By SteveJack
Apple screwed up two things with iPhone 4S: Media management and paint.
As I just wrote over here:
Why Apple didn’t leak “there will be no iPhone 5″ – strongly enough to seriously dent the rumors – to The Journal or some other credible outlets last week is beyond us. Leaks to convey important information to trusted journalists is nothing unusual and Apple’s done it many times before. Tamping down overwrought expectations should be standard operating procedure for Apple Inc. And it’s so easy! Under-promise (this includes not only saying little, but also managing out-of-control expectations) and over-deliver. So simple.
And, it obviously doesn’t matter if Apple said anything about an iPhone 5 or not, it’s the perception that’s the problem. In general, too many people expected an “iPhone 5.” That is clearly a problem for iPhone 4S. That the overly-inflated expectations were not caused by Apple is meaningless. It’s Apple’s job to manage hyped up expectations that will negatively impact the reception of their products – especially with a new CEO trying to do the impossible and stand up there in Steve Jobs shoes. Why is Apple so tone deaf? Have they become too insular?
The same sort of media mismanagement happened with “AntennaGate,” too. Apple was maddeningly slow to react, lost control of the narrative early on, and then had to resort to trotting out no less than Steve Jobs – along with videos of competitors’ phones attenuating all over the place – for a way-late dog and pony show just to regain some vague semblance of the control they never should have relinquished in the first place! Apple seemingly manages everything well, except for the media sometimes. Ignoring the media and letting hype spiral out of control is not a valid strategy for managing your message, Apple; it’s incompetence.
But, even without doing a thing to properly manage the hype, Apple could have better launched iPhone 4S – and sold many more units – with just a bit of paint.
Where is the silver iPhone 4S? Apple can clearly make them black. They can finally make them white, too. Silver couldn’t be that difficult. Apple forgot to make a silver one!
What, you don’t like silver? Then substitute “silver” with “unlike iPhone 4.”
Call me shallow. Call me elitist. But I want my iPhone 4S to proclaim its iPhone 4S-ness to everyone who sees it. And their mothers. Whether you admit it or not, you probably do, too. Certainly, you can admit that it might be possible that more people than not would like and want an iPhone 4S more if it wasn’t doomed to forever be confused with any random old iPhone 4.
I mean, seriously, if I’m going to make the effort to stand in line Day One, I want an iPhone that screams, “I’m new! I’m the best there is! Nah, nah, nah, nah, nah!”
iPhone 3GS suffered from the same problem. It looks exactly like an iPhone 3G. And, for that reason, to the general public, the 3GS just wasn’t anywhere near as compelling as was iPhone 3G or iPhone 4.
Like it or not, people judge a book by its cover. Back when everyone had a 3G or 3GS and you’d whip out your new iPhone 4, people looked. Some of them even stared. They asked you about it or they at least noticed. Now, you brandish your big, bad, nondescript iPhone 4S in public and you might as well have pulled a freaking Android out of your pocket. The collective meh will be deafening.
I’m telling you, had Apple introduced iPhone 4S in a choice of black, white, or silver, the silver model would have outsold the black and white models combined. With ease.
There’s still time to introduce a silver iPhone 4S, Apple. I won’t even charge you (much) for the idea.
SteveJack is a pen name used by a long-time Macintosh user, web designer, multimedia producer and, when he feels like it, a contributor to both MacDailyNews Takes and the Opinion section.
I usually agree with SteveJack. Not this time. I don’t think I agree with one thing in his whole post, actually.
And the entire lot of articles posted here in the last day about how “Apple screwed up” are all utter hogwash in my opinion. Time will tell, of course, but I don’t see how the 4S will be considered a failure by any measure over the coming months. I know I’ll be getting mine on day one.
We never said they won’t sell tens of millions of iPhone 4S units. We simply said that they could have easily set themselves up for a much more successful product reception.
