iPhone 4 Launch: Apple Understands The Experience Economy

There are great articles all over the web about the amazing new features of the iPhone 4.  There are also almost as many articles about the problems the iPhone 4  has.

But what’s more interesting from a psychological perspective is how each new iPhone release ups the fanatic interest of more and more people.  Last week the online reservation system for the phones crashed within hours of going up because 600,000 orders hit it so fast.  Then huge crowds turned out worldwide to buy them today, the day of the launch.

More than a need to have the new cool toy, people are clamoring for easier ways to communicate and connect.  With each new iPhone release consumers are compelled to have a better device with upgraded apps and features that help them to be social in better and faster ways.

Beyond this, the sense of community between iPhone users to share tips, geek out on technology and have fun is a reflection of types of people attracted to the Apple tribe. Apple understands the experience economy and Apple lovers love the products because they always deliver better experiences.

Last night in Boulder people began lining up outside the Apple Store at 4pm.  By 5:30 Matt Emmi, an Apple customer, had set up a huge Samsung screen that campers would use to play video games and their kids would use to watch movies like Wall-E.  Others were already sharing iPads, playing board games and going on food runs for strangers next to them in line. This set the context of a community sharing an event.

Here a ‘shot in the dark video’ of the scene with about 100 people at 11pm last night:

By 6am the crowd grew to over 500 people:

And then at 7am over 1,000 faithful Apple addicts were rewarded as the ‘Black Curtain Hiding Awesomeness” (as some labeled it) fell and the doors were opened. This video of how Apple launched iPhone 4 today, including the ceremonial reception of Michael Sitarzewski and Dave Taylor, the first customers in line, reflects how Apple understands the experience economy.