Although this video’s been knocking around since August (here analysed in a piece by Bernhard Warner and Matthew Yeomans - always worth reading on social media issues), it is a great demonstration of how a brand’s service should live up to its advertising claims - in this case the iPhone’s usability speed on 3G.
Just to be clear - I’m sure it won’t stop people wanting an iPhone. But that’s because it’s beautifully designed, lovely to use and has so many features. So it does seem odd that Apple has focused so heavily on the one thing that doesn’t stand up to scrutiny – speed. Network speed is so reliant on outside factors that surely this is setting up customer expectations to be disappointed?
Social media and word of mouth marketing - a huge part of iPhone’s promotional mix –are by their nature only successful if the service lives up to the claim. Why waste time focusing on promoting the one message that is pretty much guaranteed to let people down?
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