Top 10 worst marketing mistakes

Description: For decades, Apple priced the Macintosh at a premium over comparably-powered IBM-compatible PCs.

Why It Was Dumb: Apple marketing apparently believed that the added value of the Apple brand, and the superior usability of the product justified a higher price. But the truth is that as Windows became the de-facto standard, the Macintosh environment became a liability that would have required a LOWER price in order to compel people to continue to buy.

The Obvious Alternative: Apple marketing should have understood that the incompatibility of the Apple product with the majority of other platforms represented a barrier to market entry, not an advantage. As such, they should have priced the Macintosh significantly lower than a comparably-powered PC and positioned it away from the business market.

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Mistake #9: Ignoring Computer Games

Description: Apple never attracted game developers to the Macintosh, never launched a game machine, and has only sporadically promoted the iPod and iPhone as handheld gaming platforms.
Why It Was Dumb: Since the main strength of the IBM-compatible PC was in business applications, the home and consumer market was available for an alternative platform. However, Apple’s appeal to the consumer market was vastly weakened by the fact that the Macintosh seldom had the latest and greatest games, which are THE killer applications for a home-based computer platform.
The Obvious Alternative: Apple marketing should have moved hell and high water (i.e. paid big bucks) to make sure that game developers put their games on the Macintosh first. Beyond that, Apple marketing should have pressed the company to turn the Macintosh or a related product into a gaming console long before arch-rivals Microsoft and Sony locked up that market.

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Mistake #8: The Missing Sustainability Report

Description: Apple, alone of all the major high tech manufacturers, refuses to release an official report on the sustainability and environmental impact of its manufacturing and supply chain.
Why It Is Dumb: You’d think that a company with Al Gore on its board, and with a reputation for having “green” products, would realize that reinforcing that image is a good idea. However, Apple’s perceived secrecy around its environmental track record has raised the ire of environmentalists, attracting negative attention to Apple in an area that should be one of the company’s strengths.
The Obvious Alternative: In a recent proxy filing, Apple stated that “the board believes that the proposal has been substantially addressed and publication of an additional report would produce little added value while requiring unnecessary time and expense.” However, the amount of time and expense involved would be minimal compared to Apple’s huge marketing budget. So just publish the d**n report, OK?

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Mistake #7: Allowing Macintosh Cloning

Description: For a few years, Apple allowed other manufacturers to make Macintosh clones. The company later rescinded those licenses, driving those vendors quickly out of business.
Why It Was Dumb: The strategy was an obvious attempt to imitate the “success” of IBM’s strategy of an “open” PC platform. However, Apple failed to notice that IBM was struggling in the PC market (and would eventually sell it off), and that, in any case, an “open platform” strategy — which worked (sort of) in a geometrically growing market — didn’t make any sense in a mature market where the platform battle was already lost. In addition, the fact that Apple royally screwed its erstwhile partners didn’t win the company any friends in the marketplace, and drove even more potential partners into the Microsoft camp.
The Obvious Alternative: Don’t allow cloning of a product that’s value lies in being proprietary. To its credit, Apple marketing finally figured this out, but only after it became clear to everyone else in the world that Mac clones didn’t make any business sense.

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Mistake #6: Continued Support of Apple TV

Description: Apple continues to promote the concept of Apple TV on its website and marketing materials.
Why It Is Dumb: The product is a widely seen as an industry joke. People don’t want to consume television in this way and there are numerous other platforms that do a much better job at both the delivery and the purchasing of the content.
The Obvious Alternative: It’s a zombie. Kill it.

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Mistake #5: Sleeping with Microsoft


Description: Apple forged an alliance with Microsoft to get Microsoft’s office software on the Macintosh platform.
Why It Was Dumb: While Apple is finally in a position to get some well-earned revenge, the entire history of the Apple/Microsoft alliance has consisted of Apple dropping its pants and bending over a barrel. By focusing on Microsoft Office, Apple marketing continued to flog the idea of Macintosh as a business computer, rather than a consumer computer, thereby making certain that the IBM-compatible PC (which was always going to be the favored platform for Microsoft’s software) would remain dominant.
The Obvious Alternative: Apple marketing should have put its energy into landing applications that were unique to the Macintosh, uniquely valuable to the home market, thereby positioning Apple as far as possible from Microsoft. Apple, of course, finally figured this out about five years ago with the iPod, but that was after a decade of getting regularly screwed by the giant of Redmond.


