Apple sidesteps the Osborne effect
Today, Apple launched its first new products featuring Intel Duo Core chips, including 17-inch and 20-inch iMacs and newly-named MacBook Pro. By introducing four dual-core Intel computers in one announcement, Apple gave customers their first looks at the types of software, performance, and design that it can achieve with these new power-conscious parts. Jobs also announced a new iLife suite including a new iWeb Internet publishing tool, new .Mac services, and a new Mac OS X software update as well.
Jobs didn't announce plasma displays that we are predicting for this year. As noted in my prior article, that announcement will have more impact as a special TV-based event, possibly around the time of NAB in May. That would line up better with the release of the next generation of plasma panels from companies like Panasonic and Pioneer as well.
But what I thought was most interesting was Jobs' strategy of pre-empting his own delivery date for Intel systems of June 2006. By over-delivering on that promise in six months instead of twelve, Jobs has sidestepped the biggest obstacle critics posed for this processor transition: the Osborne effect of drying up demand for old products in advance of new product availability. By setting everyone's expectations for June and then delivering in January, Apple should see no significant dip in its computer sales because of the processor transition, and may in fact see a boost because of reduced uncertainty. With record revenues for the 2005 holiday quarter on the books, and the Intel processor transition well underway, Jobs has again proved that he's the best marketer in high-technology. 2006 should be quite a year.
Jobs didn't announce plasma displays that we are predicting for this year. As noted in my prior article, that announcement will have more impact as a special TV-based event, possibly around the time of NAB in May. That would line up better with the release of the next generation of plasma panels from companies like Panasonic and Pioneer as well.
But what I thought was most interesting was Jobs' strategy of pre-empting his own delivery date for Intel systems of June 2006. By over-delivering on that promise in six months instead of twelve, Jobs has sidestepped the biggest obstacle critics posed for this processor transition: the Osborne effect of drying up demand for old products in advance of new product availability. By setting everyone's expectations for June and then delivering in January, Apple should see no significant dip in its computer sales because of the processor transition, and may in fact see a boost because of reduced uncertainty. With record revenues for the 2005 holiday quarter on the books, and the Intel processor transition well underway, Jobs has again proved that he's the best marketer in high-technology. 2006 should be quite a year.
Technorati Tags: Analysis, Apple, HDTV, iLife, iMac, iWeb, MacBook, Marketing, Osborne effect, Panasonic, Pioneer, Plasma
posted by Carl Howe at
2:46 PM
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