How To Create HYPE! – A Lesson From Apple

Apple makes great designed products. Yes. Thats correct. Apple create hype like no one else. Yes thats correct too. Apples makes magic. Huh? Really?

Firstly a disclaimer. Im no apple fanboy. Ive never used an apple product for longer than 10 minutes in my life. I like the designs they come up with but Ive never really been too much of a design appreciator. Im more utility oriented so pardon me if I falter in my analysis.

Ever since the launch of the iphone and the Steve jobs speech to launch the same Apple has been doing two things really well. One is they are coming out with minimalistic design oriented products that look sexy. Second and far more important they are creating unimaginable hype around these products.

HYPE – A reason why some bollywood movies are Box office hits even if they suck. And HYPE – A reason why 1 million iPads get sold in almost a month as well.

Well yes I can hear the apple fanboy’s and girls saying ‘Dude! Its the iPad! I mean there is no other product like it!!”

Yes I get it. I like the iPad as well. Its a cool device. But.. I think its overhyped. There. I said it.

Check the video below. See how the iPad gets positioned by its team the first time around it was launched. Its made to sound like the new life saving drug. Like a nirvana of sorts that would relieve you of all the pains. Well almost. Have a look for yourself.


Now if you still didn’t think the above was a little above the top then their latest ad should surely hit my point home. They do everything they do to create HYPE. Apple iPad – The hand of god kind of product is their theory.

Check the ad below:


Maybe Im the cynical types that doesn’t believe in the magical powers of iPad. But Ill repeat myself. Apple makes great designed products. Yes. Thats correct. Apple creates hype like no one else. Yes thats correct too. Apples makes magic. Huh? Really? You Lost Me! :)

3 Responses to “How To Create HYPE! – A Lesson From Apple”

  1. Rajat
    May 16, 2010 at 5:02 pm #

    Just creating a hype is one thing and making a product which is good enough to justify that hype is another. After all you can’t sell 1 million of a product just on hype.
    As far as throwing money on creating a hype is concerned I believe all the gadget/tech/durable companies do that. Only few companies build products which can ride on such a hype, Apple is one of them.
    Yes, I do agree advertising can be creative and hence could exaggerate the value or benefits. But is it not supposed to be taken with a pinch of salt. Can someone really believe that just by using a product his/her life will get transformed?

  2. May 17, 2010 at 3:50 pm #

    Thats tactic that works only for Apple for two reasons.

    1. They make products I that live upto expectations built up.
    2. Apple is the one that started this tactic. If someone else does the same thing Analysts will jump in to say they are following Apple.

  3. Pallab
    January 3, 2011 at 1:17 pm #

    Well I don’t think “hype” is the right word. Yes Apple do a unique way of publicity to highlight the feature and the difference between competitor. And people buy it because they feel the same. By making a hype things can be sold for short time. But not for years to billion of customer.

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