Apple Releases New iPods

[NirvanaMan]

Originally Posted by Ghoulish Delight

They're pussies for offering the $100 rebate.

Eh, I really am split on this. At first, I thought the same thing. Those people who sepnt $600 on a phone did so willingly and were outwardly proud to do so. So why are they suddenly unhappy with their purchase? Did they not realize the costs would come down? Sure, no one expected it to happen this fast, but no one forced them to make their purchase.

On the other hand, I think this was a good move by Apple and their always uber PR department of rock star spinsters. Apple's PR events get the kind of coverage that is rare, dare I say totally unique, in the electronics world. This is why they are so protective of their "secrets" and continually fight to prevent details from being released prior to an event (except that which they seed to build anticipation). Now, the press gives Apple millions upon millions in equivelant media dollar spend every time they come out with a new purple whosey-whatsit. And the press coverage is overwhelmingly positive, ususally.

In this case, the press started to quickly pick up on the story about all the pissed off fanboys. The story of the new iPods quickly drowned out. So, Apple makes a strong business decision.

1. Offers a refund in the form of store credit. This forces people to come back into the store and likely spend much more than the $100 voucher.
2. This then generates goodwill among existing customers and the ever allegiant fanboy base. As anyone in marketing will tell you, the cost of acquiring a new customer is 3-5 times more than the cost of retention.
3. The Apple PR gods spin their story upon the press who immediately do a 180. Now, the negative press has turned positive and additionally, now they get a second wave of press on the new iPods and the new iPhone.

I declare it flatly brilliant.