Product marketing is all about differentiation. Good product marketing combines with public relations to control customer expectations. After all, who wants to disappoint customers before they have a chance to try a new product?
In years past, Apple kept a tight lid on new model details; whether Mac, iPhone, iPad, or whatever. Yet, like time, the rumor mill grinds ever onward and leading up to an expected event, leaks manage to become public. Apple needs to follow the new trend and revolutionize leaks. How?
Leak Me, Baby
Way back in late spring we began to see new smartphone designs; the typical renders that would show what a new iPhone, or Galaxy, or Pixel smartphone could look like, but weeks or months before an actual release.
Google took that a few steps toward the future of leaks and began authorizing actual hardware features; the big fat multiple camera bump, gestures and facial recognition. Google could do that to a phone that wouldn’t see the light of day for months because so few people are buying the current line of Pixel 3 models.
Apple does not have that luxury, but it might make sense in the weeks leading up to an expected iPhone, Mac, or iPad launch. Google’s Pixel has teaser videos. Why not a teaser video from Apple for new iPhone models?
After all, sales of existing iPhones usually drop before an expected announcement, usually by mid-September, with an actual launch a few weeks later.
Apple. Apple customers.
Who loses? Prognosticators of imaginary hardware and the rumor mill.
Why does Apple benefit from a leak process? I am certain Apple does it already, though unofficially. Over the past three or four years, such leaks have become commonplace before a new product launch– iPhone, iPad, or Mac– and eerily accurate.
Accuracy means a professional leak; probably from Apple’s public relations personnel.
How do Apple’s customers benefit? From the obvious way whereby disappoint in new and expected features is minimized; the surprise isn’t much of a surprise.
How do prognosticators and the rumor mill lose? Well, maybe they don’t really lose at all, because they will be spouting off imaginary takes on new hardware anyway, and for months before the official leaks, and they get to broadcast those, too.
Apple just levels the playing field and reduces both anxiety and expectations before the official products are revealed. All the company needs to do now is follow Google’s lead and do some show n’ tell for the curious, but not so loudly that the average customer will know what’s going on.