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Here are Apple’s 10 Axioms for Product Launch Mastery:

1. Creating a superior, revolutionary, market leading product, with a customer centric design and exceptional functionality, so the product becomes the ‘star’ in advertising and the consumer’s mind.
2. Enveloping the product in secrecy so there is a mysterious element to the launch.
3. Creating drama when information is revealed to generate multiple bites of the news apple.
4. Using a high profile spokesperson sparingly so when he appears, everyone listens.
5. Establishing exclusivity through an initial high price point to attract early adopters who establish the ‘cool factor.’
6. Motivating a large base of loyal brand aficionados and ambassadors who serve as an army of influencers and spread the word (and viral video) about the product.
7. Staggering product availability to give word-of-mouth about the product a chance to build while managing the supply chain so that planned releases spike increased demand and drive traffic.
8. Finding, sticking to and reinforcing brand positioning so that everything the company does illustrates the product’s simplicity and coolness.
9. Developing the product with exclusive features so that others cannot copy the design and functionality, and even if they do — the original product is perceived as better.
10. Keeping the details about the product under lock and key so that even developers have no idea how it really works until the launch.

Written By: Joan Schneider and Julie Hall