Apple builds tablet buzz with silence, say experts

Steve Jobs - Co-founder Apple

Steve Jobs - Co-founder Apple

Apple's ability to spawn massive interest in its still-unannounced tablet is based on a respectable track record and keeping its corporate mouth shut, experts said today.

"Success breeds success," said Michael Gartenberg, vice president of strategy and analysis at market research firm Interpret LLC, when asked how Apple manages to build such serious buzz for a product no one has seen , and about which Apple has breathed not one word.

"Apple has a track record of delivering," he said.

Kathy Sharpe, the chief executive of the Manhattan-based digital marketing firm Sharpe Partners, agreed. "Apple keeps coming out with things that are game changing," said Sharpe. "People pay attention because they get it right, even if the product doesn't work in at first, like the original iPod and the iPhone."

Apple's San Francisco event tomorrow is expected to showcase a new device -- a 10-in. or 7-in. tablet -- but the company has said nothing other than to promise something new. "The new products we are planning to release this year are very strong, starting this week with a major new product that we're really excited about," said CEO Steve Jobs in a statement released just before Monday's earnings call .

"It's a great tool that's an integral part of their marketing," said Stephen Baker, an analyst with retail research company The NPD Group, talking about the vaunted secrecy Apple maintains prior to a new product launch.

"Silence fuels speculation, speculation fuels rumor," said Gartenberg. "But by saying nothing, they haven't promised anything, so they don't really have to deliver [on the rumors]." Even so, Apple faces some risk by letting others manage the message, even if, as some have claimed, the company judiciously leaks information to selected reporters.

"The danger is that the speculation is going to get ahead of what you're going to deliver," Gartenberg added.

The risk is small, countered Baker, who reminded everyone that it's not as if this kind of attention is commonplace. "This really only happens every two or three years," Baker said. "Even Apple can't do this all the time. You didn't see this when they put a video camera in the [iPod] Nano, did you?"

The last time anyone was able to hype a product announcement at this scale without saying anything was three years ago this month, when Jobs pulled the first-generation iPhone out of his pocket, Baker said.

Apple's secrecy and its ceding the table to rumors is good marketing, said Sharpe, because it gets consumers involved. "The secrecy makes it much easier for Apple to generate buzz. No one knows what this is, so it could be the next iPhone...or the next Newton," she said, referring to the MessagePad personal data assistant that Apple introduced in 1993 to much fanfare but lackluster sales.

"That's part of the mystery. Because we're all in the dark, it's a great equalizer. No one has the story first," Sharpe continued. "That makes consumers feel a little important."

Even after the tablet is unveiled, Apple won't have much to say in how consumers perceive the device, little more than it did when it kept its month shut leading up to the event, argued Baker. "Afterward, the majority of people [commenting on the Web] will be talking about what it doesn't have, what it doesn't do," he said. "There won't be a lot of accentuation of the positive. They want to keep talk of the tablet amped, and the way to do that is to go negative, after you've gone positive."

Speaking of buzz, Computerworld blogger Seth Weintraub will live-blog Apple's Wednesday event .

Gregg Keizer covers Microsoft, security issues, Apple, Web browsers and general technology breaking news for Computerworld . Follow Gregg on Twitter at @gkeizer , send e-mail to or subscribe to Gregg's RSS feed .

Join the newsletter!

Error: Please check your email address.
Rocket to Success - Your 10 Tips for Smarter ERP System Selection
Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Gregg Keizer

Computerworld (US)
Show Comments



Sansai 6-Outlet Power Board + 4-Port USB Charging Station

Learn more >



Back To Business Guide

Click for more ›

Most Popular Reviews

Latest Articles


PCW Evaluation Team

Louise Coady

Brother MFC-L9570CDW Multifunction Printer

The printer was convenient, produced clear and vibrant images and was very easy to use

Edwina Hargreaves

WD My Cloud Home

I would recommend this device for families and small businesses who want one safe place to store all their important digital content and a way to easily share it with friends, family, business partners, or customers.

Walid Mikhael

Brother QL-820NWB Professional Label Printer

It’s easy to set up, it’s compact and quiet when printing and to top if off, the print quality is excellent. This is hands down the best printer I’ve used for printing labels.

Ben Ramsden

Sharp PN-40TC1 Huddle Board

Brainstorming, innovation, problem solving, and negotiation have all become much more productive and valuable if people can easily collaborate in real time with minimal friction.

Sarah Ieroianni

Brother QL-820NWB Professional Label Printer

The print quality also does not disappoint, it’s clear, bold, doesn’t smudge and the text is perfectly sized.

Ratchada Dunn

Sharp PN-40TC1 Huddle Board

The Huddle Board’s built in program; Sharp Touch Viewing software allows us to easily manipulate and edit our documents (jpegs and PDFs) all at the same time on the dashboard.

Featured Content

Product Launch Showcase

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?