Apple has seemed almost ham-handed in their attempts to control the media “storyline” since the iPhone 4 was released. If Eric Raymond is correct in his analysis, Apple will continue to struggle:
Apple’s bid to define and control the smartphone market is going down to defeat. I was going to describe the process as “slow but inexorable”, but that would be incorrect; it’s fast and inexorable. My prediction that Android’s installed base will pass the iPhone’s in the fourth quarter of this year no longer looks wild-eyed to anybody following these market-share wars; in fact, given the trends in new-unit sales a crossover point late in the third quarter is no longer out of the question.
There’s an important point that, so far, all the coverage seems to have missed. You can only see it by juxtaposing the market-share trendlines for both 1Q and 2Q 2010 and noticing what isn’t there — any recovery due to the iPhone 4. This product has not merely failed to recover Apple’s fortunes against Android, it has not even noticeably slowed Apple’s loss of market share to Android.
Forget for now the blunder the trade press has been calling “Antennagate”; I had fun with it at the time, but bruising as it was, it’s only a detail in the larger story. With the iPhone 4, Apple tried to counter the march of the multiple Androids using a single-product strategy, which was doomed to fail no matter how whizbang the single product was. As I predicted would happen months ago, the ubiquity game is clobbering the control game; Apple has wound up outflanked, outgunned, and out-thought.
As I’ve noted before, Apple had been running a very slick, very successful media image-building strategy of coolness and technological sophistication. For several years, they barely put a foot wrong in their complex dance of marketing and public-perception-influencing. When something finally did go wrong, they clearly lacked the ability to respond gracefully and recapture the wavering affections of both the reporters and the readers.
In short, the short-term effect of “antennagate” could have been limited to a one-off glitch: give the punters a free “bumper” for their phones, do it quickly and ungrudgingly, and reap the PR reward for being pro-active and showing that you care for your customers. Instead, the “smartest guys in the room” managed to squander almost all their accumulated goodwill in a few short weeks of bluster, denial, and arrogance. Nice work.
