Page 197 - The Apple Experience

 In-Store Signage. Upon the iPad’s release, in-store signs were unfurled and

placed strategically near the entrance and on the walls. The signs read: “iPad
2: Thinner, Lighter, Faster.”

 Corporate Video. The official Apple corporate video that ran on the Apple

website and on YouTube highlighted the following features of the iPad 2:
one-third thinner, 15 percent lighter, all new dual-core A5 chip with nine

times the graphic performance, and ten hours of battery life.

 Television Commercial. Apple created a television commercial for the iPad
2 titled, “We Believe.” “This is what we believe,” a narrator began,
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“Technology alone is not enough. Faster, thinner, lighter, those are all good
things. But when technology gets out of the way, everything becomes more

delightful, even magical … that’s when you end up with something like
this.” The name “iPad 2” was never mentioned in the commercial. The

name of the product only showed up on screen at the end.

Creating a script, crafting a compelling narrative, and sticking to it

resulted in millions of conversations echoing the key messages “thinner,

lighter, faster.” Following are some samples of the headlines from major

blogs and newspapers that ran after the iPad 2 introduction.

 iPad 2: Thinner, Lighter, Faster—USA Today

 iPad 2: Thinner, Lighter, Faster Transforms the Experience—
MacDailyNews

 iPad 2: All New Design Is Thinner, Lighter & Faster—Endgadget

 iPad 2: Thinner, Lighter, Faster—Good Housekeeping

 A Great Tablet Made Thinner, Lighter, and Faster—CNET

When I walked into an Apple Store after the iPad 2 went on sale, the

Specialist had internalized the product’s messages and delivered them