Apple launches its white iPhone today. I thought that it is remarkable that the introduction of a new colour (or is it a non-colour) for the shell is a news item. The functionality is the same; the price is the same. We are talking about white plastic versus black.
Such is the world of consumer electronics.
Functionality, power, speed, memory, battery life, megapixels, screen resolution are the stuff of engineers – table stakes for the game.
Winners need to understand, and in some cases create, the consumer trends for the feel, shape, colour, packaging, buzz. A product can fail because of a miss in any one of these areas. Is this a case of beauty over brains? Sizzle over steak? Or is it better characterized as getting the complete package – a gourmet meal where the presentation is as important as the combination of flavours.
Still, I have to wonder if Henry Ford created so much consumer and media interest when he released his first non-black car (was it in midnight blue)?
We’ll be talking about TVs, tablets and smartphones at The 2011 Canadian Telecom Summit. Have you registered yet? Prices go up May 1.