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November 06, 2003
Church of Apple
Apple Computer's introduction of iTunes for Windows was classic Apple marketing.
CEO Steve Jobs, clad in his standard uniform of jeans, black mock turtleneck and sneakers, hosted the launch party at the Moscone Center in San Francisco, and I watched the webcast in my jammies, eating breakfast at the computer (a Dell).
Jobs is the quintessential evangelist. A seasoned company leader and communicator (at least to the outside world), Jobs expertly updated the assembled faithful on Apple's PowerBooks and the iPod, and now, iTunes. His introduction was preceded by earlier predictions that a Windows version of iTunes would arrive when "hell froze over." Hoping to defuse claims of bowing to Microsoft, Jobs gave everyone at a Windows iTunes "Hell Froze Over" poster.
Further proving his showbiz prowess, Jobs launched Apple's iChat (video instant messaging service) to chat with Bono of U2 in Ireland, then with Dr. Dre in Los Angeles, and back across the Atlantic for a funny tete-a-tete with Mick Jagger. It was great live theater.
As a performer, Jobs could probably use some coaching to avoid his over-reliance on "just great" as a feature benefit; calling the still-new iTunes "the best Windows application in the world" is hyperbole at best. But in the business arena, there's little dispute that Steve Jobs is a rock star.
(Thanks to Steve Neiderhauser for the impetus to blog about Apple's iTunes marketing.)
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