 5C — Hit or Miss?

Apple continues to be one of the top contenders in the technology industry today with it’s successful line of iPhones, iPads, iMacs, and iPods. They’ve become a household name and necessity for many technology users throughout the world. With the recent release of iOS 7 (and even a major motion picture starring Ashton Kutcher) Apple continues to be a powerful brand most come to know, love, and solemnly swear by.

Apple released the new iPhone 5S and 5C last weekend and it appears they’ve done it again! Sales have almost doubled compared to last year’s predecessor, setting a new record. Many were impressed with the newly released features. Fingerprint detection enables users to access their phone and approve purchases on iTunes with just a touch of the home button! On the contrary, some were not impressed, saying Apple is lacking innovation (haters gon’ hate) but the numbers don’t lie.

Sapphire Crystal Button Peaks Interest; Lacking in iPhone 5C

During Apple’s iPhone keynote, much time was spent revealing the home button, and it’s new materials and technologies. I think Apple wanted the button improvements to be the shining star of their keynote because much time was spent on deconstructing it’s components. Characteristics like ‘laser-cut sapphire crystal’ and ‘space grey‘ were used to entice their audience. But it seems to work as iPhone sales continue to skyrocket. Although Touch ID, upgraded core processor, improved camera capabilities, and casing options (gold, silver and space grey) were mentioned, these features are only offered to the iPhone 5S and not the 5C.

I don’t think the iPhone 5C itself is worth showcasing alone because it harbours minimal updates. The phone is almost purely identical to the iPhone 5, but now with new colourful casing options (green, blue, yellow, red, and white), improved battery life, plastic material, and cheaper price. If Apple released a new MacBook with the new iPhones, it’d be more easier to understand why they would want to host separate keynotes as they are two different products with different functionalities. I think if the iPhones were not released at the same time, Apple could possibly open a new portal for negative criticism by making their consumers wait for each release.

Source: Localytics

Source: Localytics

PR Perspective: What Does Apple Want You to Buy?

I’ve noticed that on the Apple website home page and the iPhone tab, the iPhone 5C is the first thing you see. My view on Apple’s PR approach is they are pushing consumers towards the iPhone 5C as to persuade them in believing that ‘this is the phone you want’. Alternatively, I see it as an effective strategy for both models to gain attention and to be viewed in different lights, in comparison to each other. The 5C is cheaper and has more colour casing options which can lure (or keep) different crowds. The 5S, on the other hand, has more utility with it’s recent upgrades from the iPhone 5 and new gold selection. To be given these options, consumers may find themselves choosing the latter — the 5S (only $100 more than the 5C). Localytics stats have shown the majority of sales last weekend had gone to the iPhone 5S, perhaps because Apple didn’t offer pre-orders for the 5S, making people wait in line at store locations. For those who can’t or don’t wish to dish out the extra $100, the 5C is the next best option, now that the iPhone 5 was pulled from the Apple website (yet the iPhone 4S remains).

Goldmember Does Have a Point

What impressed me the most about Apple is how they market their products (sheer brilliance I say). They understand their market and know how to effectively communicate their products, making them seemingly irresistible (now, that’s good PR). Arguably, I do own a MacBook Pro, a Samsung phone, and a Microsoft tablet, so to compare Apple to it’s competitors, I don’t believe they have the best technology to date but they are a brand highly respected and recognized globally.

So, what have I taken back from the release of Apple’s two new iPhones? Their PR initiatives continue to astound me (even without the genius mind of Steve Jobs) but I won’t be upgrading to the iPhone anytime soon. Although, I do agree with Goldmember…