Usually, Apple lets you pre-order their new products. For example, you could pre-order the iPhone 4 to get it delivered to your house on the same day it is available in store. This has always been my preferred method of buying Apple products, as I don’t have the patience to wait for hours in line.

When Apple introduced the iPad 2 last week, they announced that the new device will be available for sale in stores as of Friday 11th, 5pm. Why such an odd time of the day, you may ask.

The conspiracy theorist in me has it all figured out, and again, it’s all about marketing and PR. Here is my reasoning…

6 points of sale = 6 times more publicity

The iPad 2 will be for sale in 6 locations (Apple Store, Best Buy, etc…), which is very unusual. Normally, Apple and its partners (AT&T and now Verizon) are the only one to launch a product. But the more stores that sell the iPad 2, the more publicity Apple gets.

At 5pm on a Friday, people won’t mind getting in line

At 5pm on a Friday, pretty much everyone is on weekend, thus available to wait in line for an iPad. I suspect that stores like Walmart, Best Buy, and Target will have a very limited amount of iPads on stock in order to create scarcity, which will turn into free publicity (ie. news headline: iPad 2 sells out in 2 hours at Best Buy).

Huge lines = even more publicity

Apple knows that by starting to sell the iPad 2 at 5pm, this will create gigantic lines at 6 different locations instead of one, if they chose to only sell the iPad at their stores. Again, this is a marketing stunt to generate bigger headlines (ie. Thousands get in line at Best Buy, Target, Apple Store, etc to buy the new iPad 2).

What do you think?

  • Shawn Beears

    You’re absolutely correct. Great marketing strategy. I hope they don’t apply the same strategy with the iPhone 5.

  • Ace

    Best buy employee told me they’re only going to have 10 of each model! But my AT&T store said they won’t get the ipad 2 for another month :-/

  • Paul

    Thats a bad apple,
    I am handicaped and i love to get he ipad 2 at the first day.
    I cant stay in line to get i always used to preorder.
    Apple left me out this time i hope this is not the way they handle that in the future.

    Thanks Apple…

  • Garret

    In addition to it being a Friday, which removes some inhibitions, the fact that you can’t pre-order it will get people out to the stores and create HUGE lines. Huge lines = huge publicity.

    • You are correct. I hadn’t taken that into account.

  • Daniel

    I might be getting an iPad 2 for my birthday [=

  • a marketing strategy.apple is all about the hype.