I recently read about Clarence’s blog post about the new Ipad 2, and found that what he discussed there really interest me.
He talked about how Apple promote their new product, and increase the rate of adoption— mainly by high observability. He said that, “Apple retail stores are keen on allowing customers to come into the store and test out the new technology. Being able to see and touch the product will give consumers a better sense of what they are playing with, and will impact hugely on their consumption behavior.” However, I actually think that is a kind of trial-ability, since people do not only see the product, but indeed try them on hand. Observability, as I understand, is when people are able to see the product either from newspaper, ads on TV, etc.
In addition, I also want to discuss here why apple is keeping producing updated similar product rather then put everything all at once. I remembered when Ipad2 was about to be put on market, my boyfriend and I was having an argue about how sneaky the Apple company is. He said that Apple is cheating consumers because they always hide some features of their product and add them later to their new product. By doing this, they will never end up producing new things because they can always add an additional feature to an existing product and sell it to the market again. As he was furious about Apple’s strategy, I argued that this is actually a very smart idea. Since Apple already established their prestige brand image and a huge amount of loyal customers, they are sure that there will always be someone buy their product. They are planning on a more long term strategy by keep producing updated version of product so that their costumer stream will never end. If they produce one product with all the technologies they have, the product will by sold out faster but shortly, it will be out of date and forgotten. From Apple, I think I’ve learned a really important and useful strategy of producing product. That is, always think about what you can do next to the existing product you have, and produce updated version so that people will keep track of your product in long term.
Here is the link to Clarence’s Blog post: