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They were copying the Apple playbook without actually having the history and reputation to back it up, which made them look ridiculous. On their first announcem
by TheAceOfHearts 3y ago
They were copying the Apple playbook without actually having the history and reputation to back it up, which made them look ridiculous. On their first announcement video the first thing they tell you is that the device comes in a few colors. This strategy might make sense for a product with which you're familiarized, but this is supposed to be a new product category without any prior history. If you're going to introduce a new product, you should start by saying what it is and what it can do. After watching that video I was convinced that the company was run by midwits destined to fail.
- philwelch 3y agoI think they missed some of the more important pages in the Apple playbook. Imagine someone presenting Steve Jobs with this product and claiming that it was ready to be released to the public.
- aurareturn 3y agoHas nothing to do with history and reputation. Has everything to do with solving problems and solving them better. If Apple gave this demo, they would have received the same backlash.
- TheAceOfHearts 3y agoI should've been clearer. When Apple announces a new laptop or phone, you already know about macOS or iOS and their capabilities, so you can focus on other details. For example, I wouldn't find it surprising if a new Apple Watch announcement focused a bit on the bands and look of the device, since the capabilities of the device itself are fairly well known at this point. When announcing a new product that people don't recognize, you don't start the presentation by focusing on peripheral details (e.g. device color) before explaining the core functionality. But yes, the focus should always be primarily on solving problems better than the competition and communicating this clearly to potential buyers.