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How Apple Creates Explosive Product Launches

When it comes to launching a product in style, Apple is way ahead of the competition. Take for example, the case of the iPod, by far one of the most successful launches in history. Not only was the first iPod launch an instant worldwide success, Apple has managed to keep the fanfare alive with all subsequent launches as well.

Contrary to what one would expect, the initial pre-launch buzz surrounding the introduction of the very first edition way back in 2001 was not very optimistic. Most people felt that it was just another mp3 player with a particularly large hard drive capacity. Today the iPod commands over 70% share in the mp3 player market and has successfully launched various models ranging in price between $55 and $429.

One of the biggest reasons behind its success is the fact that it caters to a global audience. Although predominantly an American brand, Apple ensured that the iPod reached the far corners of the world through its global store at and certain country specific websites. Wide scale online availability did not however cause major sales drops in traditional retail stores or even in online superstores like Amazon. This is because different people prefer to buy from different places.

At the same time it realized that a one size fits all attitude would hardly work in an already saturated market. Instead they focused on superior product design and targeted marketing to carefully segmented groups of music lovers.

Apple was also smart enough to use its strong brand name associated with the ever popular Mac to position the iPod as a music device that would make Mac lovers proud. The iPod was also made customizable to an individual’s wants and needs. Never before had something as generic as a music player been alterable down to look, function and price as was the iPod. At the same time, Apple launched a series of cool iPod accessories such as earphones, iPod sleeves, colorful casings and so on.

When the original iPod sales had begun to die down, Apple launched what was to be one of many subsequent models. But how did they manage to keep the craze alive with most of the target group already owning the iPod? For one, they ran special trade-in promos where customers could exchange their old iPod for substantial discounts on a new model. This strategy proved successful since people were willing to spend a bit more to own the “latest” iPod model. Taking design uniqueness a step further, Apple co-designed limited edition iPods along with Gucci, Nike and Versace.

Ultimately, the iPod’s success can be attributed to insightful marketing, multimode distribution availability and a constantly changing game plan that kept things fresh.

Recently we have seen how Apple has applied its product launch expertise when the world saw the unveiling of the iPad. The iPad’s pre-launch was met with much anticipation; the buzz surrounding it shows how Apple leads the way when it comes to launching a product.
About Author Sharon Gibson :

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James Katt commented ->

This article claims that Apple creates explosive product launches by: 1. insightful marketing 2. multimode distribution availability 3. constantly changing game plan that kept things fresh. Ah... this is the same plan as everyone else. It does not tell me anything new or insightful. I would say this about Apple and its ability to create explosive product launches: 1. Apple SAYS NOTHING about products it does not ship. This is the complete opposite of its competitors. Apple does not do vaporware - like Microsoft and everyone else. By saying nothing, it fuels enormous speculation and rabid blog and articles and word of mouth. By saying nothing, Apple gets MILLIONS OF DOLLARS OF FREE ADVERTISEMENT - more advertisement than any of its competitors get. Further, by saying nothing, it keeps Apple in the news - again for free. By saying nothing, it creates rabid excitement about Apple\'s products - all for free. Competitors can\'t win. They get run over by all the talk about Apple\'s products. 2. Apple UNDER-PROMISES and OVERDELIVERS. Apple is the genius of cutting away features, leaving only the essence of a device. By stating only plainly what its device can do and by delivering exactly what it promises to do and more, Apple garners RABID fans and customers who are extremely pleased by its products because it DOES MORE than what Apple promised. Compare this to Windows Longhorn promise and Vista delivery - which hugely promised and could not deliver. 3. Apple is the only one of its competitors with retail stores. People can actually touch and play with its products before buying. People can also be indoctrinated into the Apple Universe. With over 50 million visitors a year, Apple has a huge advantage in people actually touching and trying out its products. REPLY to this Comment

Article Added on Sunday, February 28, 2010
Other Articles by Sharon Gibson

How To Launch A Product
As much as the internet has made the launching of new products more affordable, it has also made it more complicated. By opening up a whole new world of consumer interaction, the internet requires sellers to establish their presence effectively across multiple media in order to get noticed. The first step to any successful product launch actually precedes the launch itself and comprises the product creation and market research phases. Once complete, test the product design and functionality...

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