In Harpal Kandola’s Blog, he discusses the marketing crossroad that Blackberry encountered as Apple approached the launch of the iPhone 4S. While I agree that Blackberry is disadvantaged by Apple’s innovation, the recent disappointment in Apple’s latest iPhone may turn out to be an opportunity for Blackberry to reposition themselves in the market as an innovative smartphone and shake the stereotype of being “corporate and stuffy” (Globe and Mail).
After months of anticipation, many are disappointed in today’s release of the new iPhone 4S. Many see the product as a let down because it does not live up to Apple’s claim of it being “the most amazing iPhone yet” (Globe and Mail, 2011).
The iPhone 4S letdown is not a result of poor quality, but rather poor marketing. Apple marketed the iPhone 4S excessively and built consumer expectancy to an unrealistic level. This is an example of where poorly executed marketing can actually harm a company. This case also highlights the turbulence of IT intensive industries through the rapid jumps in company success. It would be advisable for Apple to revisit their BTM and experiment and measure innovative methods to regain their status as a smartphone superpower.
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