Image via AppleInsider
By any measure of event marketing, Apple’s rollout of its next-gen iPhone 3G has already been a success, with stories having run in every major media outlet, from Time to Fortune to BusinessWeek, CNN, The New York Times as well as on Internet blog sites large and small, covering the phone’s worldwide debut on July 11.
Both Apple and AT&T, the iPhone’s exclusive US wireless carrier and distribution partner, have posted videos hoping to get customers iReady for the big day and, according to a story in Fortune, reporter Philip Elmer-DeWitt says their approaches couldn’t be more different.
The Apple video, shot in the company’s signature stark, simple style, calmly lays out all the feature-based reasons you should believe that owning anything less than an iPhone may leave you unprepared to face the challenges of living in the modern world. As Elmer-DeWitt writes, “It’s hard to watch it to the end and not harbor iPhone 3G lust.”
At&T’s video, on the other hand, calls to mind the chaos and frustration likely to attend your effort to get your hands on one of the new phones on launch day, recommending that you may well want to visit an AT&T store in advance of July 11 to get your papers in order and your background check, uh, credit check out of the way to minimize hassles and delay when you come back to get the phone and have it activated.
As the countdown to launch day nears, more and more people are likely to be liveblogging the event and the pent-up demand for the device will continue to build. Some, however, are thinking more along the lines of Popular Delusions and the Madness of Crowds, like Dameon Welch-Abernathy at The PhoneBoy Blog, who says, “Get iReady to be iScrewed.”
Lonnie Lazar is a writer-musician-web designer-attorney. He writes about Apple for Cult of Mac and Mac|Life, and about VoIP and telecommunications for Voxilla. Follow Lonnie on Twitter @LonnieLazar, join the Cult of Mac on Facebook, and find Lonnie’s photos on Flickr.
