I was sitting with some friends trying to book a fun vacation for this summer when we started talking about the ‘lost’ iPhone 4G. Yesterday I said that I didn’t believe it was a cheap publicity stunt by Apple but some of my friends didn’t agree. One of my friends, which has worked with communication within FMCG for some time now, said that the phone must have been planted by Apple. I think of my friend as quite knowledgeable in the field of PR and marcoms and it got me thinking… what if it is a new take on their pre-launch PR.
Let’s review why this might be the case. It was allegedly ‘lost’ or planted before their announcement of the new OS 4.0 and in the midst of the iPad hype. Could this be enough to force Apple to rethink their usual tactic leading up to a launch. Could the recent success of various Android phones be a factor. Some even think that the new OS 4.0 is in many parts a catch-up to Android and this could affect the wow factor of the next iPhone. But did the planting work as planned? Was it meant to take so long (was it not three weeks) before it really hit the fan? Or was it meticulously orchestrated so that it would go public after their announcements?
In my last post I did not however see this having any noticeable negative effects on when Apple announces, or more accurately sets a release date, for the next generation iPhone, so why wouldn’t they have planted this. Looks like they’ve fueled a hype around their next product already and might as well get their usual response once they roll it out for real.
What do you think of this saga? Trick or treat?