As we mentioned a few weeks ago, B2B marketers can learn a great deal from Apple’s successful product launch strategy. However, last week, it became clear that we can learn just as much from the Silicon Valley giant’s mistakes.
Along with the release of the iPhone 5, Apple also made their most advanced iPhone operating system, iOS6, available to all iPhone users last Thursday. The new operating system has a lot of great features, but it also includes one major flop: Apple Maps. Immediately after iOS6, became available, iPhone users took to the Internet to complain about how poor the new maps application is. In addition to leaving out entire cities and important landmarks and failing to include a transit directions feature, the new Apple map also generates images that look like this:
It’s no wonder iPhone users are disappointed. However, it’s not the flawed application, but rather Apple’s response to the public opinion surrounding it, that we want to highlight as a cautionary tale for any B2B marketer who is planning a major product launch.
After public outcry became hard to ignore, Apple’s PR team Launched the following statement (according to Mashable): “We launched this new map service knowing it is a major initiative and that we are just getting started with it. Maps is a cloud-based solution and the more people use it, the better it will get. We appreciate all of the customer feedback and are working hard to make the customer experience even better.”
There are a few problems here. First, Apple is admitting to launching a product that is below the company’s high standards. Apple has long been known for the high attention to detail and perfectionism that goes into the development of each of its products. This misstep has the potential to seriously tarnish the brand’s reputation.
Second, and most importantly, Apple is asking its customers to wait around while they improve their subpar product, while giving them no alternatives to use until improvements are made. It’s rumored that Google Maps has released a version of their popular mapping application (the one that appeared on all past iOS iterations) but that Apple has so far blocked the Google app from hitting their App Store. This could be enough to drive heavy map users away from Apple and toward Android. We know Google and Apple are highly competitive, but it doesn’t seem logical to risk losing device users over a single app.
Next time you’re preparing for a product launch, keep this cautionary tale in mind. If your brand is known for perfection, don’t release a new product and until it’s been fully vetted and approved by your customers. If you do release a product with problems, make sure you give your customers the option of using an older iteration until you work out the kinks.
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