The iPhone’s extended battery announcement – last minute or brilliant marketing?
by Gil Rosen

Apple today announced that iPhone™ will deliver significantly longer battery life when it ships on June 29 than was originally estimated when iPhone was unveiled in January - ‘Cmon Steve, you expect me to believe this is a last minute improvement?

Steve Jobs, Apple’s CEO. “We’ve also upgraded iPhone’s entire top surface from plastic to optical-quality glass for superior scratch resistance and clarity”. - is there such a thing as PRE launch upgrade?

A truly remarkable news release by Apple today. Not because we are 11 days away from the iPhone’s being in a regular users hand but mostly because at this stage this is a great ‘pumping of the guns’ move by Apple (showing up in blogs like mushrooms after the rain) . What will they discover 5 days before launch? - That it folds in half? that bold people are showing signs of new hair growth, that the blue pill is no longer needed (it will most certainly become a sign of manhood right )

Regardless, my guess is that this announcement has been planed for months before…why not fool around with the press and let everyone talk about possible battery problems ONLY to come out with the great news just before launch and fuel the hype.

“The entire top surface…” , as well as the “battery life extension” are logistic tasks that take months to execute. From testing, ordering, building up stock, replacing existing…etc. - this is NO last minute swicharoo. No way Steve got his team together two months ago and said…“listen guys…we can’t launch like this…you got to do better with the battery life problem…give me solutions people…go-go-go…and wait…while you are at it…lets upgrade the screen cover” .

It doesn’t work this way. To serve the expected nationwide supply, iPhones have been gathering dust in the stock rooms for many, many months now.
Once again, this is a classic Apple / Steve Jobs marketing hype case study - nice one Steve…I like it.

Gil Rosen
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