Apple apparently has started selling its latest iPad mini with a Retina display. And, it appears to have started selling without the typical Apple PR machine behind it. If so, what gives?
They say perceptions are everything and in this case, the perception that Apple quietly started selling its latest iPad mini has bred some undesirable thoughts – at least that Apple doesn’t want folks thinking. One thought is that expectations are low for it to sell well. So, Apple didn’t want to call attention to it now being available. This doesn’t make much sense. If it is indeed the case and Apple quietly made it available as a result, isn’t it helping write (a self-fulfilling prophecy) that same end to the story? Or, if it is expected not to sell well, then why wouldn’t Apple instead put even more PR efforts into it? Or, why make a device at all that’s not going to sell well. Too many holes here.
Another popular thought going around is that Apple is concerned the iPad mini with Retina is going to cannibalize sales of its iPad Air, which is more expensive. There’s even a thought that Apple will purposely make iPad mini with Retina limited in availability to help nudge sales for the iPad Air. If this is a real concern of Apple, it probably shouldn’t be. If the latest iPad mini cannibalizes sales of its larger sibling, iPad Air, at least the sale still ends at Apple. To properly innovate, your own product must cannibalize your older or other existing products. A lack of proper innovation means the competition – Google, Microsoft – will instead cannibalize your product.
If any of these concerns are real, they likely stem from Wall Street’s high benchmarks that are expected for all Apple devices. But, at the end of the day the bottom line sales figures are what they are, regardless of whether X percent came from mini or Air. So, Apple PR should push both devices equally – the only real concern for Apple should be that consumers choose Apple.
Bitcoin: Promises, Promises
Bitcoin recently took another PR hit with reports of a $1.2 million heist of its currency. One of the main PR pushes being made about Bitcoin is how it resolves the security issues of paper currency. When you make a claim such as this and then a million dollar heist happens, well, you get egg on your face. Companies go about claiming to resolve issues all the time. But, they need to be careful about promising to fix monumental issues. Not only does it sort-off challenge bad people to disprove it, if it does get disproven it becomes difficult to regain the credibility.
At this point, that’s where Bitcoin stands. It can no longer claim better security without a revamp of its technology around security. Then, it must reestablish the perception of security based on any new mechanisms it puts in place, and the passing of time without another heist. But, then again if you go back out with this message you stick your neck out – again. Extremely bold claims should always require a second, third, and fourth thought before going public with them. Bitcoin is now probably better served redirecting its message. Something along the lines of being a viable alternative digital currency vs. paper currency (acknowledge that it might be susceptible to security breaches), and that’s that.