The Construction of Expectation (Part 2)

5 September 2007 at 3:48 pm Leave a comment

Apple (or perhaps Steve Jobs) is the master of creating expectation. Just look at the current hype over their September 5 announcement and all the hype that has associated it. Now I’m not necessarily an Apple fan-boy (I don’t even own an iPod!) but you have to respect all the messages that are included in this simple advertisement for the announcement. The image resembles the iTunes interface (could this be an iTunes related announcement?) The main image shows a person holding an iPod (could this be an iPod announcement?) The text “The beat goes on” is the final words of The Beatles final press release.

“Spring is here and Leeds play Chelsea tomorrow and Ringo and John and George and Paul are alive and well and full of hope. The world is still spinning and so are we and so are you,” read the 1970 Beatles release. “When the spinning stops — that’ll be the time to worry, not before. Until then, the Beatles are alive and well and the beat goes on, the beat goes on.”(according to Apple Insider)

(could this be an announcement about The Beatles catalogue being available on the iTunes store?)

Whatever the actual announcement at this special event, it has created a significant amount of expectation. Enough for even me to wonder what Steve will pull out of the hat. A simple postcard laden with hints…creating expectation…creating talk…keeping the product/company in peoples mind.

What can we learn from Apple today?


Entry filed under: internet.

Are you an open educator? What iPod are you?

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