Should Apple Promote Its New Products if It Can’t Ship Them?

If you have an Apple ID, you probably get emails from the company touting new products. I’ve gotten several about the Apple Watch, and I got one today about the new MacBook.

Apple macbook email

Today’s email made me wonder: is it worthwhile for Apple to promote products they con’t ship? I clicked the Buy Now link in the email, and selected a configuration, only to see this on the Apple website:

4 6 weeks

It doesn’t seem very productive to tell people to “Buy Now” when you can’t get a product for four to six weeks (plus delivery time; so, in reality, about five to seven weeks). In fact, it seems quite negative for the company to be promoting products it can’t ship.

I’m well aware of the lack of availability of these products: I write about these things, unlike most people who are just regular consumers. So when I see that button in the email, I know I won’t be able to buy. But I wonder how average users feel when they get these emails and discover that they can’t get the products that Apple is actively pushing.

And I’m not talking about product launches. Apple naturally should be hammering its customers when a new product is released, even if it sells out in minutes. (Though I think they really need to work on that whole process.) I’m questioning the promotion of products a month after they’re announced, when the ship dates are still far in the future.

I think Apple should either wait to promote products they can’t ship, or be more explicit in their emails. It’s not a positive experience for users, and merely reinforces the image of Apple as an elitist brand. If you can’t ship, you shouldn’t taunt people.

14 thoughts on “Should Apple Promote Its New Products if It Can’t Ship Them?

  1. As a consumer of Apple products, I really don’t like it. It comes off as a crass marketing ploy to whet everyone’s appetite for something that is unavailable, but IMHO it’s beneath Apple. I was pretty upset when the iPhone 6/6Plus were introduced on Sept. 9th or so but not available for at least 2 months. I wasn’t able to get mine until early Dec.

  2. As a consumer of Apple products, I really don’t like it. It comes off as a crass marketing ploy to whet everyone’s appetite for something that is unavailable, but IMHO it’s beneath Apple. I was pretty upset when the iPhone 6/6Plus were introduced on Sept. 9th or so but not available for at least 2 months. I wasn’t able to get mine until early Dec.

  3. I totally agree with you. Take, for instance, the fiasco of a product roll-out for the Apple Watch. What sense does it make to market a product that you do not have the ability to get to the consumer until July (for orders place now). And then to roll-out additional countries when you can’t fulfill the orders you have on the books as of right now. Another frustrating with Apple right now is order fulfillment. Why are people who ordered the same products as I have, getting their product before me? What happened to first come, first served? Has Apple’s corporate mentality changed so much that they no longer feel they need to satisfy the consumer? I don’t know. Perhaps only Tim Cook, the board and they myriad of Vice presidents really know.

  4. I totally agree with you. Take, for instance, the fiasco of a product roll-out for the Apple Watch. What sense does it make to market a product that you do not have the ability to get to the consumer until July (for orders place now). And then to roll-out additional countries when you can’t fulfill the orders you have on the books as of right now. Another frustrating with Apple right now is order fulfillment. Why are people who ordered the same products as I have, getting their product before me? What happened to first come, first served? Has Apple’s corporate mentality changed so much that they no longer feel they need to satisfy the consumer? I don’t know. Perhaps only Tim Cook, the board and they myriad of Vice presidents really know.

  5. You’re completely right. They shouldn’t do it. But sadly the Apple we knew in the 80’s is long gone and is now an elitist, marketing corporation.

    Is all about making more profit and selling more devices. The customer and OS quality are much further down the list.

    After I found out about the backdoor built into iOS I realised they’re lying to us about privacy, and continue to do so. That is reflected in the example you spoke about. They care less about consumers. They’re just a massive NSA BACKED CORPORATION……

  6. You’re completely right. They shouldn’t do it. But sadly the Apple we knew in the 80’s is long gone and is now an elitist, marketing corporation.

    Is all about making more profit and selling more devices. The customer and OS quality are much further down the list.