You sure about that? 😉
You sure about that? 😉
http://www.pocket-lint.com/news/42417/iphone4s-preregistration-phones-4-u
Yes, we’re perfectly sure. We said: product reception. As in, by the media in general. Search “iPhone 4S disappointment” for thousands of examples.
What??? So it’s all about the Media’s perception??? Hate to burst the bubble but nobody who invests in Apple gives a hoot about the “media reception”. They care about how consumer reception. Those people who actually buy the phone. This importance placed on pleasing the Media is absurdly narcissistic. No one cares – but the media members themselves. The self reporting of their own disappointment is an indictment on Hirt failure to actually do any journalism and just sit back speculate and call that “reporting”. The media have no one to blame for their collective “disappointment” than themselves.
You have to stop believing everything you write just because you wrote it or heard it from “an inside source”.
Agreed, and since when does MDN take itself so seriously as to consider itself “the media”. Granted you have as many ads as one could find in a newspaper, but give me a break. I wouldn’t be the least bit surprised to find out MDN was a 1 – 5 man operation. MDN, you used to be fun, remember your roots. I’ve been visiting since you went live.
iPhone 4 S kicks ass!
Norrin,
Hate to burst your bubble, but the market value of your investments is significantly driven by customer reception. Anyone who forgets this is clearly not a smart investor.
Moreover, have you ever considered that others’ opinions might not be wrong, merely different? Seems to me that you’re the one interpreting media opinionating as media factual reporting. Or did you not learn the difference?
@ Mike
Hey Mike – if you had actually read what I wrote you would see that your first paragraph is precisely the point I was making.
And your second paragraph does not even relate to anything I wrote. Although – in the media, if you want to give your opinion you are supposed to “editorialize” – you know, make it clear that what you are writing is your opinion and not an actual piece of journalism. I haven’t seen anything qualifying as either a properly characterized editorial or as an actual piece of journalism regarding the “iPhone 5” hype learning up to the announcement. The media, not journalists, created that hype machine and ended up being “disappointed”. Yeah – by their own doing. LIke little kids do when they build up for a pony at Christmas time with no basis in reality and wind up with new socks under the tree. JMO.
Actually, I don’t think you could improve on the iPhone 4S form factor except to make it thinner. It is very elegant. I am glad that I can upgrade and not lose that.
I understand. MDN has to come up with some rationale for its totally ridiculous “sky is falling” reactions to the very fine product announcement yesterday by Apple of the iPhone 4S. Apple has no responsibility to be all over the place correcting erroneous speculation by internet fools. For those, including MDN, who are fixated on fancy new hardware (like old Wintel PC bigots) you need to understand the issue is what does the new product do that makes it unique and different and worth buying. I saw at least three reasons to do that based on iPhone 4S demo. SIRI by itself will drive a ton of new sales. But for MDN and SteveJack, maybe you should get an Android or Blueberry or whatever.
I think this story is spot on – apple should have better managed the hype. Who can realistically say that apple was using the best possible judgement when they let the iPhone 5 frenzy make it to the mainstream press.
Apple doesn’t manage the hype—it bends over backwards to keep mum, for crying out loud!
I love the design of my 4 and I was worried there might only be a 5 in a new case design when I come to upgrade. I know I’m not everyone, but I for one am MORE likely to upgrade than if they’d changed the design. You can’t improve on perfection 🙂 (especially not by painting it silver).
They don’t need to paint them silver. They need some good commercials explaining what the phone, and Siri, can do. Then- stand back!…
I enjoy Jack’s commentary and I also (along with Wall Street) agree to these claims. Jack’s not particularly stating that Apple should present a silver iPhone 4S. Jack’s looking at form factor. Differentiating your iPhone 4 with an iPhone 4S. As of now, they look the same except under the hood is different.
Different cases? Come on now… you’re missing the point.
Apple failed on many fronts here, especially at a time when they needed Tim Cook to shine.
Those who do not agree with this post are (a) not stockholders and (b) have blinders up and cannot see the big picture.
