iPhone – the new craze…

Today is the day a lot of people in Europe have been waiting for. It’s iPhone-day.

Thousands of people have been waiting in lines – some for days – to buy the new phone from Apple. And today they are all very happy because they have the new mobile phone – the iPhone.

For a communication professional it’s a very interesting case. I have not seen anything like this since the Tickle-Me Elmo craze in 1996 and Furby in 1998.

Branding – unique branding
What makes people stand in lines for a product which is not unique? Yeah yeah right, iPhone have a unique design and it have some nice features – but the technique and the specs are not impressive.

The iPhone have no bluetooth sync with a computer, no video, no MMS, only 2 megapixels camera etc.

All which are standard in most mobile phone today. So why are people so crazed about the iPhone?

The answer is branding! Very good branding. The best branding of a phone I have ever seen. The guys behind this campaign a very very good. They have managed to make a craze out of a 1 year old phone.

Everybody including the media have been excited. In Denmark all newpapers, televison and the bloggers have been writing and talking about the iPhone for months – well years, because they began the craze before the version 1 of the iPhone was launched last year. And now the newspapers proudly present their iPhone-sites etc. Impressive done by Apple.

Developer pays for the right to develop
And besides the facts that Apple have been doing a fantastical branding of the phone itself they have also convinced the public that the iPhone is such a great phone that you would like to pay for the right to work for Apple. Yes, it true.

One of the good things about the iPhone is the apps. You can download a bunch of them for free at iTunes. And some you have to pay for.

But a lot of the apps are not developed by Apple – they are developed by fans of the iPhone – people like you and me (well not me, because I can’t code anything… 🙂 ) And in order to develop anything they have to buy a developer kit from Apple – it cost $99 for a Standard Program.

So Apple are having people pay for the right to do their work – nice 🙂

Normally it would be the other way around – i.e. people get paid for their work. But not when it comes to the iPhone…

Well I’m very impressed by the branding campaign by Apple – but they have not convinced me. I will stick with my old Nokia N95 8GB until the iPhone gets all the stuff I need. Perhaps it will be a version 3 for me??