Apple
Computer in China: Can a product launch be so successful,
that
it is against the law?
China Daily, People's
Republic of China
Apple Must Put End
to 'Product Release Manipulations' in China
It is a
notion that would never occur to the Western capitalist mind: A product launch
strategy is an amazing success; 'hysteria' has overcome those who fear not
having the product; hence, the government must step in on behalf of 'manipulated'
consumers. According to this editorial from the state-run China Daily, unless
Apple voluntarily changes the way it 'manipulates product releases' like that
for the iPhone 4, the Chinese government will force
it to.
On the frigid winter night on
Jan. 12, the launch of Apple's upgraded iPhone 4
lured thousands of people to its two outlets in Beijing. It was the size of the
crowds, however, that brought an abrupt suspension of sales on the morning of
Jan. 13 - and one of the Beijing stores didn't open at all, because the
swelling crowd of eager Apple devotees created safety concerns.
This isn't the first time
Apple's marketing strategy caused turmoil among the buying public. Similar
headlines occurred in January last year, when the first incarnation of the iPhone 4 was released, and then again in May, when the
second edition of the iPad was launched.
Apple's clever marketing has
made its products must-have lifestyle accessories for many, and the company has
now replaced Lenovo
as the most profitable IT firm in China.
But as helpful as it is to Apple's
bottom line, its product launch strategy inevitably results in mass hysteria
and disturbances. If it continues this marketing strategy, it is only a matter
of time before one of its product launches ends in tragedy.
Posted
by WORLDMEETS.US
Intentionally fuelling demand
by manipulating product releases to the point that they create a panic among
consumers who fear not getting their hands on an object of desire, is not only
immoral, but illegal.
Apple should heed the lessons
of Unilever's experience. In May 2011, the giant consumer goods company was
fined 2 million yuan ($31.74 million) by the China Price Authority for
repeatedly spreading rumors of price increases that artificially boosted demand
for its products.
Apple has the capacity to
make it easier for consumers to obtain new products online or by telephone. Apple
cannot afford to ignore the China market, so it has no excuse for failing to
alter its strategy to avoid such incidents in the future.