Sure, Apple’s business model still works and the product cycle for iPhone still has life with many dynamic growth areas. Long lines will develop, long lead-times to control supply vs. demand will still be the same cards Apple plays, and Apple will still profit tremendously from 4S. But again, they failed on form factor. Under the hood is awesome, but I’m still wearing/driving/presenting last years outer model with 4S.
I can say this at a 95% level of confidence that iPhone 5 will definitely be a revolutionary design (LTE, NFC, etc) and Apple will learn from this. Perhaps Apple felt it was best to save their design(s) for future models? And as Jack said, they necessarily didn’t have to introduce a new form, just change the color so that your phone stands out. Apple’s lack of media control that spiraled into the abyss yesterday proves that others reflect our sediments.
I’m curious as to why Apple leaked fake form factor parts, which then led to OEMs making cases? Those cases came from SOME other design, and it’s too bad they’re not for 4S.
Yes, bad media play on there part.
I’m still LONG on AAPL.
“Q”
I understand that the writer is trying to be clever and possibly provocative, but this article is stupid and pointless and he’s failed on both points.
To posit that a silver paint job would have resulted in many more sales is ignorant, when *no* iPhone 4s’s have been sold yet.
To say “you might as well have pulled a freaking Android out of your pocket” is insulting.
Go buy an android, SteveJack. We won’t miss you.
Since when does being a smarmy fanatic qualify one to be a pundit on a site like this?
jumped.the.shark.
Also, I’m betting they will sell iPhone 4s’s as fast as they can make them.
All over the WORLD. One model.
Additional color options would have been nice. I remember how incredible the iPod mini and early iMacs were with there assortment of color options. I’m still going to order the new iPhone on the 7th regardless, but I would have liked to have seen a bit more variety.
As to shallowness? Pssh. All of us here are at least somewhat interested in design and aesthetics, otherwise we wouldn’t be Apple customers. As if wanting to buy a car that is neither black nor white also makes you shallow.
One word. Quality. Apple only intends to put out quality and not desiring to force something out that is not standard of quality. Customer appreciation of a mature hardware phone is a good strategy. The bloggers are all squirming that they predicted wrong and now blame apple for not delivering what they predicted. How dare apple? Lol
Agreed. Spot on.
I have iPhone 4. I wanted to buy iPhone 5 at any price. Will not buy 4S, will wait to version 5.
I have iPhone, iPhone 3G, iPhone 3Gs, iPhone 4 and WILL buy the iPhone 4s as well as the 5 when that comes out next year.
Rumors are rumors and you need to grow up and understand that just because someone writes about a rumor doesn’t mean its true. The 4S is a significant upgrade from the 4. More processing power, faster 3G networking equal to all the competitors who claim 4G but are really not, better graphics, better camera, SIRI, IOS 5 software, wireless sync, the iCloud and bigger capacity. I see no disappointment here at all except the name isn’t 5. If that’s all that’s wrong then I would call this whining.
I’m excited by the 4S, I’ll be ordering mine on Friday to replace my 2 year old 3GS. Most of us are patient. We don’t upgrade every year. I replaced my original iPhone with the 3GS, not the 3G. For the last 15 months I’ve accepted that I didn’t have the latest iPhone on the market.
iSteve: I’m doing the same thing. I’m operating by the principle that I don’t have to trade in my car just because it’s a new model year. You’re upgrading your iPhone just when AppleCare runs out, and without any penalties from the carrier. Perfect timing.
I AGREE !!!!!!!
Apple said that the iPhone 4S looks the same as the iPhone 4, but everything inside is different. They could have called it iPhone 5. They didn’t, and that caused a tempest in the critics’ teapot.
I’d rather have a computer called a Macintosh than an iMac, and I don’t understand why there is a MacBook Pro when there is no MacBook Amateur. I don’t care for the product names, but that’s just me. It is too trivial to factor into my purchase decision. I think the rest of the public is the same. An iPhone by any other name will sell just as sweet.
