Let’s take a look at Apple’s last week, and grade the company on its marketing. My starting point is that Apple is the best marketing company in the world, in any industry. It has been held this title at least since the first iPhone launched, and probably earlier.
Anticipation: At the beginning of last week, the blogs and the mainstream media — along with consumers and industry insiders — waited with great anticipation for Thursday to roll around. Buzz built as only Apple can build it: the message boards were as busy as rush hour. Big news outlets like CNN reported on the iPhone daily. Consumers checked news regularly for updates. From Twitter to the New York Times, from children in first grade to corporate executives, everyone knew a new iPhone was around the corner. Excitement was in the air. Analysis: Only Apple Can Do This.
Verizon Wireless Rumors: Without saying a word, Apple enjoyed further build-up last week when rumors circulated that a Verizon Wireless iPhone was near. This dominated technology news for nearly an entire day, right before the launch of the iPhone 4. The news was about Verizon, but AT&T didn’t mind at all. Apple didn’t say a word to the media, as usual. But the media, which is loaded with Apple evangelists (ever see the press room at CES? Nine out of ten laptops are Macs), talked to consumers on behalf of Apple. Analysis: Only Apple.
Launch Day, Midnight to 7 AM: In the middle of the night, when normal people sleep, Apple evangelists were lining up for the iPhone. At the mall I visited, the first person in line got there at 6 PM the night before. People sat in lawn chairs, or tents, sipping coffee or Red Bull. Many sent text messages on their old iPhones (who were they texting in the middle of the night?). Mall security worked overtime. Where I was, there were 1,000 people were in line, easy. Analysis: No other consumer product in the world — in any industry — can make people do this.
Launch Day, 7 AM: When the doors opened, Apple Store staffers clapped loudly (a rare insight into how much consumer “enthusiasm” is unconventionally encouraged by Apple). The applause spread to the line, which only grew louder when the guy at the head of the line walked in, greeted by name and a handshake by a staffer. Analysis: Scripted Fanning of iPhone fever. Impressive.
Launch Day, Noon: By now, the reception issue was flying around the Internet. Interestingly, Apple employees had not heard of it — how could they? Staff was being educated by consumers. People who hadn’t slept all night were getting upset. How could this problem make it to market? Did they not test this? Is this why they’re selling those stupid bumpers? And where were all the other cases? Did Apple know?! No official response from Apple. Analysis: Sloppy, if accidental. Brutal if Apple knew.
Launch Day, Evening: Several emails from Steve Jobs to customers have leaked. It’s a non-issue, he says. Hold the phone different, he says. Jobs dismisses consumer concerns. People get angry at Apple, a rare occurrence. Analysis: Surprising. Careless. Damaging.
Friday and the Weekend: Despite the problems, positive buzz rules. The camera is terrific. FaceTime is amazing. The battery is awesome. Folders! Jobs has spoken, and somehow, strangely, anger subsides over the next few days. The reception issue is minimized online and offline. Consensus is that a software update is coming as early as today. Popular thinking shifts from incredulity to trust. Apple will take care of the problems. Analysis: Lightening fast recovery.
Sunday Night: Jobs emails a customer and says that there is no reception issue. Stay tuned, he says. Two words that are analyzed and processed by millions. Apple’s on it. Everything is ok. Just trust. Trust in Apple. Analysis: ONLY FREAKING APPLE.
THE MASSIVE LESSON: When you have consumer evangelists, life is easier for you than for everybody else. Problems, even terrible ones like a phone that stops working when you hold it in your hand, are easier to deal with. Evangelists are more forgiving than anyone else because they trust you. They’re committed to you. They didn’t sleep for you. They stood all night in line for. When you screw up, evangelists figure you didn’t mean it. It was honest. You didn’t know. Even if maybe you did.
If you’re in consumer electronics and you thought consumer evangelists weren’t a big deal before the last week, you were seriously misguided. If, after the launch of the iPhone 4 you still think you shouldn’t do everything humanly possible to develop evangelists for your products, you should probably just get out of the business.