Apple is Anti Hype
I wrote earlier today about creating hype and how 37Signals builds hype before launching new products. Apple on the other hand is just the opposite. They don’t saying anything about new products until the very last second.
Apple does everything they can to keep new product launches under wraps. However, information usually still leaks out through a few sources. Apple’s even gone as far as taking this issue to court to try and reveal these sources. I can understand the logic behind this. Apple knows consumers would hold off buying new products if new models were just around the corner.
So which is better, building hype or not?
Cameron Olthuis is the Founder of
I think Apple go about building hype post launch. By revealing little to no information about a new build (internally or from an external source) when it does finally surface everyone rushes to find the info… Hype!
Its engineered to get everyone excited in a certain timeframe… rather than drag it out which would lessen the attraction, attract criticism or negative press.
True, it also does help sales continue right up until the next upgrade/build. Clever people at Cupertino!! Hype… but on their terms.
Ellis, great points.