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Mistake #4: Treating Journalists Like Cockroaches

Description: Apple is widely known among business journalists and industry analysts as an insanely difficult company to work with. Their PR people seldom answer press inquiries and their executives treat journalists as unwanted pests.
Why It Is Dumb: You end up with articles like What’s the bug up Apple’s @$$? and When did Apple become uncool? And when you’re really stupid and have a business reporter arrested for reporting about your future product, you get TV coverage like the Jon Stewart video I’ve posted below.
The Obvious Alternative: While the field of business journalism does include its share of independent thinkers, most are more than willing to kiss corporate butt if you throw them a bone once in a while. Every other company in high tech manages to be helpful to the business press. Apple marketing’s continued arrogance is just plain stupid.

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Mistake #3: Pretending They’re the Underdog


Description: Apple is still posing as the underdog, the scrappy fighter against the big bad forces of the IBM PC world.
Why It Is Dumb: Apple’s market valuation and yearly revenue is currently about the same as Microsoft. Eventually, even Apple fanboys will figure out that Apple is a corporate behemoth whose corporate headquarters resembles the movie set for an updated remake of 1984, replete with security cameras, secret codes, and all the accoutrement of a police state.
The Obvious Alternative: It’s been nearly a quarter of a century since Apple marketing devised the underdog story. Give it a rest, for cryin’ out loud. Apple marketing should build a story that fits Apple’s real status in the business world.

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Mistake #2: Censoring the iPhone

Description: Apple recently purged 6,000 apps from the iPhone/iPod library that it deemed “too sexy.”
Why It Is Dumb: Porn is one of the big drivers of traffic on the Internet. If Apple is going to displace the current PC-based Internet environment, it will need to capture some of that traffic. Furthermore, the PC world of porn is having trouble monetizing content in a world where peer-to-peer sharing has become common, a problem that wouldn’t exist in the Apple environment. Apple marketing is therefore throwing away a multi-billion dollar revenue stream.
The Obvious Alternative: Woo-hoo!

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Mistake #1: The AT&T Exclusivity Agreement

Description: Apple granted AT&T exclusive rights to the iPhone until 2012.
Why It Was Dumb: The iPhone has been successful, sure, but think how much more successful it would be if it were supported by every carrier (or even more than just one carrier? The delay in getting the iPhone on other carriers has created a marketing opening for other platforms, like Android, which otherwise wouldn’t never have had even the ghost of a chance.
The Obvious Alternative: Apple marketing should have landed multiple carriers with no exclusivity. Sure it would have been harder to negotiate such deals, but a really savvy marketing group would have understood the importance of NOT locking out the majority of a market during an all-important early adoption phase.