    After I found out about the backdoor built into iOS I realised they’re lying to us about privacy, and continue to do so. That is reflected in the example you spoke about. They care less about consumers. They’re just a massive NSA BACKED CORPORATION……

  7. The answer is easy. Buy a Samsung. Oh wait they advertise early too. But since thy make tons more than they sell you can quickly buy one get one free. It’s so wonderful.

    Or just wait a year or two and they will be in the store. Of course you could buy early. Apple watches shipping now. I guess making great products and having millions and millions of people want your product is a bad thing.

    There is NEVER a waiting line for android phones. Just saying. ?

  8. The answer is easy. Buy a Samsung. Oh wait they advertise early too. But since thy make tons more than they sell you can quickly buy one get one free. It’s so wonderful.

    Or just wait a year or two and they will be in the store. Of course you could buy early. Apple watches shipping now. I guess making great products and having millions and millions of people want your product is a bad thing.

    There is NEVER a waiting line for android phones. Just saying. ?

  9. In many cases, even when online ordering is backed up for weeks the products continue to trickle into their retail outlets. This may not be true for the watch but it could be for the MacBook. I guess it depends on where you live – but here in Albuquerque it is usually worthwhile to check with the store periodically. My point is that because I don’t rely on the Apple online store, the adverts don’t seem like a waste to me.

  10. In many cases, even when online ordering is backed up for weeks the products continue to trickle into their retail outlets. This may not be true for the watch but it could be for the MacBook. I guess it depends on where you live – but here in Albuquerque it is usually worthwhile to check with the store periodically. My point is that because I don’t rely on the Apple online store, the adverts don’t seem like a waste to me.

  11. the way the delivery options change at check out is disappointing.
    buying a standard ipad air 2 states IN STOCK, the entire time throughout basket to checkout, then add a postcode/zipcode on a friday to get delivery options and SATURDAY DELIVERY appears, great! but hang on, the next step, entering the delivery address (the same as the postcode/zipcode entered on just the previous section) and the delivery defaults to STANDARD SHIPPING, so not tomorrow but up to 7 days…
    why not just state “up to 7 days…”?
    bit frustrating indeed…

  12. the way the delivery options change at check out is disappointing.
    buying a standard ipad air 2 states IN STOCK, the entire time throughout basket to checkout, then add a postcode/zipcode on a friday to get delivery options and SATURDAY DELIVERY appears, great! but hang on, the next step, entering the delivery address (the same as the postcode/zipcode entered on just the previous section) and the delivery defaults to STANDARD SHIPPING, so not tomorrow but up to 7 days…
    why not just state “up to 7 days…”?
    bit frustrating indeed…

  13. I simply don’t believe anything that Apple tells me anymore. All marketing hype with zero ability to deliver the products they promise in a timely manner. We deal with Apple at work and it’s very frustrating to work with individuals that care so little about fulfilling their delivery promises. The store personnel that they hire are generally pathetic from a technical perspective, i.e., mostly clueless tattooed pseudo technical resources. Additionally, they spend the vast majority of their time in the store apologizing for their CEOs inability to deliver products. Very, very frustrating indeed! But I guess that’s to be expected from an Auburn grad from a useless SEC diploma mill. Perhaps a more better leader from a more credible university might be able to deliver on the product portfolio versus delivering all hype and talk.

  14. I simply don’t believe anything that Apple tells me anymore. All marketing hype with zero ability to deliver the products they promise in a timely manner. We deal with Apple at work and it’s very frustrating to work with individuals that care so little about fulfilling their delivery promises. The store personnel that they hire are generally pathetic from a technical perspective, i.e., mostly clueless tattooed pseudo technical resources. Additionally, they spend the vast majority of their time in the store apologizing for their CEOs inability to deliver products. Very, very frustrating indeed! But I guess that’s to be expected from an Auburn grad from a useless SEC diploma mill. Perhaps a more better leader from a more credible university might be able to deliver on the product portfolio versus delivering all hype and talk.

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