Apple and the art of introducing innovative new products
Apple has a long track record of introducing innovative new products, such as the iPod and the iPhone, to popular and critical acclaim. In a witty satire piece, The Onion suggests that the next step for Apple is to create the iLaunch, an innovative way of introducing innovative products:
"...Today, Apple is releasing a piece of
innovative new technology that will forever change the way innovative
new technology is released.
The iLaunch, as the new product is called, was then raised up from
below the stage, prompting the audience of technology journalists,
developers and self-professed "Apple fanatics" to burst into a
five-minute standing ovation.
"Get ready for the future of product introduction," said Jobs,
looking resplendent in a black turtleneck and faded jeans. "The iLaunch
will be able to make announcements from this, or any other stage,
making human participation in generating consumer awareness almost
The iLaunch runs Keynote-formatted presentations in high definition
through a built-in projector while displaying a 3D rotating image of
the product. Voice-recognition software, Apple's most advanced to date,
can recite a speech highlighting the features of the device while
injecting several clever digs at competitors. Should a product
demonstration experience a glitch or malfunction, the iLaunch boasts a
complex algorithm that can automatically produce humorous and
Described in its patent filing as a "hype-generating mechanism with
fully integrated Mac compatibility," the iLaunch is powered by Intel
dual-core processors optimized to calculate a product's gravitas. Apple
claims the iLaunch can garner the same amount of press attention as a
major scientific discovery, high-court ruling, celebrity meltdown, or
natural disaster at 200 times the speed of a traditional media-fostered
In addition, the iLaunch automatically saves discussion of a significant product feature for the end of the presentation, to "surprise and
delight audiences," along the lines of a typical Steve Jobs presentation. Any iLaunch-powered presentation, of course, must come after months of rumors and whispered speculation that the product will be "huge" and "change everything."
[image: Steve Jobs and the iLaunch]
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