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PWG - NO

THERE IS NO EVIDENCE TO SUPPORT SUCH A NOTION, __ .
YOU DON'T CHANGE PILOTS MID FLIGHT, __ .
THAT IS OUT OF SCOPE FOR TODAY's DISCUSSION, __ .
I'M JUST A LITTLE CONCERNED THAT IF WE DIGRESS ANY FURTHER WE WILL OVERRUN, __ .
I'M GOING TO HAVE TO STOP YOU THERE, __ .
IN MY OPINION THIS NOTION IS ONLY PARTIALLY RIGHT AND LET ME TELL YOU WHY, __ .
I SEE WHAT YOU MEAN AND I THINK IT MAKES SENSE, HOWEVER CONSIDER THIS, __ .
THAT IS CERTAINLY ONE WAY TO LOOK AT IT, BUT ANOTHER IS LIKE THIS, __ .
I SEE YOUR POINT BUT CONSIDER THIS, __ .
I WOULD LIKE TO CONTEST THAT POINT, __ .
I refuse to accept that, __ .
I'M NOT ENTIRELY SURE I AGREE, __ .
I DON'T BELIEVE THAT IS THE MOST OPTIMAL|FEASIBLE IDEA AND I'LL TELL YOU WHY , __ .
WE DON'T WANT TO SET A PRECEDENT BY ALLOWING, __ .
WE ARE NOT EQUIPPED TO, __ .
IT SITS OUTSIDE THE BOUNDS OF MY RESPONSIBILITY/KNOWLEDGE, __ .
THERE'S NO FREE LUNCH, __ .
THROWING TOYS OUT OF THE COT, __ .
I HAVE A FULL PLATE, __ .
I DO NOT HAVE THE BANDWIDTH, __ .
ALL HAT AND NO CATTLE, __ .
WE ARE NOT OUT OF THE WOODS YET, __ .
ITS NOT FULLY BAKED, __ .
IT SOUNDS LIKE YOU ARE CHASING RAINBOWS, __ .
I WASNT INVOLVED. IVE GOT CLEAN HANDS, __ .
ALL BETS ARE OFF, __ .
ALL THAT GLITTERS IS NOT GOLD.
DON'T WANT TO JUST PULL THE SHUTTERS DOWN, __ .
THAT WAS A RESOUNDING NO, __ .
ITS NOT OPTOMISED FOR, __ .
NOW, THAT'S NOT TO SAY, __ .
ITS NOT YET BREACHED, __ .
GOOD INGREDIENTS DO NOT NECESSARILY MAKE GOOD SAUCE, __ .
I'M NOT EXPECTED TO, __ .
WE ARE NOT IN A POSITION TO, __ .
WE ARE NOT EXPECTED TO, __ .
IT IS NOT A SLAM DUNK BUT IT WILL SUFFICE, __ .
ITS NOT RESTRICTED TO, __ .
THEY HAVE NOT BEEN VERY FORTHCOMING, __ .
THERE IS NOTHING TO SUGGEST THAT, __ .
IT DOES NOT INSPIRE CONFIDENCE, __ .
BY NO STRETCH OF THE IMAGINATION, __ .
DON'T HAVE ENOUGH CARDS TO PLAY, __ .
I DON'T HAVE AN OPINION ON THIS, __ .
That's a NEGATIVE there John, __ .
Well that's NOT ENTIRELY TRUE, __ .
IT ALLOWS NO DEVIATION, __ .
I would be hesitant to, __ .
It can definitely be achieved, no question. However it will require a development effort, __ .
In theory, there's no difference between theory and practice.In practice, there is. , __ .
IT HAS FALLEN ON DEAF EARS, __ .
I DO NOT HAVE THE BANDWIDTH, __ .
THE JURY IS STILL OUT ON THAT ONE, __ .
Null and void, __ .
there is no cause for concern in my opinion, __ .
no way, shape or form, __ .
If you cannot compete with no competitors then compete with slow compeititors, __ .
no one has ever been fired for buying Microsoft, __ .
THAT FUNCTIONALITY IS NOW DEPRECATED, DEFUNCT IF YOU WILL, __ .
Its a fire hose approach, only on or off, there is no middle ground, __ .
There is no need to force the issue, __ .
Its hanging in the balance, __ .
There is no single silver bullet that will fix everything, __ .
There is no future in vanilla for most companies in a flat world. - the commercial future belongs to those who know how to make the richest chocolate sauce, the sweetest, lightest whipped cream, and the juiciest cherries to sit on top, or how to put them all together into a sundae.Vanilla will be provided free by the OS community, __ .
Its like digital cameras, no one knew they needed one until they had one. Then they couldnt live without one, __ .

