Quick intro in case you haven’t heard: On April 19th, Gizmodo put up a post fully dissecting Apple’s next iPhone (except for the software – they couldn’t turn the damn thing on (it was remotely killed by Apple)). Here’s the catch: Apple has never announced any next-gen iPhone yet. It was discovered (on March 18th – one whole month before Gizmodo broke the news) in a Redwood City, California bar disguised as a current iPhone 3GS. It seems that some Apple employee (lets just call him Gray Powell) left it behind, probably doing some field testing, and was found by a bar patron (who, according to CNet, has been identified by police (UPDATE: His name is Brian J. Hogan). The phone eventually found its way into the sweaty palms of Gizmodo, which ran them a tasty $5000, though at this time it is not clear who exactly sold them the phone (UPDATE: Yes it is – It was the same guy who found it; see link re: Brian J. Hogan).
Last week, news broke that a criminal investigation was under way, and hours later police served a search warrant on the home of Gizmodo editor Jason Chen and seized his computers and other electronic equipment. Some are accusing Apple of launching this entire police operation.
(Want a visual aid for this whole fiasco? Check out an ingenious flow chart created by Fast Company below, after the break!)
Has Apple gotten off their game? Or is this the most brilliant marketing scheme ever devised? Here’s why I think the Apple Marketing team has seriously topped themselves.
(Continued after the break –>)
- Apple has always been known to be one of the most top secret companies (if not the most top secret) when it comes to unreleased products (I once read that they test different parts of a product in different departments so that even their own employees do not know what the finished product of their labor is going to be).
- They of course field test their products all the time, but how an Apple employee could forget a next-gen iPhone (even a prototype) is beyond me. I’ll bet you that’s going to be the last beer paid on Apple’s tab!
- Some new juicy info uncovered by Wired.com states that Apple tried approaching the guy who the iPhone in the bar (who we might as well be calling Indiana Jones, because from the way tech world has reacted, it seems like this dude found the frickin’ Holy Grail) before the police did. Turns out just the guy’s roommate was there, who would not let them.
- Apple of course took this course of action to re-obtain what was rightfully theirs, but perhaps there was something more to it?
- Since Apple likes doing things behind closed doors, why launch a very loud and public police investigation?
- This could only keep them in the public eye longer, and thus continue to be on people’s minds. The iPad was released a few weeks before this news broke, and over those few weeks until around the 19th Apple was in the headlines with iPad reviews and impressions. The Wifi+3G iPad is going on sale this weekend, but this debacle will definitely keep developing until Apple’s World Wide Developers Conference (WWDC) which begins on June 7th. At that point Apple will likely release something, perhaps even the very device that has been exposed here – expect stock prices to explode.
- Apple’s key to marketing has been getting consumers ripe with anticipation for a product’s release. Once the thing is unleashed, the world pounces on it like leopards! (Yes, yes; that was a slight nod to Apple’s OS)
- Some of the hardware Gizmodo uncovered answer many of worlds cries for what they have wanted to see on the iPhone for a while: front-facing camera (I’m excited for that), “much higher resolution screen than the iPhone 3GS” (though not “HD” – perhaps something better? Something alien-like?), larger back-camera (my own speculation would be a 5 megapixel cam (Update: Looks like my speculation may hold some ground: Check out this rumor via Engadget), and camera flash.
- Putting an iPhone out in the wild with these hardware specs is Apple telling their fanboys (and the world) that they are listening and taking their pleas into consideration. Even if this isn’t the final design we may see at WWDC, Apple just earned like a bazillion kudos points with it’s consumers.
So, now that I have imparted by knowledge onto you – what do you think? Marketing scheme or a complete screw by what may now be a once great company (ok, maybe that stretching it a bit)?
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