Apple marketing push for iPhone 6s helps secure most successful launch ever
Apple’s marketing for the iPhone 6s and 6s Plus has been its most successful to date after it revealed that sales for the new phones were the highest in its history.
iPhone 6s
Apple announced that it has sold more than 13m of its new phones in the three days since its US launch, a new record for the Silicon Valley giant and may not be the only record broken given that it is set to roll out to across the world in the coming weeks.
The advertising campaign for the latest instalment in its iPhone range featured actor Bill Hader and pop singer Selena Gomez in amongst a series of ordinary people showcasing the new phone’s capabilities. The ad is titled ‘The only thing that's changed...' and goes on to list the major upgrades in the latest phone such as 4k filming and 3D touch before concluding with “The only thing that's changed is everything”.
While Apple uses music celebrities to advertise its music offerings, the ad for the iPhone 6s is the first in which the it has used celebrities in the advertising for the phones. In the ad Gomez shows off the new screen flash which improves selfies on the phone while Hader demonstrates the improved Siri commands.
Apple CEO, Tim Cook, said sales have been “phenomenal, blowing past any previous first weekend sales results in Apple’s history”. He added that customer feedback has been “incredible and they are loving 3D Touch and Live Photos, and we can’t wait to bring iPhone 6s and iPhone 6s Plus to customers in even more countries on October 9”.
Marketing for the phone was challenged by a New York City company called 6S Marketing who called on Apple to rethink its naming strategy and call it the iPhone 7 so that the 6s name would remain associated with it rather than Apple.
Sales completed by 26 September will be included in Apple’s 2015 fourth fiscal quarter results while sales after that date will be included in its 2016 first fiscal quarter results.