The tagline; “We’ve got a little more to show you…” is as enticing as it is mysterious. For millions of people across the world these simple words have sent excitement levels to fever pitch, with the invitation these words are written upon indicating the introduction of the hugely anticipated iPad Mini.
Traditionally Apple are tight lipped on any of their developments or projects in the pipeline. However that has not stopped the PR machine going into overdrive once again as the media braces itself for Apple to dominate global news with the official unveiling of the worst kept secret within the business and technological world.
Ever since the announcement of the Nexus 7 and Kindle Fire, the rumour mill has been filled with stories that Apple are indeed developing a rival to the miniature tablets, whilst also attempting to expand their firm grip on the tablet market as a whole. Many found these rumours of a miniature 7” screen iPad to be far from the truth. It was even discarded uncharacteristically by the late Steve Jobs who branded a smaller screen size as not “sufficient to create great tablet apps” and that they are “too big to compete with a smartphone and too small to compete with an iPad”. However, this damning verdict by Jobs appears to have been forgotten as the new management at Apple gear up for another launch, with the queues outside its flagship stores already beginning to build up in what is becoming an annual event for Apple lovers.
One thing that you can be sure of with this announcement is that Apple won’t be taking any chances when it comes to negative PR. In the past, new Apple products have been a target for the media and have attracted large quantities of negative PR with new and existing technology used within their devices. You only have to look back as recently as last month when the new mapping system preloaded onto the iPhone 5 ‘lost’ a number of towns and cities, or had not included them at all. Unfortunately for Apple’s reputation this has not been an isolated occurrence. Reports of the latest iPad suffering from weak Wifi strength and the infamous iPhone 4 antenna issue has resulted in Apple having to become adept in their knowledge and application of crisis PR. Without the significant reputation management and crisis PR undertaken by Apple an argument could be made against the company as a distinct customer friendly and trusted brand. With this in mind, it would appear that any such repeat of problematic software or hardware which could lead to negative media coverage aimed towards the company must be addressed and subsequently avoided before the release date.
Although crisis PR may have worked in the past for Apple, some people are still not entirely convinced that the iPad mini is what Apple should be working towards and that this ‘bold new step’ in the tablet market is actually a step backwards, with people not needing a ‘middle ground’ between their smartphones and their iPad. However, as it stands at present, business PR is positive over the announcement of a more financially affordable version of the tablet, with it rumoured to go on sale for half the price of it’s older brother. The fact that they are opening their brand up to people who cannot afford to take the £400 jump for an original iPad can and should only be taken as a positive move. This will undoubtedly result in higher revenue streams from now until Christmas and will only aid Apple in its quest to open the door to the wider market and sustain positive media relations and PR.
With all this said, the question remains. Will the iPad Mini be a success?
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