I’ve learned a few things from the post I did a few days ago on the new MacBook Air. Namely, that it’s got a lot of features people aren’t thrilled about, like an external DVD drive, limited memory and a non-replaceable battery. And despite the price tag ($1,800), I don’t think it was designed to be anyone’s primary computer, but rather a portable model you use when traveling or commuting, your files having been instantly synched through the miracles of iDisk. There are a number of things Apple did right with the launch though, that other marketers can learn from. Let’s have a look….
1. Create A Product With “Wow!” Value: It’s got water-cooler buzz already. “Did you hear Apple has a new laptop that’s so thin, it can fit into an envelope?” That’s pretty cool. And whether you need one or not, chances are you already want one.
2. Design Matters: It’s a great looking machine. With all sorts of cool features like a backlit keyboard (for “taking notes in darkened conference rooms” we’re told) and the iPhone influenced track pad that allows you to zoom in on web pages with your fingers. It’s cool enough that if you didn’t want one when you heard about it, you’ll change your mind when you see it.
3. Theater Matters: Steve Jobs stood on stage at MacWorld and had the machine delivered to him in a manila envelope. Pretty cool and that image got splashed in newspapers and magazine and web sites around the globe. It also provided Word-of-Mouthers with their “elevator speech” …. the quick synopsis of why this is so cool.
4. Consistency Matters: The TV commercial uses the envelope trick too, thus reinforcing the image of Jobs at MacWorld. It’s a simple product demo, but boy is it effective here. They’ve also imbued the commercial with the stark simplicity that defines the Mac aesthetic. Go online to view the promotional video on the Apple site and you’ll see the same aesthetic at play. Everything is consistent, everything is on message, even down to the casting and wardrobing of “John” the Apple store employee and guide. A lean 40something whose salt’n'pepper hair is swept up in a stylish “Ross” hairdo, the Jobs lookalike is dressed in a solid black long-sleeve t-shirt and delivers his speech in a soft mellifluous voice. It’s every bit as packed with Apple branding as the TV spot.
5. Get Ahead Of The Pack: Apple reaffirmed its reputation as a top innovator by introducing an innovative laptop that was extraordinarily thin. Even if the product is sort of a bust, the buzz it generates and the impression it leaves are priceless in terms of building Apple’s brand.
Tags: Apple, apple air, apple macbook air, steve jobs, Tangerine Toad, toad, Toad Stool
I’m a big Apple fan but think Air will be Airless for now. I’m not dying to have one! Not now. I think it will take time for this product to get traction ,if at all.
I agree that Apple and Jobs do a great job of launching exciting products.
Nice post. And these five items you listed are what Apple ALWAYS does and is what has made them what they are – leaders, innovators, and followers of nobody.
Everytime a new Apple product comes out there are legions of nay-sayers. The iPod was too expensive. The iPhone isn’t practical for business people. And now the MacBook Air is getting flack for the things it lacks. I say wait and watch.
Pundits and purists are already nit-picking about what Air has/doesn’t have… but TT, you’ve done a fine job spelling out what sets Air — and Apple — apart. Is there another company that comes close on all of these points…?
In my mind: No.
It seems from all the comments that the product is really narrowed to a specific target group.
Yet being the first (point 5 in your list) is always important from brand awarness point i think. Who was the second person that sailed across Atlantic after Columbo? Who cares?
So yes, great marketing approach from the iFamily. I won’t care who made the second notebook to fit into envelope. Great list, TT.
@Ann: Steven Spielberg?
I agree with your list of lessons but, as a MacBook Pro owner, I am not in a hurry to switch to the Air.
My Macbook Pro is portable but self-containted, which I like.
On the laptop side of things, I’d say focus on an even better MacBook Pro with longer battery life. You show an ad with a laptop lasting hours on battery power and you would have a line around the block.
You combine that with the usual Moore’s law stuff increase in horsepower and you have a winner.
I’m not a Mac user, but looks-wise I think the new MacBook Air is very nice. Practically, it’s not the best.
I am not in the laptop business but I have a feeling that the laptop maker that is first to market with a really long lasting battery is going to really make some news and some sales.
If it is Apple, you would have that substantive, practical improvement combined with Steve Job’s marketing genius.
Imagine this, and maybe I am getting a little over-the-top, a laptop that lasted 8 hours or more on battery? I have no idea how close that technology is to arriving.
Air wasn’t made to fly off of the shelves. It was used to show how Apple, as mentioned in this article, is still ahead of the pack and will continue to do so. Think of Air as the celphone in the car you once wanted – but now have!
