Jobs Well Done

Mark Steve Jobs' name down as the Marketing Person of the Year.

The Apple CEO successfully created the enormous buzz for the new iPhone without the usual hard-hitting ads, death defying stunts, product reviews or even the support of the blogsophere.

Instead he did a demo at a large conference six months before the product launch. He then let things simmer down. And when, and only when he was ready, he got things heated-up to a boiling pitch in a sort of quiet way.

The low level of noise coming from Apple actually created more intrigue and more suspense.

In fact no one wanted to miss it including the media, who talked about it, and talked and talked. Will it be the next iPod? How well will it work? Has anyone actually seen one? What about the relationship with Cingular/AT&T? Will the projected price keep buyers away?

Very few of the usual critics even got a phone to review. Those that did got one only a few days before the launch. They had basically good things to say but didn't seem to be a real factor in this one.

If the end result is to get people to the stores and sell product, can you think of a better launch from a marketing perspective than this one? Sales are apparently outstanding. Reports say Apple is upgrading its projected sales figures from 10 million units in 2008 to over 13 million.

To keep the buzz flowing, expect a lower priced version soon. Perhaps a few enhancements down the road.

No elephants in Central Park or superstar autographed phones needed for this launch.

The product and the public have spoken. And it is a resounding "yes".