CNN is reporting that Apple is starting to enforce its "Guidelines for Third Party Promotions," which state how companies are allowed to conduct promotions such as free giveaways. Some of these "guidelines" include:
* iPad, iPhone and the iPhone Gift Card may not be used in third-party promotions.
* The use of "free" as a modifier in any Apple product reference in a prominent manner (headlines, callouts, etc.) is prohibited.
* You must submit all marketing materials related to the promotion of Apple products to Apple for review.
I suppose this is a way to protect the perceived "value" of the Apple brand and products, by preventing them from being treated like a gimmick, but at the same time, isn't it the strength of the Apple brand that makes these promotions and contests so appealing? Additionally, how much power does Apple have in enforcing these guidelines, when there is such a thing as first-sale doctrine?
CNN article: tech.fortune.cnn.com/2011/06/01/apple-tries-to-put...
Guidelines: fortunebrainstormtech.files.wordpress.com/2011/06/...
Discussion about
Apple restricting giveaways of their products
Apple is the only company I can ever envision telling people "You're not allowed to buy our products and give them away!" And I do not buy the "protecting brand value" argument because I certainly can't imagine BMW or Mercedes getting heartburn over people buying their cars and giving them away as prizes. Doesn't this just enforce their marketing that these are "special" products, and, therefore, worthy of being treated as a valuable prize?
It will be interesting to see if they maintain this policy after Steve retires and reduces his role on the board. I suspect not.
It will be interesting to see if they maintain this policy after Steve retires and reduces his role on the board. I suspect not.
I think its a little like closing the barn door after the horse has got away. There isso many of these so called sites giving away an iPad or iPhone if you complete several offers and even then its doubtful you will ever receive the promised Apple Product Apple is trying to mitigate the litigation of "Hey so an so promised me an iPad and didn't deliver" not that they would have to supply the aforementioned Apple product but they would have to spend time money and effort to track down the offending scam site.
I wonder how much interest people will lose when the headlines can't read FREE iPHONE! anymore. Maybe there is a chance that this will only increase interest in Apple products as part of promotions but I just think it's not a good restriction to have. Eliminating third-parties from using your 2 best products really is a huge buzzkill.
link me ONE place where they are legitimately giving away an apple iPad WITHOUT companion offers to complete first just one place...
