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Apple: Victim of its own success? March 10, 2010

Posted by billyburnettgbc in conversational PR, HP, iPad, iphone, Online Reputation.
Tags: , , , , , ,

Apple knows how to create hype around a new flagship product. Fact. Most apparent with the recent launch of the iPad, thousands of articles were dedicated to industry rumour and speculation around the name of the product, let alone a laundry list of features that were dedicated to showcasing possible designs and features. But, what happens when the hype outweighs the product itself?

This is a major challenge that Apple is now facing and with the launch of the iPad in the UK at the end of April, something they need to address quickly. Unveiled on January 27th, the media bubble quickly burst and subsequent polls found that the masses agreed.

Was this because the media had put too much hype behind the product, perhaps? One supporting point behind this is the string of videos, images and articles dedicated to ridiculing the name of the product itself. Even I find myself referring to the product on occasion as the iTab, but what can I say – I just preferred what the masses had come up with?

Even Apple fan boys have struggled to hide their disappointment; as a result this has resulted in another PR challenge for Apple – competitors are highlighting the product weaknesses with few product ambassadors to protect them and media keen to draw attention to them.

One such video was released yesterday by HP which highlighted the flash capability of the HP Slate and immediately captured the media’s attention:

Over the course of the next few weeks the Apple PR machine will be tested and how they react is likely to make or break the success of this product (and potentially a slight price discount).


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