In recent years, the timing of the Steve Jobs Macworld Expo keynote
seemed to be more about sucking the air out of the news from CES than
having products ready. Often the hardware wouldn't ship until February
or March or even, in the case of the iPhone, June.
While this is great for driving up the pre-orders, it isn't a good
way to transition products.
Ahead of the Curve
One of Apple's strengths under Steve Jobs is killing off a product
or, as in this case, a way of doing things before it is obviously on
its last legs. It's one of the ways that makes Apple look on top of its
game.
With the recession, visitor numbers this year and next will be hit.
So the news that Phil Schiller will be giving the last Apple keynote at
Macworld Expo and that Apple won't even be there in 2009 is a good
commercial decision. In the days when Apple was desperate for
attention, the two Macworld Expos helped focus the press. Now that,
as
the Macalope put it, Apple gets "massive, global exposure" when it
sneezes, Macworld has become an expensive unnecessary distraction.
Even with large discounts from the organizer, it must cost Apple
millions. It is expensive in terms of floor space, booth design,
construction, and manning it with good personnel, at least some of whom
need to be flown in and given hotel rooms, etc. Unnecessary because its
prime focus is the consumer, who can now see Apple products well
displayed in 250 Apple Stores as well as Premium Apple Retailers.
It is also a distraction, as an exhibition like this is a large soak
of management time, because if it is not carried off well the share
price suffers.
Other Trade Shows
It still makes sense for Apple to participate in certain trade
shows. Those with a narrow industry focus, such as IBC for broadcasters
(the European equivalent of NAB) can help build market share,
particularly where there is a fragmented market that Apple addresses
well. This sort of industry trade show is very good for meetings with
major and potential customers and impressing them with how busy the
stand is with customers from their industry. The crowds become a
recommendation and validate the choice.
As the App Store features a medical section, Apple may start showing
off the advantages of the iPhone and iPod touch in exhibitions
targeting healthcare.
Another Option
However, special event keynotes could be even more effective if they
made more use of the Apple Retail Stores. A multicast only available in
those stores and relayed to all the screens, with sound over external
speakers, would let many more participate and be the focus of a local
event. It becomes the Apple rock concert or Apple movie premiere where
you don't have to pay to get in.
Then, at the end, have the product there to buy.
Give the local journalists front row seats. Then part of the local
story becomes crowds waiting to get in and the buying frenzy at the
end. This takes it out of the tech segment and into real news.
With media cutbacks, fewer and fewer journalists will have the
travel budget or the time to fly to Cupertino. Those that do are the
top level of tech journalists and earn the bonus of a Q&A at the
end.
This special event "localizing" also counteracts reviews, making
them less important at launch. Every time there's a crowd, passersby
ask what's it about. People seeing TV reports or newspaper articles of
one take note of why it happened. It's one of the ways we filter
information to sort out what's important. Like those who can't or don't
want to go, they can download the keynote after the event.
This is the kind of special event excitement that competitors will
have real problems trying to match.
