First off the post confuses marketing [4Ps] with promotion. It’s a common mistake and the iPhone 5 demonstrates that Tim Cook doesn’t have the marketing talent of his predecessor. Job, I suspect, would never have allowed anything that included the words, ‘we measure product evolution in microns’ to see the light of day.

Marketing is about product, price, place and promotion – not just making a splash in the media and, I fear, Mr. Cook doesn’t have that critical eye when it comes to product development, nor the promotional skills of Steve Jobs. I’m not suggesting that Apple is in imminent danger, but if they continue the way they started they won’t have it quite as easy as they have in recent years.

I wrote a piece about why, if Apple is not careful, it will become another RIM http://ow.ly/g5iFZ [RIM lost sight of its customers, failed to develop products that met their requirements, was unclear exactly who it was selling too, and failed to promote its products well enough.]