Wired recently published an article on the commercial success of AirPods. To do this, he had statements from Greg Joswiak, Apple’s vice president of global product marketing. The executive had a few words on its evolution, as well as inspiration for the AirPods Pro.
A quiet start, a billion dollar business
It’s almost like gunpowder because of its spread. His performance was much better than we could have imagined.
Greg Joswiak made these statements to the publication, where there is no doubt about the success of the AirPods. Although the company has never shared data units sold, nor on the income of this product, we can value some success. The marketing of all of its models experienced immediate shortages (here, here and here). With deliveries delayed by several weeks.
Analysts estimate huge sales for a multi-billion dollar business, although sometimes completely unreal. Funny thing is how Apple must have presented the AirPods:
- Original AirPods: 5 minute presentation in September 2016, availability delayed until December 2016.
- AirPods 2: press release on their website in March 2019.
- AirPods Pro: press release in October 2019.
Obviously having space on the stage of a speech is a good way to push and present a new product. And yet, only the original AirPods they only had 5 minutes in presentation, with iPhone 7 and Apple Watch Series 1 and 2. The other models were released via press releases and sold to select media and influencers test units.
The return between the time spent on stage and the income generated must be very high. A device that regularly has about 30 to 40 minutes in each annual speech.
Such an attractive proposition that it does all the work
[En 2009] We worked with Stanford University to 3D digitize hundreds of ears, ear styles, and ear shapes with the intention of creating a design that would serve as a one-stop-shop for much of the population. .
With AirPods Pro, we’re taking this research a step further, looking at more ears and ear shapes. This allowed us to create a design that, along with the three tip sizes, serves an overwhelming percentage of the world’s population.
Thanks to this work, AirPods in their different flavors adapt to a very wide range of the population (although with a few exceptions). An essential element to generate interest in new headphones. While what really drove the headphones was their cost.
The price of AirPods was already very competitive when it was launched in 2016. And with the arrival of AirPods Pro, put the headphones in place They offer noise cancellation. The result is a very attractive value proposition at an ideal price point that has pushed its popularity to levels never seen before.
A laptop with an attractive design is always in view, promoting the product without the same effort
Two years after its launch, at Christmas 2018, AirPods became a meme. Popular culture has exploded, place them as objects of desire and social status. A status within the reach of many and not limited by such a high price that it could be considered a luxury asset.
Without a doubt, a product that is brought to the ears of the world, with striking color and shape, becomes your own advertisement. Multiplication by millions of users, as well as personalities (athletes, celebrities, journalists) who wear it on a daily basis. Therefore, it didn’t take big marketing campaigns to push it.