Apple's marketing tricks, or the reasons for the popularity of the iPhone.

Due to various discussions on Habré, sometimes all kinds of “insights” come to the head :)
With these “insights” you can learn how to make a good product not just popular,
and VERY-VERY popular. For example, like the Apple iPhone.

I will consider a marketing trick from Jobs and co. with an Apple iPhone that is not deceiving buyers
but at the same time, in my opinion, not very objective.
At the same time, it allows reporting about large sales, about an increasing% of the market, etc.

Consider the segmentation of smart devices / phones before the appearance of the iPhone:
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As you can see, there is a clear separation according to the form factor: the classic and touch screen (ts).
At the same time, devices with ts are considered to be (were they?) A top segment, even though
devices in the "classic" can cost more.

IPhone appeared:



By TTX device can be attributed to a segment that is higher:
TS , calendar, contacts, inet, push email, wi-fi, bluetooth.
Like everyone, there are pros and cons.
+ - concise GUI (innovative GUI), innovative multiTach
- - it is impossible to officially install third-party software, weak support of the "office"

Here, in my opinion, is the real position:


Other devices in this segment do not have such innovations, but there is for example GPS, and some even have a TV set (Gigabyte).

But here comes the trick , at the presentation, Steve Jobs reduces the class. He compares it only with smartphones :



* Please note that only QWERTY devices are selected for comparison, there are no usual 0 ... 9 phones that are not so complicated.

Consequently, the iPhone in his opinion is already somewhere here:


* Just want to say that the “minus” of the iPhone in my opinion is no reason to reduce its segment, because
not all users immediately put 3rd party software. they are enough synchronization of contacts and tasks.
And now not only businessmen buy HTC devices, but people as well who let us need a GPS.
This is evidenced by reports Gartner: In the first quarter, the Windows Mobile PDA devices sales in the global market increased by 40%

Now all sales analytics at the moment , all notes, all reviews are built only by looking at devices with a classic form.
Those. who have buttons. And it is obvious that in this rather stagnant segment, the Apple iPhone cause a lot of positive
of emotions.

If you look into the past, at the presentation of the first generation of iPod, Steve Jobs is discussing the choice of the music market,
What is this large market:


but if you view the presentation ( http://www.youtube.com/watch?v=kN0SVBCJqLs )
You can see that "under the gun" was the photo market.

And now if we look into the future, and suppose that Apple is going to release some kind of Apple iCamera.

For example, now there is a market for digital “soap cases” and “DSLRs”, the quality of them is this:



then taking the iPhone-a strategy:



and having fired a DSLR with innovations “under the sauce” of the usual home “soap box”, only very good news is waiting for us again.

I want to note that increasing the segment for technology is of course, this is called progress, but then analyzing,
PR-campaigns, to release news with only one segment, I think is not correct.

With software and start-ups it is more difficult to carry out such tricks, but for example, if MySQL can do at least at the initial level
OLAP-s and clustering, it can also bite off a piece of the market.