Digital Insights

iPhone 5 – Is Secrecy the Key to Supersized Sales?


Published: August 16, 2012

With the upcoming release of the iPhone 5, the Digital EYE team weighs in on two marketing strategies – secrecy vs. transparency.

iPhone fans have been anxiously awaiting the release of Apple’s 5th generation iPhone. Luckily it appears that fans will soon get a chance to posses the latest and greatest in iPhone technology. The release date of the iPhone 5 is rumored to be announced at Apple’s September 12th keynote speech in San Francisco. Exact release date is speculated to be September 21st.

Apple is traditionally tight-lipped not only about the content of upcoming products but also the release date. Although some may gripe about their allusive reveal, Apple has profited greatly from this marketing tactic. Apple consumers seem to be either buying in to the electrifying hype or anxious to get their hands on the latest technological device. For whatever reason, Apple’s marketing approach is working. Phillip Schiller, Apple’s senior vice president of Worldwide Product Marketing said in a press release that “iPhone 4S has more than four million units in its first weekend – the most ever for a phone and is a hit with customers around the world.”

The big marketing question: do products shrouded in secrecy sell big or should companies offer as much information as possible to garner the attention of consumers?  The team at DigitalEYE Media thinks that although this technique has worked for Apple, it is not optimal for smaller to medium sized brands. Why? We have to take a step back and remember that Apple is an established worldwide brand with millions, if not billions, of fans.  Sharing information with potential consumers is vital for smaller to mid size companies so the product generates public interest. However, it is important to remember that forming a unique and individualized marketing tactic is just as important. The hype around Apple’s new iPhone 5 is due to their consistent technique. We suggest that you implement a creative marketing campaign that will catch the attention of consumers (who are always looking for the next big thing or trendiest object) and ultimately increase sales.


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