Digital Marketing

Apple is about to do what it does best: innovate, disrupt & eat its young

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Apple will announce its highly anticipated iPhone 6 and iWatch tonight. What can be expected, and what will it mean for marketers and users? I’ll explain below.

Apple has never been afraid of disruption or eating its product flesh. Apple’s new leaders will do what they have always done – focus everything on the end user, and create an entirely new market.

Create a New Segment

The iWatch is a device that could create a new market of consumer products and services. It can transform something unusable and technical into something beautiful and functional.

The new iWatch is expected to launch tonight and will do what the iPod/iTunes has done for music players and what the iPhone has done for mobile phones – it will create a whole new market overnight. Apple’s investment in creating consumer demand for this segment will also benefit the existing smartwatches and wearables markets.

Apple’s launch will be centered on what technology can do for the consumer. This is done by highlighting and prioritizing the exciting health features of the watch. The iWatch has multiple sensors that will allow us to track our daily lives. They will launch it with the help of some of the top healthcare providers around.

Disrupting the existing industry

Apple is about turn retail upside down. The term electronic wallet has been thrown around for years. Companies like Google, Amazon, and PayPal have tried implementing it. But their efforts were largely focused on the internet and not the end-user.

Apple will disrupt retail when they transform your phone into a wallet. They’ll remove all those plastic cards and replace them with one secure and controlled chip by an app. All major card companies have already signed up, and retailers will surely flock to Apple’s payment system. Could this technology finally lead consumers to ditch their wallets and pay with apps on phones?

Eliminating loyalty cards and consolidating all loyalty points into a single device will be one of the most significant changes from a consumer’s perspective. All your loyalty cards will be in one place, whether it is your favorite coffee shop or airline. It’s easier to track and carry multiple cards.

Eat the Young

As a technology, tablets are a transitional item, and their shelf life is limited. Apple’s iPhone 6 has a screen large enough (4.7 inches and 5.5 inches) to replace the tablet. Apple is not only competing directly with other smartphone manufacturers on screen size but also causing the end of a product line.

The first iPhone decimated iPod sales, and the iPad was no longer needed.

It is the biggest difference between Apple and Microsoft. Apple has never been afraid to cannibalize its older product lines or disrupt its revenue stream to create new products and services consumers desire. On the other hand, Microsoft has remained loyal to its Windows and Office products and has not tried any innovation.

Tim Cook & U2

The launch of Tim Cook as Apple CEO will be the first opportunity for us to evaluate his stewardship. Tim Cook, Apple’s CEO, has been relying on Steve Jobs’ legacy and all the products Jobs created. This is the first mainstream Apple product that will come to fruition with the Tim Cook-Jony Ive partnership. The markets will be closely watched.

U2 is expected to launch their new album or single during this event…According to The New York Times, U2 will perform at the event, revealing exciting plans to integrate Apple products.

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Laurie J. Foster

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