First, invent something that consumers don’t even know that they need. Then leak details of the product in advance to tech blogs. Perhaps even leave a prototype for someone to “find,” analyze and critique. Finally, preview the final product before a roomful of adoring geeks.
For years, former CEO Steve Jobs' annual appearances were the most highly anticipated event at MacWorld. Clad in his trademark jeans and black turtleneck, Jobs skillfully manipulated his fan boys and girls, always with the promise of “just one more thing.”
In 2008, Apple ceased previewing products at MacWorld keynotes. Jobs’ final appearance was in January 2009. Even without his complete dominance over the proceedings, Apple’s presence still looms large every year. The buzz is palpable among attendees. It’s impossible to walk through the Moscone Center without overhearing a conversation pondering updates to the next iteration of the iPad, iPhone or MacBook Air.
Apple’s hi tech pr is so pervasive, the company doesn’t have to work very hard to create product interest. Their legion of fans does it for them, particularly at events like MacWorld or D8.
MacWorld 2012
In January 2012, the first MacWorld conference since Jobs’ death from pancreatic cancer, the “New York Times” reported that the event survived and thrived without Apple’s presence, powered by the sheer enthusiasm of Apple fans. IDG World Expo, the event’s organizer, changed the official name to Macworld iWorld: The Ultimate iFan Event, a move thought to recognize the increased importance of the iPad and iPhone to Apple fans.
The event still markets all things Apple, albeit less directly than when Jobs’ dominated annual keynote addresses. Mac fans now attend the conference to obtain specialized technical training and purchase newly developed accessories for their Apple products. About 25,000 people now attend MacWorld each year, down from a high of 48,000 during the Jobs era. Even with the decreased attendance, word of mouth following the annual event still spreads rapidly via blogs, twitter and traditional print media outlets.
D8 Conference
The D8 conference, another annual southern California tech event, also caters to Apple fans. Jobs last attended D8 in 2010 and regaled conference goers with tales of new products positioned through the Apple pipeline. Jobs mentioned social gaming, home entertainment and other areas where Apple plans to expand.
For years, former CEO Steve Jobs' annual appearances were the most highly anticipated event at MacWorld. Clad in his trademark jeans and black turtleneck, Jobs skillfully manipulated his fan boys and girls, always with the promise of “just one more thing.”
In 2008, Apple ceased previewing products at MacWorld keynotes. Jobs’ final appearance was in January 2009. Even without his complete dominance over the proceedings, Apple’s presence still looms large every year. The buzz is palpable among attendees. It’s impossible to walk through the Moscone Center without overhearing a conversation pondering updates to the next iteration of the iPad, iPhone or MacBook Air.
Apple’s hi tech pr is so pervasive, the company doesn’t have to work very hard to create product interest. Their legion of fans does it for them, particularly at events like MacWorld or D8.
MacWorld 2012
In January 2012, the first MacWorld conference since Jobs’ death from pancreatic cancer, the “New York Times” reported that the event survived and thrived without Apple’s presence, powered by the sheer enthusiasm of Apple fans. IDG World Expo, the event’s organizer, changed the official name to Macworld iWorld: The Ultimate iFan Event, a move thought to recognize the increased importance of the iPad and iPhone to Apple fans.
The event still markets all things Apple, albeit less directly than when Jobs’ dominated annual keynote addresses. Mac fans now attend the conference to obtain specialized technical training and purchase newly developed accessories for their Apple products. About 25,000 people now attend MacWorld each year, down from a high of 48,000 during the Jobs era. Even with the decreased attendance, word of mouth following the annual event still spreads rapidly via blogs, twitter and traditional print media outlets.
D8 Conference
The D8 conference, another annual southern California tech event, also caters to Apple fans. Jobs last attended D8 in 2010 and regaled conference goers with tales of new products positioned through the Apple pipeline. Jobs mentioned social gaming, home entertainment and other areas where Apple plans to expand.
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