The launching of each subsequent version of the iPhone has become an important social event in America, just as the Oscars of Grammy Awards are. Apple has ensured that through a circumspect use of public relations, the millions of dollars they use in advertising are supplemented by a massive public intercourse in their products (Gartenberg, 2017). News channels also pick up the story about the impending launch, thus adding free advertising for Apple. At the apex of every launch is a keynote speech that includes a lot of multimedia displays of the capabilities of the iPhone. The keynote event and keynote speech seem more of social events but form part of the innovative marketing strategy that has made Apple the best in the world.
Why it is Important for the Semester Long Project Analysis
Success in commerce is a common occurrence but being the best in the world takes exceptional skills in any activity. Apple has not only risen to be the best in the world but also remained on top as an industrial pacesetter when other players have been seen to struggle (McGoogan, 2017). The only logical explanation for the same is that Apple is not getting it right on some things but rather in all things. Focusing on something that many researchers and scholars would ignore and seeking to understand how it forms part of the Apple perfect plan is the reason why this topic has been selected for the semester-long project analysis. The subject is neither obvious nor common. It also involves a heightened level of innovation and inclusion on non-entrepreneurial skills into entrepreneurship. It will, therefore, be a rich source of information about the future of entrepreneurship in general and particularly marketing.
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Sources of the Research
Marketing strategies have two basic dimensions being the action itself and its outcome. Both are important to the success of any marketing scheme. Apple has elected to invest a lot of money into their keynote event whose climax is the keynote speech. Each year, they set the bar higher. The first source is from Apple itself and entails an evaluation of why Apple invests so much into this event and what their rationale is. Secondly, the success of Apple has made it one of the most researched companies in the world, thus developing many journal publications. This will be the second research source. The third research source will be mainstream media which has always taken time to predict in the keynote event and dissect it after it has happened. Finally, an evaluation of the informal social media for views on how Apple’s event is perceived by its customers and the general public will also form a secondary source.
Summary of Findings
The launch of the Sony iPhone X, as well as its keynote speech, was one of the largest social events in 2017 (Gartenberg, 2017). Major media houses followed the event live through multimedia content. Even before the event took place, there was a lot of chatter about it on social media, in conversations and also in news programs (Kelly, 2017). Apple seemed to circumspectly fuel this conversation by revealing nuggets of information about the iPhone and its launch, some of which were clearly designed to be controversial such as the pricing (Garun, 2017). Controversy drives conversation and this controversy worked well for Apple and increased focus on the event. The conversation heightened during the keynote speech itself, more so when one of the advanced display systems seemed to malfunction. Based on the commentaries made after the launch and keynote speech, the same was a great success and has kept potential and active customers talking about the iPhone X (Gartenberg, 2017). If the trend continues, the keynote speech might be the only advertising necessary for iPhone XI since social media and news channel are providing sufficient free advertising.
References
Gartenberg, C. (2017, September 12). The five most important things from Apple's iPhone X event . Retrieved October 16, 2017, from https://www.theverge.com/2017/9/12/16290080/apple-keynote-2017-iphone-x-8-event-news-recap
Garun, N. (2017, September 12). Watch Apple's iPhone X event in 15 minutes. Retrieved October 16, 2017, from https://www.theverge.com/2017/9/12/16273520/apple-event-live-stream-video-keynote-2017-recap
Kelly, H. (2017, September 11). Apple's big iPhone reveal is a day away. Retrieved October 16, 2017, from http://money.cnn.com/2017/09/09/technology/gadgets/apple-event-expect/index.html
McGoogan, C. (2017, September 12). Apple unveils iPhone 8 and £1,000 iPhone X with all-screen display and wireless charging . Retrieved October 16, 2017, from http://www.telegraph.co.uk/technology/2017/09/12/apple-iphone-8-iphone-x-launch-event-live-updates/
