Since June 24th, the launch
date of Apple's new iPhone 4, the press and consumers have blasted Apple for
the phone's poor reception. Consumer Reports slammed the phone, and said it
would not recommend buying it. Since the phone's release, Apple's stock dropped
from its 52 - week high of $279.01 per share to nearly $245 per share. Even
worse for Apple's reputation and brand image, the company is now the subject of
class-action lawsuits. Despite all this, consumers have purchased more than
three million of the same device since its launch--notably throughout the media
storm. So how is it that the problematic phone is still the must have product
of the summer and perhaps the year?
One reason for the continued high sales is simple: Apple has built a solid reputation and is one of the world's most popular brands. Through years of what clearly has been extensive marketing and PR campaigns, Apple has proven time and time again that they produce the coolest and most high tech products on the market. Back when mp3 players were new to the street, Apple had the iPod; when PC laptops were being updated, Apple came out with the MacBook. And we can't forget about Apple's clever product placement on ABC's hit series, Modern Family, where the family's house is littered with iMacs and MacBooks. In fact they built a whole episode around the main character, Phil, obsessing about the launch of the iPad--while his wife unsuccessfully battled lines and crazy customers to buy one for him for his birthday. Eventually, their son Luke succeeds by telling people his father is dying and his last wish is to have an iPad.
One reason for the continued high sales is simple: Apple has built a solid reputation and is one of the world's most popular brands. Through years of what clearly has been extensive marketing and PR campaigns, Apple has proven time and time again that they produce the coolest and most high tech products on the market. Back when mp3 players were new to the street, Apple had the iPod; when PC laptops were being updated, Apple came out with the MacBook. And we can't forget about Apple's clever product placement on ABC's hit series, Modern Family, where the family's house is littered with iMacs and MacBooks. In fact they built a whole episode around the main character, Phil, obsessing about the launch of the iPad--while his wife unsuccessfully battled lines and crazy customers to buy one for him for his birthday. Eventually, their son Luke succeeds by telling people his father is dying and his last wish is to have an iPad.
Continue reading Apple's Hangup.