Jump to content


How Apple keeps them lining up

  • Please log in to reply
No replies to this topic

#1 TheSentinel


    The man in the dark

  • General Admin
  • 30,417 posts

Posted 17 March 2012 - 06:38 PM

How Apple keeps them lining up

A chilly morning in New York. Rain in San Francisco. Who cares? Apple fans were standing outside stores yesterday for their third-generation iPads. But why?
by Josh Lowensohn and Jim Kerstetter | March 17, 2012 4:00 AM PDT

What does the iPad have in common with Harry Potter? Quite a lot it turns out.

It's got legions of fans eager to line up for it, lose sleep over it, and even skip work to be the first to get their hands on it. And of course there are those that detest it entirely.

We're not going to call CEO Tim Cook a wizard, say there will be an eight-part movie series, or focus on the company's use of the word "magic" to draw this comparison out even further. But we will say that few products have brought this kind of appeal, and fewer still have done it more than once.

Yet with the third (and assuredly not final) iPad, Apple's managed to do it again. yesterday's launch, which brought lines at Apple's stores and third-party retailers around the world, is an affirmation of that.

What's Apple's secret for turning these launches into a cultural event? It's consistency, and it's surprise. You believe that Apple product you're about to buy will be like the last one, but how will it be better?

The people who line up know what to expect. Heck, many of them will sell what they buy less than a year from now (just look at some of the numbers trade-in services posted last week).

Details about at: http://news.cnet.com...them-lining-up/