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The Truth About Early Adopters

Posted by Doug Davidoff

Sep 12, 2007 12:32:25 PM

It should be no surprise that Apple's announcement to cut prices, and their corresponding announcement to give a credit to the early buyers of the iPhone, has prompted a lot of conversation, both on- and off-line.  I've received several questions and comments to my previous post about this.  I thought one response should be shared.  Here it is:

From the reader:

2 questions:
1) as an early iphone adopter, how did you react to the quick price cut?
2) as a marketing expert, how do you rate Apple’s refund/credit offer and communication from Jobs?

Here's my response:

Interesting you asked.

There was a pang of disappointment when I heard the announcement, though I have to admit I wasn't surprised.  It happened a little faster than I had expected, but I knew they were either going to come out with a new model (that could do more things) or they were going to cut the price.  I'm happier they cut the price.

The credit/communication from Jobs was pretty well done.  I know that he got banged on for ignoring it on day 1, but the letter was written in a respectful manner.  I don't think that customers begrudge businesses doing things that are in the business's interest - we just wanted to be treated with respect, forthrightness and honesty (and if you want to throw us a few bucks - all the better).

People are saying that the cut is teaching customers to wait for the price cut - this is advice that demonstrates a lack of understanding of what early adopters are (and remember, everything is situational, I'm not an early adopter in everything (just gadgets :-)), for example, I still don't trust VOIP).  Early adopters want to adopt early - we don't care what the price is.  We want it to have it.  (Look, I paid $800 for my first cell phone).

Topics: Performance