Apple’s Marketing Missile - iPhone 5c 

I like getting reactions from normal people about technology. On Tuesday evening, after the Apple keynote, the first reaction I received was “I like these color iPhones. They come with the cases right?” After a bit of prodding, I discovered iPhone 5c cases were actually receiving more positive reactions than I initially assumed. 

I suspect iPhone 5c colors and cases are serving as a marketing missile aimed at the few price layers situated below the iPhone 5s.  While it may be easy to assume that colorful iPhones appeal to specific demographics, I think it is appropriate to take a step back to get a clearer picture.

In a few months it will be much easier to see iPhones in the wild thanks to these hard to miss 5c colors.  Throw in wacky 5c cases and the phones will be impossible to ignore. Up to now, many iPhones were covered by generic cases that made them largely indistinguishable from Android phones. The iPhone 5c, and corresponding cases, may be a very elaborate, yet subtle, marketing campaign aimed at the subconscious. Seeing everyone use a particular phone may go a long way in helping to sway one’s purchase towards that product.

Add in this evening’s announcement of Apple partnering with Burberry for the iPhone 5s and I suspect we may be on the verge of a revamped iPhone marketing strategy focused on positioning iPhone as the premier phone brand, worthy of aspirational goals.