Apple knows how to create buzz when it is about to launch a new product or when they have just launched the product. This is evident from the tweet and posts from other social media platform cascades. The outburst in social media platforms and the cascading stock prices just before the release of the products are not mere coincidences or unrelated. Apple has its grip on the market and is doing things right based on the hype created. Apple seems always to dominate the media, the customer hearts as well as their minds while other companies are trying really hard to fight for attention. I believe the long queues seen at the stores a day before or after the release date helps create the hype of the newly launched product which will attract more customers or, at least, get their attention that might fuel future purchases.
Apple's high demand immediately after the launches can be attributed to the air of secrecy and intrigue that surrounds the design and production phases of the products. Most companies try as much as possible to cultivate this air of secrecy, but Apple is surely on top of its game with a good mastering of teaser techniques. For months before the release of any Apple product the media conversations and suspense build to deafening levels (Keller, 2012). The hype is usually stoked when Apple releases literally no information about a particular product. Another way to build up the buzz is by announcing press releases without giving the reason for the press conference or the subject that will be discussed during the meeting. This is when the media begin to speculate about the possible subject. The speculation in the media circles creates buzz and as a result, increase customer interest in the product which will in the long run work for their benefit.
Another reason that we see the long queues and the high demand is Apple's focus on creating user-friendly devices and applications. This way customers always expect products that meet the requirements with additional innovative features while at the same time getting rid of all complexities. The focus on creating user-friendly products create a high level of anticipation among the customers who are eager to see how the company is looking to advance the consumer experiences with the latest technologies and still maintain the ease of use of the products (Marshall & Johnson, 2014). Companies that want to increase the demand for the products should focus on an outside-in approach that figures out what the customers want and the kind of features they would like to be included in their products. Holistically thinking of the client experience should be the ultimate goal.
Apple also creates an illusion of product scarcity. Apple seems to have realized that real or perceived scarcity will increase the demand for a product by making it more desirable. Customers like associating with products that they can boast or feel that make them feel to be in a special social status just because they own the products. Consumers who want to be part of a trend will surely jump on the bandwagon immediately they realize that the products are scarce. Perceived scarcity is also likely to attract the procrastinators. Apple could report a delay in delivery due to the huge amounts of demand (Keller, 2012). This can add on to the illusion of scarcity, as a result, long queues and huge demands.
In my opinion, the long queues and high demand witnessed after the launch of a product is a marketing strategy perfected by Apple. The company does this intentionally to create hype and buzz in the market which will definitely get the market’s attention. Apple knows how to keep the media busy with speculation about a new product that begins even before the product is manufactured (Carr, 2014). The market attention has the potential of increasing the company’s sales.
Carr, D. (2014). The Magic in Apple’s Devices? The Heart. Retrieved 12th February 2016 from http://www.nytimes.com/2014/09/15/business/media/the-magic-in-apples-devices-the-heart.html?_r=0
Keller, L. (2012). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. New Jersey: Prentice Hall.
Marshall, G. & Johnson, M. (2014). Marketing Management. New York: McGraw-Hill.