The Science of Hype...
There IS method to this madness!
There are
2 distinct markets that Apple has to deal with.
The Geeks
One of the markets is us...the geeks who pay attention everytime SJ sneezes. All Apple had to do to overhype us was to whisper that there will be a new release at this MW. We are all poised, watching, waiting, and anticipating. We love the hype. We seek after it. And when it's not there, we create it.
Everyone Else
The rest of the world does not pay much attention, at all, to the hype of the computer world. Apple could have released 3 ghz towers today, and outside of the geeks, no one would have paid attention. The success of the iMac (and Apple) is closely tied to catching the attention of
Everyone Else. And, that was the reason for the "hype."
The Science of Hype
The level of hype that has had us up all night, chatting furiously on this site (btw, great site!), will barely make much of a notice in the real world, where it needs to be seen and heard. I guarantee that if I got on the phone right now and called my mom, she will not have any clue that Apple just released a new iMac. The Hype is needed to get above the din of everyday stuff, and to reach the target market for the iMac. It will take weeks before even a 10th of the "market" for the iMac is aware that it exists.
Face it, WE always want more. I am as guilty as anyone when it comes to feeding into and creating the hype. I GET the digital world, and anticipate what my future will be in such a world on a daily basis. Am I dissapointed? Yes. As I've mentioned (and will continue to lobby for) I want a NEWTON. This is only one in a series of Macworlds that hasn't delivered on my needs. But, I also recognize the REALITY of business.
The iMac Rox!
Even though I am not the target market for the iMac...I recognize that for ITS target, the iMac is a great computer. And, we need to help sell that to those of our associates who are not geeks, and who look to us to help them make their buying decision. I can in good faith recommend this computer to those of my friends and family who are not tech savvy, and who just want an incredible easy, intuitive, and beautiful computer to use.
Staying on Message
In the vortex of hype, we all tend to forget the fundamentals. Apple has shown that it understands how to package a message, stay true to that message, and still innovate at a dizzying rate. If you look over the past year, they have released some remarkable things. Sure, 6 months seems like an eternity to us, but in hindsight, and to the rest of the world, Apple has accomplished great things. And, they will continue to do so...
Now, let's start hyping the next event. I hear there's a rumor about a new Newton?
Happy Computing!