David
David,
I understand TToad’s five lessons. Those were good.
I don’t understand what you mean that it shows Apple is ahead of the pack? Are you saying ahead in making a super light laptop?
I as a loyal Apple customer and, frankly, expect more from then than just a show off thing that has little practical value.
Thanks for all the comments.
@Neil: As I mentioned in the post, it seems the Air is supposed to fill a different need than the MacBook Pro or even the MacBook. This is supposed to be an auxiliary computer that you use along with your iMac desktop. So you’d take it with you on a trip or your commute or something, having synched all your information via iDisk.
There are PCs that allegedly have very long battery life, but there’s less “wow” factor with that. What’s more, consumers have learned to distrust manufacturer’s claims of how long their batteries last – it’s never even close to what is claimed.
I think you have to divide Apple users into two groups. The ones with lots of $$ and the ones with fewer. Lowly graphic designers usually in the later group, but the group most faithful, I’ll identify with them.
Because most of that group are operating with both a desktop and a laptop, I’m betting they buy them in tandem, alternating purchases. After four years I know I need to replace my desktop first, but I’m glad to know that Apple is already ahead of the game with the thin laptop. I’ll need to update that in a year or so. Knowing they are already ahead with that… the future is bright, right?
Apple’s famous for figuring out some of the things that we can actually do without and then subtracting them from the package that goes to the shelves. Remember those clunky serial ports for keyboards and printers? How about SCSI ports? Oh, and all those buttons on your cell phone that get pressed in your pocket? I will say as a hardcore Mac user in a similar group to Nancy’s that what we’ve all been waiting for (and what apple failed to deliver) was a replacement for the 12″ powerbook — i.e. a small version of the MacBook pro. The Air, for its purposes, seems to be a fine machine.
But I paid $2,000 for my Macbook Pro, which is fully portable already. I may be wrong but I don’t see the advantage of the Air.
I saw Microsoft trouch Apple the first round and this is round 2. I hate to see Steve Job’s use his personal capital to tout something that is not ready for prime time.
Raafi, Apple is also famous for having the early lead and then having Bill Gates come from behind. Why? Practical, practical, practical.
It is too big an issue to go into here but suffice it to say that Gates figured out what people really needed and it was Apple’s game to lose.
I want to see Jobs play the game right this time. He ain’t no marketing saint to me as I started with the Apple II and have been watching for a while.
Sorry for too many posts but I must apologize for my grammar errors above. Ug.
I must correct myself. Graphic designers may be lower paid than soft/hardware engineers, but i did not mean to question the degree of their faith by acts of omission.
Nancy, I hope Apple has not become a religion yet.
I feel for people who have to choose their confessions, be it me or be it any Steve.
:^)
@Neil
I think the advantage of the Air is its portability without sacrificing screen size. As someone who once spent $3k in a year on Amtrak rides between NYC, DC and Boston, the laptop is the perfect productivity device for such a mode of transport. Even my 12″ powerbook, however, can feel a bit on the heavy side after awhile. Having the document writing, music listening, and (sadly, only through itunes downloads) movie watching capacities of a laptop in a lighter, slimmer package is ready made for someone who knows the northeast corridor as well as me and my fellow amtrak rewards club members.
Raafi, I see your point. Maybe I am wrong on the Air.
It just seemed to be rolling out a half done product just to be first and dramatic.
I remember in round 1, Apple focused on how cool the
Apple was — while Gates focused on what needed to happen to make the PC a practical and affordable business tool. The day arrived when Windows machines were less expensive and could do more for both the home and business user. Windows won.
The Mac was very cool but it could not do much that people really needed to do with computers and it was expensive because they did not open the hardware for competition.
So your choice was an expensive toy or a less expensive tool. People (and companies) chose the tool in mass. It became standard along with Office.
This is my way oversimplified version of history. I am thrilled at the comeback and own a MacBook Pro myself but watching the race for these years since my Apple II has made me a bit skeptical.
That said, Apple did a tremendous job of using the Ipod to get back in the game and then coming out with a new line of Macs that are cool, useful, and stable. Well played.
They even chose Unix for under the hood, which attracts more developers (programmers). What techies and developers are using today, often everyone is using tomorrow. I am sure that was part of the calculation.
Now I am waiting, with interest, for Apples next move. But don’t discount a solid counter move from a competitor.
All good things to those who wait. MacBook Pro 12-inch
http://mbp12.com
“Packs power, not pounds.
What makes MacBook Pro 12-inch so mobile? Performance in a portable package. Only one inch thin and 4.2 pounds, MacBook Pro 12-inch is the among the smallest models in it’s class.”