Learning From the iPhone Product Launch

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Have you run out to get your new iPhone yet? Whether you’re an iPhone person or you prefer Android, there’s one thing we can all agreed on. Apple is the undisputed king of the product launch.

There’s the big debate over what the new products will be. The slow leaks out to the media and tech bloggers. Then comes the big day. Apple puts on a show with a keynote address by the CEO introducing  the new products. The company gets them up online at apple.com, and have you noticed what always tends to accompany them? Videos.

Product launch videos

That’s right, the undisputed king of product launches almost always has a video introducing the new merchandise to customers. The new iPhone models are no exception, but Apple did a little something different with these that everyone can learn from.

In the past, Apple’s videos were all focused on the finished product… what it looks like and what it can do. We got all sorts of  cool shots of the product spinning around on a white backdrop, tight shots of its components and screens, and sounds bites from the people who designed it.

We still get those things with the iPhone 5c and 5s, but now we get a little more… and I like it. Apple has decided to give us a look behind-the-scenes at how they’re made and the technology that makes them great.

Learning From the iPhone Product LaunchTaking viewers behind-the-scenes

It’s an especially smart move with the iPhone 5c (VIDEO) because it’s a whole new offering for Apple… an iPhone with a plastic cover.

When you’re putting a new spin on an existing and popular product, any little change is going to scrutinized. Apple shows you how to face it head-on. Instead of just telling you about how it’s made… they show you. They want customers to be comfortable with how it’s constructed, so they’ll have the same confidence in this version as they have others.

Taking viewers behind-the-scenes helps earn their trust… something every business is looking for from customers.

–Tony Gnau

Tony Gnau is a three-time Emmy-winning journalist. He is also the founder and chief storytelling officer at T60 Productions. T60 has won 11 Telly Awards for its work over the last eight years.