Apple Defines the iPhone Air’s Target Customer, Apple’s iPhone Fashion Play
Happy Wednesday.
For today’s update, we will continue analyzing Apple’s post-keynote press strategy. Let’s jump right in.
Apple Defines the iPhone Air’s Target Customer
Here’s the WSJ:
“Molly Anderson wants to make it hard for you to pick your next phone.
As Apple’s vice president of industrial design, she’d like it to be an iPhone, of course. But this year she wants to make the job a little tougher than just grabbing an upgraded version of whatever model you already carry.
Her weapon of choice? The iPhone Air, announced at Apple’s annual launch even on Tuesday at the company’s headquarters in Cupertino, Calif.
The Air is exactly what it sounds like: a razor-thin phone. “It’s something that we dreamed about for a long time,” Anderson said, ‘to make just an incredibly, shockingly thin iPhone.’
Strong words, but hard to argue with: At 5.6mm, front to back, the Air is thinner than a Cartier ‘Love’ bracelet in ‘classic’ size and only a touch thicker than three quarters stacked together—an iPhone for the Ozempic era.
‘It does seem like it’s going to fly away when you’re holding it,’ Apple chief executive Tim Cook said in a one-on-one interview a few hours after his keynote. As Alan Dye, Apple’s vice president of human interface design and Anderson’s co-leader of the whole design crew put it, the Air represents another step ‘towards that singular piece of glass that Steve Jobs talked about back in the day.’"
If this article seemed a bit too even keeled for the WSJ, it was from the WSJ’s style team. It might as well have been from a completely different publication. For some reason the tech news team is the only group within the WSJ that is not capable of writing an unbiased article about Apple.
Earlier this week, we talked about how Apple used its “Awe Dropping” presentation to emphasis design in a direct way.
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