“Apple Inc. has no experience making cell phones. Almost nobody has personally seen its new star product, much less used it, yet the asking price is five times what most people have been willing to pay for a phone,” Bob Keefe writes for Cox News.
“So why is Apple’s iPhone suddenly the world’s No. 1 must-have product? Sure, it’s innovative, elegant, and has more features baked into it than any previous handset. But the key ingredient could be the near-mystical marketing prowess of Apple and its CEO, Steve Jobs,” Keefe writes.
“‘Everyone on the planet seems to know about this product,’ said Jen O’Connell, an Atlanta cell phone industry consultant and commentator who as a wireless executive has helped introduce about 100 phones,” Keefe writes.
“At the center of all things Apple, including its marketing methods, is CEO Jobs,” Keefe writes. “His unique sense of showmanship has been ingrained in Apple since he co-founded the company in 1976. But the launch of iPhone illustrates Jobs’ prowess perhaps better than any other product.”
Full article here.