Gimmicks are generally considered unique or special features to make something stand out that would have otherwise been lost in the shuffle or been ignored. Gimmick often do nothing other than draw attention without any new value. Apple Inc. (NASDAQ: AAPL) has emailed its Black Friday for its “Friday only: A special shopping event.” Frankly, nothing stands out as really being all that special. Its Apple message is “Wrap it up this Friday.”
Apple goes on to say “The special one-day Apple shopping event is Friday, November 26. Visit an Apple Retail Store beginning at 8:00 a.m. or shop online all day.” On the surface, all that it looks has happened was that Steve Jobs and friends at Apple knew how to send out an email telling buyers that the Apple stores and the online site will be open. No standout great sales, no killer registration giveaways, just a promise of “a special one-day-only holiday shopping event. You’ll find dozens of great iPad, iPod, and Mac gifts for everyone on your list.”
Apple’s ad for the iPad notes “You give one present. They get thousands.” That is referring to apps, games, movies, and books that can be bought for the iPad. Thanks, even though pygmies now know what an app is. There is one gimmick for the online store, and that is FREE ENGRAVING on your iPad. Real smart. As fast as Apple creates next generation product upgrades, that will then keep the consumer lemmingism even that much worse because the lemmings won’t be able to sell their old iPads as easily that way. The other great one: “We can ship iPad in our beautiful gift box along with a personalized greeting card and red ribbon… And choose signature gift wrapping to make it even more special.”
There are of course lots of online exclusive accessories online that they can’t stock the stores with, although these are just more and more iCcessories that you could find on your own if you were looking for new additional items from the retailer. We’ll follow up with an update on Friday morning to let you know if Apple gave you a value or if they just gave you yet another gimmick.
JON C. OGG
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