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APPLE'S NOT THINKING DIFFERENT; Marketer's iPhone strategy isn't all that new: Spending big, then scaling back already worked for iPod.

Publication: Advertising Age
Publication Date: 25-JUN-07
Format: Online
Delivery: Immediate Online Access
Full Article Title: APPLE'S NOT THINKING DIFFERENT; Marketer's iPhone strategy isn't all that new: Spending big, then scaling back already worked for iPod.(News)(Brief article)

Article Excerpt
Byline: BETH SNYDER BULIK

bbulik@adage.com

Nothing about the iPhone so far has seemed typical-yet its long-awaited launch coming this week may well be.

If you use Apple's iPod as barometer, the iPhone should follow a tried-and-true marketing path: heavy spending upfront for awareness; a decrease in reach and frequency...

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