PWG - HARD

IT'S A CURVE BALL, __ .
IT ERECTS BARRIERS RATHER THAN KNOCKING THEM DOWN, __ .
IT MAKES A MOUNTAIN OUT OF A MOLE HILL, __ .
IT ESTABLISHES WALLS OF COMPLEXITY AROUND, __ .
IT REQUIRES SOME HEAVY LIFTING, __ .
IT REQUIRES A DEEP DIVE, __ .
THEY ARE PLAYING HARD BALL, __ .
ITS HARDER THAN NAILING JELLY TO THE WALL, __ .
ITS LIKE HERDING CATS, __ .
ITS A BOX OF FROGS, __ .
It's always harder to make a case for lost hours than for lost dollars, __ .
IT'S HARDER THAN HE'D CARE TO ADMIT, __ .
THAT WAS FEEDING THE COMPLEXITY MACHINE, __ .
IT HAS BECOME QUITE TURBULENT, __ .
ADMITIDLY, ITS DIFFICULT TO DIGEST, __ .
BETWEEN A ROCK AND A HARD PLACE, __ .
BETWEEN THE DEVIL AND THE DEEP BLUE SEA, __ .
WELL I'VE GOT MY BACK TO THE WALL ON THIS ONE, __ .
ITS A BITTER PILL TO SWALLOW, __ .
ITS LIKE EXTRACTING BLOOD FROM A STONE, __ .
I must warn you, Its non-trivial, __ .
THEY ARE WORKING AT FULL TILT, __ .
People who are desperate enough don't look very hard at the price or the evidence...apricot pits..Mexico exclusive medical cure..Sweden in supermarket, __.
ITS LIKE PULLING TEETH, __ .
ITS A CAN OF WORMS, __ .
WE NEED TO MOVE HEAVEN AND EARTH IN ORDER TO ACHIEVE THIS, __ .
It is more CHALLENGING than they initially suspected, __ .
It is a quite COMPLEX problem to solve for several reasons. Firstly, __ .
WE NEED TO DRILL DOWN HARD TO EXTRACT ALL THE NECESSARY DETAILS, __ .
Has proven difficult to piece together, __ .
Its more difficult in a hostile environment, __ .
first time difficult as we need to carve out the gully, __ .
ALWAYS MORE CHALLENGING FROM FIRST PRINCIPLES, __ .
THAT ADDS A LAYER OF COMPLEXITY, __ .
ITS A GREY AREA WITH NO SIMPLE ANSWER, __ .
There are a number of variables we do not have control over, __ .
Rome wasn't built in a day, __ .
Its difficult to hit a moving target, __ .
SWIMMING AGAINST THE TIDE, __ .
ITS AN UPHILL BATTLE, __ .
TRYING TO TURN WATER INTO WINE, __ .
Up the creek without a paddle, __ .
Answer a difficult question with a 'WHY EXACTLY IS THAT IMPORTANT TO YOU?' question, __ .
Need to keep so many plates spinning, __ .
systems are getting more and more complex, so we need to overcompensate and expend a lot of energy on simplification, __ .
ITS COMPRISED OF MANY MOVING PARTS, __ .
this adds another layer of complexity, __ .
If you did an apples-to-apples comparison its many times more complex, __ .
a small cog in a complex system, __ .
ineffable complexity, __ .
This raises several complexities, __ .
We need to abstract from the end-user all those complexities, __ .
The process is a little convoluted, __ .
It seems quite counter-intuitive, __ .
Sounds like you are in Over your head, __ .
There are a number of operational complexities we need to overcome, __ .
We need to wade through red-tape and process, __ .
You got the rough end of the stick, __ .
It's rough but readt, __ .
It's a little rough around the edges, __ .

PWG - EASY

ITS NOT ROCKET SCIENCE, __ .
ITS THE PATH OF LEAST RESISTENCE, __ .
THERE HAS BEEN AN EROSION OF COMPLEXITY AROUND, __ .
ITS NOT TRIPLE BYPASS SURGERY, __ .
IT IS A LEVELLER. IT KNOCKS DOWN BARRIERS, __ .
IT'S A SITTING DUCK, __ .
IT'S A QUICK WIN., __ .
SHOOTING FISH IN A BARRELL, __ .
CHOOSE THE LOWEST HANGING FRUIT FIRST, __ .
WITHOUT BREAKING A SWEAT, __ .
IT IS VERY TRIVIAL, __ .
The hard work is in the establishment of the guiding framework, then execution is trivial, __ .
It's a TRIVIAL excercise, __ .
its easy to say looking in the rear-view mirror ofcourse, __ .
IT'S VERY STRAIGHT FORWARD, __ .
AFTER THAT ITS PLAIN SAILING, __ .
You can use a knife to open a can of beans but it wont be as pleasant and easy a process as using something perfectly designed for that very requirement, __ .
Its easy to pick problems, but its a lot more intellectually challenging to come up with solutions. Don't tell me about the errors I know them, __ .
HE FOLDS OVER VERY EASILY, __ .
IT WILL BE MORE EASILY CONSUMED IF , __ .
NEED TO MAKE IT EASIER TO DIGEST, __ .
IT'S EASIER FROM FIRST PRINCIPLES, __ .
Tinkering with perception is often easier then fixing reality, __ .
ITS TRACTABLE, VERY EASILY MANAGED, __ .
EASILY BLOW IT OUT OF THE WATER, __ .
Users want to simply do their job in the easiest and quickest possibly way that does not require them to learn something 'new' or change behaviour, __ .
I'm of the KISS school of thought, keep it simple, minimise risk, __ .
Occam's razor - of several theories, the simplest that introduces fewest assumptions is to be preferred., __ .
Let's keep life simple for everyone, __ .
WORK SMART - AVOID, AT ALL COSTS, UNNECESSARY COMPLEXITY, __ .

