Apple obviously has systems in place that will allow for it to charge $500.† One of the best benefits by having it as $500 is you are getting better customers that probably will have less concerns and be more proactive to getting problems solved. The cheaper the phone is, then statistics have shown in any industry there will be more customer service issues and more headaches. People will save for this and be willing to put a in a pretty penny to show off their new iPhone.
So much of the hype has to do with the branding Apple has been able to do with their product. How many countless commercials do you see showing the great power of the new iPhone. I think the best one so far is the commercial spin off of 2001: Space Odyssey. They compare the iPhone to the Monolith used by Stanley Kubrick and it puts such a descriptive image on the iPhone.
When you get a chance watch this video. It is a great example of branding and should be an example for any small business owner. You see the astronauts approaching the large iPhone as though it is this amazing enigmatic creature that will provide our civilization with knowledge and power that hasn’t been witnessed before. It is a new discovery that will be remembered for the ages and creates awe for the human race. It is as large as evolution itself (this is proven at the end when the scientist touches the large screen and a picture of the missing link from 2001: Space Odyssey is seen using a bone to demonstrate power and evolution).
Well we know that isn’t the literal case, but Apple and Steve Jobs get their point across very clearly that this is something that is going to make a huge impact on the media community and you shouldn’t let this pass you buy. Now most people don’t have the marketing budget to perform a piece like this, but if people truly knew what they were and what they were targeting with their advertising then they would get so many more customers. People are buying this phone not just because of its capabilities, but just as much for its hype.
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