The Wall Street Journal published a short, tantalizing article recently. “Apple Nears Tablet Launch” announces that Apple’s long-awaited, new multimedia tablet device will be unveiled late in January. The company plans to begin shipping it in March.
This has been in the works for years, but what better time to capitalize on the success of the iPod and the iPhone like the present? Let’s face it: with our recent recession, there hasn’t been much to get excited about. There hasn’t been much in the way of innovative new consumer products hitting the market. So the timing couldn’t be any better, in my view.
Here’s the deal according to WSJ: this “tablet-like device” will offer TV and movie viewing capability; games, Internet, e-book and newspaper access. While Toshiba and Hewlett-Packard have similar Window-based tablet computers, “people briefed by Apple say the company intends to carve out a new product category,” according to WSJ.
Well, of course! Apple wouldn’t be Apple without going for a game changer in the marketplace. And there’s nothing like creating a brand new category, is there?
While Apple declines comment until the unveiling, speculation is building. According to sources, Apple’s new tablet will change the way consumers interface with a variety of content. A touch screen and live, up-to-the-minute information from numerous sources are rumored to be some of the product’s new features. There is also talk that content might be presented through color screens.
Downside? Price might be a factor. But who knows? If the new tablet is unique enough, offering ground-breaking innovations and maybe even a subscription to a nationwide Wi-Fi wireless service (WSJ article suggestion), price might not matter that much. Especially for consumers who are ever hungry for the new cool.
But all of this is exciting for lots of consumers. Firstly, for Apple’s legions of fans. Secondly, for tech junkies from around the globe. Thirdly, for Apple’s competitors, who are no doubt nervously awaiting the new multimedia device while feverishly planning their own launches to take it on.
How like Apple to build anticipation and excitement. Masterful marketing: to announce the new product unveiling is imminent, with a TA-DA moment planned for the end of the month, even though shipping won’t begin until March. The most brilliant part: letting the world know the company intends to create a new category…by changing the way people interact with content.
All of this got me thinking, why don’t more companies, large and small, generate excitement about their product innovations? Why don’t they build anticipation if they’ve created a new widget? Why shouldn’t we have more ‘Apples’ out there?
Questions:
- What do you think of the way Apple rolls out its new products? Do you think they do well to create an aura of mystery and anticipation? Or should they just announce an unveiling date and show the world their new game changer?
- Can you think of companies in other sectors that do a great job launching and marketing new products?
- Are there any specific companies you’re watching for potential game changers, that you’d like to share with the Daily Fix community?
I’d love to hear from you.
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- Apple Unveils Apple TV
Tags: Apple, Marketing, Mobile Marketing, Technology
Don’t tease me… You better not be kidding.
If you are kidding I’m going to be very angry. If the WSJ is kidding – I’m going to really mad.
Ted, I am very interested to see this new tablet. I am very curious how this device intends to break into a new category, esp one that hasn’t been invented yet. For example, there is already an ‘e reader’ category, a netbook, a smartbook, a mp3 player, tv, phone etc. So what ‘new’ category will this product be included in, and if it’s all of the above, can the device actually get all the above ‘right’ without sacrifices – and at a reasonable price point? Should be interesting!
Hi Paul,
Thanks for weighing in on my post. Much appreciated. Ditto: I’m curious and quite excited about this myself! Just the fact that Apple’s new tablet promises to allow users to interface with many media in a unique way points to the fact that if this delivers as promised, it will be a game changer and a new category creater. As you astutely pointed out: the correlation of price point to capability is going to be a crucial factor in this. Stay tuned!
Too funny, Paul from Idea Sandbox! No, I’m not kidding you! I don’t think the WSJ is either. As I said in my comments to Paul Barsch, it’s going to be crucial that Apple deliver on all the hype they’ve created about the new tablet, isn’t it? Thanks for commenting, Paul. Loved your comments.
Ladies and gentlemen, I give you… the Newton.
