What are the new product launch strategies used by Apple's cell phone and Mobike's launch, and why did they do it?

Apple's cell phone: create momentum before marketing: often the more unknown something is coming, the more people want to know the truth urgently. "Curiosity kills the cat" says this human nature, and companies to take advantage of the people to watch and see this mentality, you can even use the low-cost can also do a good job of publicity.

In the year-long period when Apple fans were looking forward to the release of the Apple phone, there was constant discussion online, and some people even claimed to have gotten the design of the Apple phone. But it wasn't until the day of the launch that people finally got to see the iPhone for what it really is, and almost everyone guessed that it was called the iPhone, but almost everyone didn't guess its shape, and even more so, they marveled at its various capabilities.

Mobike: Mobike's CEO (Hu Weiwei) is a journalist herself, and she is more inclined to use the media to do PR and tell stories. And ofo's CEO (Dai Wei), he is a cycling enthusiast, so may be more focused on experience.

Mobay's experience of the product is relatively not as good as that of of ofo, so if the product itself does not have obvious advantages, you can use PR to shift users' attention from the product to the CEO and the company;

If the advantages of the product's performance are more obvious, it won't hurt to invest in advertisements directly. Together with the Mobike has media attributes, you can choose to PR-based marketing to reduce marketing costs, similar to word-of-mouth; if there is no media attributes, then hit the money to try to advertise.

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Principle of Honesty and Trustworthiness:

Honesty and trustworthiness is again the most basic part of the basic layer of ethical requirements, which is the most important character standard of the enterprise business ethics, and is the basis of other standards. It is the most important character standard of business ethics and the foundation of other standards. It is regarded as the supreme law in the traditional business practice in China.

Honesty and trustworthiness should still be the important foundation rule for enterprise marketing activities to grasp the ethical boundaries, specifically should include honesty in product quality, not counterfeit; advertisements to be honest to each other; the price of the real price, the old man and the child without deception; transactions to fulfill the responsibility of the contract, keep their promises, as well as the market research data and so on many aspects of the real.