Case Study 1: Apple Inc. and U2 ( Introduction to PR)

 


ASSIGNMENT



Presented by,
Name: Krishna Gopal Basak
ID: 181012015
Department: Media Studies and Journalism
Course Code: MSJ 11213
Sec: 2

Presented to,
Wafi Aziz Sattar
Lecturer
University Of Liberal Arts, Bangladesh.

Date of Submission: September 01, 2019











Case Study 1: Apple Inc. and U2


This was the exhibition where Tim Cook and other Apple officials showed the iPhone 6 and also made the first statement of the Apple Watch. After revealing that the Watch wouldn't be out until the following year, Tim Cook said that Apple had one more thing to announce. ("The free U2 album 'Songs of Innocence' was a debacle for Apple fans on September 9, 2014", 2018). Perhaps the major declaration (unless you like overpriced watches) at Apple's event Tuesday was that U2's new album, "Songs of Innocence," is being specified away free to Apple's 500 million iTunes subscribers ("U2 Album Giveaway: What's Apple's Angle?", 2014). The clue that Apple and U2 might work together was not particularly amazing. Frontman Bono and Steve Jobs were close friends, and Bono once discussed to Jobs as "the hardware software Elvis." ("The free U2 album 'Songs of Innocence' was a debacle for Apple fans on September 9, 2014", 2018).


Bono was one of the first chief performers to approve the idea of an iTunes Music Store, therefore giving it legitimacy at a time when the Store was still considered a big risk. U2 was also featured in Apple commercials, most notably for the iPod in 2004, featuring the song Vertigo: ("The free U2 album 'Songs of Innocence' was a debacle for Apple fans on September 9, 2014", 2018).

By and big users of any platform hate to have data pushed to them. “Here’s the new U2 album. Take it if you want it.” That being said, you have to miracle if Apple was actually trying to specifically target U2’s prime demographic as an alternative of trying to skew younger. (Owsinski, 2018)

Rather than a gift, many Apple customers saw the free album as something of an intrusion of the sacred privacy of their iTunes account. Putting an album in the account of a user — much less all of them — was a step that Apple had never taken before, and it was seen by a lot of users as an affront. Wired described the giveaway as "devious" and a "worse than spam. ("The free U2 album 'Songs of Innocence' was a debacle for Apple fans on September 9, 2014", 2018).

Thousands said it took up valuable storage space on their devices. Many were just annoyed that a band they didn’t like had foisted their work onto them. After spending over $100 million on the effort, Apple has created a “Remove Album” option to make it easy for users to delete it in its entirety. Apple set up www.iTunes.com/soi-remove , which allows customers to delete the album in just one click. Those who choose to do so will have until October 13 to download it again without being charged. (Mueller, 2014)

The free U2 album wasn’t the problem; clients took issue with the fact that it was repeatedly added to their file collections. Had the statement that the album was available for free downloading been made, allowing customers to take action, the reaction probably would have been different.

If your statement isn’t deserving of a massive event, superstar appearances, and months of confusion, don’t make it such. Instead, be transparent. Announce your product, be clear on what makes it exclusive, what makes it stand out and move forward. Trying too hard never works and should be avoided at all costs. It all comes down to this: Customers don’t want to feel as though they’ve lost their voice. Apple learned this the hard way; you don’t have to. Listen to your customers and look for ways to empower them; your brand will grow as a result. (Matthews, 2014)











Reference


Wagner, D. (Ed.). (2014, October 9). U2 Album Giveaway: What's Apple's Angle? Retrieved from https://www.informationweek.com/it-life/u2-album-giveaway-whats-apples-angle/a/d-id/1315576


Silver, S. (2018, September 9). The free U2 album 'Songs of Innocence' was a debacle for Apple fans on September 9, 2014. Retrieved from https://appleinsider.com/articles/18/09/09/the-free-u2-album-songs-of-innocence-was-a-debacle-for-apple-fans-on-september-9-2018


Owsinski, B. O. (2018, September 18). Analyzing Apple's U2 Mistake. Retrieved from https://www.forbes.com/sites/bobbyowsinski/2014/09/18/analyzing-apples-u2-mistake/#24016d6e4939


Mueller, E. (2014, September 15). Apple shows iTunes users how to delete U2 album. Retrieved from https://www.usatoday.com/story/tech/2014/09/15/u2-apple-itunes-delete-bono-tim-cook/15684873/


Matthews, K. (2014, September 22). 3 lessons from Apple's U2 fiasco. Retrieved April 22, 2019, from https://www.prdaily.com/3-lessons-from-apples-u2-fiasco/

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