Hype Kills Redux: Is Apple's Lesson "Underpromise and Over deliver"?
So what's going on here? The new iPad is a good product; its screen excites a lot of people. But the reality is that this new product is just an evolutionary step for Apple.
That's ok. Companies need to have systematic product introduction plans that build on their existing customer base and momentum. The difference is that Apple, on a regular basis, challenges conventional wisdom and keeps itself in a leadership position.
So what should Apple have done? It should probably have managed down expectations. Instead of getting people hyped up for a new a dramatic product; it should have let us know, in advance, what we should expect.
We call that "underpromise and over deliver."
Let people be pleasantly surprised, rather than unpleasantly disappointed.