Apple Conference Core Strategy
Tuesday, September 8th, 2009 by Rob Brown
A famous global PR company used to give clients three pieces of advice on press conferences…”don’t do them, don’t do them and don’t do them”. They are hard to get right, open to risk and in the digital age what is the point of a press conference? Well, it is the same as it always was - to fuel the buzz. I don’t think anyone today does it better than Apple.In fact Apple, which has a conference scheduled for tomorrow, 9 September, has achieved what most companies can only dream of, a flood of coverage before they have announced a thing. They can do this because they have great products and a charismatic head honcho in Steve Jobs. They also succeed in creating drama and intrigue. So what is the buzz about this time? There is so much speculation that it hurts but here is a quick summary of the hum on the wires:
- Will Steve Jobs host? He is recovering from a liver transplant but back at work. Will tech’s greatest showman be hosting the show?
- Is the much talked about tablet ready to roll? The keyboard free netbook, the love child of the iphone and the macbook is hotly tipped.
- The Beatles are going on iTunes. Spotify has seized all the headlines lately and Apple must be keen to get its download service back in the spotlight.
- Time for a new Touch? The iPod touch is set for a facelift but it has the capacity to be big news. If as is rumored there is a microphone on board plus an app for VOIP phone calls the big phone operators might finally start to flinch in the face of web based calls.
Whatever is waiting in the wings one thing is certain; the press conference is a core part of the Apple PR strategy and it will be rewarded with a media deluge.
