Article: Apple Builds Hype for iPhone with Less; When it comes to Apple's iPhone marketing, less is so much more.

Article from:
eWeek
Article date:
June 21, 2007
Author:
Copyright

NEW YORK (Reuters)-When it comes to Apple Inc.'s iPhone marketing, less has proven to be so much more.

The company led by Steve Jobs first unveiled the music playing iPhone in January, then ran a mysterious teaser commercial for it during the Academy Awards six weeks later. A scant few other details followed.

Only in the last few weeks, when television commercials started running in earnest, did viewers really learn much about what had become the most talked-about product of the year.

It is a suspense-building marketing approach that appears to have worked, judging from the buzz around the iPhone that is set to hit stores on June 29.

Advertising experts say the minimalist campaign will ...

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