Did Apple's dot just slip?

What happens when we pre-announce and then miss the date? Your stock loses value... as does your credibility. And how often is this a result of internal decisions rather than external market forces?

A spokesperson for Apple announced that their new Apple TV set top box is delayed. "Wrapping up Apple TV is taking a few weeks longer than we projected, and we now expect to begin shipments mid-March," spokeswoman Lynn Fox said. And Apple shares fell in after-hours trading.

When will we learn?

Many marketing departments like to announce at big shows or conferences but did Apple need to announce at MacWorld? Was anyone clamoring for an Apple TV device? But now that the cat's out of the bag, reporters and analysts will measure Apple by their ability to deliver.

The (in)famous Gartner "magic quadrant" rates companies on their vision and their ability to execute. Did Apple's dot just slip? What about your company? We hear frequently that sales and marketing and executives love to preannounce for many reasons but what if the product managers and developers cannot deliver?

Communicating your roadmap externally only makes sense when the internal team has confidence in the dates. Do yours?

Steve Johnson

Steve Johnson

Steve Johnson was a founding instructor at Pragmatic Institute, a role he held for more than 15 years before he left to start Under10 Playbook. In his return to Pragmatic Institute, Steve supports the complete learning path for product teams, ensuring they are fully armed for success. 

Over the course of his career, Steve has helped thousands of companies and tens of thousands of product professionals implement product management processes. He has worked in the high-tech arena since 1981, rising through the ranks from product manager to chief marketing officer. Steve has experience in technical, sales and marketing management positions at companies that specialize in both hardware and software. In addition, he is an author, speaker and advisor on product strategy and product management.


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