Apple\u2019s marketing strategy for a new product (like the iPad) works something like this:<\/p>\n
Phase 1 – Steve Jobs will announce the product in an \u201cinvite-only\u201d event weeks before the product is actually due for shipping.<\/p>\n
Phase 2 – Apple will send review units to a very select group of people (let\u2019s call them the Inner Circle). These reviewers get to test the product (secretly) for days and, on a pre-decided date, they can push their reviews online.<\/p>\n
Phase 3 \u2013 Consumers can now buy the product. That\u2019s the day when you see long queues of people camping outside the Apple retail stores.<\/p>\n
We\u2019re still in Phase II of the iPad launch \u2013 the first reviews are in and everyone seems to be pretty impressed with the Apple Tablet Slate.<\/p>\n
<\/p>\n
![\"Inner](\"http:\/\/img.labnol.org\/files\/steve-jobs-inner-circle.jpg\" "\\"Inner")
\nThe Inner Circle of Steve Job
\nIf you compare the launch of iPad with a previous Apple product (say iPhone), you\u2019ll notice one major change \u2013 Apple seems to have expanded their \u201cinner circle\u201d and, for the first time, they\u2019ve sent review units to at least one person who is a popular blogger but not part of the mainstream media.<\/p>\n
The list now has 10 names including (clockwise):<\/p>\n
- \n
- The Wall Street Journal<\/a> (Walt Mossberg)<\/li>\n
- The New York Times<\/a> (David Pogue)<\/li>\n
- USA Today<\/a> (Jefferson Graham & Edward Baig)<\/li>\n
- Boing Boing<\/a> (Xeni Jardin)<\/li>\n
- The Root<\/a> (Omar Wasow)<\/li>\n
- TIME<\/a> (Stephen Fry)<\/li>\n
- PC Magazine<\/a> (Tim Gideon)<\/li>\n
- ABC News<\/a> (Neal Karlinsky)<\/li>\n
- Houston Chronicle<\/a> (Bob LeVitus)<\/li>\n
- Chicago Sun Times<\/a> (Andy Ihnatko)<\/li>\n<\/ul>\n
AOL\u2019s Engadget and Gawker\u2019s Gizmodo are the biggest gadget sites in the world and they probably draw more eyeballs that most mainstream websites put together but they\u2019re not part of the Jobs\u2019 circle yet.<\/p><\/blockquote>\n","protected":false},"excerpt":{"rendered":"
Via Digital Inspiration Apple\u2019s marketing strategy for a new product (like the iPad) works something like this: Phase 1 – Steve Jobs will announce the product in an \u201cinvite-only\u201d event weeks before the product is actually due for shipping. Phase 2 – Apple will send review units to a very select group of people (let\u2019s … Leggi tutto<\/a><\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17,15,32],"tags":[56,1236,553],"class_list":["post-18049","post","type-post","status-publish","format-standard","hentry","category-economia","category-mobile","category-pensieri","tag-apple","tag-ipad","tag-jobs"],"_links":{"self":[{"href":"https:\/\/www.pasteris.it\/blog\/wp-json\/wp\/v2\/posts\/18049","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.pasteris.it\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.pasteris.it\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.pasteris.it\/blog\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.pasteris.it\/blog\/wp-json\/wp\/v2\/comments?post=18049"}],"version-history":[{"count":2,"href":"https:\/\/www.pasteris.it\/blog\/wp-json\/wp\/v2\/posts\/18049\/revisions"}],"predecessor-version":[{"id":18051,"href":"https:\/\/www.pasteris.it\/blog\/wp-json\/wp\/v2\/posts\/18049\/revisions\/18051"}],"wp:attachment":[{"href":"https:\/\/www.pasteris.it\/blog\/wp-json\/wp\/v2\/media?parent=18049"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.pasteris.it\/blog\/wp-json\/wp\/v2\/categories?post=18049"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.pasteris.it\/blog\/wp-json\/wp\/v2\/tags?post=18049"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
- The New York Times<\/a> (David Pogue)<\/li>\n