Apple teases cult members with mystery product during fiscal conference call

July 22, 2008 |

Apple teases cult members with mystery product during fiscal conference call

By Leslie Poston

In Apple’s fiscal third quarter 2008 conference call the company pulled a fast one on its rabid fans. Amidst all the talk of profit margins and stock valuations the company tossed an easter egg.

Apple users often become immersed in the brand and the experience of using the products to the point that seem “cult-like” to people who don’t use Apple products. Apple had tapped into the concept of evangelism for products long before it became today’s biggest marketing buzzword.

The company has branded itself an expert in lifestyle branding and engagement marketing without once setting foot in the social media field that is making those concepts popular today. How many companies do you really know where the customers and shareholders clamor for access to such mundane business events like a fiscal third quarter conference call?

Along with the regular financial business and stock reports, Apple CFO Peter Oppenheimer predicted a fall in margins between now and sometime in first quarter 2009. He then went on to justify this prediction with several reasons that were causing the company to assume a fall.

The first two reasons were run of the mill: a back to school promotion that nets students an iPod if they buy a Mac and charges related to the iPhone rollout. Yawn. Then came the third reason, the one that made everyone take notice: a future product transition that he then refused to discuss (this lack of elaboration is in keeping with Apple’s normal corporate “keep mum” policy on new products).

The Appleverse is abuzz with predictions. Ranging in scope from a sub-$1000 micro-laptop or a tablet to a processor upgrade, the rumor mill hasn’t stopped for days. My prediction? It will be something as lackluster as this year’s keynote. I’ll go for the not-as-special processor upgrade. What is your prediction? Tell us in the comments. If you’re the first right commenter when the product drops, you’ll get… the satisfaction of knowing you were the first commenter who predicted correctly.