Of course you’ve heard that Apple debuted the latest version of the iPhone this week amid a global carnival of hype. Hype is a very powerful tool in PR strategies; in fact, hype is so formidable that it can make intelligent, normal people delude themselves into believing in a reality that doesn’t exist.
Jimmy Kimmel proved this point by asking pedestrians to evaluate the new iPhone 5 and then handing them an iPhone 4S. Watch the video–It’s hilarious.
To PR professionals, however, this video is a chilling reminder of how desperately consumers want to be part of the Apple experience; to be part of the “cool club.” It’s exciting: the anticipation; the rumors; the art of the tease. We’re going to love the new iPhone, we promise–just give it to us. Now. Read more