Bloggers are under pressure to write, and sometimes they have to make up things to write about. They’ve been watching Sesame Street too much. This “controversy” is brought to us by the letter S.
Well said, Ken.
Who cares if people know that I have an iPhone 4 or 4S? If I wanted a status symbol, I’d buy a better car!
What crap… if you need a new phone why would you not buy a 4S phone from Apple? If your disappointed that there is not a new model, just wait till next time around.
I remember when the 3S came out, exact same bullshit… and Apple went on to sell millions and millions, just like they will with this new model that has greatly expanded capabilities… FUD by the same folks who always look for reasons to do so…. imagine what the FUD would have been with a new model…. same old, same old….
They are STILL selling the 3GS, as a matter of fact, it’s what I’ll be upgrading from. With them being FREE (fully subsidized) now, I bet there will be lots of kids, budget restricted individuals jumping into the ecosystem, there is no NO BARRIER to entry into the iPhone world.
this is a very stupid article. Anyone whose motive for whipping out their device is just to be noticed is just Vain. And they are missing the point. I don’t give a damn who looks when i use my iPhone. That’s not why i have it. I use it because it “just works,” no hassles, on everything i need to do. It is the perfect balance of form and function. I’m glad Apple didn’t needlessly change the exterior. They’ll make the change when it is necessary.
Get over yourself!
If anyone thought that Apple would continue without visible change once Mr. Jobs step down then this should be a wake up call. Apple will now operate differently given the new shape of it’s management. I’m not saying this will be a bad thing…just a different thing. Maybe Steve would have played this differently if he’d been at full capacity and running the show. You’ve got a new leader who’s gonna impose his will and we’ll see that more and more and the year goes on….
Again, not saying it’ll be bad…but the good ole days are gone and we can’t bring ’em back.
Apple without Steve will be its biggest challenge…
the iPhone 4 is the best looking phone ever and the iPhone 4s will still be the best looking phone ever.
MDN: your commentary on the 4S release is stupid beyond belief. Please get a clue. Stop spreading the FUD. This is almost as annoying as the libertarian political crap you post. Sorry you freaked when AAPL swooned yesterday, but please stop blathering on in a vapid panic. I’ve never been so close to writing you off entirely.
As always, ney sayers will be proven wrong by the next Apple quarterly meet.
On a side note:
I remember years ago SteveJack going on and on and on about how using a cell phone camera was stupid “IF YOU WANNA TAKE PICTURES USE A REAL PHONE!!” He also stated that no cell phone camera would EVER compete with a good point-and-shoot. (Or words to that effect. Haven’t heard them in a long time which brings me to my point)
Now that the iPhone camera is 8MP (save the MP discussion, I know already) I would like to read his retraction or rebuttal. Or at least an opinion.
Thank you.
Listen to all you people. All these excuses. This is the same fuxking phone! After almost 1.5 years on the same design, we’re supposed to suffer through this crap design for another year? So 2.5 years on the same design? Are you kidding me? The only people who will be sucked into this are Apple fanboys who don’t know any better.
Well, I personally still like my iPhone 4 16 months later.
I don’t feel a need to get a new phone every 6 months to be “cool”. Anyone who would think someone is “cool” because they have the latest phone (or whatever other gadget), is pretty uncool themselves and just a victim.
I guess that’s why I didn’t rush out to buy an iPad 2 – I still like my iPad. I may lose cool points when I use it at the airport, but I’m not keeping score anyway. 😐
@asfddfs:
“…suffer through this crap design …” Really?
My iPhone 4 is just as awesome today as it was yesterday. And the iPhone 4S is even more awesome. God forbid Apple should make you suffer, so go out and find that nice Windows 7 phone you so richly deserve.
BTW, my Mac Pro has the same case design that the Mac Pro line has had since 2006. Apple understands it’s not worth messing up perfection just because you can.
“fanboys”? Excuse me?