2000-2009 The iPhone Launch
Prita Kamal Gani, Founder and Director of LSPR Communication and Business Institute
Judge's comments
"The iPhone's launch had a significant cultural impact, not just on technology but on society. It marked the beginning of the smartphone era, which has since transformed the way we
communicate, work, and live our lives.
The iPhone launch was a PR triumph for Apple, marking a turning point in the mobile phone industry. Nokia had been the undisputed market leader since the 80s, but in 2007, Forbes asked: "Who can catch Nokia's one billion customers?" In less than a decade, Apple's innovative
smartphone did just that. The iPhone presented a fresh perspective on technology, creating a buzz that resonated globally. Apple's use of symbols and user experience to convey brand value was revolutionary, setting a new standard. The iPhone's intuitive applications enabled users
to articulate their mobile technology needs and desires, making it a hit among consumers, and demonstrating Apple's prowess and cementing its place in the mobile phone industry.
The Apple brand, embodied in the “I” reflect a self-resonating personality. iPhone became a discerning choice of fashion accessory and status symbol."
Public Relations Work
Objectives: Disrupting the mobile phone industry, establishing Apple as a dominant player in the industry, and presenting the iPhone as a revolutionary product.
Target Audience: High-end tech-savvy consumers whilst the secondary audience included the broader public.
Key messages: The iPhone is a revolutionary product and a strong status symbol.
Strategies and Tactics: Apple’s communications focused on creating a narrative around the iPhone as a unique and revolutionary device (with features such as a touch screen and integration of music, phone and internet capabilities). The company generated an initial buzz in the run-up to the iPhone launch by maintaining a strong sense of secrecy in order to prompt speculation and curiosity. In the immediate run-up to the launch, the company provided iPhones to a number of influential tech journalists to ensure a positive pre-launch sentiment in the press. Steve Jobs’ reveal of the iPhone in 2007 was also masterfully planned, generating intense media coverage worldwide.
Tools and Channels: Leaking snippets of information, sending units to influencers, large events, creative print and TV ads (“Say Hello to iPhone.” campaign), media engagement (such as interviews).
Implementation: The iPhone received significant coverage in both tech and mainstream media before, during, and after its launch. Consistent PR efforts, including interviews and other promotional activities, kept the iPhone in mainstream news.
Results: The launch of the iPhone was a massive PR success. It completely changed the mobile phone industry and cemented Apple’s reputation as an innovator. The iPhone led to the establishment of Apple as a dominant player in the mobile phone market.
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