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Has The Apple Rumour Mill Gone Too Far?

August 6, 2012 by  
Filed under Features & Editorials

Anticipation kills sales while a new rival gets the hang of hype.

One more thing…

Apple is the undisputed king of hype, the ruler of rumour, the sultan of showmanship. Everything Apple does is carefully and painstakingly planned in order to generate the maximum possible brand and product awareness and it reaps the benefits…

This was once again shown in the company’slatest financial results. Officially now the world’s biggest company, Apple once again broke its own records: revenue for the third quarter in its financial year leapt 23 per cent over the same period 12 months ago hitting a whopping $35bn. Net income similarly jumped 21 per cent from a year earlier reaching $8.8bn. Between April and June 2012 Apple shipped 26 million iPhones (up 28 per cent), 17 million iPads (up 84 per cent) and four million Macs (up two per cent).

“We’re thrilled with record sales of 17 million iPads in the June quarter,” said Apple CEO Tim Cook. “We’ve also just updated the entire MacBook line, will release Mountain Lion tomorrow and will be launching iOS 6 this Fall. We are also really looking forward to the amazing new products we’ve got in the pipeline.”

Simultaneously Apple CFO Peter Oppenheimer declared the company will embark upon itsthree year $45bn share repurchase scheme – a way to invest some of its near $100bn cash reserves. He then added Apple expected revenue of “about $34 billion” in Q4.

…and it wasn’t good enough. The undisputed king of hype, the ruler of rumour, the sultan of showmanship had talked itself into trouble: the results were incredible, but such is the carefully manufactured expectation around the brand they weren’t incredible enough.

This is a sample, read the full editorial on TrustedReviews

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