Hi David,
Do you really think this is going to be another Newton? What makes you think that? I’m the first to admit, Apple fan or not, that not every new product has been a hit out of the ballpark. . .but, let’s face it: they’ve got a pretty strong batting average. Still, I’m more than a bit intrigued about this new tablet. Can’t wait until it’s unveiled. Thanks for your comment, David: you said a lot in only 8 words!
I can’t wait to see the new use for content. I wonder how delivery is going to change the search market – with Social Media changing the way we shop – will changes in connectivity and content delivery change the way we search?
Apple has created a personality in releasing their products. They are more interesting because there is a consistent creativity to their marketing. Notice how little attention is paid to releases at, say, the Detroit Auto Show.
“why don’t more companies, large and small, generate excitement about their product innovations?”
One word: Segway.
For startups, especially, building press before release is incredibly risky. You risk creating a disconnect between promised features and hype pre-release, before marketers have a chance to test the product and understand how users interact with it.
Eric Reis explains it a hell of a lot better than I can: http://www.startuplessonslearned.com/2009/03/dont-launch.html
Not everyone is Apple, and it’s why so many ignorant Marketers act under the failed premise of the big launch party/build buzz that you suggest.
I own a PC tablet/slate… an HP/compaq tc1100.
It is everything described in the speculative notes about the Apple tablet.
A 10″ diagonal screen. I can write directly on the screen with a pen to make notes. (It is a full PC with a removable keyboard and pen input).
The only technology it is missing is finger touch-ability.
The only problem I’ve ever had with it, is that it isn’t a Mac.
The world isn’t excited that a tablet will be coming out… They exist/existed… It’s… can you imagine a tablet with the ease of use of a Mac behind it!
Alright… enough speculation…
Thanks for the article!
I can’t wait to see this new tablet. Apple is reaching far, leaving the other companies behind. I agree with Greg, quoted from the Detroit Auto Show. Truly Apple has created a personality in releasing their products. Much for what I have read yesterday about the mouse facing out in few years time. Thanks for this announcement Ted.
Hi Greg,
Thanks for your comments. You made an excellent point: Apple is a master at generating buzz, that is, PR. Few companies can whip up as much excitement in the marketplace as they can. Like every company, Apple does have its own “personality” or culture. Theirs is all about bringing dazzling new technology and creating an aura of “got to have it” among consumers. They’ve had their flops, but more successes than not. It’s going to be interesting to see their “latest and greatest” later this month.
Hi Matt,
You’ve brought up an intriguing example and I thank you. Segway was hyped for a long time before it finally appeared, wasn’t it? Even though Dean Kamen is an acknowledged genius, the new category creating Segway was an initial flop. Why? We can speculate endlessly. For one thing, Kamen is a reclusive “inventor” if you like. We can argue his is not a powerful “consumer” brand, whereas Apple and Steve Jobs, always highly visible, is a powerful consumer brand. Interestingly, Segway was first presented as a great mode of transportation in urban settings; police officers could and do use it. It was presented also as a great option for senior citizens and people with limited mobility. Of late, the Segway is now being positioned as “green” transportation. As a brand, it has continued to evolve but it still has enjoyed limited success. So what does that say about building brands? Is even a one-hit wonder sufficient?
Thanks, Matt. Enjoyed reading your comments very much.
Hi Paul,
I really appreciate all of your input on my post. You’re absolutely right: other tablets do exist. The technology isn’t new; and in fact, I’m aware of a couple that exist out there. However, I’m not so sure Apple’s only new innovation is a finger touch screen. I’m betting there are more innovations than that. And let’s remember, many of us, myself included, prefer the Mac operating system to that of PCs. As you said, we’ll have to wait and see because all of this is speculation. Having said that: I can’t wait! I’m an unapologetic Apple fan, and we’re a pretty brand loyal bunch as you know. Thanks, Paul, for bringing up these important points.
My pleasure, Dean. Apple has built its reputation and considerable consumer buy-in to the brand one product at a time, over many years. It’s nice to see a powerful global brand that doesn’t lose its edge and sink into irrelevance, isn’t it? The company has an uncanny ability to understand our ever-evolving consumer culture. I think that’s one of its major keys to success. Thanks for weighing in, Dean. I appreciate it.