Remember when celebrities were mere entertainers? Singers, actors, dancers, athletes. Then came celebrity chefs, celebrity CEOs, and people who became famous for being hot. (What does Carmen Electra actually do?)
Could it be that the next brand of celebrity is the software developer? That seems to be the angle of Apple’s latest publicity campaign. The company is lifting its infamous NDA that prevented developers from discussing iPhone apps and planning an iPhone Tech Talk World Tour. That’s right: World Tour. Apple will be parading its developers in a city near you so that you’ll have the opportunity to find out everything you ever wanted to know about iPhone apps, but were too afraid to ask because of that pesky NDA.
I find myself continually amazed at the depth of Apple fans’ commitment to the brand. But with unexpected branding schemes like this one, I guess I can justify that commitment to some degree. By lifting the iron curtain previously shielding its coding practices, Apple is giving its fans something that feels really exclusive. At the same time, Apple is elevating its programmers to darn near celebrity status, adding to the company’s already considerable cool cachet.
I can see it now: An audience member will ask a developer about Apple’s failed 3G launch. The developer will respond with a witty quip about how Windows Vista sucks. Everyone will laugh. It will be just like the VP debate.
Wry humor aside, this is a great example of a company truly giving its customers what they want—even if it’s in response to criticism. Apple will surely benefit from revealing its sources. Customers can become more intimately involved with the brand, even contributing to the product itself by developing new apps. This can only increase commitment to the Apple brand. I have to applaud Apple’s agility in turning criticism into what will surely be more fawning devotion.
But then again, Apple fans’ devotion is based purely on the company’s great products, right? ‘Course. —Selena Welz, associate managing editor
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