Where’s the Mystique?

Apple’s event invitations have mostly had an awesome sense of Mystique around them.

From the most subtle and very best “The first 30 years were just the beginning. Welcome to 2007” to unveil the incredible iPhone, to “It’s not a Mac” for the original iPod, to the awesomely clever “We’ve got a little more to show you” for the iPad Mini in 2012, to the completely confounding “Hey Siri, Give us a hint.” for the iPhone 6s, Apple’s marketing team is top of the worldwide heap for giving clever, cryptic and hilarious in hindsight clues to it’s new product/service introduction events.

What then, explains when the marketing team “phones it in”, and gives away the mystery and surprise? “It’s almost here” for iPhone 5 in 2012, “Let’s talk iPhone” for the iPhone 4s in 2011, or the picture of the actual phone for the iPhone 3gs event in 2008?

Far be it for me to advise Apple on how to play it’s game, it’s obviously the biggest and most succesful company the earth has ever known, but investigating why and how it plays us game makes us all better players.

This March 25th, Apple is once again showing it’s cards: “It’s Show time” for an event that is highly rumored to be about a TV show/channel subscription service.

Personally, I like the mystery for than the obvious teaser, but what do you think? Prefer to know, or to wait?

Text or call your thoughts to 415-843-1622

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