PWG-START

EVERYTHING IS STARTING TO CLICK INTO PLACE, __ .
I don't know where to start,.. Can you give me the 2 minute trailer, __ .
LET ME REWIND AND START AGAIN, __ .
So, THAT WE START OFF ON THE RIGHT FOOT, __ .
WE NEED TO GET IT THRU THE FRONT GATE FIRST, __ .
START CHIPPING AWAY AT IT, __ .
STARTING TO GET MILEAGE OUT OF IT, __ .
THIS WILL SERVE TO GIVE US A CREDIBLE START, __ .
WE NEED TO START RATTLING THE CAGE TO GET SOME RESPONSES, __ .
THEY START SALIVATING WHEN THEY HEAR, __ .
DON'T WANT TO JUMP THE GUN, __ .
NEED TO BE FIRST OFF THE BLOCKS. NEED TO BE FIRST OUT OF THE GATE, __ .
THEY ARE STARTING TO WARM UP TO THE NOTION OF, __ .
WE NEED TO KICK-START THAT PROCESS, __ .
IT SERVES AS A SEED SOWING EXCERCISE, __ .
WHEN DO WE KICK OFF? , __ .
DIRECT FROM THE OUTSET, __ .
IT IS DIFFICULT FROM A STANDING START, __ .
YOU START WITH YOUR BELIEFS AND LOOK FOR EVIDENCE TO SUPPORT THEM, __ .
WE NEED TO BEGIN TO FORMULATE A PLAN OF ACTION, __ .
IT IS STRATING TO GROW LEGS, __ .
THAT WILL GIVE US A HEAD START, __ .
AT WHICH POINT IT STARTS TO CREEK, __ .
IT IS STARTING TO DRIFT, __ .
WHEELS ARE STARTING TO SPIN IN THE MENTAL MUD, __ .
THAT'S A GREAT PLACE TO START, __ .
IT'S TIME TO TURN THE LIGHTS ON, __ .
THEY WANT TO HIT THE GROUND RUNNING, __ .

WHEN DO WE COMMENCE, __ .
The COMMENCEMENT date is the, __ .

We will BEGIN discussions around, __ .

They IGNITED efforts around, __ .

We need to ACTIVATE thinking around, __ .
This serves to ENERGIZE the brand by , __ .

Since INCEPTION it has suffered from problems relating to, __ .
He has INITIATED interest in , __ .
The INITIAL attempt was a failure, __ .
It INVOKED immense interest from, __ .

NEED TO HIT THE ROAD RUNNING, __ .
FROM THE GET-GO, __ .
RIGHT OFF THE BLOCKS, __ .
We need to identify whree one begins and the other ends, __ .
RIGHT OUT OF THE GATES, __ .
It's beginning to sag under the weight of expectation, __ .
Beginning to scratch the surface of the thick bureaucratic wall with his restructuring toothpick, __ .
If we wait for the moment when everything, absolutely everything is ready, we shall never begin, __ .
As you begin to peel away the layers, the complexity greatly increases, __ .

