I am standing on platform 3 of Sydney Town Hall station and I am in awe at the strength Apple has gained for its brand and products. Across the tracks, the platform walls are covered with numerous, huge billboards advertising various products and services from well-known companies. They all follow roughly the same pattern: a bright image, logo, short description of the product, its benefits and a call to action either enticing the public to purchase the product, consider the service or inviting the public to find more information related to the product or service. But not the Apple iPhone 5C ad.
Apple has created a little consumer craze recently in Sydney. First, by opening its huge and very flashy store on George Street and now with the launch of the Apple iPhone. People queued for both events in rather cold temperatures.
It is hard not to admire their marketing approach. It seems these days anything made by apple in electronics goods is an winner. It seems the Apple iPhone will revolutionise the mobile phone scene the way Apple iPod revolutionise portable music players.
Kin observers will note that iPhone although very stylish and functional is not really a pioneer in smart phones category. HTC under various monikers like XDA for example, has manufactured smart phones with touch screen interface for years.