Exploring iPhone 4 marketing

VANCOUVER (NEWS1130) – Months after the latest generation of iPhone went to market, getting one can still be an epic process.

Take Dave, for example. He needed a new smartphone right away; he was due for an upgrade, so he did as he was told on the hunt for the iPhone 4:

“You have to go down to the Apple store, then you have to line up in the morning to get an appointment,” he tells us. “Then, if they have enough phones, you can get an appointment… I can walk into any store and buy a laptop right now; why can’t I get this stinkin’ phone?”

SFU marketing professor Lindsay Meredith says it’s all about creating a buzz. “Advertising products as available, and then making access to it rather limited,” he explains. “Either running out of stock or making people line up and go through an issue where we have lines on streets, etc.”

 “Sometimes the issue is ‘If it’s kind of hard to get, I want it even more,'” he adds.

It didn’t work on our friend Dave, who ran out of patience and time. He’s now happy with his BlackBerry Torch.

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