I had been eyeing the iPhone since its release in late June. We had featured it on our program numerous times and every time I saw it I became a little more obsessed. I would frequent AT&T and Apple stores just to get a glimpse, caress it, and even try to fool myself that it wasn’t worth the money. But in my heart I knew it was … its sleekness, its capacity, its fascinating features… all make it so attractive. Plus, it’s one the newest/hottest items on the market.
I was due for an upgrade. I had a Razr for almost 2 years, and the condition of my phone couldn’t possibly get any poorer… the constant buzzing sound, the turning off in the middle of conversations, and the battery that never held a charge. I was in desperate need of a new phone. I paraded the AT&T stores (since it was already my carrier) for a phone: Blackberry, BlackJack, the new MotoRazr V3xx… BORING! No other phone could compare to my obsession. The price tag was just not in my budget, so I kept holding out… hoping for some miracle… and then it happened. Last Wednesday. Steve Jobs lowered the price by $200 in an Apple presser (that's newsroom slang for press conference)! I immediately received at least 5 phone calls from friends who said, “Now is your chance to finally get one!”
So last night I marched into my local AT&T store and asked barely three questions to the associate. 15 minutes later, I was home with my lovely new iPhone in hand. I began importing almost every album from my music collection into iTunes and then I came to a grinding halt. I couldn’t get the album artwork to work. This was so frustrating. I was up until 3AM reading tutorials, blogs, anything to try and solve my problem. I like to believe that I am somewhat computer savvy… growing up in the information/technology age and all, but the hi-tech iPhone left me feeling completely dumbfounded. I still cannot fathom the brilliance behind its creation.
My obsession continues… I strolled into the newsroom this morning with a treasure so magnificent I had to share it with my co-workers. It reminded me of the day after I met Johnny Depp (my other obsession) and had my picture taken with him. Everyone surrounded my desk to hear the story and coo over the photograph. Now the fuss is about the iPhone, and I am so in love. I can’t keep my hands off of it. Now I just have to figure out how to properly use it!
Comments
Looks like you fell for their marketing. Happiness doesn't come from a bottle.
YEAH!!!! Finally I will be able to talk to you without your usual comment "call me right back on my house phone my battery is dead"... ENJOY IT!!! I hope you love your new toy! Have fun!!! I love you!!! xoxoxo
Well written Nicole! NowI want to see a picture of you and the phone!
I’m so happy you were finally able to feed your obsession. When it was first launched in June, Apple devotees and newcomers alike had spent months in the run up to launch coveting the product, studying the trickling technical and marketing communications, and devouring the “hype,” such that there was pent-up demand that Apple exploited brilliantly and unmercifully.
Nonetheless, that early demand is now satisfied. In announcing the recent price cut, Jobs makes the critical point that “we can’t move the holidays.” He clearly recognizes that consumption is occasion-specific. The target consumer for the iPhone as we head into the holidays is almost certainly demographically identical to the ones targeted over the summer. The primary differences in these target consumers are threefold:
1. For whatever reason, they have waited until the Fall/Winter to actually buy
2. They are more likely to motivated by gift-giving in November and December than they were in June
3. They are going to be faced with more competitive and competitively priced products
Apple could have left the price high. They appear to have determined, however, that they (Apple) were unlikely to make their goal of 10 million cumulative units by year-end 2008 if the 2007 holiday season strategy was to target painstaking shoppers at such a busy and time-pressed period. For iPhone to achieve its transformative vision of the phone category, it must remain a recreational purchase – something people buy because they “just love it,” or “got to have it.” Price, therefore, cannot be a barrier.