Apple’s marketing machine is in a class by itself

“To say Apple is no ordinary company is a gross understatement,” Larry Magid reports for Forbes. “With a market capitalization (the total value of its stock) hovering around $573 billion, it’s now the world’s most valuable company. But even before it acquired that rare distinction, it was special in many ways, especially the way it introduces products and the way the public and the media react to those products.”

“For example, months before Apple announced its latest iPad, the tech press and even general interest media were speculating on what it might do, and that’s been a pattern with Apple products for years,” Magid reports. “I’ve never been sure how this happens, but there are always bloggers or analysts that seem to have enough inside information about the “secret” product to tantalize the curious.”

Magid reports, “When an Apple device comes out, it makes the front page of many newspapers, and there is huge interest in the early reviews. That’s one reason just about every reviewer who can get their hands on the products wants to weigh in as soon as possible. Most gave the new iPad well-deserved rave reviews and I’m no exception. But along with all the excessive praise for Apple products, comes excessive criticism when even the tiniest flaw is discovered.”

MacDailyNews Take: Or invented.

Read more in the full article here.


  1. no company gets the scrutiny as does Apple. And they have set the bar so high on sales and earnings, all they have to be is great in those areas instead of fabulous and Wall Street will punish them.

  2. As it turns out, you CAN’T actually use the iPad as a cutting board, as I saw in a youtube video somewhere. Now I’m suicidal and depressed, because that’s the only reason I bought the 64 GB WiFi + 4G enabled iPad.

  3. I just got home from the Apple Store. I bought a cover and a dock for the iPad I bought last week. They are incompatible with each other. The middle of the cover doesn’t close against the glass of the iPad.

    A flaw. A teensy flaw. A ho-hum flaw. Even Apple products have flaws, but not any that I care about.

    1. doesnt the dock turn into a picture frame while charging? So you wouldn’t want the cover on… And if they made it to handle the cover, people without covers would have a too loose fit.

      So maybe not a flaw after all.

  4. Larry Magid is another hack writer who in the past wrote glowing reviews of anything MS marketed. He forgets about all the media hype in the 90s surrounding the introduction of Windows 95 and all the long lines at Fry’s and CompUSA of fans hungry to get their hands on the latest and greatest from MS.

    1. Wow, I forgot about that, your correct.
      Good memory, it’s funny how things change.

      Apple has been due this for years, they had been cheated out of allot due to being a young company and others taking advantage of them, speaking for myself, I am glad Apple is finally getting the rewards they deserve after all these years, and the way it looks we will be seeing more of this new and radically different technology for years to come.

      Tim Cook is a good choice, and also a positive image for the Apple Steve always wanted, saying I am impressed is just far to little to express how they have changed the way we deal with and look at technology and the future of such is only just started.


    1. Woz? Really… that reaches all the way back to the Apple II days

      More like after Steve and -Jony’s- innovations
      (though of course it isn’t really past tense. Jon Ive (the industrial design genius of our century) is the responsible for most of the Apple designs in the last 15 years, is alive and well and still pushing the envelope of what can be)

  5. The magic lies in product simplicity. Apple products are innovative, well thought out, and simple to use. It’s really not rocket science that makes Apple tick. Just good, basic common sense and attention to detail.

    1. i agree. Fundamentally, it is exceptional product design that is Apple’s core strength, not their (albeit equally exceptional) marketing. It is the quality, functionality and remarkable technical and design advances in past products that fuels the interest and anticipation in prospective products. Equally, it is the history marketing hype and incredulous claims preceding crummy, uninspired, badly executed products by MS, Google and Amazon, oh and marketing strategies like RIM’s attempting compensate for non-competitive products that leaves buyers disinterested.

  6. The explanation is quite simple. Apple doesn’t talk about things until they are ready to sell them. This adds drama because sometimes they come up with a category busting product.

    With all the rumor sites on full burn looking for clues, we haven’t actually had many surprises in recent years. Outside of the unpredicted successes of the iPhone and iPad the hardware is almost entirely mapped out in rumor based on intel from Apple’s production partners.


    Apple does not have a first class marketing machine! Apple has a great advertising group. Lets not give marketing groups any more of an ego than they currently have.

    If Apple had a first class marketing group, they would be out of business! Just look at all the many different computer configurations a buyer can get from Dell and HP. Marketing groups are still scratching their heads on how Apple did it!

    Most marketing people do not understand the power of great design (Industrial Designers also Hardware, Firmware and Software Engineers)!

    1. Yeah I agree I always read these things and think, it aind the marketing pal.
      It is the “pat” excuse of all of the MS-ophiles (and Larry Magid is defiantly in that category). They simply can’t admit (particularly to themselves) that Apple has simply had better products (better hardware better software, better integration and better service that any of the industry standard “wintel” hardware) for the past 10 or 15 years (some would say 25)

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