Apple iPhone 3G: 30-Minute Marketing

One of the most talked-about aspects of the Apple iPhone 3G is an approximately half-hour instructional video on Apple.com that lovingly details each new feature and function. But if you really think about it, it’s a 30-minute advertisement, said Charles Golvin, principal analyst at Forrester Research.

“Even though it’s educational and you’re giving people an experience, it’s this really sort of deep immersion in Apple’s brand and approach and there’s huge value in that. How often do you get more than a minute of customers’ undivided attention?” Golvin asked.

The educational strategy, employing senior director of worldwide iPhone product marketing Bob Borchers as the instructor, is not the first time the company has done this, but it’s the longest tutorial to date for Apple. (Borchers has demonstrated his expertise in other how-to videos.)