No doubt about, Apple’s marketing is king (with a few exceptions). The company’s reliance on well-crafted and pithy messages manage to build an aura of accessible exclusivity that always attracts customers. With the iPhone 3G, “twice as fast at half the price” became the battle cry that rallied more users in the Apple fold.
Yet recent events have shown that Apple’ matter-of-fact statements may actually work against its interests. And more importantly, the same marketing that have built and sustained interest in the phone might also work against network partners who enjoy relative iPhone 3G exclusivity in their respective areas.
Wasn’t it Only $199?
Long-time mobile customers knew that Apple’s advertised price of $199 for an 8GB iPhone 3G had a catch—a two-year contract with AT&T that would commit the user to paying hundreds of dollars in total over the said period. But thanks to Apple’s easy and reachable advertising, this fact somehow became the subject of discussion (including, sadly, here).
Thanks to the relative dominance enjoyed by the American tech media on the web, it affected the perception of the iPhone 3G around the world, particularly in the Philippines. When Philippine affiliate Technograph first reported on the iPhone 3G postpaid plans offered by Globe Telecom, Apple’s partner in the country, some readers accused the service provider of trying to profit severely off interest in the smartphone:
The thing is, the Philippines is one of those countries where airtime is cheap. Now Globe is packaging a subscription plan for iPhone that costs tenfold than any regular plan. Comparing this to AT&T, you might even state that AT&T’s rates are a nickel-dime deal compared to what Globe has done. The iPhone is a data platform. Globe is plain ridiculous.
Regardless whether or not that statement is accurate (again, AT&T’s own two-year plans represent a significant financial investment), it’s indicative of a reputation problem for Globe.
Litigious Shock Over iPhone 3G Failures
But that’s just the point. Apple’s reputation means it enjoys more attention than usual, whether or not it’s positive. As Jupiter Research analyst Michael Gartenberg stated:
I’m not seeing anything that indicates that this [is] widespread. … If the Internet tends to magnify smaller problems, then the fact that it’s an Apple product tends to magnify it even more. [emphasis ours]
For some reason, it’s hard to imagine such class-action lawsuits over products from less “prominent” competitors.
Apple Wannabes Beware
If imitation is a form of flattery, then Apple must be doing something right with their marketing. Everyone’s trying to adapt the same minimalist yet striking visual approach pioneered by apple.com (like the infamous “wet floor” look), while more consumer electronics websites are employing straightforward yet pleasing copy to attract the attention of potential customers.
Yet the potential danger is that, by adapting such an accessible tone, these Apple-wannabes may suffer the unhappiness of customers unwilling—or unable—to take effective tech marketing with a grain of salt.
Tags: apple, dissatisfaction, iPhone 3G, lawsuits, marketing, network partners
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