PWG - FINISH

TAKE IT ACROSS THE FINISH LINE, __ .
FOLLOW IT THROUGH TO COMPLETION, __ .
SIGNED, SEALED AND DELIVERED, __ .
NEED TO SIMPLY JOIN UP THE DOTS ON THAT ONE, __ .
THEY ARE SUNSETTING THAT PRODUCT DUE TO., __ .
THEY HAVE PULLED THE PLUG, __ .
I HAVE EXHAUSTED ALL AVENUES, __ .
THEY ARE ADDING THE FINISHING TOUCHES NOW, __ .
WE CANNOT LEAVE IT OPEN ENDED. PARAMETERS AND BOUNDARIES NEED TO BE ESTABLISHED, __ .
Retire perfectly good equipment before it is fully depreciated and had reached its natural end of life, __ .
SIMPLY NEED TO PICK UP YOUR WINNINGS ON THAT ONE, __ .
WHAT IS THEIR END GAME?, __ .
THE END RESULT IS ___, __ .
WE CAN TAKE THE TAIL-END, __ .
ITS FORTUNATELY NOT A SHOWSTOPPER, __ .
NEED TO GENTLY APPLY THE BREAKS, __ .
WE MAY HAVE TO PULL THE PLUG ALTOGETHER ON THIS, __ .
WE CAN AVERT ANY THREAT BY ___, __ .
IT IS COMPLETE PARALYSES UNTIL THEY ________, __ .
WE NEED TO SIT ON IT FOR A WHILE, __ .
ITS ON ICE FOR NOW WHILE WE DECIDE THE BEST COURSE OF ACTION, __ .
IT'S ON THE SHELF, __ .
THEY HAVE DISENGAGED FROM THAT ACTIVITY, __ .
WE HAVE A HARD STOP AT , __ .
WE NEED TO HAVE IT OUT THE DOOR BY, __ .
first over the finish line, __ .
excuse me - just let me finish please, __ .
CLOSE THE LOOP, __ .
WHEN I FINISH YOU WILL GET AN OPPORTUNITY TO SPEAK.OK?THEN ME. THEN YOU., __ .
WHEN CAN YOU TURN THIS AROUND BY, __ .
IT HAS NOT BEEN FINALISED, __ .
They have not COMPLETED the project yet, __ .
The development efforts have CONCLUDED successfully , __ .

They have decided to DISCONTINUE sponsorship of, __ .
They have DIVESTED from devlopments in that area, __ .
The contract has been TERMINATED due to breach of regulations, __ .
It is a TERMINAL agreement.
ON EXPIRATION we need to, __ .
can i please finish..dont ask a question if you refuse to give the courtesy to answer, __ .
IT CULMINATED IN , __ .
END OF PLAY TODAY, __ .
IT WAS A PHOTO FINISH, __ .

WHAT IS THE E.T.A?, __ .
At the end of its thether, __ .

PWG - GOOD

IT's A WELL OILED MACHINE, __ .
IT'S COMFORTING, __ .
IT'S VERY ENCOURAGING, __ .
HE'S A BIG HITTER, __ .
HE iS VERY VCAPABLE, __ .
IT IS A SWEET SPOT FOR US, __ .
It was an EXCEPTIONAL performance, __ .
There are GREATER EFFICIENCIES in taking that tack, __ .
He is a VERY CAPABLE sales person, __ .
We first need to be as good as the incumbent, but then we need to create a differential in order to be better, __ .
TAKE THE GOOD WITH THE BAD, THE ROUGH WITH THE SMOOTH, __ .
Good fit for what you are trying to achieve, __ .
Open source has good enough functionality, good enough scalability,.. most customers are happy with good enough, __ .
Is Google Docs as good as Microsoft Office? No, and it likely never will be. The thing is, it doesn’t have to be as good. Users are overshot right now, __ .
That may all be well and good on paper, but in practice there are a lot of opposing forces, __ .
It sounds good but there is a sting in the tail in that, __ .
establish a good baseline foundation from which to build, __ .
the good news is, __ .
I think its a good middle ground, __ .
good enough competition at much lower price points, __ .
like a child that needs to be rewarded for good behaviour, __ .
we need to have a good story around, __ .
SHE IS QUITE DISCERNING, __ .
IT HAS PROVEN ITSELF TO BE AN EFFECTIVE MEANS, __ .
IT WAS DONE PRO-BONO, __ .
CONSIDER IT BONA FIDE, __ .
IT HAS PROVEN TO BE A FRUITFUL EXCERCISE, __ .
IF IT IS DEEMED TO BE GOOD USAGE OF OUR TIME AND EFFORT?, __ .
They yielded good results from the team, __ .

IT WAS A VERY COMPELLING PROPOSITION, __ .
All's well that ends well, __ .
WE ARE ON GOOD TERMS, __ .
If you can achieve this you'll be in good shape, __ .
Those good folks further up the tree, __ .
I'D SAY I HAVE A GOOD HANDLE ON IT, I CAN SEE THE END GOAL AND WHAT IS REQUIRED TO GET US THERE, __ .

IT IS TOLERABLE BUT NOT IDEAL, __ .