How Apple Advertises New Products: The Prestige

Now that the Apple Watch is on the wrists of the first wave of purchasers, Apple has dropped all the technical mumbo-jumbo and has switched its millions in advertising into full-on prestige mode.

Last September 4, I wrote a Hammock Idea Email called, “Learn the Secret to Appleā€™s Product Launch Magic.”

It referred to the movie, The Prestige, and broke down how Apple would be introducing what we now know is the Apple Watch into the three parts of a magic trick, as described by the film’s character played by Michael Caine: (1) The Pledge, (2) The Turn and (3) The Prestige.

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