Tell 3000 Notebook: Lessons from the Complaint-Laden Apple iPhone3G Launch

In today's "consumer controlled surveillance culture," it's hard to get away with anything, even if you are a prized and value brand. Today, Apple officially started selling it's new lower-priced iPhone3G, and within hours of the phones hitting the stores, complaints started to surface about service glitches.  Interesting, even members of the media -- including Philip Elmer-DeWitt, who live blogged the event -- used the power of social media to record problems almost instantly. 

• Key Learning #1: The brand buffer between "experience" and "exposure" is disappearing.
• Key Learning #2: Pre-work everything that could go wrong before the launch
• Key Learning #3: If folks are practically camping out the night before, assume they'll want activation immediately so they can tell others.  Inevitably, this will tax the servers (a big part of the problem)
• Key Learning #4: Perhaps Apple and AT&T should have released the software ahead of time...even a day or two. This might have relaxed the stress on the servers.

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