When you type in “iPhone5” in Youtube, the long list of results would probably take you half of the day to watch all these fancy videos of iPhone5. Although the newest generation of iPhone5 is not as surprising as many people expect, the new phone has hit a record within 24 hours of pre-order, to more than 200 million, Apple said.
It seems many people are not focusing on the new functions that iPhone5 has lounged when they booked the new phone. The trend to own an iPhone has been a social “culture”. I wonder how Apple manage to make their product to be more than just a mobile device, but also a mind and a “culture” that consumers accept.
Promotion would definitely be one of the reasons how Apple successfully conveys this “culture”. If you spend some time watching the official trailer of iPhone5, there may be some hints there in terms of promoting via social media. In the very beginning, Jonny Ive, Apple’s senior vice president in charge of design is introducing iPhone5 in a white background, which was advocated as the “noble” colour by Apple, according to Fortune Magazine. The white background plus the brief image feel like an iPhone popping up in the customers’ eyes. The combination of numbers and images vividly emphasizes the effects of 18% lighter and 20% thinner and shows how real it is happening to iPhone5, which increases the desire to purchase this new phone. The video also shows iPhone5 is used in the coffee shop, in the office, in everywhere of people’s life. All of these places make people feel they are the protagonists of this “noble” product. Other details such as the carefully wonderful process indicates iPhone5 is a customized product which is the best choice and worth owning in the promotion.
There is no doubt that advertisements are now everywhere for Apple’s products. With these smart ways to promote, it is understandable now why many people yearn for this new iPhone5.
http://www.apple.com