Apple’s marketing machine does it again: iPhone generates $400 million in free publicity

“Apple’s marketing machine has done it again,” Jefferson Graham reports for USA Today. “While the biggest names in tech were in Las Vegas at the Consumer Electronics Show in January showing off new gadgets and gizmos, Apple gambled it could extract attention in San Francisco for a sneak-peek debut of the iPhone, the combination music player/cellphone and Internet device.”

Graham reports, “Apple CEO Steve Jobs’ bet paid off like a gushing Vegas jackpot. The avalanche of headlines and TV news stories about the iPhone – which hits the market in June – already have generated $400 million in free publicity, says Harvard Business School professor David Yoffie. ‘No other company has ever received that kind of attention for a product launch,’ Yoffie says. ‘It’s unprecedented.'”

“The company’s masterful buzz machine has helped generate record profits (thanks to the worldwide digital music cultural icon, the iPod), but it’s barely nudged Apple’s computer market share,” Graham reports.

MacDailyNews Take: Oh, really? We guess it depend on your definition of “nudged.” Apple’s Mac market share is showing remarkable gains:
Net Applications: Apple’s Mac ‘market share’ continues rise, hits 6.38% in February 2007 – March 01, 2007
Net Applications: Apple’s Mac market share continues rise, hits 6.22% in January 2007 – February 01, 2007
Gartner: Apple’s U.S. Mac shipments up 30.6% year over year – January 18, 2007
Net Applications: Apple’s Mac market share continues rise, now at 5.39%, up 31% year-over-year – December 01, 2006
Apple’s Mac market share surges, up 35-percent year-over-year as growth accelerates – November 01, 2006
Analyst: Apple has ‘real shot at dramatically expanding Macintosh market share’ – October 31, 2006
Analyst: Apple Mac gains market share, the reason why is significant – October 26, 2006
IDC: Apple Mac attained 5.8% of U.S. market share in Q3 06 – October 18, 2006
Gartner: Apple Mac grabbed 6.1% of U.S. market share in Q3 06 – October 18, 2006
Gartner: Apple Mac grabbed 4.6% U.S. market share in Q2 06 – July 19, 2006
IDC: Apple Mac attained 4.8% U.S. market share in Q2 06 – July 19, 2006

Graham continues, “Marketing guru Peter Sealey, a professor at Claremont Graduate University, calls the charismatic Jobs ‘the best marketing CEO in the business.’ USA TODAY spoke to professors such as Sealey, authors and former Apple marketing executives, asking what other companies could learn from the Apple marketing manual.”

Full article here.

[Thanks to MacDailyNews Readers “Jim – the independent voter” and “RadDoc” for the heads up.]

Related article:
How Steve Jobs blew his iPhone keynote: premature announcement hurts Apple – March 09, 2007


  1. Loosers. They never saw it coming, even with all the rumors leading up to it’s announcement.

    MW = age….as is the cell phone industry is suddly showing its age.

    I love it MDN. How do you always do that?

  2. Actually Steve did blow it, as you will see in the summer.

    I cannot tell you why but it will be possible for the iPhone competitors to seek a court injunction barring the sale of the iPhone. Apple will of necessity want to go nuclear in response, but will have to pull back under direct orders from Steve Jobs. Steve has to make a tough decision: can he survive being asked certain questions under oath? Many of us believe the answer is NO. Because of the incredible mess he’ll end up in if he were to. Part of what the SEC looks for in bring an indictment in options backdating cases is intent to deceive. It will become resoundingly clear that Steve committed prior and ongoing acts of willful “intent to deceive” once he is deposed and co-workers are issued subpoenas. Mac loyalists will of course ridicule any accusation and attack all who oppose their Jesus of Cupertino. But in the end, this is a country of laws, and not even celebrity billionaires are above the law. Sorry, but justice doesn’t apply only to politicians named Nixon.

  3. Yes, there’s marketing– but without something to back it up, it would be all show. The other companies stretch what they have and oversell it. Apple undersells and often over-delivers.

  4. Since we are getting all spelling police up in here:
    Thomas-it’s “Losers”, not “loosers”.

    Also, isn’t this business as usual for Apple?
    Don’t they generate a usual amount of buzz with just about every product announcement?

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