iPhone reduced to arcade, iPad irrelevant in a variety of promotional activities to occupy the highest position of popular prizes. Apple's reach has never been more widely distributed the world. However, recently there is a very shocking news: "Fortune" magazine said that Apple requires iPad, iPhone and the iPhone for third-party gift cards and other promotional activities shall not prohibit the "free" word link with Apple products, all related to Apple product promotions Apple's marketing materials have to review. Make eye is the "anger marketing"? High-end brand image, or to defend? Apple licks in the intention.
Free prizes for the highest position
Recently from the "Fortune" magazine's news that Apple has released a new policy prohibiting the use of third party promotions iPad, iPhone and iPhone gift card; prohibited in any Apple product occasions involving significant use of "free" word.
Yesterday, Apple said the head of the Chinese media, declined to comment, and refused to disclose more information. Apple Guide is a staff member told reporters that the company did recently in strengthening the relevant management, iPad, iPhone can not be used for third-party promotions, but no further instructions. Apple's official website, the reporter did not find the relevant provisions of the spread of the Internet marketing guide for Apple's so-called third-party third-party promotions and did not give a definition.
The news triggered heated debate and understand quickly. iPhone, iPad is already a variety of promotional activities, the new darling of the world, occupying the highest position for free prizes. Online activities from large state-owned enterprises, to the food store's weekend party, from banking to IT store, to the catering industry, are shining the shadow of Apple's award. Dragon Boat Festival, even in just the past promotions, large chain stores are still in the delivery iPhone4.
And a marketing event?
China Mobile Internet Industry Alliance, the Secretary-General Lee Yi , Apple played this trick is not surprising, he even came up with a new term, which is following the "hungry market" after " anger marketing. "
"Apple is synonymous with this is crazy, it makes the move should not be any surprise to shock the world, otherwise it is not Steve Jobs." He pointed out that this year's Apple Worldwide Developers Conference will be held more or less this effect caused by the news Developers will effect a great plus.
In the eyes of many, this means more with marketing. Well-known Internet expert Liu Xingliang said the combination of current information, if Apple started to implement this policy covers the very wide, which he considered more like Apple's marketing has always been an alternative approach, the expression of at least several layers of meaning: first, Apple products are very popular; second is to emphasize the high-end; third is if the impropriety, which is equivalent to disclaimers.
And a national mobile marketing experts said, after another Apple created a marketing event, this is very typical, "This is the prompt you, why do not Apple gift? Final analysis, speculation."
Difficult to have legal effect
Apple said back in January this year, relevant policies have been introduced, but only recently began to require companies to perform. However, for "third-party marketing" how to define the scope, there is no official statement.
A cake for the lucky draw prizes are increased by iPad2 attention. "I can not buy a product how to give it to others? Moreover, we do not promote this event." Responsible person in the store, Apple is legally binding in this statement is debatable.
Well-known lawyer in the IT industry, The Wealth of Nations , said Apple's right to prohibit unauthorized misuse, misappropriation of its trade names, trademarks, etc., but it is difficult to binding third-party sales force of law made, after all, Apple has no right to dictate to others . And if consumers buy the product, property transfer, the consumer have the right to dispose of the product. Judgement in The Wealth of Nations, Apple this policy may be mainly for its downstream distribution channels.
A mobile phone company executives said, business is business choice of free gift, choose which product to prove that the product is certain that other manufacturers would not dare to do so. "Once the products are not strong enough to be consumers lash of." Fu Liang, senior telecom analyst , regardless of whether Apple to take no measures are taken, iPad, and iPhone occupy key positions in the circumstances prizes will soon disappear.
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