Is the hype over the new Apple iPhone 5s and 5c worth it?

iphone 5c

Hype marketing has been around for quite some time, but no one has been as successful at it in recent times as Apple.

Traditionally, hype marketing conjures images of a product which seems: too good to be true, is in limited supply, is on sale for a limited time or is somehow exclusive (but wait, there’s more!).

It seems that in today’s demanding marketplace, this no longer works – or does it? Is hype marketing working as well as it should?

Look at what happened last Friday – the release of the new iPhone 5s, 5c and the wiz bang new operating system iOS7.

There was plenty of hype – Apple’s launch describes a product that in many ways seems too good to be true. The new phone models are available in many colours, but already in Australia the demand for “gold” phones has far exceeded supply. And as far as exclusivity – iOS7 is only available for use on Apple products.

As expected, there has been plenty of hype: product launch, plenty of media speculation and, of course, Friday’s intense media saturation over the launch.

Apple used to do hype extremely well – it kept tight secrets about the product. However, this release has been deemed newsworthy for at least the last 4 weeks (so much for secrets). More importantly, it seems that the innovation that should be associated with the hype has failed to materialise. New features include a fingerprint scanner to improve security, new colours, a cheaper model (some say that’s what the “c” stands for in 5c – cheap), and a new operating system. As far as I can tell there is no real difference in screen size, battery life or overall performance. These would seem to be top of my list when thinking about buying a new phone, yet Apple seems to have ignored these items.

The main drawcard is the new operating system – it has over 200 new features creating a quicker, easier system to use. However, you don’t have to the latest phone to upgrade to this system. Phones as old as the iPhone 4 will be able to download the new iOS7, lowering demand for the new models.

So, is Apple losing its touch when it comes to Hype marketing?


Susan Botterill, General Manager for Michael Field Pty Ltd.


Good Advice Costs More and Less

Following on from my previous post, I was asked to explain why good advice costs more. In my opinion, it does and it doesn’t.

While that might sound like a consultant’s response, let me explain.

Good advice, as in the right advice, is well considered, able to be executed and actually solves the problem. It will probably cost more at the point of receiving it.

That being said, it will almost certainly cost you less in the long run. While not comprehensive, there are two main reasons why:

Good advice is the result of more work and greater experience.

Experienced practitioners of any discipline have years, if not decades, of experience in their area of specialisation. They have probably encountered your particular kind of problem many times and have experienced every variation of possible causes, solutions and results.

They might know everything there is to know about how to tackle the issue, however they still discipline themselves to systematically work through the issue to identify exact causes and work through all of the available options to identify the best solution. They do not ‘jump to solutions’ without thoroughly understanding the problem.

A good analogy is the medical practitioner who will diagnose symptoms and eliminate possible causes through a series of tests and investigations before prescribing medication or advising on surgery.

Good advice solves problem faster, more effectively and often permanently.

The great thing about good advice is that if it is properly acted on, it will solve the problem – permanently. I am often reminded of the John Wooden quote:

“If you don’t have time to do it right, when will you have time to do it over?”

The same applies to business advice, market research or product launches.

Good advice will cost less in the long run as it will be well researched, based on experience and thorough investigation and in most cases will not need to be redone.


Michael Field, Director at Michael Field Pty Ltd.