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A corporation sent out an email out yesterday, a cryptic invitation to an October 12 press conference which contained only the words “One more thing …” printed over a background photo of theater curtains.
And with that, the technology industry was rocked on its hinges, and journalists everywhere scrambled like fighter jets frantically seeking an intruder.
What kind of company can accomplish that sort of response with three little words?
Only Apple Computer, which knows perhaps better than anyone how to jerk media chains. (Politicians, take note.)
Consider: AP leaped to the bait, with this “breaking news” report yesterday afternoon:
A new video-enabled iPod is expected to be unveiled by Apple Computer Inc. during a press conference next week — though the maverick company is masterful at foiling such predictions. [Emphasis ours.]
… The company, which has pocketed a fortune from the sales of its iPod digital music player, said nothing else in the e-mail, other than to say the press event would take place in San Jose on Oct. 12.
The AP dispatch quoted an American Technology Research report confirming the video iPod release through “checks with industry and channel sources” — and a requisite hedge from an industry analyst: “But you’ve got to remember, the thing with Apple is, our guesses are almost always wrong.” (Our emphasis again.)
But that was enough to set print journalists across the country to work.
In a brief entitled “Apple’s next big thing: video iPod,” a Boston Herald writer essentially revealed only this: “Steve Jobs yesterday uttered the three little words every tech enthusiast and investor loves to hear: ‘One more thing.'” The Chicago Tribune was equally informative. Its effusive story led off thus:
Apple will unveil a new iPod next week that plays videos.
Apple will not unveil a new iPod next week.
Apple will release a new generation of its Power Mac personal computers next week.
Apple will not release a new generation of Power Macs.
And so spiraled the speculation Wednesday after Apple Computer Co. sent cryptic invitations by email to journalists and industry types for an Oct. 12 event at a theater near its Cupertino, Calif., headquarters.
By the end of the day, only two things were certain: The Apple email contained a picture of some black curtains, and the company, known for last-minute surprises during product roll-outs, had scored yet another public relations victory.
The Trib continued: “Every once in a while a company earns a reputation for being so groundbreakingly creative that it can make news over anything, or nothing” — and Apple is one such company. The paper then mentioned the various product possibilities being batted around, none with any certainty. “An Apple spokeswoman,” the Tribune noted, “did not return a call seeking information about the company’s strategy.”
Next we turn to the San Francisco Chronicle. Could it shed light on this story from its backyard? Think different.
In its article today, “Jobs readies his next magic trick,” the Chronicle reported that Apple “is poised to make a big announcement next week, which many are speculating will be a video version of the portable music device.” But soon thereafter came this: “O[f] course, it could be something totally different — for instance, a new PowerBook or PowerMac. Or perhaps the announcement could reveal a variation on Apple’s AirPort device, which allows people to beam data around their homes wirelessly. As is the case with all Apple announcements, no one is quite sure what’s on the way.”
This wave of hype follows a similar bout of fevered speculation before last month’s unveiling of Apple’s first iTunes-capable mobile phone — and a sleek Nano iPod that was a total surprise.
Here’s the Apple formula that’s so effective at sparking such speculation:
— Say something cryptic a week or so before you do something, so your fans and the industry start chattering.
— Count on the media to aid the buildup by reporting every pie-in-the-sky scenario that fans, analysts and other journalists are putting forward.
— Refuse to confirm or deny anything, only adding to the mystery.
— When the big day arrives, all the wizard (in this case, CEO Steve Jobs) needs to do is step out from behind the curtain. No matter what he reveals, your new product will enjoy a mass launch that other companies can only dream of.
Did we mention we’re up to something ourselves?
We might announce it October 24.
Or not.
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