Retail Therapy: Inside the Apple Store: Product Launch.

Apple owns the “product launch.” They first weaponized public relations 31 years ago, way before Samuel L. Jackson chatted with Siri, way before the “I’m a Mac, I’m a PC” campaign, and way before those black silhouettes gyrated with white iPods over bright colored backgrounds.

People expect game-changers from Apple on a regular basis. The first signs of a product launch cycle appear earlier and earlier each year, kind of like Christmas advertising. Customers ask when the new products will come out, convinced that the store geniuses are in the know. Will the next big thing be so important as the first Mac, the first iPod, the first iPhone, or the first iPad? We explain that no retail store employee could possibly know, but no one ever believes us. Why?

Source: McSweeney’s Internet Tendency: Retail Therapy: Inside the Apple Store: Product Launch.

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